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FRIDAY, JUNE 26, 2015

Kagan: Analytics Key To Showing Radio ROI. Radio needs to tell its story better to marketers and better analytics will help that happen. That was one of the takeaways from a radio-themed panel at SNL Kagan’s 32nd Annual Radio and TV Finance Summit in New York on Thursday. Radio is now able to use more precise information to prove its effectiveness, said Hartley Adkins, EVP of operations, major markets at iHeartMedia. “We used to compete at the front desk,” he said, referring to checkout clerks who used to ask what advertising source brought them to their store. Now, there’s better, more clear-cut data. “I don’t think we’ve ever been able to get credit [by advertisers] like we can today,” Adkins said. “We’ve been waiting for days like these.” As programmatic ad buying comes to radio, advertisers will get a much better idea of what they’re getting, the panel seemed to say. But during a time of rampant agency reviews, with ad buyers under the gun, OMD U.S. director for national audio Natalie Swed Stone said the explosion of media choices sometimes leaves radio out of sight and out of mind. It’s up to radio owners to tell their story better, Swed Stone said, and it’s become more urgent now that more advertisers have strict ROI requirements. “To be able to converse with today’s marketers, you need to be able to make a splash with them,” she said, adding that radio needs to invest in top notch salespeople as much as it needs to spend on top notch on air talent.

Agency Buyer: Radio Has Everything Everybody Wants. Radio may not be the shiny new channel in the media universe. But according to one agency exec who orchestrates tens of millions of dollars in advertising buys, it already has what newer media are striving to deliver. “Everything everybody wants, radio has,” Natalie Swed Stone, US director for National Audio at OMD, said at Thursday’s SNL Kagan’s Radio and TV Finance Summit. “Radio has community, radio has social, and DJ’s were the first to endorse products.” Since returning to the industry as chief marketing officer of Cumulus Media/Westwood One, Pierre Bouvard said what struck him about radio is how many ROI studies have been conducted for the medium. “When I left, there were none. Now there are dozens,” he said. Ad-wise, Bouvard said, his station group is seeing an uptick in recruitment advertising. “Radio is the soundtrack of the American worker,” he said. With a roster of 850 stations, iHeartMedia EVP of operations, major markets Hartley Adkins boasted, “There is no marketing problem 245 million people can’t solve.” But one panelist, Elizabeth Neuhoff, the CEO of Neuhoff Communications, had a somewhat dimmer appraisal. “It’s been a tougher year for us,” she said, suggesting the same assessment applied to other small to medium market station owners. “Interestingly our top stations are just as much in demand as they have been,” but ones on the lower rung are struggling. Some ad categories have “disappeared in the smaller markets,” she said, mentioning mobile phones and restaurant advertisers specifically. Neuhoff expressed optimism about “what a robust programmatic business” could do for smaller market operators. “A person who buys Chevy and likes to go to Burger King is just as valuable wherever they are,” she said.

Preaching Radio’s Reach. That radio reaches more than 90% of U.S. adults each week is no surprise to most people in the business. But at the Future of Radio panel at Thursday’s SNL Kagan summit, Cumulus/Westwood One’s Pierre Bouvard said it’s a stat that radio hasn’t emphasized enough. “Radio is America’s number one mass reach medium,” he

[email protected] | 800.275.2840 PG 1 NEWS insideradio.com FRIDAY, JUNE 26, 2015 said, reiterating data from Nielsen’s Total Audience Report issued earlier this week that updated radio’s reach numbers. He tweaked the TVB (Television Bureau of Advertising), which trumpeted that it was the medium that people spent the most time with but, Bouvard suggested, swerved away from mentioning reach. The radio reach stat was, he said after the panel, a distinction the radio business should market better. During the panel discussion, Bouvard also touched on how Nielsen’s PPM measurements are missing massive amounts of radio listenership from people wearing earbuds, “none of which we get credited for.” He said Nielsen is working on a fix. In fact, the panel briefly lamented how technology has been unkind to radio--it’s not even easy to find one. But streaming radio, iHeartMedia’s Hartley Adkins noted, is available in a half billion devices. “There was lost listening we’re now capturing,” he said. As an example, he said, many commuters arrive by car at work and go from their car radios directly to their mobile devices to keep tuned to iHeartRadio programming. Though it might be hard to find a real radio, he said, in fact, “There are more radios out there than ever. It’s just not called a radio.”

