Solving the “Too Many Commercials” Problem

If there is one thing that deserves radio’s attention, it is finding a way to mitigate listener complaints about too many commercials.

Amazingly, 16 minutes an hour sounds like double that to a listener when you consider how many :10 and :15 second spots are run in two unlistenable stop sets an hour.

Ratings dictate where these stop sets run in the false illusion that stations will rack up more quarter hour listening.

To be blunt, keep this up and no matter how good a radio station’s programming content may be, listeners will continue fleeing for other options – not even other stations who likely follow the same bad practices.

Now there is hope.

To start with are you running the kind of commercials that even Millennial listeners say they like – that’s right, like? It’s important to know.

Do you know a way to load a lot of commercials into stop sets and reduce the irritation factor by up to 30%? It’s doable.

The one thing to never put in a stop set loaded with commercials or you’re likely asking for trouble.

Taking advantage of competitors who fail to follow the new rules to commercial placement.

Of course, the best way is to cut commercials loads, but Entercom has been trying this on test stations and promoting it. And you know what? It hasn’t helped – at least if you look at the ratings.

So, we’re going to focus on getting control of the biggest audience irritation factor for radio and you can try new ideas and make a real difference.

Here are the radio topics we will focus on at my upcoming Philly conference in 7 weeks from now …

  1. Baby Boomers -- What to do with 70 million available baby boomers -- too many to ignore – when radio is focusing on 95 million Millennials.
  2. Outdated Morning Shows – Replacing traffic, transit and weather with 3 things listeners can’t get on a smartphone.
  3. Repetitive Music – Two new alternatives. One adds more new music without watering down the hits. The other is to rip up the traditional playlist and present the music in an entirely different way.
  4. Listen Longer – Radio time spent listening has been declining every year for two decades. Under 30’s don’t even listen to any song all the way through even though music radio is built on the assumption that if you play the right songs, the audience will stay tuned in. New solutions that are proven to work.
  5. Change the Way We Talk To Listeners – Radio sounds dated and stale. Too much bragging and hype. Learn surprising words that turn off young audiences when used on the air, in promos, sweepers, imaging and commercials.
  6. Millennial Hot Buttons – Authenticity is number one plus four other things that will make younger money demo listeners crave your station.
  7. Music Discovery – How to play the hits as we must while also competing with new music from streaming music services. A bold new way to safely make one format adjustment and do both.
  8. Replacement Format for Talk – Political talk is not resonating with prime demos, but there is one thing that is right in radio’s wheelhouse that should be the next spoken word format. Storytelling – we’ll get into how all types of stations – even music formats – can do it.
  9. Solving the “Too Many Commercials” Problem – For stations that can’t deeply cutback commercial minutes, some new solutions.

And these digital topics that deliver what audiences really want …

  1. Storytelling Instead of Podcasting – Podcasting is radio online, but storytelling is the hottest thing that Millennials want.
  2. Short-Form Video – New rules: don’t need air talent, expenses are under $500 (for the year) and the upside is tremendous.
  3. Social Media After Facebook & Twitter – What’s next in the pipeline.
  4. Binge Content – It’s not just for Netflix and Hulu. Here’s how radio can do it.
  5. Apps Not Websites – How to refocus attention from station websites to specially targeted apps.

More than ever, you can accelerate your station’s success by developing innovative solutions to radio’s biggest challenges.

Make yourself indispensible by investing in yourself by transforming opportunities into success.

Independent broadcasters and digital entrepreneurs are invited to the 6th annual Media Solutions Seminar at the Hub Conference Center March 18th in Philadelphia, walking distance from Amtrak’s 30th Street Station and 20 minutes from Philadelphia International Airport.

Buffet breakfast, lunch and all breaks prepared by James Beard award-winning chef Jean-Marie Lacroix, former executive chef at The Four Seasons included.

Only 7weeks from today to reserve a seat at the next Media Solutions Conference.

It’s your chance to register and reserve a seat at the lowest rate we offer.

Register Now

Contact Jerry about the conference and group rates here.

Read More  FREE SAMPLES

Programming & Sales Shakeup Coming To Cumulus

The latest Nash FM, New York ratings even lower than the previous format.

WLS-FM, Chicago revenue off a whopping 30% -- confirmed.

Selling ads to Mark Thompson on their KLOS website to promote his return to their direct LA competitor – that’s how hard up they are for money (and yes, I captured the screen shot before they changed it).

