Conclave 40 Opens In Minneapolis
July 16, 2015 at 2:10 PM (PT)
The CONCLAVE LEARNING CONFERENCE kicked off its 40th annual event TODAY (7/16) in MINNEAPOLIS. This year's event was curated by new CONCLAVE Chair (and ALL ACCESS columnist) LORI LEWIS, VP/Social of CUMULUS/WESTWOOD ONE..
Radio Leaders Address Tough Questions
ALL ACCESS President and Publisher JOEL DENVER opened the schedule by moderating a panel of radio leaders in an "Ask Me (Almost) Anything" session, including HUBBARD CEO GINNY MORRIS, NRG MEDIA CEO MARY QUASS, CUMULUS/WESTWOOD ONE CMO PIERRE BOUVARD, ENTERCOM MILWAUKEE VP/Programming BRIAN KELLY, and MAX MEDIA/VIRGINIA BEACH VP/GM DAVE PAULUS.
The session covered several important issues facing radio, including the length of stop sets (KELLY noted that ENTERCOM Alternative KNDD (THE END)/SEATTLE's experiment with two-minute stopsets went well until the breaks were increased from two to three per hour; PAULUS said he "can't look at our clients in the eye and say 'hang in there, there are seven spots, you'll be number eight';" but MORRIS said that her company is not hearing length of stopsets as a problem in its listener research); communicating radio's continued outstanding reach (BOUVARD noting that radio remains the top reach medium and "we have to be telling these stories to our advertisers and our sales people"); attracting creative people to work in radio (QUASS rhetorically asked how to make radio companies into places "that creative people want to spend time with us"); measurement (BOUVARD pointed out that television and network radio use average commercial ratings, measuring audience for spots rather than programming); VOLTAIR (BOUVARD noting that Canadian research found the box generating credit for stations when the actual audio was impossible for the subjects to hear, which he termed "fraud"); and radio's problem with creative (KELLY saying that talent endorsements are the top "thing that works" for radio; BOUVARD stressed the value of storytelling in creative).
Monetizing Mobile, Getting A Job
Split sessions followed the opening panel, with jacAPPS Pres. PAUL JACOBS moderating a panel on monetizing apps, with examples of different approaches offered by SCRIPPS Dir. of Marketing and Innovation J. PAT MILLER, GREATER MEDIA Classic Rock WCSX/DETROIT PD JT TARRANTS, and EMMIS DIGITAL VP ANGIE MAY-COOK. Referring to TRITON's research that 75% of streaming is on mobile devices, JACOBS noted that the "additive" mobile streaming offers radio an opportunity, but revenue has not followed suit, and JACOBS pointed at the large amount of money on the table in local ad spending available for radio to expand its digital revenue share. MAY-COOK gave a presentation on EMMIS' "WHERE HIP HOP LIVES" app based on its Top 40/Rhythmic WQHT (HOT 97)/NEW YORK and KPWR (POWER 106)/LOS ANGELES but taking a global approach that includes streaming but also subscription offerings like commercial-free versions of the stations; the app and subscription offerings launched on JUNE 7th and has pulled in 300 subscribers since then.
TARRANTS explained WCSX's success with a game app, "WCSX DEER HUNTER"; MILLER outlined the creation of RADIO LEAGUE, the app for SCRIPPS (formerly JOURNAL) stations that included both local stations' streams and custom content produced through RADIONOMY (like a SUMMERFEST station and MILWAUKEE prep sports), plus the ability of users to record comments for the stations.
Next door, CUMULUS ATLANTA OM ROB ROBERTS, MAX MEDIA VIRGINIA BEACH OM JOHN SHOMBY, and HUBBARD Hot AC WTMX (101.9 THE MIX)/CHICAGO PD MARY ELLEN KACHINSKE offering advice for radio job seekers on a panel moderated by BMI VP Industry Relations DAN SPEARS.
Marketing Radio, Learning About New Media
In the second set of breakout sessions, marketing was the focus of a panel with CURB RECORDS' ANNIE SANDOR, LEIGHTON BROADCASTING's BROOK STEPHENS, and CPR PROMOTIONS' PAIGE NIENABER, moderated by KTIS/MINNEAPOLIS' MARIANNE MILANO, while ALL ACCESS' PERRY MICHAEL SIMON, who doubles as Dir./Programming for LEGENDARY DIGITAL's NERDIST INDUSTRIES, talked podcasting and EDISON RESEARCH's SEAN ROSS talked streaming in a session moderated by GEORGE WOODS, the veteran Talk host who has successfully established his own streaming operation.