Say It Out Loud: LGBT Radio Sets Up Shop. Within a 10-day span, new stations serving gay, lesbian, bisexual and transgender communities with a mix of music and talk have launched in major markets. iHeart Media’s “96.7 Pride Radio” in Minneapolis-St. Paul and CBS Radio’s “Pulse Radio” in San Francisco appear to be the first 24/7 broadcasters in the U.S. openly targeting local LGBT communities. With HD Radio and FM translators having expanded radio choices across the dial, more programming experimentation is reaching listeners. The Pulse, which airs on the HD2 channel of CHR sister “99.7 Now” KMVQ and streams online, speaks directly to an underserved community, says CBS SVP of programming and music initiatives Michael Martin. “I have talent that lives the lifestyle and no one was openly, loudly speaking to them and interacting with them,” he says. The Pulse talent are “99.7 Now” morning show hosts Fernando and Greg and afternoon personality St. John, talking in an “LGBT context,” Martin says, on relevant topics. “Because this is new and uncharted territory,” Martin says Pulse programming “will be fluid” and evolve over time. In Minneapolis, program director Don Parker says 96.7 Pride Radio intends to be “a year-round partner for local LGBT organizations, helping to raise awareness for issues that impact the community.” Broadcasting from a new downtown studio, the station airs on FM translator W244CS and streams on the station’s website and the iHeartRadio app. The station’s staff and on-air talent are part of the local LGBT community. Internationally, there are several LGBT-format stations, including Toronto’s “103.9 Proud FM” CIRR-FM and “Joy 94.9-FM” in Melbourne, Australia. SiriusXM Radio offers OutQ, an LGBT-themed news, talk and entertainment channel.

LGBT Market Comes With $884B Buying Power. How large is the opportunity for broadcast stations targeting underserved LGBT communities? The combined buying power of the U.S. lesbian, gay, bisexual and transgender adult population for 2014 was estimated at $884 billion, according to a new report by research firm Witeck Communications. About 16 million adults in the U.S. identify as LGBT, or 6%-7% of the adult U.S. population, according to the report. Like the radio industry in general, San Francisco’s “PulseRadio” and the Twin Cities’ “96.7 Pride Radio” intend to offer advertisers more than just 30- and 60-second spots. Both stations say they will sponsor local events and concerts. “We’re very involved in promoting Pride Week festivities and helping to raise the profile of those events, but that’s just the tip of the iceberg,” Pride Radio program director Don Parker says. In the Bay Area, The Pulse’s marketing plans include branded parties during upcoming Pride Week. “We want to get the brand out there and connect with an audience,” says CBS senior VP of programming and music initiatives Michael Martin. For now, The Pulse isn’t selling radio spots as stand-alone buys, but rather as part of KMVQ deals. But Martin believes that opportunity will come in time. “First we have to brand the station, prove who we are and show the community that we are a great, viable channel,” he says.

Some Specialty Shows Have That “Out” Factor. While “96.7 Pride Radio” and “Pulse Radio” have made headlines with new LGBT formats, some stations air specialty shows aimed at local listeners in that demo. Newsweb Corp. progressive talk WCPT, Chicago (820, 92.5) offers “Out Chicago with Scott Duff,” covering LGBT issues, entertainment and lifestyle, and the station recently promoted host Wayne Besen, a prominent gay rights activist, to host weekday afternoons. In Philadelphia, three iHeartMedia stations feature monthly LGBT-oriented segments under the name “Speak Out,” hosted by local lawyer and

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LGBT advocate Angela Giampolo. The company’s urban “Power 99” WUSL just signed a new long-term deal with on-air talent Mutha Knows, part of its “Rise and Grind Morning Show.” Knows hosts the show’s popular “The Tea” gossip segment and is an advocate for the market’s African-American LGBT community.

