Citadel Media To Sell Programming Via Lifestyle Clusters
April 27, 2009 at 4:06 PM (PT)
After dropping its ABC RADIO NETWORKS brand to become CITADEL MEDIA, the company is reorganizing its programs and inventory by lifestyle clusters, allowing advertisers to target consumers beyond the traditional age and sex ratings. The changes go in effect this week.
According to MEDIAWEEK, CITADEL has identified 11 lifestyle clusters -- including Mobile Moms, Young Urban Professionals, and Community Influentials -- that is programming reaches. For example, KIDD KRADDICK IN THE MORNING and RADIO PEREZ attract the Mobile Moms, while ABC NEWS RADIO or THE MARK LEVIN SHOW attract Community Influentials.
"When we get RFPs from an agency, the focus is on the demographic. It's one dimensional. This is a way to position our inventory differently and provide a deeper view of the consumer. We're trying to get beyond a CPM audience," CITADEL MEDIA SVP/Media MIKE CONNOLLY told MEDIAWEEK. "Hopefully, this will generate more revenue for us."
The company has just laid out the details behind its new concept and research to its senior sales management and its entire sales department. Next up, they'll be spreading the word to clients and planning groups. "We're trying to change the thought process," CONNOLLY said. "It's partly our fault for not selling a deeper conceptual sell. We think this will be more effective and bring it in line with the way advertisers are thinking about their customers."