Awards and Research
After the luncheon presentation of the ROCKWELL AWARD to QUASS and consultant and NATIONAL RADIO TALENT SYSTEM founder DAN VALLIE, including photo introductions of QUASS modeling for a department store ad and VALLIE in his shaggier days (in one photo sporting a MAC MCANALLY T-shirt) and a presentation by WESTWOOD ONE's ZACH SANG, EDISON RESEARCH's LARRY ROSIN on the "Share of Ear" study, focusing on Millennials with an assist from stills from "BACK TO THE FUTURE" showing a 1985-vintage alarm clock and cassette Walkman to estimate audio listening back then as 75% AM/FM and 25% Walkman, then using the film's jump forward to 2015, finding AM/FM at 39% among millennials, challenged by newcomers like streaming audio (21%). (Older audiences listen to much more traditional radio).
Millennials spend a plurality of their streaming audio time with PANDORA (49%), followed by SPOTIFY (22%) and iHEARTRADIO (19%). 35% of listening is on a radio, 32% on a mobile device, and 17% on a computer, which means that 49% of Millennials' listening is on digital devices. The overwhelming majority of time Millennials spend with audio -- 86% -- is for music, which is true for all demographics.
Social Media Meets the Lambeau Leap
GREEN BAY PACKERS Social Media Manager GARRISON CUMMINGS gave a presentation on enhancing a brand through social media, stressing goal-setting based on audience, content and metrics. The PACKERS' past goals were to drive users to the website, drive sales, and get leads, but the team now looks at goals from the fans' standpoint, looking to drive engagement, build awareness, and talk to each of the audience segments (hardcore fabs, casual fans, international fans), serving each of them with what they want. The team analyzes social media use in four areas: goals, the calendar, campaigns, and in the context of the content mix. He also pointed out the disparity between reach and the number of followers, with the team reaching 20% of its followers and aiming to increase that percentage. And he touted the need to look at impressions per social media post and engagement per post.
Changing PD Roles, Video Ascendant
In a final split session, the changing role of program directors was highlighted in a panel moderated by NRG MEDIA COO CHUCK DUCOTY and featuring SCRIPPS MILWAUKEE VP/GM and corporate VP/News-Talk TOM LANGMYER, HEARST News-Talk WBAL-A/BALTIMORE PD SCOTT MASTELLER, and ENTERCOM MADISON OM DAVID MOORE, while the explosion of video created by radio operations was the topic of DRAKE DONOVAN's panel with FEDERATED MEDIA News-Talk WOWO-A-F/FORT WAYNE PD RYAN WRECKER, COX MEDIA GROUP's FISHER, JOHN MINGIONE of COX MEDIA GROUP Top 40 WBLI/LONG ISLAND, and SIRIUSXM Senior Sports Imaging Producer MATT DAMROW.
At the PD panel, LANGMYER said that for recent Country convert WKTI/MILWAUKEE, he is looking for on-air talent who can do live radio as well as social media, and noted how many applicants are more in tune with laying down voice tracks than live radio. MOORE discussed his experience with Triple A WMMM (105.5 TRIPLE M)/MADISON, where the station followed sister KNDD's two-minute stopset experiment in OCTOBER by cutting its stop sets as well, and said that it is too early to measure ratings success but that client reaction has been a "net positive," with immediate acceptance from advertisers and audience.
MASTELLER talked about his arrival at WBAL from his long tenure at ESPN RADIO, finding that the WBAL staff includes several staffers who have been with the company for a very long time; he noted that "the last thing you can do" when coming into a situation like that is to change everything, but advised PDs instead to "listen, listen, listen" and then, with the staff, define goals and move in those directions together.
The event began with the awarding of scholarships to DARCY BONDHUS and JASON KNUTH from the BROWN COLLEGE SCHOOL OF BROADCASTING at SANFORD-BROWN COLLEGE and NATHANAEL KINOWSKI from MCNALLY SMITH COLLEGE OF MUSIC.
Schedule for FRIDAY:
8:30-10:30a Speed Mentoring Breakfast presented by FUTURI and FUTURI MOBILE
10:45-11:30a What Your Audience is Doing When They're Not Listening To You, presented by RCS
11:45a-12:30p The World is Unmoved by "Caller 10" - What They Crave are Stories They Can Relate To, presented by ALL ACCESS MUSIC GROUP
12:45-1:30p The Next Frontier In Audience Databases
1:45-2:45p BMI Presents a special Storytellers session with DAUGHTRY