Seeking Alpha, the Wall Street service that tracks public companies, now flat out says bad Cumulus programming is killing their EBITDA.

So guess what the Dickey’s are going to do?

Fire some people and shakeup programming and sales.

  • What about that poor SOB who decided to take Mark Thompson’s money to run an ad for his new “The Sound” LA Show on his former home website, KLOS?
  • And Jan Jeffries for his part in WLS-FM’s 30% revenue decline.
  • What will happen to Mike “Benedict Arnold” McVay who is proving once again he should return to programming adult contemporary, I think.
  • What Lew will do about morning shows now.
  • The future of branded formats now that Nash FM at 1.3 has the lowest ratings since the format was changed – let me guess, PPM changed a listener panel. No, worse.
  • Why you may want to memorize the word icon.
  • Changes to weekends on Cumulus systemwide.
  • What Cumulus is now thinking about sales commissions.
  • And the future of Engage – their Big Brother (can I say that?) spyware that salespeople despise.

Access this story now

Report news and enter our Witness Protection Program here. $100 for the best tip of the month / $1,000 for the Best Tip of the Year.

Just 7 weeks until my Philly media conference. Register Now. Hold a seat. Inquire about group rates here.

Start your day on a positive note “New Research on Making Changes & Forming Habits” on my motivational website here.

Sign up to get these “teasers” every day for free here.

Read More  FREE SAMPLES

Cable Is About To Get More Expensive

There is a bidding war going on among cable providers, networks and sports franchises.

Maybe you noticed the almost $300 million CBS is paying for some early season games on Thursday nights while the NFL gets the Thursday games for its own network as the sports race heats up later in the season.

The average cable household is paying $6 a month to have ESPN content whether they want it or not.

Want the Philadelphia Flyers games on Comcast Sportsnet in Philly? Even with the cheapest basic cable package you’ll pay $90 a month. The cable systems are passing their costs of acquiring sports rights on to audiences faster than the audience can say I don’t want them.

This is insane for many reasons and one that few people see.

Millennials don’t like sports the way previous generations do.

Go to a game and watch young people having fun on their phones, forget the game.

Football especially has generational problems because Gen X parents – especially moms – are rethinking whether they want their kids playing high school football. Many parents are concerned about whether they want to expose their children to concussions that could cause memory problems and expose their children to dementia later in life.

When a sport cools down in high school, it affects college and as hard as it is to believe on the eve of the next Super Bowl, sports has a problem with the Millennial generation.

We may look back on these times as great days for sports but in spite of what cable operators and networks will still pay for sports, it’s not a slam dunk going forward.

But you’d never know that to see baby boomer media execs making fools out of themselves to get in bidding wars over broadcast rights.

Why?

Because sports still brings them massive audiences and they can sell it. Their own prime time programming, on the other hand, is declining in ratings and increasing in older demographics.

Time Warner, Cablevision and other smaller cable companies are increasing their fees to pay for sports content as is DirecTV whose fees will increase by almost 6% this year. Of course, you can negotiate with them by cancelling – cable companies and satellite providers are losing subscribers at the fastest pace ever.

None of this makes sense.

Owners and operators do what they want even if it flies in the face of what audiences want. They’ll watch sports on free TV but they’re not going to pay for increased costs for sports rights.

Yes, Gen X and baby boom audiences want sports, but when you consider that Millennials are cord cutters and will not pay for television (other than Netflix, Hulu and custom content channels they choose), it doesn’t bode well.

Remember that Comcast is about to takeover Time Warner after the government rolls over on that monopoly.

And cable companies like Cablevision are getting into the phone business. You may have heard about Freewheel which is Cablevision’s $29.95 a month cellphone service that works only on WiFi.

Talk about disrupting – this could kill the mobile phone business.

Pity.

Radio is free and you can’t give it away.

God knows Jeff Smulyan has done everything he can to turn a cellphone into a Walkman and still, very few people want it.

iHeart says it has 60 million registered users but silly iHeart doesn’t track listening sessions as Pandora does.

Know why?

Because it is nearly impossible to listen to terrestrial radio on a mobile device with all those commercials and music repetition.

The dilemma for content providers is to change the way you think about audiences and you will do great things.

That’s the premise of my next media seminar in Philly in about 7 weeks from now.

Just for the heck of it, look at radio’s biggest problems below and make your goals match what we know about emerging audiences – 95 million Millennials many already in the money demo.

