Local Radio Vs. More Consolidation

Radio is facing a second significant round of consolidation as witnessed by the recent Entercom/CBS merger and the expected merger of Cumulus at some point thereafter which will present challenges to smaller local broadcasters.

Independent operators will feel the pressure directly but are best positioned to compete in an industry with increasingly fewer owners, wrong-headed top down management and more debt that creates bad decision making.

If local operators are going to sit still while the big get bigger, consolidators will eat them alive by dumbing down programming and sales in their markets.

Katz, the iHeart monopoly rep, is already getting to the ad money first for its parent company before the rest of its clients get any of the buys.  iHeart gets the lion’s share.  You gets less.  (That’s what they must have meant by less is more).

And now with consolidator-inspired programmatic buying being pushed to reduce or replace relationship buying, local broadcaster’s may survive but programmatic has proven to drive down rates and that affects everyone.

All of this is why I try to put together the challenges and opportunities that will affect local radio in the next 12 months.

It’s why we do our Independent Radio Conference.

And today, I am happy to share with you the program I am so proud of with shout outs to the experts who are volunteering their expertise to help local operators get a leg up on the deleterious effects of consolidation -- Round Two.

I invite you to see the final selection of topics for this meeting gleaned from surveys of radio executives.  I hope you like it and better yet that you will take a day to invest in this useful resource.

Program Agenda

8 am              Registration/Complimentary Breakfast
9 am              Changing the Way Radio Engages Audiences
10:30 am       Break/Complimentary Snacks and Refreshments
10:45             The Morning Show of the Future / Repurposing 7pm-5am

12 Noon        Complimentary Lunch

1 pm             Growing On-Air Revenue / Making Money From Digital
2:30 pm         Break/Complimentary Snacks and Refreshments
2:45 pm        Getting Millennials To Listen
4 pm              Conference Concludes

Changing the Way Radio Engages Audiences

  • How to Retrain Air Talent to Sound Like Today’s Audiences
  • How Gender Fluidity Will Affect the Way Your Program To 18-34’s
  • How to Talk to Baby Boomers AND Millennials (There Are 75 Million of Each)
  • The Kind of Air-Personalities In-Demo Today’s Radio Listeners Now Want
  • What Millennials Want in a Radio Personality compared to Gen Xers and Baby Boomers
  • How to Change the Way We Talk to Today’s Listeners
  • The Contest Prize Listeners Crave Most (Not Money, Not Trips)
  • Why Music Sweeps Are Backfiring on Hit Music Stations (and How to Fix It)
  • How to Finally Improve TSL Which Has Been Declining for 2 Decades
  • How to Handle Too Many Commercials
  • How to Add Music Discovery to a Tight Hits Format

The Morning Show of the Future / Repurposing 7pm-5am

  • Updating the Morning Show
  • The One Morning Show Feature That Every Station Should Have
  • New Evidence That the Morning “Man” of the Future Should Be a Woman
  • Eliminating Outdated Morning Shows (Making Them Cool Again)
  • New Ways to Repurpose 7pm to 5am
  • How to Handle Traffic On-Air Now That Listeners Widely Access It Online
  • How to Rebuild Eroding Audiences After PM Drive
  • The One Type Commercial Even Millennials Will Stick Around For

Growing On-Air Revenue / Making Money From Digital

(with a presentation for MoreFM Chairman Jerry Lee on ad churn and a video from programmer & Podcasting expert Steven Goldstein on podcasting)

  • Competing Against Rate Droppers
  • Reducing Advertiser Turnover to Virtually Nothing
  • The Best Company to Pretest Advertiser Copy for Success
  • The Optimum Number of Voices That Make Radio Ads More Effective
  • The Perfect Radio Solution for Podcasting
  • New Competition From User-generated Content like YouTube
  • Finding New Digital Revenue Streams
  • Master Short Form Video
  • New Revenue From Product Placement & Subscription Fees
  • Radio as a “Preview Channel” for Digital
  • How to Create Binge Listening Content for Radio
  • The Potential of Alexa For Radio, the Powerful Voice of Amazon’s Echo

Getting Millennials To Listen

(With a special presentation from Morley Winograd, author of Millennial Makeover and generational expert)

