Hi From Hivio - NTS MediaOnline
Transcription
Hi From Hivio - NTS MediaOnline
June 28, 2013 Hi From Hivio Just a little over a week ago I was privileged to be one of about 50 invited guests to attend Hivio -- veteran media researcher Mark Ramsey’s experimental venture designed to bring together a “hive” of creative broadcast and new media minds for what was billed as a “radio ideas festival.” Far from your typical industry meeting, attendees were treated to a roster of presenters that were anything but the usual faces in a daylong program of back-to-back-to-back sessions, all designed MARK RAMSEY to take radio folks out of their comfort zone and encourage them to think about our business from the perspective of other professionals who came from outside of radio. Along with speakers from companies with familiar names such as Pandora, Google, and Triton Digital, Ramsey also gave a platform for presentations from several less familiar digital media ventures, including Mindgruve.com, Vadio.com and SoCastSRM.com, to name a few. There was even an audience participation improv segment featuring Gary Kramer, founder of the National Comedy Theater. To say that the day’s speakers represented a diverse group and an unusual approach to a radio industry meeting is an understatement and Ramsey and his Hivio partner Jaime Solis should be congratulated for taking a chance and thinking outside the box to present this event. Keeping Your Brand Fresh When I arrived and checked out the agenda, someone who to me appeared to be one of the most unorthodox speakers selected for a gathering of radio people was Michael Warburton, the Brand Manager for the San Diego Zoo Global. Now you might be asking yourself -- as did I -- what could a guy who markets a place where they display wild animals possibly have to enlighten radio professionals? Turns out he had quite a bit of info that was more than relevant to those of us in the radio business which, like the San Diego Zoo and its companion the San Diego Zoo Safari Park, must constantly work on keeping a well-established brand fresh and exciting, while also encouraging frequent and repeat engagement from customers. Here are six points Warburton made about how his organization does that -and all are more than just a little relevant to any radio station or show brand: • Always work to stay relevant to people’s changing lives • Innovate constantly at all levels of your organization • Be innovative and open-minded about your marketing and creative • Constantly develop and introduce new products • Always deliver on the expectations of your brand recognition • Always be willing to take a calculated risk Warburton also cautioned that simply deciding to jump on something new without reviewing it in context with what you are already doing isn’t always a good thing. “A lot of companies are anxious to do ‘new stuff’ but spend little or no time reviewing the ‘old stuff’ that you are doing to ascertain if it’s still relevant and worth the cost,” he told attendees. “While it’s easy to say you don’t have a budget for trying or developing something new, the fact is that budgets for a new initiative can often be found in ending one or more old initiatives that are no longer as valuable and relevant as they once were.” Warburton also noted that all too often he is pitched by radio stations seeking to get part of his marketing budget by quoting him ratings, cost-per-point, etc. “What you really need to do today is to first ask what the advertiser’s goals are, then go to work to tell them/show them how and why your station fits their strategy and how you can help them achieve their goals.” Be Everywhere Just as the entire Hivio meeting was designed to take attendees out of their comfort zone, Triton Digital Media Chief Strategy Office Patrick Reynolds echoed that message when he told the room, “The consumption of audio entertainment is being transformed rapidly and you simply cannot afford to feel comfortable. It is time for you to learn how to juggle a lot of things all at the same time. You no longer have an option to simply ‘set it ©2013 NTS MediaOnline™ — All rights reserved. To subscribe visit www.ntsmediaonline.com June 28, 2013 Page 2 Clear Channel/Providence has named Rhonda Lapham Market Manager. In her newly created role Lapham will be responsible for all aspects of the market’s operations including all strategies, programming and sales initiatives for the entire Providence cluster that includes News/ Talker WHJJ … Clear Channel/Seattle names 12-year company veteran Katerina Perez as Vice President/Sales for the company’s Emerald City cluster, effective August 1st. Most recently President of CC/Norfolk, VA, in her new role Perez will oversee sales operations for all seven of Clear Channel’s Seattle stations, including Sports Radio 950 KJR-AM … Congratulations to longtime WCBM/Baltimore hose Tom Marr as he re-ups with the station he’s called home since 1997, in a new deal that will keep the Charm City radio fixture on the station through at least 2017. eMarketer.com reports that nearly 7 of 10 college students in the U.S. now own a smartphone and more than one-third own tablets. That’s in addition to laptops, MP3 players and more electronic entertainment devices. Mobile is cutting into students’ computer and TV time, with daily time spent on smartphones and tablets up by about 18 minutes over last year’s survey. Read the full report on today’s multi-tasking college students HERE …Get BREAKING NEWS alerts by following us on TWITTER, or “friend” us on FACEBOOK. Find one-click links to both HERE. Since our very first issue, NTS