iHeart Management Shakeup — Phase 2

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Reserve April 6, 2016 so you can attend my next New Radio Conference here. It’s about NOT having a zero growth year with new ways to make money and strong ideas to bolster on-air content.

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Revenue Lifeline For a Difficult Year Ahead

As much as 50% of the local radio spend is going to digital and digital isn’t even that great.

Indie agency AdLarge is now avoiding buying ads on any type of AM station.

Major groups are driving the ad rates down so low that the industry cannot even equal last year’s easy comps to break even.

And every one of the financial soothsayers is predicting an off or zero growth year for radio.

STOP.

STOP.

STOP.

I have to report this stuff but I don’t have to sit back and accept it and neither do you.

Let’s not just force positive talk, let’s do some positive things.

Ways to create meaningful revenue right now.

For example …

  • Do not spend money or a second of your time on podcasting. It is the enemy and detracts from radio listening. There is also no comparable way to monetize it.   A better idea, do podcasting on the air.      
  • Stream your on-air signal all you like, you’re not going to make any decent revenue from it. Shut down your station website, nobody will notice. Go into the video business which now, you can monetize it in all kinds of ways including product placement.
  • Make 60% of your revenue budget this year from only six hours of air-time. Which six hours matters as does what you do with it, but no sense spending in places that cannot contribute to the bottom line.
  • Monetize 7pm-5am – the time Nielsen says is not radio’s best listening times. In fact, I have seen just four hours in this time period explode into an entire new radio station.
  • If you’re not selling subscriptions to something, you’re leaving big money on the table. I know a little bit about the subscription model and can show you a number of ways your listeners will readily pay you a monthly fee (hey, they buy apps like crazy and only use 25% of them).
  • Do a Millennial Radio Makeover on your entire station.  Former Cox and CBS programmer Dan Mason has some great ideas he will share with you when we meet face to face at my April New Radio Conference. Listen to what young listeners want you to do over the air.
  • Reinvent the commercial. I did work at USC for some broadcasters focused on young listeners to see why they hate commercials and the answer was, they absolutely hate radio commercials except for the ones they don’t. Unfortunately radio does very very few of these. But master these and get a premium plus lots of renewals.
  • Raise rates.  WHAT?  You’re shaking your head?  Why?  Radio is too cheap. Do a Millennial Radio Makeover like we’re suggesting and then bite the bullet.  Radio cannot survive as a low cost leader so either step up or accept that you’re going down with your other fearful competitors.
  • Radio’s most dangerous competitor is user-generated content – period. Anyone who works with Millennials knows this. So, do you let these users eat you alive or get into the user-generated content business? You know what’s getting my vote.
  • Create binge content. Yes, Netflix type binge content. Radio can do this, too. In fact, there is precedent. There’s a way to do it and market it.

So I get that things are rough and that our big consolidators have finally given us their disease (the inability to preside over a growth industry), but reflect on the above and join me in Philadelphia, April 6th for one day that can make your year.

Reserve a Seat

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Local Advertisers Dropping Radio

Read the full article now.

Free samples of our work here.

Scroll through my previous stories list here.

Reserve April 6, 2016 so you can attend my next New Radio Conference here. It’s about NOT having a zero growth year with new ways to make money and strong ideas to bolster on-air content.

Report Newstips confidentially in our Witness Protection Program here.

Talk to Jerry privately here.

Work with Jerry on these radio trends here.

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Cumulus Torturing Talent With Unreasonable Demands

INSIDE …

  • The latest insults to Cumulus air talent.
  • Examples of the kind of workweek that is coming soon to Cumulus employees.
  • In their own words, how bad things are getting.
  • Examples of how multi-tasking is going bat shit crazy at Cumulus.
  • Why employees are fast losing faith in the new CEO’s promise to change their losing culture.

Read the full article now.

Free samples of our work here.

Report Newstips confidentially in our Witness Protection Program here.

Succeeding in radio in a zero growth industry is what my upcoming New Radio Conference is all about. Check out these 7 ways to outperform zero growth. Then tell me does this look like a dying business to you -- here.

Scroll through my previous stories list here.

Jerry identifies 28 Emerging Trends Impacting Radio starting here.

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Trump, Cruz, Clinton & Sanders

Each of the leading candidates for president in BOTH parties has begun to figure out Millennials – some more than others.

But I dare say that all four know more about Millennials than most radio people.

This is my way of saying that even if very flawed politicians are changing the way they do things because of the growing influence of 18-34 year old Millennials, then we need to do better.