  1. Too Many Commercials – Stations want to sell more ads for more competitive prices (translation: cheap ads) so they cram 16 or more minutes of them into each hour. Then they use PPM as their guide for placement of these commercials. How spots are scheduled can make a difference. Also, the length of spots in each stop set.  There is much that can be done.  To proceed as is is not a solution.
  2. Unremarkable Programming For 70 Million Baby Boomers – Radio is guessing about Millennials and making incorrect assumptions about aging Baby Boomers. Baby boomers have been radio’s most loyal listeners but that’s changing now. Ignore baby boomers, target them or better yet discover what the two disparate groups have in common.  I think I can surprise you with what Baby Boomers and Millennials both want from radio that they are not now getting.
  3. Outdated Morning Shows – Radio needs to sell traffic, transit, weather and even news to earn revenue and they want to cut costs by firing popular personalities and replacing them with cheaper alternatives. Listeners like personalities but increasingly they don’t like much else about morning shows. So it would make sense to focus on three new features to replace traffic, time checks and weather. Things they can’t get on their cellphones. Consider these three potent options to replace tired old staples of morning radio. (And you can sell them!)
  4. Repetitive Music – Audiences have always hated music repetition on radio for decades but they had few alternatives. After all, somehow it gets ratings. But now it’s not that easy because listeners have alternative means to easily access music discovery. Two new strategies show promise. One adds more new music without watering down the hits. The better approach is to rip up the traditional playlist and present the music differently.
  5. Declining TSL – Radio TSL has been down every year since the early 90’s. Under 30’s don’t even listen to any song all the way through even though music radio is built on the assumption that if you play the right songs, the audience will stay tuned in. Now, there is a way to keep listeners from straying and it isn’t longer music sweeps.
  6. Listeners Don’t Like the Way Stations Talk to Them – Sounds dated, insincere. Too much bragging and hype. It all sounds like radio is out of touch. Talking down to listeners whether we mean to or not.  Surprising words that turn off young audiences when used on the air, in promos, sweepers, imaging and commercials. Learn them and overcome this objection.
  7. Radio Is Not Authentic – Demographers have discovered 5 things that Millennials crave. Do these 5 things every hour of every day and radio becomes more relevant to the 95 million members of this age group.  One of the 5 things they crave is more authenticity. Learn the fastest way to master being truly authentic to Millennials but also the four other expectations that radio is currently not meeting.  They are screaming this out for you to hear.
  8. Lack of Music Variety and Customization – Spotify, Pandora and YouTube are killing radio when it comes to variety and customization. There may be no way to compete with that, but audiences are beginning to tell us what these streaming services are lacking presenting a great opportunity for responsive radio stations to do what streaming services cannot do.
  9. Outdated News and Talk – Two staple radio formats are seeing audiences erode or attracting unsellable aging demographics.  News stations don’t just sound like their father’s radio station – they sound like their grandfathers radio station. Droning on and on with sleepy features designed for station sales managers not for listeners to crave. Conservative talk is also over because audiences want compromise not red meat. And Progressive talk radio never really worked. It’s a no-win. But spoken word is something young Millennials like, really like – here is the spoken word station of the future (bring an open mind).
  10. Don’t Know Where the AM Band Is – Think about it. There’s nothing for audiences under 60 on AM. So you may be thinking that younger money demos won’t listen to an AM station, right? True, unless … well, I’ll show you a number of things you could do on two tin cans hooked together with a string that Millennials would eat up.  Will you take that challenge?  Because I’m going to do it and you’re going to want to brainstorm on it. Forget the FCC. AM needs to disrupt FM the way FM disrupted AM.

PLUS, What Audiences REALLY Want In Digital Content …

There is nothing worse than doing something well that doesn’t need to be done at all. Some stations are doing impressive digital initiatives that audiences simply don’t care about.

Instead, drill down on what listeners really want in digital and get a better return on your investment in time and money:

  1. Storytelling Instead of Podcasting
  2. Short-Form Video Revenue Stream
  3. Non-hyped Social Media Beyond Facebook and Twitter
  4. Content Audiences Can Binge on Just Like They Do Netflix
  5. Apps Not Websites (and That Includes Radio)

Our day together is worth your time and investment.

A clearly defined agenda, creative and innovative solutions to apply and a forum to discuss and hitchhike on new ideas that you hear.