  • How to Program to Shorter Attention Spans
  • Promotions That Will Guarantee Millennial Listeners
  • Focusing on Fans Not Listeners
  • Eliminating the Hot Clock as Millennials Like No Rules
  • Positioning Radio Against Pandora, Spotify & Streaming Music
  • Why Creating 2 or More Formats on One Station Now Makes Total Sense
  • Why Millennials Like More Eclectic Music in Their Hits Station (and How to Give It to Them) Local Radio Vs. More Consolidation
  • Why Creating 2 or More Formats on One Station Now Makes Total Sense
  • Why Radio Must Get Back to Contesting for 18-34 Millennial Gamers
  • The 5 Things Millennials Want From Radio (Millennial Values)
  • How to Remove Hype From Millennial Targeted Stations
  • The Significance the Hottest New Social Medium, SnapChat, to Radio

Led by Jerry Del Colliano whose background includes on-air and management roles in major market radio and television, publishing and digital as well as Professor of Music Industry at The University of Southern California.

This event will not be available by stream or video – only live and in-person April 5th in Philadelphia.

Please join us for this transformative experience.

Reserve a seat

Inquire about group rates

Nearby Hotels

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Merger Partners for Cumulus

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with Merger Partners for Cumulus here.

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

  • The most likely merger partners for Cumulus
  • Why a company whose stock is worth only 56 cents is in the merger driver’s seat
  • Likely merger partners who can’t and won’t step up
  • Can Cumulus be the acquirer?

A new subscription also unlocks these full articles …

            The End of Cumulus SVP Jeff Brown

            Alt-Wrong Talk Radio

            iHeart Bankruptcy

            How the Entercom/CBS Merger Benefits Cumulus

            iHeart's Engineering Changes

            The Entercom Spinoffs

            The 2 Groups Worse Off Than Cumulus

And includes access to every article for the past year plus 3,600 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.

4 weeks until my local radio conference. See the program here.

NewsTip Hotline.

Read More  FREE SAMPLES

What You Will Get at the April 5th Local Radio Conference

If you’ve been thinking about attending this local radio conference, let me tell you what you will get …

  • Everything you need to replicate the way MoreFM in Philadelphia tests copy for advertisers, how they produce spots that use more than one voice and how this leads to loyalty that virtually eliminates advertiser churn. Jerry Lee will be there to answer specific questions.
  • Tactics for dealing with competitors who are driving down your station(s) rates by offering too many bonus spots, costly perks to agencies and digital add-ons.
  • How to attract Millennial listeners who now number 75 million between 18-34 not by guessing what they want but by looking at evidence. Author and Millennial expert Morley Winograd is preparing a video that offers specific advice on winning over Millennials. And as an extra, what Gen Xers and Baby Boomers now want from radio.
  • A blueprint for rebuilding eroding radio audiences and putting a stop to the Time Spent Listening decline that has gone down every year since the early 90’s. Getting listeners to listen longer.
  • You’ll see in detail what the morning show of the future looks like as digital listeners look elsewhere for traffic, weather and transit info. Today’s listeners’ favorite type of radio commercial – yes, we should be doing a lot of these and charging a premium for them. And be introduced to the “morning man” of the future.
  • Concrete ways to eliminate the 3 biggest listener objections to radio. Too many commercials, outdated morning shows and ending music repetition that turns listeners off.
  • How to program to shorter attention spans.  The cure for the epidemic of listeners who won’t listen to a song all the way through --- even one that they love. What’s the right mix of chatter? Music sweeps. Commercial placement.
  • How to add the new music young audiences now expect. How that affects hit rotation.
  • Digital that makes real money. A cost-effective way to start a revenue stream of commercials, product placement and even paid subscriptions doing station-produced short form video.
  • Podcasting that either makes money or is a placeholder for radio. Edison & Triton’s new research shows awareness of podcasting has grown 22% in the past two years. But few podcasts make money. Programmer turned podcast expert Steven Goldstein is preparing a video presentation that shows you how and what topics to begin with.
  • Plus, which issues are trending upward for independent and local radio broadcasters so that they may see the future more clearly.

Here’s how to reserve a seat …

Save $100 -- Register

Bring your key people -- Inquire about group rates

The conference is at The Hub Conference Center, 2001 Market Street Philadelphia. Here are some places you can stay -- Nearby Hotels

Conference details …

  • The conference starts at 8am with registration and complimentary breakfast.  
  • The program begins at 9 am and breaks at 12 noon for complimentary lunch.
  • All breaks are included in our day together.
  • The program ends at 4 pm.
  • The conference is not available by stream or video.
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The End of Cumulus SVP Jeff Brown

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with The End of Cumulus SVP Jeff Brown here.

