Interep's Power Of Urban Radio Sparked Spirited Discussions
September 21, 2007 at 4:40 PM (PT)
INTEREP’s “POWER OF URBAN RADIO” symposium was presented THURSDAY (9/20) at The GRAND HYATT HOTEL in NEW YORK. It featured various speakers and panels and covered a variety of topics.
One of the highlights of the well-attended meeting was a case study presented by the CAROL WILLIAMS Ad agency on how urban radio affected sales for KRAFT FOODS, who is one of their clients. The conclusion drawn at the end of an extensive campaign was that urban radio worked extremely well for KRAFT. According to the WILLIAMS agency, it worked more effectively because they went beyond just a spot schedule. They got the stations involved with personality endorsements, custom local promotions and even station remotes. The result was that they made an “emotional connection” with the audience.
Another highlight was the highly anticipated session entitled “URBAN RADIO IN A PPM WORLD.” ROI MEDIA SOLUTIONS partner MARK O’NEIL reinforced the same point that he made during the ARBITRON CONSULTANT’s FLY-IN in COLUMBIA MARYLAND last month. That point was that the only way to effectively and efficiently reach African-Americans is to use urban radio. O’NEIL’s analysis of the most recent PPM ratings from PHILDELPHIA indicated black listeners were extremely loyal to urban radio and had a tendency to continue listening through even extended commercial stop-sets.