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10 Questions with ... Julian Davis
December 5, 2006
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NAME:Julian DavisTITLE:Director of Urban Media ServicesMARKET:Based in AtlantaCOMPANY:ArbitronBORN:ChicagoRAISED:Chicago
For those who didn't see last year's 10 Questions, please outline your career path.
I worked in a number of formats as an air personality over 12 years total -- MOR, Brokered Time, Country, AC, Rock, and, of course, Urban -- plus five years in sales and management, two of which I spent as co-owner of KYEA/Monroe, LA. I worked in other entertainment ventures as a concert promoter; stage manager, local and national (Freddie Jackson, Gap Band & Cameo national tours in the '80s); artist manager; co-wner of an independent record label; co-owner of an independent talent and booking agency; actor; and voiceover talent, commercials & 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 they relate to the latest Arbitron/Scarborough Black Consumer Study for 2006?
This is an ongoing study that we have been developing for the past five years. We have done some comparisons, and it is being continuously updated.
2) Tell us a little about the eBook that has replaced the written book that Arbitron has used from the beginning.
The Arbitron eBook, is an electronic replacement for what had 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 that is now in the chart
format. That makes it easier for stations to use in the marketing materials and presentations.
4) You have participated in a number of studies, and most recently you attended a gathering for WalMart. Is this an encouraging sign for Urban radio, and how do you feel Urban radio is going to be affected by the so-called "urban dictates" going forward?
I feel that the whole urban-dictates issue is going to be resolved over time. 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 it just needs to dispel some of 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 that we can and do purchase a disproportionate portion of our income for those products and services that we have been made to want.
5) How about the demographic differences and the myths surrounding them?
There is a notion that advertisers can reach the entire population without using Black radio. That is just not true. And today Urban stations are an even more effective buy because now we have facts and figures to support the time buys based on cost-per-point. Black and Urban stations today in many markets are at or near the top of the ratings pie. Black household incomes are rising. The latest statistics show they have 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.
6) 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 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. Those air personalities were the radio station to me.
7) 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 salespeople 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.
8) I understand that you are going to Arbitron World Headquarters for the first time with this year's Arbitron Urban PD Clinic.
Yes, this year, we are going to hold the Urban PD Clinic on Friday March 2. As you mentioned, this year it's at our headquarters. The exact address is 9705 Patuxent Woods Drive in Columbia, MD. This will allow us to do some things we've never done before, 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 still working on the host hotel. But it promises to be a full day of urban-focused workshops, product demos and even a few extras that we're going to do this year for the very first time. 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.
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.
Bonus Questions
1) 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.
2) 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.
3) Describe your favorite meal?
Rib-eye, lobster and sautéed spinach.
4) What's your favorite fast food?
Burgers and spicy chicken.
5) Is there any question that we didn't cover here? Feel free to ask it and answer it here and we'll add it to the list.
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 and 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.
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