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

  • Which Dickey leftover is next
  • A sampling of bruising employee comments as Brown exits
  • How he got the axe
  • And how do things change now that he is gone

A new subscription also unlocks these full articles …

            Alt-Wrong Talk Radio

            iHeart Bankruptcy

            How the Entercom/CBS Merger Benefits Cumulus

            iHeart's Engineering Changes

            The Entercom Spinoffs

            The 2 Groups Worse Off Than Cumulus

And includes access to every article for the past year plus 3,598 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.

4 weeks until my local radio conference. See the program here.

NewsTip Hotline.

Read More  FREE SAMPLES

Trending Issues for Local Radio

  • Competitors driving down rates...
  • Increasingly high advertiser turnover …
  • Difficulty attracting younger in-demo listeners especially Millennials …
  • Reinventing a more relevant morning show …
  • Turnoffs like too many commercials and repetitious music …
  • Declining TSL (down every year since the early 1990s) …
  • Too many commercials and too many shorter spots …
  • Shorter listener attention spans …
  • Disappointing digital revenue …
  • The urgent need for new formats …

My upcoming radio conference focuses on these major issues for local broadcasters who find themselves competing with even more consolidation.

Consolidation continues.

Entercom merges with CBS at the end of the year and you know soon Cumulus will likely have to find a merger partner to keep up with the other debt-ridden operators who must scale up to remain alive.

So this conference is for independent, local and regional broadcasters and your key people.

In our one-day together we will drill down into the following areas that will give you the best chance to succeed in a world of renewed consolidation.

What you will get at the Local Radio Conference

  1. Reducing High Advertiser Churn – The proven sales program MoreFM, Philadelphia uses to keep advertisers renewing at high rates and premium prices. Jerry Lee will share resources, techniques and advice for independent operators who want to virtually reduce advertiser turnover.
  2. Selling Against Competitors Who Cut Rates – The answer to too many bonus spots, perks to agencies, digital content add-ons and additional costly promotions. What to do about big radio remnant sales to agencies for pennies on the dollar that eat into local station selling and rates which is expected to be on the increase.
  3. Attracting Millennial Listeners – Morley Winograd, an author and expert on Millennials is preparing a special video presentation just for this conference on how radio must adapt to win this 86 million strong 18-34 money demo to radio. Also, what Gen Xers and Baby Boomers want from radio to listen longer.
  4. Rebuilding Radio Audiences – New approaches to hiring air talent, how to talk to listeners differently, music rotations, handling commercials, updating radio to be cool again in the minds of listeners.
  5. The Morning Show of the Future – The most requested morning show features that radio is not currently delivering. The prototype of the new “morning man”. The one way listeners will stay tuned for premium-priced commercials. Traffic and weather in the age of smartphones. A can’t miss feature every morning show must have.
  6. Eliminating the 3 Biggest Listener Objections to Radio – Just paying attention to these three problems will bring positive results.
  7. Longer Listening – TSL has been down every year since 1990. Try these changes to spot placement, music sweeps, music rotation, new rules for jock talk vs. music. The one promotion that will stretch TSL.
  8. Dealing with Too Many Commercials – What to do with all those shorter spots agencies are buying, best place in the hour to schedule them (PPM and non-PPM strategies) and what to do if you can’t reduce spot loads.
  9. How to Program to Shorter Attention Spans – How to handle the growing number of listeners who won’t listen to a song all the way through --- even one that they love. We’re going to discuss why more frequent stop sets actually feed shorter attention spans and non-stop music invites tune out.
  10. Music Discovery – How to ingeniously add more new music without giving up on playing all the hits.
  11. Digital That Makes Money –- Video, video, video. How to tap into short-form video revenue with virtually no upfront expenses. How to get P1 listeners to buy subscriptions to digital content. Income from product placement. Go to school on SnapChat, the hottest social network currently and how to take advantage of it.
  12. Creating Fresh, New Formats – A new music format and an innovative spoken word format. Hot:  Weekend talk shows for music stations.
  13. Great New Options for AM Radio – Suggestions for spoken word formats that go beyond political talk. How to launch a podcasting station on-air.
  14. Podcasting for Revenue – The #1 podcast in the iTunes Store is an on-air radio show. Does podcasting erode on-air audiences? Is there hidden money in podcasting? Programmer turned podcast expert Steven Goldstein is preparing a special video for those attending this conference.

Reserve a seat

Inquire about group rates

Read More  FREE SAMPLES