Arbitron Conference, Jacobs Media Summit Examine PPM, Competition, Social Media, Future
December 8, 2011 at 8:26 AM (PT)
ALL ACCESS Urban Editor DR. JERRY BOULDING has checked in with a report from the ARBITRON CLIENT CONFERENCE in BALTIMORE, reviewing the activity at the conference:
At the conference's Urban PD Clinic, RADIO ONE's JAY STEVENS discussed being relevant in a PPM world and the importance of "making every occasion count," developing more time spent listening by getting P1 listeners to tune in more often. Consultant PEPPER MILLER talked about consumer behavior in the African-American market, including how they refer to themselves (basically, evenly split between "black" and "African-American") and the importance of cultural elements in the perception of the audience, and how marketers are "skipping the basics" in failing to look at cultural and identity issues when targeting the African-American audience. She stressed the need for establishing a strong presence in social media and investing in research.
Also at the Urban PD Clinic, RADIO ONE DIGITAL's SAM STIRES told the gathering to "stop thinking of the paradigm that we're just radio programmers" and extend stations' reach into the digital realm.
On tap TUESDAY afternoon were a presentation on radio stations' use of social media by DMR's TRIPP ELDREDGE and JACQUELINE BULLERMAN, and a presentation on cross-platform research by ARBITRON's PAUL KRASINSKI and JENNIFER HUDSON, with research from an ESPN cross-platform study presented by ESPN's GLENN ENOCH.
WEDNESDAY included a presentation from EDISON RESEARCH's LARRY ROSIN and MELISSA DECESARE on a study from the company's "Infinite Dial" project on "Moms and Media," showing how mothers use of how mothers use the media -- for example, 42% said they use AM and FM radio for traffic, but a growing number consult their cellphones. Facebook is increasingly prominent in mothers' media mix, while radio's percentage in such cagtegories as news source has slipped, with the Internet increasing and TV still in the lead. An exception is in new music discovery, with a majority of moms using radio for the task, more than the general population.
Consultant DAVID LEBOW discussed "social commerce" as a growing category and called it "real, growing and sustainable." He said that the daily deals category, kicked off by GROUPON and now counting radio companies among the players, is not dissimilar to radio, merely offering the right message to the right people at the right time. "What radio does," he said, "is to connect merchants and consumer. Relevant message content and advertising provide results. It is additive, and there is no shortage of competitors." He advised radio to stress their "trusted brands" to reach the consumer, which he said it can do closest to the point of purchase among all media.
After a presentation of the "What happens When the Spots Come On - 2011 Edition" study (NET NEWS 12/7) and a "State of the Advertising Environment and Radio" presentation by HILL HOLLIDAY CEO MICHAEL SHEEHAN, CLEAR CHANNEL CEO BOB PITTMAN reiterated the pro-radio pep talk speech he has been giving at events like the FALL's NAB/RAB RADIO SHOW, calling radio "AMERICA's companion" and stressing the positive aspects of the medium. He dismissed PANDORA as a "playlist generator" and not radio, and told radio people not to disparage their own business.
The JACOBS MEDIA SUMMIT included talks by MEDIA UK's JAMES CRIDLAND, noting that radio "isn't dead" and its future lies in its content, not the platform; the Census Bureau's Dr. ROBERT GROVES, discussing demographic shifts; DIAL GLOBAL and MSNBC's ED SCHULTZ on radio's ability to motivate audiences and the importance of "retail radio": PULVER.COM's JEFF PULVER, talking about the fusion of old and new media and the ability to connect using social media; WTMX/CHICAGO's CHRIS PETLAK, this year's honoree as JACOBS MEDIA's "radio's interactive superstar"; WTOP/WASHINGTON VP/News and Programming JIM FARLEY, opening with "When the big stories break the music stations in WASHINGTON say, 'WTOP is marketing again'"; NPR "ON THE MEDIA" co-host BROOKE GLADSTONE, interviewing FRED JACOBS and discussing technology's impact on the media and on journalism; and WASHINGTON CAPITALS social media expert SEAN PARKER in an interview with JACOBS MEDIA's LORI LEWIS.
And a "Future of Radio" panel moderated by RAIN's KURT HANSON and featuring FARLEY, CRIDLAND, WMMR/PHILADELPHIA's BILL WESTON, KUT/AUSTIN's HAWK MENDENHALL, DIAL GLOBAL's BEAU PHILLIPS focused on trends for radio and the need for broadcasters to catch up in technology to compete with PANDORA, SPOTIFY, and other digital competition.