When Haley started selling local advertising after college in 1984, he mentioned that there were five key words that potential advertisers needed to hear “The drinks are on me.” The comment, besides being was well received by the room, highlights that potential clients become advertisers based on strong local personal relationships. It is something that is often lost on the Interactive side of local ad sales where search engines, particularly, rely on self-registration to drive advertiser counts. In the end, small businesses like these one-on-one relationships.

Still, Haley did suggest a broader focus around convergence, performance, technology talent and partnerships is needed to fully realize radio’s potential. “It’s been an interesting ride since 2006 when I started at RAB. Even I cannot kill radio. We have been to the precipice and back.”

Haley suggested that the distribution of audio is vastly different today verses five years ago. “The web of distribution is much greater today,” he said. According to Haley, more distribution opportunities leverages radio’s – and more widely audio programming – strengths. He suggests that it’s an opportunity for two reasons.

First, radio produces more content then any other media outlet, 105M hours verses TV, for example, at 920K hours. Second, and arguably more importantly, “Online listeners are listening to 20 percent more AM/FM audio content, not less.” According to the data Haley showed, “Adding more distribution adds more consumers and higher engagement.”

On the revenue side, the radio industry had one of the best bounce backs ever. Q1 2010 was up + 6 percent. On-line is expected to be 4.7 percent, or $827 million by 2013, up from 2.7 percent Y/E 2009.

Given the inevitability of a multichannel audio business, Haley is clearly suggesting that radio needs to play a central role in this emerging paradigm. Twitter is the closet thing to broadcasting today which works well for us on a broadcasting side. The question is always how to best get to the promise of a multichannel business from where the industry is today.

At the end of the presentation Kevan Fight, Chairmen and CEO of American Eagle Radio, asked Haley: “Who is the leader in our industry to navigate this change? Can we even identify this person?”

Haley, in his answer, suggested several leaders in the industry, including Emmis’ Jeff Smulyan. He also suggested the radio business has historically been led by people with very independent and entrepreneurial ideas which makes industry-wide cooperation more difficult. Finding the right mix of people and platforms is going to be key as the migration to digital advertising continues.

Anstandig notes that the new era of radio has got to bridge the online/on-air gap, and collaborate more with the audience, as the broadcast model shifts to a crowd cast model. It also has to have a more obvious link between sales and content.

“Sales drive content,” says Anstandig. “It is a skill set that should be cherished in our industry. You have to bridge the gap between what we are doing on the air and what we are doing on our sites.”

Sales-wise, Anstandig says that radio has a leg up on other media. “You already have a portable media model,” he says. They also have expectations now that they will provide online fare. He points to stats that 46 percent of country music radio fans — traditionally considered to be “new media laggards” now say they expect their favorite stations to have a Web site.

Are we in for the fourth golden age of radio? John believes we are.

There have been three golden ages thus far. The first, 1935-55 was highlighted by the explosive growth in the early days of radio as most local stations were merely conduits of major networks. The second age, 1960-75, came after the introduction of television forcing radio to reinvent itself. This was the era of the monster jock and Top 40 AM radio leading to the mass adoption of FM radio. The third age, 1980-99 featured the growth of music on the FM dial and AM’s migration to Talk Radio. The end of the third Golden Era was a feature of listener fatigue coming from tighter playlists, a lack of innovation in music formats and a saturation of commercials.

John believes that Internet radio is now filling FM’s void by going small and featuring niche formats and artists that can’t survive in terrestrial radio. Radio’s Fourth Golden Age’s real advantage is that it places the listener in control. This personalization is being driven by four primary players: Last.Fm, Slacker, AccuRadio and Pandora (the largest player in this space owning about a 25% share of the online radio audience).

It’s also about a wider variety with more genres and channels. The lower cost structure of internet radio gives it the opportunity to go small and look for the long tail. That lower cost structure also means that these Internet radio players can survive on a diet of fewer spots. The lower spot loads are cited as the #3 reason why listeners prefer Internet radio.

One other feature of the fourth golden era? Ubiquity. These online players continue to grow their presence across devices and now into our cars.

The internet listening audience is around 43 million. However, the explosion of mobile is likely to accelerate the growth of internet radio. Pandora estimates its average quarter hour audience total will grow from about 250,000 to 340,000 by the end of this year. Pandora generates about 4 cents per listener hour vs. the commercial radio average of 10 cents. Gehron admits that the internet radio actors will need to raise their rates beyond their current $5 CPM if they’re ever going to catch up with commercial radio.

Gehron believes Internet radio is offering the consumer exactly what they want: variety and control. He’s wondering when the commercial radio world is going to join in and do the same?

Good question!

Famous lines from one of the classic American plays – Waiting for Godot. Could also be lines television and radio station operators use when they are talking about their bankers too. Radio and television stations are available for sale – some due to bankruptcies; However, without available debt financing, operators have not been able to take advantage of these opportunities.

Over the past few years, the number and dollar value of radio and television station transactions have substantially decreased. This year, that level of of radio and television stations sales continues to be quite low. According to the most recent BIA/Kelsey data, the number and dollar value of the television stations sold are still incredibly low. Through April of this year, only $45 million of television station and $107 million of radio station transactions have occurred.

Click here for more information on transactions and stations sold.

When will station transaction activity bounce back? When will bankers step forward and invest in these acquisitions? From what we hear bankers are waiting to see more months of continued economic and industry growth as well as indications that these industries will be effective competitors in the wider advertising marketplace. With the recent employment data for April, that economic growth should be continuing, though not at very high rates. As for industry growth, all signs look towards a strong revenue year for these industries, especially in areas where there are competitive political races. Finally, several radio and television broadcasters are beginning to capitalize on their local assets to expand their offerings and compete more effectively in the new, more competitive advertising marketplace.

