Mason And Moonves Talk Positively At Conference
December 5, 2007 at 5:41 AM (PT)
Speaking at the 35th Annual UBS GLOBAL MEDIA AND COMMUNICATIONS CONFERENCE TODAY at the GRAND HYATT in NEW YORK CITY, CBS RADIO Pres./CEO DAN MASON called upon the radio industry to revitalize itself in the wake of electronic measurement (PPM), and to vigorously and proactively pursue advertising dollars across new categories, particularly political.
"Radio is king -- there is no media that can better deliver more targeted, personalized messages to audiences and advertisers," said MASON. "Today’s presentation was a call to arms to all our colleagues in the industry to better tell our story, and demonstrate the incredible opportunities for growth. Radio is going through one of the most transformative periods in the history of broadcasting, and it’s up to us to show the advertising and financial communities how we can seize these changes to our advantage."
Radio is king -- there is no media that can better deliver more targeted, personalized messages to audiences and advertisers.
Highlights Of The Presentation
Radio needs to better sell its story: "In NEW YORK, more people listen to radio than read all three newspapers combined, or visit GOOGLE, YAHOO or AOL on a monthly basis," said MASON. "We have information like this in every one of our markets, but there is the lingering perception that radio is still old media and not on a growth track."
Radio needs to embrace new audience measurements: "Under previous measurements, radio listening has been severely under-reported," said MASON. "With PPMs, we are seeing substantial cume increases because this new technology reflects actual listening as opposed to perceived listening. I have no doubt PPMs will level the playing field, and provide us better metrics in telling our story."
Radio needs to go after political advertising: "Radio has not historically received its fair share of political dollars. In fact, it’s barely gotten any at all," said MASON. "That will change in 2008 -- we are aggressively going after this sector, targeting all the top decision makers to show them the power and impact radio can deliver. We’ve made changes internally so the process is more simplified and flexible, and we are engaged in discussions with many campaigns and buying agencies. This is of the highest priority for CBS RADIO, and hopefully for our brethren."
Radio needs to embrace New Media: Over the past two years CBS RADIO’s online streaming audience has grown at a yearly rate of more than 140%. This phenomenal growth has resulted in a fourth-place ranking among all Internet broadcasters with our goal of being No. 1 in the industry.
Radio needs to invest in better programming: Newly reformatted stations in NEW YORK, DETROIT, PHOENIX and PITTSBURGH, among others, are delivering superior results with increases in listening up by as much as 85% year to year.
Les Moonves Optimistic About Radio
'Back in Black" isn't just an AC/DC song to CBS boss LES MOONVES, writes PHIL ROSENTHAL in THE CHICAGO TRIBUNE. It's what he expects from his radio division next year --numbers going up instead of down.
"I am, for the first time in a while, guardedly optimistic about the potential for growth in '08 for the radio business," MOONVES told the 35th Annual UBS GLOBAL MEDIA & COMMUNICATIONS CONFERENCE.
"I am looking forward to seeing a plus sign, being in the black for radio in '08, which would be a relief, and I'm confident that will happen."
MOONVES said a rebound began when DAN MASON took over the division in the SPRING and went "through market by market, changing people where they need to be changed, changing formats where they need to be changed."