  1. Bernie Sanders is the gold standard this election cycle for appealing to Millennials – free college, Medicare for all and fight those bastards on Wall Street. Goodies they care about.
  2. Hillary Clinton has her support especially with older women and blacks from what I’m told but she is sounding like “I’ve heard this record before”. It’s me or the GOP won’t sit well with Millennials who don’t scare that easily.  
       
  3. Donald Trump has virtually no values that Millennials care about.  He wants to stop immigration until it’s fixed but Millennials have grown up and gone to school with undocumented workers and Muslims. Trump is brash but that may not be a turn off as much as people think because it is unconventional. Hey, they like reality shows and Donald Trump doesn’t embrace their values but he’s not one of them either.
  4. Nobody likes Ted Cruz according to Donald Trump and there is some evidence that this is true from what political wags say of his Congressional buddies. But Cruz is very careful not to attack Trump during the debates – something Millennials like. Plus for Cruz with Millennials.
  5. Trump is proud of New York values and is resistant from attacks meant to influence Iowans before their caucus because of 9/11 and Millennials cut a lot of slack to people for being different, not the same and New Yorkers are different (this comes from a Hoboken boy).
  6. All the candidates lose on gun issues. In general, Millennials not only have no need to shoot people, they don’t want to shoot animals or for that matter eat them. I’m generalizing here, but there is a lot of truth to this. Guns matter to older voters. Black Lives Matter to Millennials.
  7. Interesting how the 74-year old Sanders is their revolutionary Che Guevara. See, age doesn’t really matter to Millennials if you embrace Millennial values. But in Hillary Clinton’s case, some see her as a grandmother while they see the older Sanders as a revolutionary. Values make the difference not age.
  8. Millennials probably want Republicans to handle their financial future although they are liberal on social issues. The first GOP candidate that can figure this out and get away with it among the warring factions of the party wins their hearts.  If that is even possible.
  9. Oh, wait. Millennials don’t vote. Bullshit. They elected a black president twice. But they will sit home (radio, take notice) if you don’t engage them.
  10. I’ve long held that you can stuff audience ratings and polls where the sun don’t shine. Show me the money. If you subscribe to me, I won your vote. If you fund a populist revolution as Bernie Sanders has done with small donations NOT from Wall Street, you’ve got votes. That’s money you can count on.
  11. The more politicians attack, the more Millennials don’t like them. Notice how Bernie Sanders told NBC’s Andrea Mitchell during the last debate that he’s sick of people forcing him to attack Secretary Clinton (always respectful). Of course he attacks her in comparative ads, but not frontally or he risks losing his Millennial base. Dislike the deed not the person is true with Millennials more than ever.
  12. Bill Clinton’s affairs – even if it turns out to be rape and not consensual – is not safe ground for Millennials. Rape is verboten but using it for your political gain makes you a non-trusted person, which is why their candidate, Bernie Sanders, deftly handled the question on Bill Clinton’s sex life.   Sanders said it was wrong but that he was not going to make it an issue with Secretary Clinton, which shows respect Millennials demand. Hillary is not Bill’s wife in this campaign; she’s a person of her own who is running for president.

It goes on and on and fascinates me more than any previous election.

Anyone could win. I have no clue.

Anyone who says Trump cannot win is wrong and if they say Bernie Sanders can’t win, they are also wrong.

The one who wins gets the most votes and if they want Millennials they have to be un-political candidates.

Now radio.

  1. Bernie Sanders is giving away prizes Millennials want. Audiences don’t want tickets, cars or trips.  There is a disconnect here.
  2. Candidates are falling all over themselves not to sound like a political candidate, but radio stations apparently have not gotten that email. Radio sounds the exact same way it did decades ago – maybe worse.  Certainly not different and not better.
  3. The candidates this cycle are talking about the things that Millennials want and I can identify six things they absolutely, positively must have from radio to even give a listen. Radio delivers not one of them. Seriously.
  4. Putting down people only works for Donald Trump and I think it does because he will say anything and a lot of people don’t think he actually hates the people he trashes. But listen to a radio morning show and look at all the putdowns.  This will not win Millennial audiences and yet radio keeps doing it.
  5. If you believe me that Millennials vote with their money (apps, high speed Internet, Netflix, etc.) then radio has left on the table one of their most potent weapons – the paid subscription. There are opportunities here.
  6. Social media cannot be about self-promotion other than a picture of yourself (say, on Instagram). Radio uses social media like direct mail and it’s wrong.

Reserve April 6 to learn about a Millennial radio makeover and new ideas that can make this a growth year.

Reserve a Seat

Inquire about group rates

If you’d like to stay real close to our venue, the Hub Conference Center, find nearby hotels here.

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