So, unlike the characters in the play cited above, broadcasters waiting for the banker may well see him later this year.

That’s not a fact one can ignore. The large percentage of revenue increases we see at CBS, and will certainly see from other radio owners, has to be taken with a grain of salt – 2009 was such a bad year, any increase in revenues will show large percentage jumps. So, after this year of stronger growth, will we see continued strong growth? We believe that over-the-air advertising revenues will only grow in the 3-4% range moving forward. Not a bad thing, just not especially strong growth.

CBS placed second on BIA/Kelsey’s list of top radio ownership groups in 2009, with nearly $1.3 billion in revenue from the 130 stations they own in 29 markets. If you asked me at the start of this millennium who the big radio ownership groups would be in 2010 I’d have expected some unfamiliar and new names formed by the natural flow of mergers and acquisitions. Instead, BIA/Kelsey’s annual list of top radio ownership groups shows that by end of 2009 we saw many old, familiar faces. Sure they’ve got some battle scars but sometimes consistency is a good thing, and for the radio industry I think we’re going to see these same names for the foreseeable future.

Last year’s top 15 companies were the same as the year before (with small differences in ranks). In fact, the same could be said of even four years ago. Clear Channel, CBS Radio, Citadel, Cumulus, Entercom, are the perennials. What is interesting is that the industry decreased uniformly overall, with no clear out-of-the-box performer. We’ll see a similar uniformity as these broadcasters get more involved in mobile, digital, and online endeavors and these same groups should continue as the leaders.

What is also interesting to point out is that besides the huge 847 stations that Clear Channel owns, the average number of stations owned by these major groups is around 96. We observe that groups in the 40-230 scale seems to have reached a valuable level of efficiency to help them maintain effective control, while also being be cost effective in purchasing equipment, testing things in the market, and being nimble enough to make change.

How can these owners and the rest of the industry continue to polish up their old luster? Where the stronger growth will occur with radio stations is with their digital/online activities. Radio stations are in an advantageous position to take advantage of its local assets – its brand name, its cross-promotion capabilities, its local content, and its local sales and marketing staff – to generate substantial revenues on their digital/online activities. In the next five years we expect an average annual increase of over 16% in these revenues. Where presently these revenues are a small portion of many local radio operations, we see some radio broadcasters earning substantial amounts from these activities in a short time.

We’ll talk about all of this during our May 17-19 conference, “Digital Strategies for Broadcasting,” where Rick Ducey has lined up a really diverse group of industry players to talk candidly about how to become a progressive station. The Conference will turn a sharp focus on reinventing local radio (and television). DSB2010 will drill down on the strategies that can enable: http://www.kelseygroup.com/dsb2010/DSB_May17-19.pdf broadcasters to diversify beyond pure-play broadcast business models and capitalize on the digital opportunity.

According to new research released by the Pew Internet and American Life Project, news is personal, portable and participatory:

• Portable : 33% of cell phone owners now access news on their cell phones.
• Personalized : 28% of Internet users have customized their home page to include news from sources and on topics that particularly interest them.
• Participatory : 37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter.

About 92% of Americans get their news from more than one platform; 46% use 4-6 platforms. The most popular news platforms are:

• 78% – local TV station
• 73% – national network such as CBS or cable TV station such as CNN or FoxNews
• 61% – online
• 54% radio
• 50% local newspaper
• 17% national newspaper such as the New York Times or USA Today

This study provides a lot of granularity to how local television and radio audiences are not only getting their news but how they are interacting with it. Users are much more active in personalizing their own experiences with the news and in sharing this with others. Seeing how the broadcast audience extends its experience across platforms in an integrated and active fashion argues for more multiplatform advertising campaigns by local businesses if they really want to make an impact. Local broadcast sales managers would be well served to take a look at this report and see what they can apply to their own sales initiatives.

These are the ingredients behind our new advisory service, “Digital Strategies for Broadcasting.” Technology can drive new workflows; partnerships; revenue streams and in doing so challenge existing management and operational structures and processes. Running a broadcast company with digital media assets is quite different than running a traditional broadcast property.

BIA itself has taken the “digital plunge” with its acquisition of The Kelsey Group which extended our expertise, knowledge and relationship base into digital media. With the launch of DSB we are leveraging those resources along with the expertise, data and services BIA has served the broadcast industry with since 1983.

The explicit goal of DSB is to help our advisory clients develop and execute their digital strategies as successfully as possible. This may mean broadcasters but it can also mean assisting those firms elsewhere the local media ecosystem looking to understand and work more productively with broadcasters as partners, service providers or vendors.

For more information about Digital Strategies for Broadcasting, click here.

Click to register for our free Webinar on Tuesday, March 16, Digital Strategies for Broadcasting: Capitalizing on the Shift to Local and Digital Media. Online Levitra Us
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Seven Philadelphia CBS-TV and radio stations have combined their news resources to create a new Digital Out of Home (DOOH) News Network utilizing 39  CBS Always On “Digital Newsstands.” The Newsstands include HDTVs and a 24 hour news ticker.

The Digital Newsstands have been created in partnership with Center City Direct, a local marketing and technology company. It is a division of Alternative Media Holdings, which also provides DOOH services to retailers, office buildings and other street-level installations.

Stations included in the partnership include KYW-TV (CBS), WPSG-TV (CW), KYW-AM, WOGL-FM, WYSP-FM, WIP-AM and WPHT-AM. In addition to local news and weather, the newsstands will also feature tourist information. Ultimately, more than 120 newsstands are envisioned.

Thanks to TV NewsCheck for the scoop