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3 years ago
Under the new thinking, shorter listening stretches became almost a self-fulfilling prophecy. The brief moment in which a top 40’s power rotation could be 45 minutes has mostly passed. But there’s still an emphasis on instant gratification—e.g., all-news stations with traffic every four minutes, even if it means sending people on their way sooner. But how many more occasions can you get from listeners if the three places where they might have consumed radio are down to one, in some cases? “At home” is diminished by the competition from morning TV and, increasingly, by the lack of a radio at home. “At work,” the usage that lends itself to long listening stretches, is threatened by other choices that offer even more continuous music and fewer interruptions.
“We are seeing that music and in fact, radio itself are shifting platforms. This is not necessarily at the expense of broadcast radio but as a result of the expanding array of music platform choices. Radio still plays a key role in keeping its listeners connected, but digital options are clearly moving into the pure music position.” - Jeff Vidler, senior vice president of media and entertainment at VisionCritical
“Be a friend and a companion. Be a filter, give them something they can steal to use themselves, and focus on things that make you react.”
The report shows radio’s audience increased year over year, adding more than 1.6 million weekly listeners. Radio now reaches 242.8 million listeners on an average weekly basis.
DMR/Interactive COO Andrew Curran: Back when AM radio played the hits or more recently when Howard Stern ruled morning drive, the term "listener" adequately described our audience. In today's digital and mobile environment, we have an opportunity to think about our audience in a new way. They are no longer just listening to the radio. They are commenting on it, promoting it, creating it, sharing it, evaluating it, and talking about it.
Senior Vice President/Integrated Marketing Solutions
“They are literally spending 100% of their time now on sales and we have centralized all operations through our corporate staff,” CEO Walter Ulloa said. While it’s too soon to assess its full impact on sales efforts, Entravision has logged double-digit increases so far this year. Through the end of February there are gains across a number of ad categories, including professional services (+14%), auto (+12%), telecom (+16%), financial services (+13%) and grocery (+15%). “It’s terrific to see these core categories growing,” Ulloa said.