Radio Executives Share 'One Great Thing'
October 1, 2010 at 7:16 AM (PT)
Four radio executives shared "One Great Thing" each company has done at the NAB/RAB RADIO SHOW in WASHINGTON FRIDAY morning (10/1).
Moderator DELMARVA BROADCASTING Pres./CEO PETE BOOKER talked about the development of the company's HD RADIO and online offering, Alternative GRAFFITI RADIO (airing on the HD-2 multicast channel of AC WSTW/WILMINGTON, DE and streaming online). "We don't want to have business as usual," he said, "(and) we don't want to have a traditional programming staff," leading to the company picking a staff of young hosts in the target demo.
TRIAD BROADCASTING SVP MIKE WILD discussed his company's formation of an "in-house net-centric advertising agency" at its PEORIA cluster. The result, he said, is an "entire new revenue stream" serving new customers as well as providing web development for existing customers. While he admitted that the company hasn't determined exactly how to integrate the web-centric activity with its radio product (and does not have the new media team involved with the radio station's own websites, mobile initiatives, or social media activities), he said that integration is the ultimate goal. The concept is now rolling out at the company's FARGO cluster.
AC WBEB (B101)/PHILADELPHIA VP/GM BLAISE HOWARD spoke about his station's rewards program, conducted on its website, and how the station recruited a panel of listeners for research purposes through the rewards program, creating a research panel at minimal cost. The listeners were offered an incentive of additional rewards points to participate in the surveys, and HOWARD said that the result was that the morning show, whose bits were being reviewed by the panel, enthusiastically embraced the idea and the ratings in morning drive rose to the top of the market.
FISHER COMMUNICATIONS' "BUZZBRANDS" program was featured in SVP/Business Development RANDA MINKARAH's talk, which focused on cross-channel, multi-platform sales based on the syndicated "DAILY BUZZ" morning television show. The program incorporates product placement/advertorial material on the TV show with online banner ads and display ads. The company is also establishing new branded websites like "GALTIME" on which local stations can sell banner ads.