Your Competitor’s New Morning Show

If you make no other change in the year ahead, the one thing you must do is update your morning show.

Many companies know that they have a problem with changing audiences and their outdated morning shows that are essentially unchanged for years.

If you don’t act, you can be sure they will.

Some 50% of a successful stations revenue is derived from AM drive so a lot is at stake.

Here’s what you are going to have to deal with …

  1. Increasingly listeners want a lead female anchor and not just a woman sidekick. iHeart pulled Ellen K off its primary Ryan Seacrest KIIS morning show in LA for a young woman sidekick and sent Ellen to another one of their stations – KOST.       Within months she was beating Seacrest and he and the KIIS show have steadily declined once a strong woman competitor hit the market. If it can happen to “Kiss” and to a name as big as Seacrest, it’s time to look at your options for promoting women in the morning. It’s complex, but we have solid input and useful suggestions.
  2. What if you have a solid male morning show personality? This can be delicate but your station has some options.
  3. Old features are irrelevant today even though stations need traffic and news for revenue purposes. How to strike a balance between the features radio needs to keep the billing up and new features to get the audience re-engaged.
  4. This is a generalization but worth noting – in markets where humor is the chief component of radio morning shows, we’re seeing a slide.
  5. Morning show listeners want more authenticity and we’re going to brainstorm some ways to make mornings more authentic before someone else in your market figures it out.
  6. Contests are not a big draw but dreams are – all of us are dreamers. But here is what young in-demo audience’s think of as dreams.

Find a way to Philly next week – air, car, Amtrak (5 minutes from the station).

This kind of information is too precious to miss out on and only available in the company of other local operators who are definitely not sitting still.

Invest one day – Wednesday April 5 -- and you will come away with focused ideas and strategies on revenue building, updating your morning show and the following subjects:

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Entercom’s LA Fast One

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with Entercom’s LA Fast One here. 

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get …

  • A down and dirty deal that was planned even before CBS agreed to merge with Entercom
  • Why Entercom will be iHeart’s worst nightmare in LA if it pulls this off

A new subscription also unlocks these full articles …

            CBS Radio Revenue Tanking

            Dickey's Resignation from the Cumulus Board

            Entercom Planning 2 Major Surprises

            iHeart's Soaring Stock

            iHeart Major Market Fail

            iHeart's Plan to Dupe Lenders

            The Cumulus Cuts, Staff Reductions

            iHeart Takes 1st Step Toward Bankruptcy Filing

And includes access to every article for the past year plus 3,627 in our archive like these (scroll through/latest first).  Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising.  Accepts no corporate money or consideration.  And is beholden only to subscribers who appreciate it so much that they pay for it.  Thank you.

April 5 Philly Conference Registration

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18-34’s Don’t Listen to Songs All the Way Through

That’s a problem because everything we do in radio – build cume, expand quarter hour listening, focus on P1s – is based on the simple idea that if a station plays the most popular songs, the audience will keep listening.

In fact, programmers believe if you stop djs and air personalities from talking, ratings will go up (and because of PPM methodology, it is true).

But listeners love really good radio personalities.

We even have this notion that if we run 8 minutes of commercials twice an hour it’s okay because the audience will check back in.

That’s like tempting them to seek another hit of dopamine at one of their many other digital choices.

2017 is the year of radio revenue challenges – make no mistake about it – and we’re focused like a laser on it.

But let’s not lose sight of how the audience has already changed and radio has not.

This is why we do a refresh every year on topics that are trending for radio stations.

And shorter attention spans that are killing our chances for success with this 18-34 demographic that advertisers desire.

  1. They don’t listen to songs all the way through even the ones that they like.  That’s the Pandora/Spotify influence.  It’s pure adrenaline that listeners seek when they are listening to music.  Even playing the hits is no longer enough, but there is an alternative made for radio but time is short.
  2. There are ways to make it more difficult for 18-34’s to tune out the music they like.  One way is how we present it and that will be front and center at my Philly conference in about a week.
  3. Another way is to let them tune out and keep trying to draw them back but that can prove to be difficult and costly because some kind of a bribe may be necessary.  Still, it’s one of your options.
  4. One area we will explore is “music discovery”.  18-34’s are really into that – again, a byproduct of streaming music services and music on-demand that they grew up with.  You are going to learn a way to feed 18-34’s the music discovery they want without losing the hit appeal of your station.

There is no problem the radio industry cannot confront and turn into an advantage.

But great ideas like these are useless without a game plan forward and you’ll get that in Philly next week.

Invest one day – Wednesday April 5 – and you will come away with focused ideas and strategies on revenue recovery, making 18-34’s stay tuned and the following subjects.  It’s tax-deductible, check with your accountant:

View the Full Program here

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CBS Radio Revenue Tanking

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with CBS Radio Revenue Tanking here.

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get …

  • For stations that compete in markets where CBS Radio owns stations, here is what CBS is going to do in detail to disrupt ad sales.
  • Specifically, how CBS is going to change the way they manage their sales people – account execs are not going to like this.

A new subscription also unlocks these full articles …

            Dickey's Resignation from the Cumulus Board

            Entercom Planning 2 Major Surprises

            iHeart's Soaring Stock

            iHeart Major Market Fail

            iHeart's Plan to Dupe Lenders

            The Cumulus Cuts, Staff Reductions

            iHeart Takes 1st Step Toward Bankruptcy Filing

And includes access to every article for the past year plus 3,625 in our archive like these (scroll through/latest first). Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. Thank you.

April 5 Philly Conference Registration

Contact Jerry

Report News Confidentially

Read More  FREE SAMPLES

Millennials Freak at Mobile, Video Ads

If this isn’t a once in a lifetime opportunity for radio, I don’t know what is.

According to Deloitte’s “Digital Democracy Survey”, 80% of young TV online and mobile TV viewers will skip commercials.

Over 70% of Millennials and those under 15 (Gen Z) say such ads are “irrelevant”.

45% use ad blocking software with 89% saying it is their intent to block all advertising.

46% say they focus more on ads that they can skip.

99% of Millennials and Gen Z multitask while watching video.

If the radio industry wasn’t so driven by two big companies flirting with bankruptcy and desperate to sell anything, they would call this an opportunity for radio, too.

Independent local stations – the ones planning on staying in business and making a profit – can come up with a strategy to make radio advertising more appealing to a very large generation of potential listeners.

Be more authentic in spots.

Use more voices – we now even know the optimum number of voices to create the most effective ads.

Test the spots before running so the client doesn’t waste their money (obviously, a debt-ridden consolidator isn’t worried about advertisers wasting their money or doing more effective ads).

You bet advertisers will pay more for this.

What I’m saying is that the glass is more than half full for radio if stations focus on results and that includes understanding how Millennials and Gen Z think.

You are aware that I am doing a conference for local radio in about a week and a half.

I have consulted an expert in Millennials to drill down on these powerful keys.

And independent stations who have mastered – yes, mastered – getting premium rates from advertisers while making them more effective to in-demo audiences.

I can make you this promise.

Invest a day in this conference and you will have so much focused information on what is currently trending among audiences and advertisers.

It will be the best and most useful day you’ve spent gathering intelligence on how to compete in the second wave of consolidation.

View the Full Program here.

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