10 Questions with ... Julian Davis

NAME:Julian Davis TITLE:Director of Urban Media Services STATION:Arbitron MARKET:Based in Atlanta COMPANY:Arbitron, Inc. BORN:Chicago, IL RAISED:Chicago, IL

Please outline your career path.

I have worked a number of formats as an air personality over 12 years total - MOR, brokered time, Country, AC, Rock and, of course, Urban ... 12 years on the air. Plus five years in sales and management, which two of those five I was co-owner of KYEA/Monroe, LA.

Other entertainment ventures: concert promoter, stage manager - local and national (Freddie Jackson, Gap Band and Cameo national tours in the '80s), artist manager, co-owned independent record label, co-owned independent talent and booking agency, actor & voiceover talent - commercials and narration. I was blessed to accomplish these and a few other things before I began to work at Arbitron.

1. What are some of the more recent changes at Arbitron, particularly as it relates to the latest Arbitron/Scarborough Black Consumer Study for 2007?

This is an ongoing study that we have been developing for the past five years. We have done some comparisons and it's being continuously updated.

2) Tell us a little about the E-book, which has replaced the written book that Arbitron has used from the beginning.

The Arbitron eBook, is an electronic replacement for what has been the printed Arbitron Radio Market Report. It debuted in all markets for the Spring 2006 survey. The Arbitron eBook was set up to preserve the look and feel of the printed book, while making it easier for customers to access, locate and use the data.

3) In addition to the convenience of having the information online, are there any other eBooks benefits?

Yes, other benefits include quicker delivery, the ability to download all or parts of the book, the market map in color and other market information which is now in the chart format. That makes it easier for stations to use in the marketing materials and presentations.

4) You are having the first Arbitron PPM Urban Fly-In at Arbitron world headquarters in Columbia, Maryland on October 9th. Tell us about this.

It is primary focused for sales people, but all are welcome, including programmers. There is no charge. If your market rolls out PPM in 2008, you should definitely be part of this meeting. If you haven't already registered, you can register online at the Arbitron website.

Also this year, we are going to hold the Urban PD Clinic on Friday March 7th. Again, this year it's at our headquarters at 9705 Patuxent Woods Drive in Columbia, Maryland. This will allow us to continue to do some things began last year that were so well received, such as actually taking our attendees through the actual process of how we assemble the information and edit the diaries. The price is going to remain just $99, which is billable to your current Arbitron account.

We're probably going to use the host hotel, but, we're still working on it. This year's Urban PD Clinic again promises to be a full day of Urban-focused workshops, product demos and naturally, we're going to have the most up-to-date information on PPM available. Primarily, though, it will allow attendees to deepen their knowledge and understanding of how your audience listens and how to identify the best opportunities for ratings growth.

5) There seems to a lot of concern on the part of Urban salespeople and agencies that PPM is going to have an adverse affect on their bottom line.

Once the agencies realize what a tremendous opportunity and value Urban radio is, they're going to be forced to not only recognize but also utilize Urban radio, which is going to result in new business designed to reach this segment of the population. Today's black community is different and we're going to dispel the myths that have surrounded it for years. Some of those myths are that we can't buy some high-end items ... that we can't afford them. The truth is the we can and do purchase a disproportionate portion of our income for those products and services that we want.

6) There is a notion that advertisers can reach the entire population, including the Urban community, without using Black radio.

That is just not true. This was brought out during the just completed "Power Of Urban Radio" symposium in New York. Today Urban stations are an ever-more effective buy because now we have facts and figures to support the population that we really reach. Today, Black and Urban stations in many markets are at or near the top of the ratings pie. Black household incomes are rising. The latest statistics show it has grown 25% in the last five years. These are people who can now afford many of the products and services that their non-black counterparts buy.

7) If you were just starting out in radio, knowing now what you didn't then, would you still do it?

I love this industry, it let me be me. I could grow and change while building on what I learned at the last stop. Now I might come in a different door, but I would still be in the media industry. You have to start somewhere within the craft you choose. Like most kids from the hood, I didn't know about salespeople, managers, research or anything else. Initially, the air personalities were the radio station to me.

8) Where do you see the industry and Arbitron five years from now?

In five years, I see the industry delivering audiences to the advertisers that are wise enough to become customers of the medium. They have to spend enough consistent money to deliver customers to their doors, and then they have to have the product, policies and sales people that can convert that prospect to a customer.

As for Arbitron in five years, it will still be here supplying information to all its current customers and the new ones it will have garnered by then. This is a very focused and vibrant business, with very smart people working here, and their spirit will not let it die.

9) How well do you think today's Urban broadcasters really understand Arbitron?

Some of them extremely well, some of them need to continue to be students of the craft.

10) As you look back over your career ... any regrets? Missed opportunities?

I turned down the job as stand-in for Avery Brooks (he was Hawk on Spencer and has been the only black Star Trek Captain) in a swamp, on a cold night in Jackson, MS. Who knows ... I could have been the second black Star Trek captain!

What's been your biggest disappointment in Radio today?

Not enough collaboration between former Black station owners after the Telecom bill passed. However, round two is starting; maybe they will collaborate more.

The next wave of station purchases is beginning. Additional consolidation, buying and selling is happening. A lot of these young entertainment millionaires have to come together to form groups - and include media veterans who have the working knowledge to run the properties. You can't cash out and make the big bucks if you never bought in to begin with. You have to be in it to win it.

What's the best piece of advice anyone's ever given you?

Hit the road and get some on-air experience - Sonny Taylor, Chicago 1975.

Describe your favorite meal?

Ribeye, lobster and sautéed spinach.

What's your favorite fast food?

Burgers and spicy chicken.