Day Four Of Virtual NAB/RAB Radio Show

Four Out Of Five

THURSDAY's virtual NAB/RAB RADIO SHOW schedule includes a panel on monetizing audience numbers aggregated from multiple platforms, a sales panel on making money from virtual events, and insights on regulatory issues.

The day's proceedings led off with a keynote session featuring BYRON ALLEN, who transformed himself from a comedian and "REAL PEOPLE" co-host to a media mogul as Chairman/CEO of ALLEN MEDIA GROUP and ENTERTAINMENT STUDIOS, owner of THE WEATHER CHANNEL and other media properties including several medium- and small-market network affiliated TV stations. ALLEN was interviewed by NATASHA ALFORD, VP/Digital Content at another ALLEN property, THE GRIO, recounting his life story and career highlights and discussing the effects of systemic and economic racism and inequality on AMERICA. He called for AMERICA to address the problems by making education free for all and capital more available; he stressed the need to address climate change to avoid calamities that he said threaten human life. Most of the keynote did not specifically address radio issues until the very end, when ALLEN offered his opinion that local radio is "a phenomenal business because of the localization" and that streaming services will have a "tough time" competing because of that.

Consultant MIKE MCVAY offered "12 Tips in 12 Minutes to Better Programming" in a "Coffee With Consultants" session that included suggestions that stations work on their branding, use dynamic imaging, and "be everywhere and be seen everywhere." He then moderated a session that was billed as discussing the selling of aggregated audiences across multiple platforms, with WONDER MEDIA CO. LLC CEO CHESLEY MADDOX-DORSEY, ENTERCOM EVP/Programming JEFF SOTTOLANO, and GOLDEN ISLES BROADCASTING GM IRA ROSENBLATT on the panel.

SOTTOLANO noted that his company already measures listening on all platforms but the measurement comes from multiple sources, presenting a challenge to the industry. "I don't think that's an advertiser problem," SOTTOLANO said, pointing to different buyers looking for different metrics for each platform. "I think it's a P.R. problem." He added that he does not see a solution for that problem on the horizon, leaving radio leaders to figure out how to cohesively tell their story on their own.

MCVAY asked about whether talent is evaluated and bonused on the aggregate audience rather than just broadcast ratings; SOTTOLANO said that ENTERCOM does include new platforms, including video, in its incentive plans. "If we can make money off those distribution platforms... we should be rewarding talent" for reaching audiences on them, SOTTOLANO concluded.

TUNED IN BROADCASTING, INC. VP/Sales and Marketing THOMAS HANSEN, LEIGHTON BROADCASTING Exec. Dir. of Digital KELLI FRIELER, and EMMIS/INDIANAPOLIS VP/Sales TAJA GRAHAM discussed sales strategies for virtual events, including changing metrics to determine success and weighing the benefits of going online (lower expenses allowing for lower revenue targets, increased engagements, treating screen space as real estate for sponsorship opportunities, lead generation for clients, flexibility to expand to more days).

Find out more, register, and watch by clicking here. The event has sessions planned through FRIDAY (10/9).

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