Independent broadcasters and digital entrepreneurs are invited to the 6th annual Media Solutions Seminar at the Hub Conference Center March 18th in Philadelphia, walking distance from Amtrak’s 30th Street Station and 20 minutes from Philadelphia International Airport.

Buffet breakfast, lunch and all breaks prepared by James Beard award-winning chef Jean-Marie Lacroix, former executive chef at The Four Seasons included.

Less than 8 weeks from today to reserve a seat at the next Media Solutions Conference.

Register Now

Contact Jerry about the conference and group rates here.

Read More  FREE SAMPLES

Ex-Employees To Sue iHeart for Nearly $1 Billion

Payback is a bitch.

And that bitch is soon going to haunt the financially troubled iHeartMedia.

Brought by ex-employees who are madder than hell and looking for their pound of flesh.

Here’s what we know …

  • When this massive civil lawsuit will likely be filed against iHeart.
  • How much money iHeart is secretly earmarking just in case they have to settle out of court like they usually do – it will likely cost even more if they lose a jury trial.
  • The dirty trick iHeart is using to prevent employees leaving the company from not joining the group of litigators.
  • How all of this fits in to that sketchy iHeart employee questionnaire that popped up out of nowhere last week – this is very, very sneaky and now requires extra caution.
  • The repercussions for toxic workplaces such as Cumulus if these ex-iHeart employees prevail.
  • From a person who successfully sued Clear Channel, the surprising chances of these ex-employees winning.

Access this story now

Report news in confidence here.

Less than 2 months until my Philly media conference. Register Now. Inquire about group rates here.

Start your day on a positive note “Hire Yourself Every Morning” on my motivational website here.

Read More  FREE SAMPLES

7 In 10 TV Viewers Stream

A new CEA/NATPE study shows only 55% of Millennials view programming on an actual TV.

Laptops, tablets and smartphones are headed to be the replacement for traditional television.

Other interesting findings:

  • The Millennial group (13-34) is more likely to watch full-length TV shows from a streaming source (84% streamed in the past six months). They watch live TV 54% of the time and DVR’s 33%.
  • 51% of Millennials consider Netflix more important than cable or TV. I wish I still owned Netflix stock last week when it climbed $100 a share.
  • Older Gen Xers like video on-demand (76% watch video on-demand once a week). DVRs are used to avoid commercials.
  • Multi-screen viewing is increasing. Millennials are fine watching Game of Thrones on a tablet or laptop – even a smartphone.

I mention all of this because today’s money demo consumers are platform agnostic.

Unfortunately, radio is not.

If a radio company paid $100 million for a cluster of stations in a given market or two they have this feeling of denial that clouds their thinking.

We keep getting studies to confirm that audiences will listen or watch content anywhere as long as they can control what they are consuming and even how much they get to consume.

That would be bingeing – a video concept radio stations would be wise to explore.

When radio stations create content that can only be consumed the way it was 10, 20 or 30 years ago on and for a radio, you can see where the first problem is.

Therefore, radio stations should sign off.

Not off the air, but sign off as only a radio station and if you’re going to do radio, do the best radio ever. Sadly, we both know that is not the case now.

They need to reset their focus to being creators of content.

This can, of course, include live 24/7 radio but it had better be more.

When you see the ad revenue tumbling in major markets – iHeart’s excellent LA cluster off double digits and Cumulus’ Chicago cluster off 30% -- it shouldn’t take much to realize that radio needs to face a few realities.

Become more platform agnostic – make separate content for as many devices as possible.

Stop programming for PPM and upend traditional hot clocks to create a new source of programming. Listeners are not PPM. They are nothing like it. To program to PPM is to hurt yourself.

Reduce radio’s reliance on simple music formats (short playlists cranking out music that is easily available in streaming music services or personal playlists).

Embrace storytelling – if you’re coming to Philly for my conference, I will wager that one of the most useful discussions is how to do storytelling on the air.

Millennial listeners love storytelling and sorry, storytelling is not podcasting. Or as I like to kid my friend Norm Pattiz of PodcastOne, podcasting is just a way for Norm to make more money doing Westwood One again online. It’s spoken word radio on the Internet – not going to fly with Millennials.

For radio operators, it is too dangerous to sit home and simply repeat last year.

I’ve isolated the 10 things that can make the biggest difference to radio stations if you are willing to think differently about them.