Mike & Mike Staying Put in Bristol. Last month, ESPN announced ambitious plans to move its ESPN Radio “Mike & Mike” morning show from Bristol, CT to a slicker TV studio in New York. One goal was to swap talent and guests with ABC-TV’s “Good Morning America.” Now the sports giant says Mike Greenberg and Mike Golic will remain in the company’s Bristol headquarters for the time being. In an update at ESPNFrontRow.com, the network says the original plan to relocate the show to the Big Apple by February 2016 was “a very aggressive timeline. After carefully considering and working through all aspects of a potential move, we have decided that the show will remain in Bristol for now,” ESPN says. But the update is short on specifics of how much content integration “Mike & Mike” will have with their Disney cousins at “GMA,” to say nothing of how that integration will be possible with the two shows located 109 miles apart instead of one floor away. “This opportunity with Mike & Mike remains worthy of strong consideration for continued growth of one of our most successful franchises,” the ESPN post says. “As part of our overall strategy, we remain committed to integrating content across ‘Mike & Mike,’ ‘Good Morning America’ and the new 7-9 a.m. live ‘SportsCenter,’ which will debut in February.” ESPN’s had called for expanding the show beyond just sports to the world of entertainment and pop culture, with Greenberg and Golic turning up on “GMA” when there’s big sports news and “GMA” contributors and in-studio guests appearing on ESPN Radio. Original plans were for the show—which is simulcast on the ESPN2 cable channel—to get a slicker TV set and feature more on-camera guests rather than telephone call-ins.

WRKO Expects To Deliver With Boston Globe. Entercom-Boston talker WRKO (680) is throwing out it’s morning playbook and launching a new show with the Boston Globe website, boston.com. “The Boston.com Morning Show” debuts Monday, hosted by local TV vet Kim Carrigan, joined by former sports WEEI morning personality and play-by-play man Jon Meterparel and producer David Cullinane. WRKO’s current morning show with Jeff Kuhner will move to the noon-3 p.m slot previously occupied by Rush Limbaugh, who is moving to a new iHeartMedia talk station in the market. In a competitive market that features CBS Radio’s powerhouse news/talk station WBZ-AM and two NPR affiliates, Entercom VP/market manager Phil Zachary says WRKO needed a fresh approach. “The decision to go more news-intensive in the morning was not made lightly,” he says. The deal with Boston.com took 14 months to come together, but Zachary says the result is an innovative new format. By broadcasting from boston.com’s newsroom, Zachary says WRKO will have access to all of their reporters and “be in the nerve center of New England news.” The show will be streamed on the boston.com homepage, giving WRKO access to a new, younger audience. Using social media and feedback from listeners, Zachary says the show will follow stories to their conclusion, whether that takes minutes or weeks for news to resolve. Having Carrigan as host, Zachary says, will give the show personality, something he feels is missing from radio news and talk. The show is part of a larger effort to reposition WRKO as a local news alternative. For the first time in 20 years, all weekday prime shows will be live and local, reflected in a new slogan, “The Voice of Boston.”

Stern says he’s leaving ‘AGT.’ He Thinks. Executives at NBC may be learning what their counterparts at radio figured out years ago. Just because Howard Stern says on his radio show that he’s leaving doesn’t always mean he’s leaving. Stern said on his Wednesday morning SiriusXM Radio show that he’s told NBC he won’t be back next season as a judge on “America’s Got Talent,” which he joined in 2012. “NBC’s already asked me what my intentions are for next year, whether or not I’d come back; I kind of have told them I think this is my last season,” Stern said. “Not I think—this is my last season.” True to form, Stern left a smidgen of wiggle room. When cohost Robin Quivers, ever the news hound, asked, “So this is your last season?” Stern responded, “I think it’s fair to say. I don’t want to hang them up. Yeah, it’s my last

[email protected] | 800.275.2840 PG 3 NEWS insideradio.com FRIDAY, JUNE 26, 2015 season.” Stem has made on-air pronouncements that he’s leaving his gig a standard negotiating tactic, publicity builder and fodder for his show for years. In most cases, he takes contract renewals right down to the wire. The exception came in fall 2004, when Stern gave listeners and his employers a more than one-year heads up that he would leave broadcast radio for satellite in January 2006. But Stern, 61, has more than just his future with “AGT” to mull over. His SiriusXM contact expires at year’s end and he says he has another TV offer on the table. “I’m going through my own career evaluation right now,” he told listeners. “In all seriousness, I’ve told you, I’m just too f--king busy—something’s got to give.”