MediaOnline Weekly has been committed to helping those looking for their next job connect with those who have positions available … Got a gig open? Looking for your next challenge? Email details and your contact info HERE and we’ll post it free of Dial Global reports that Herman Cain -- the man who you may recall charge as a service to the Talk media industry. wanted to do away with the IRS using his “9-9-9” plan -- has added another significant 9 to his resume, posting a 9.3 share of Men 35-64 on CHATTIN’ WITH THE CHANCELLOR flagship WSB/Atlanta in the March/April/May Arbitron PPM report … New Cumulus Media Networks affiliates this week include KCPXAM/Spanish Valley, UT (The Mark Levin Show); KTRS/St. Louis and KLVT/Lubbock (Red Eye Radio); KCPS/Burlington, IA and WSKY/ Gainesville, FL (The Savage Nation); and KROS/Davenport-Rock Island (The John Batchelor Show) … Envision Radio Networks names certified meteorologist and 30-year broadcast radio veteran John Wetherbee as ‘Chief Stormcaster’ for the company’s America Weekend, where he’ll provide live reports on major severe weather developments that could affect travel and business across the nation … New Waves Radio’s one hour weekend show The Book Report -- hosted by Elaine Charles and currently airing in New York, Los Angeles, Chicago and Miami -- is rolling out in national syndication. Former Westwood One exec Rob Magaziner and his new Centerpiece Media Group is handling affiliate relations for the weekly program … For the second straight year, SportsUSA will syndicate the Little League World Series to radio, offering the U.S. World Championship Game on Saturday, August 24th and the International Championship contest on Sunday, August 25th. Both games, which will be produced in conjunction with Clear Channel/ Williamsport, PA, will air at 3pm (ET) … Independently syndicated University of Nebraska/Lincoln Chancellor Harvey Perlman recently weekend show Northwest Outdoors Radio, hosted by John Kruse, marks joined 1620 The Zone’s (KOZN/Omaha) Sharp & Benning In The the 50 affiliates milestone with the addition of KMPT/East Missoula, MT Morning to talk about a favorite topic of most Nebraskans -- college and KWVR/Enterprise, OR … After a two-year run on KCMO/Kansas athletics. The conversation covered a range of topics including pay for City, weekly talk show The Radio Dish -- hosted by Darcie Blake, Mary athletes, Nebraska in the Big 10 Conference, and athletic department McKenna and Mindy Hart -- moves to crosstown KMBZ-AM & FM salaries. Pictured (l-r) are: Gary Sharp, Perlman, and Damon Benning. where it begins airing on July 7th. ©2013 NTS MediaOnline™ — All rights reserved. To subscribe visit www.ntsmediaonline.com June 28, 2013 Page 3 and forget it’ when it comes to your audio product, as was the case for radio in times past.” Sharing some numbers from active online listening sessions recorded in San Diego (where Hivio was held) during the month of May, Reynolds surprised the crowd with the revelation that there were 5,126 active sessions over 30 stations on some 60 different devices. “But only 41% of that listening was from within the market,” he said. That means that more than half of the online listening to San Diego radio stations during the month was coming from listeners outside the market, something that surely presents a challenge to broadcasters of how to monetize and market to all those non-local listeners to develop new revenue streams. ‘‘ Be everywhere, on every device -- starting with mobile. ’’ Reynolds also noted that as the consumption of audio is being transformed, so is the way that radio sales professionals will need to sell. “Today’s sales environment requires that you are able to sell not only radio’s traditional ‘one-to-many’ concept, but also ‘one-to-some’ and ‘one-to-one.’ You have to be able sell your product in all of those ways and have the data to support selling your audio to all different kinds of buyers.” And what’s Reynold’s best advice for your station’s streaming strategy going forward? “Be everywhere, on every device -- starting with mobile.” The preceding is just a very small sample of some of the content delivered at Hivio 2013. And while with most ‘conventions’ if you weren’t there you are out of luck, Ramsey has opted to share the day’s sessions absolutely free HERE. Among the sessions in particular we’d suggest you check out is a presentation from Gabriela D’Addario and Maggie Ferrante on what Google+ and Google Hangouts can do for your station or your radio show, and a really fascinating conversation with Mike Hodges, President and COO of the UT San Diego (formerly the San Diego Union-Tribune) on how the UT is transforming from a traditional newspaper media company to a multi-platform digital information service to address the changing needs and wants of a new generation. Oh, and don’t miss Ramsey’s introduction in which he set the tone for the day’s event. I can attest that his remarks and some of the stats he displayed caused more than a few attendees to squirm in their seats as he challenged all to admit that radio has changed and that now is the time to make plans for the future. A future not based on myths, but on the reality of radio’s role in a changing media universe. Yep, your station’s or company’s photos could be right here in NTS MediaOnline Weekly -- but only if you send ‘em to us. So, go ahead and take your best shot -- then email your photos to [email protected] Al Peterson 858.486.7559 [email protected] Brooke Trissel 512.589.8568 [email protected] ©2013 NTS MediaOnline™ — All rights reserved. To subscribe visit www.ntsmediaonline.com