Here’s a quick sample:

  1. Too Many Commercials – How spots are scheduled can make a difference. Also, the length of spots in each stop set. There is much that can be done. To proceed as is is not a solution.
  2. Unremarkable Programming For 70 Million Baby Boomers – All the focus is on young money demo Millennials. Baby boomers have been radio’s most loyal listeners but that’s changing now. Ignore baby boomers, target them or better yet discover what the two disparate groups have in common.      
  3. Outdated Morning Shows – They like personalities but increasingly they don’t like much else about morning shows.  Focus on three new features to replace traffic, time checks and weather. Yes, they don’t need them. But consider these three potent options to replace tired old staples of morning radio. (And you can sell them!)
  4. Music That Is Too Repetitive – Audiences have hated music repetition on radio for decades but they had few alternatives. Not so anymore. Two new strategies show promise. One adds more new music without watering down the hits. The better approach is to rip up the traditional playlist and present the music differently.
  5. No Compelling Reason To Listen Longer – Radio TSL has been down every year since the early 90’s. Under 30’s don’t even listen to any song all the way through even though music radio is built on the assumption that if you play the right songs, the audience will stay tuned in. Now, there is a way to keep listeners from straying and it isn’t longer music sweeps.
  6. Don’t Like the Way Stations Talk To Them – Sounds dated, insincere. Too much bragging and hype. It all sounds like radio is out of touch. Talking down to listeners whether we mean to or not.  Surprising words that turn off young audiences when used on the air, in promos, sweepers, imaging and commercials. Learn them and overcome this objection.
  7. Radio Is Not Authentic – Demographers have discovered 5 things that Millennials crave. Do these 5 things every hour of every day and radio becomes more relevant to the 95 million members of this age group.  One of the 5 things they crave is more authenticity. Learn the fastest way to master being truly authentic to Millennials but also the four other expectations that radio is currently not meeting.  They are screaming this out for you to hear.
  8. Lack of Music Variety and Customization – Spotify, Pandora and YouTube are killing radio when it comes to variety and customization. There may be no way to compete with that, but audiences are beginning to tell us what these streaming services are lacking presenting a great opportunity for responsive radio stations to do what streaming services cannot do.
  9. Outdated News and Talk – Two staple radio formats are seeing audiences erode or attracting unsellable aging demographics.  News stations don’t just sound like their father’s radio station – they sound like their grandfathers radio station. Droning on and on with sleepy features designed for station sales managers not for listeners to crave. Conservative talk is also over because audiences want compromise not red meat. And Progressive talk radio never really worked. It’s a no-win. But spoken word is something young Millennials like, really like – here is the spoken word station of the future (bring an open mind).
  10. Don’t Know Where the AM Band Is – Think about it. There’s nothing for audiences under 60 on AM. So you may be thinking that younger money demos won’t listen to an AM station, right? True, unless … well, I’ll show you a number of things you could do on two tin cans hooked together with a string that Millennials would eat up.  Will you take that challenge?  Because I’m going to do it and you’re going to want to brainstorm on it. Forget the FCC. AM needs to disrupt FM the way FM disrupted AM.

PLUS, What Audiences REALLY Want In Digital Content …

There is nothing worse than doing something well that doesn’t need to be done at all. Some stations are doing impressive digital initiatives that audiences simply don’t care about.

Instead, drill down on what listeners really want in digital and get a better return on your investment in time and money:

  1. Storytelling Instead of Podcasting
  2. Short-Form Video Revenue Stream
  3. Non-hyped Social Media Beyond Facebook and Twitter
  4. Content Audiences Can Binge on Just Like They Do Netflix
  5. Apps Not Websites (and That Includes Radio)

This is a day worth your time and investment.

A clearly defined agenda, creative and innovative solutions to apply and a forum to discuss and hitchhike on new ideas that you hear.

Independent broadcasters and digital entrepreneurs are invited to the 6th annual Media Solutions Seminar at the Hub Conference Center March 18th in Philadelphia, walking distance from Amtrak’s 30th Street Station and 20 minutes from Philadelphia International Airport.

Buffet breakfast, lunch and all breaks prepared by James Beard award-winning chef Jean-Marie Lacroix, former executive chef at The Four Seasons included.

Less than 8 weeks from today to reserve as seat at the next Media Solutions Conference.

Register Now

Contact Jerry about the conference and group rates here.

Read More  FREE SAMPLES