Beats 1 set to increase Apple’s slice of global pie. Adopting radio’s century-old one-to-many model, Apple plans to focus on one of the medium’s biggest attributes: immediacy. “Everyone keeps going to their devices because of fear of missing out,” Zane Lowe, one of three Beats 1 anchor personalities, tells The New York Times. “I want that for radio. What’s on right now, right now, that I didn’t know I wanted to listen to?” The influential British DJ, now based in Los Angeles, will be joined by “Hot 97” WQHT, New York morning man Ebro Darden from New York and Julie Adenuga from London. But unlike local radio, Beats 1 will attempt to appeal to a global audience, sharing similarities with satellite radio, like using marquee musicians to attract audiences. Elton John, Pharrell Williams and Drake are slated to host recurring shows. According to the Times, Beats 1 will alternate one- and two-hour blocks by its core personalities with shows hosted by musicians and celebrities, including teen actor Jaden Smith, alternative singer St. Vincent and British electronic duo Disclosure. As with any new product launch, Apple will use TV to market Beats 1. “We’ve got the whole world locked in for this one,” Lowe says in one spot, which shows people across the world listening to him play Pharrell’s “Freedom” while engaged in various activities, from running and boxing, to dancing and crying.

Univision Radio Restructures Top Management. Univision is making big management changes to its radio group, appointing a new division head and moving to better integrate its stations locally. Jaime Jiménez, currently executive VP of Univision Local Media, will now oversee Univision’s radio properties. Univision’s former radio chief, Jose Valle, has been named president of political and advocacy sales. In his new role, Jiménez, will oversees content for Univision’s 67 radio stations and its radio content generation hubs in Los Angeles, Miami and San Antonio. Jiménez was already in charge of about half of Univision’s local radio and TV stations, and was previously the general manager for Univision’s Los Angeles radio cluster. He earlier held positions at Univision TV stations in San Francisco and Los Angeles. Jiménez will continue to be based in Los Angeles, reporting to Univision Local Media president Kevin Cuddihy. In a statement, Univision says integrating its AM stations with other local assets will “allow for more targeted local content, giving listeners more of the fresh, localized content they want and advertisers the opportunity to reach a hyper engaged, market-specific consumer group.” Valle, president of Univision Radio since 2011, will work with political and advocacy clients to reach Univision’s Hispanic audience, a highly desirable target for political and issue advertising, heading into the 2016 election season. Valle will remain based in Los Angeles and will report to Keith Turner, president of advertising sales & marketing for parent Univision Communications.

Portland classic rocker picks up Seattle Seahawks games. The trend of FM rock stations carrying NFL games began nearly three decades ago. Less common are FM rockers carrying out-of-market teams. In Portland, Entercom classic rocker KGON (92.3) and “The Fan” KFXX (1080) will begin airing play-by-play of the Seattle Seahawks, starting with the 2015 season. Seahawks games had been airing in Portland on Alpha Media talk/sports “Freedom 970” KUFO (970) and news/ talk “FM News 101” KXL. KXL and KGON, both 100,000-watt FMs, have nearly identical coverage areas. But KFXX has more power and a bigger footprint than KUFO. “Seahawks fans and advertisers are as passionate about their brand as any community in sports,” KFXX program director Jeff Austin said in a statement. “Seahawks Football will be a major cornerstone for The Fan as we feed Portland’s ever-growing appetite for high school, college, and professional football.” — Get more news, people moves and insider extras @ www.insideradio.com. —

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