Nielsen Audio Conference/Urban PD Clinic Sneak Peek
'Urban Contemporary Radio's Sweet Spot' Report Released
November 17, 2015 at 3:30 AM (PT)
NIELSEN AUDIO has revived the Client Conference after a one year hiatus. The dates are set for DECEMBER 3rd and 4th.
The half-day Urban PD Clinic will kick off the two-day event. It will be held at the GAYLORD NATIONAL RESORT AND CONVENTION CENTER in NATIONAL HARBOR (FORT WASHINGTON, MD), on the MARYLAND side of the POTOMAC -- just south of WASHINGTON, D.C. -- near the I-495 WILSON BRIDGE.
VP/Audience Insights JON MILLER gave ALL ACCESS an exclusive preview of some of the Conference and the Urban PD Clinic happenings, saying, "There is a long history with our conference and the Urban PD clinic has played a big part. A lot of people look forward to it -- it’s unique for Urban programmers and those of all formats. This year's sessions remain the same, but will be bigger, better and more expansive. We won't just be talking about just radio, but media. It is one of the neat things about working at NIELSEN -- we can offer that perspective which is just a little bit outside the radio world."
Subjects covered during the clinic, and the conference as a whole will include ratings, methodology, tactics, the importance of personalities, talent, and creating content, branding marketing -- and how it all fits in the world of media.
Urban Contemporary had one of its best years ever, although Urban AC was flat. In the middle, there are the new Classic Hip-Hop stations that created a lot of buzz. Sessions will take a look at what the rating impact has been, and what is happening with these three formats. The conference will also talk about Urban music fans, where streaming fits, the ratings, the stations and the audience.
COX MEDIA GROUP/ATLANTA VP/Programming TONY KIDD will host the clinic. NIELSEN has released the findings of a new Urban report, which you can find here.
MILLER added, "In our clinic talent spotlight, we are excited to have DONNIE SIMPSON -- a legend in the radio world, particularly in D.C., to talk about what he has learned and how he has approached all the changes with technology, social media, and prepping. He has been doing this for 40 years and he can tells us what’s changed or stayed the same."
The last part of the clinic will focus on mobile marketing. DMR INTERACTIVE Pres./CEO ANDREW CURRAN will talk about how to market in a mobile world. NIELSEN studies tell us that African-American consumers are some of the most mobility connected in terms of smart phone penetration and use of the technology.
The final hour of the clinic will be a product super-session, which is a music product update covering everything from digital audio measurement, to enhanced feedback technology. The session will sort out the future of capturing listeners across all media platforms.
"I can tell you," said MILLER, "social media will come up a lot in the two days. One of the things -- it’s not a one-size-fits-all approach, so there will be insights into not just the audience you're reaching, different but how to deliver it. How you market and tell your story on FACEBOOK is different than on another social media platform such as PINTEREST or INSTAGRAM. We will have many people talking up the same thing on different angles. THE NEW YORK TIMES will be there to explain their approach to the mobile world -- not just the logistics of how they put the content up in different places, but how it's prepared and how things differ for a mobile app versus a printed newspaper. Same story, same content, but delivered in different ways. That line of thinking is really what will be impactful at the conference. Marketing a station is not a blanket thing; it varies by platform and the app."
MILLER also noted, "We are excited to have our product leadership group on stage to talk about how we are making enhancements to not just PPM -- but overall. Radio is one part of our company, and you'll see how we cross-platform our approach to measuring all the ways people consume media. And of course, one of the biggest topics are the CBET enhancements. We look forward to answering as many questions as we can. Most of our sessions will have a Q & A. With both the clinic and the conference in general, we have set aside time for everyone to address individual concerns. Our gathering is a combination of presentations, panels, interviews and open floor Q & A. We are working to set up an e-mail inbox where we can gather audio questions leading up to the Client Conference -- and also live at the event. We will do our best to answer all questions and encourage radio programmers and consultants to send in their questions."
For registration and agenda information, click here.