Radio on Radio Tours PPM: Social Media Secret
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October 21, 2013, Issue 368 Radio On Radio Tours One For The An artist’s first radio tour has the potential to set the course for Diary: UMG/ their entire career. If it goes well, it’s often a predictor of good Nashville’s things to come. If it doesn’t, well, at least Mike Dungan radio folks get a fun story to tell. Country (l) presents Aircheck spoke to a few programmers about Luke Bryan how to keep (and how not to keep) artists in with a plaque the former category, and why it all matters in celebrating the first place. platinum sales for Crash My “Ownership is a powerful motivator for me,” Party. The says WQDR/Raleigh PD Lisa McKay. “I love presentation Lisa McKay knowing I was a part of an artist’s success story took place because it makes me feel invested as they become superstars.” during the KCYE/Las Vegas PD Kris Daniels, who likes to involve weekend’s two- listeners, agrees. “If I’m investing in an artist night Nashville I like to see and hear the whole package,” stop of Bryan’s she says. “When labels and radio stations Dirt Road can introduce listeners to a new artist and Diaries Tour (10/18-19). start building that relationship, it is good for everyone. The only time a radio tour doesn’t work well is if there is an artist without a PPM: Social Media Secret personality, which rarely happens.” Kris Daniels • Do: WKLB/Boston PD For better ratings, social media is a must – and not for the Mike Brophey suggests a rough recipe for general audience growth reasons you might think. NuVoodoo pulling off a great visit: “Tours that stand out Pres. Carolyn Gilbert asserts that people who use social media have artists with robust personalities, great are more likely to agree to carry a PPM or fill out a diary. musicianship and commercially viable music “We’ve found a definite correlation among the more tech that I can hear more than once,” he says. savvy in the respondent pool,” Gilbert explains. “If they’ll carry Getting out of the station can help. “My the small PPM (mostly for money), they’re not uncomfortable with favorite time is on the bus with the artist,” technology. Intuitively, this makes sense. Those who rebel against Mike Brophey adds McKay. “It’s nice to connect one-on- gadgets won’t want the PPM and won’t be comfortable with a (continued on page 6 SmartPhone or going online.” ©2013 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] October 21, 2013 Page 4 Gilbert says if you’re not focusing on your station’s digital presence, you’re missing the listeners who will help your ratings PAGE THREE PIC the most. She cites a company study intended to differentiate between people who would participate in Nielsen Audio research (then Arbitron) and those who wouldn’t. NuVoodoo’s online poll included 1,000 people nationwide, 18-54 years old, who were compensated for their time. So if you want to market and promote to an audience more likely to be carrying Carolyn Gilbert meters, social media is a more target- rich environment. “How people both regard and consume all media has changed,” Gilbert says. “If you’re using a telephone to market your station, you’re making a mistake. If you’re just looking at ‘hot zips’ to focus your marketing, you’re making a mistake. If you’re doing shotgun TV marketing in a laser capable world, you’re making a mistake.” Having a great station website isn’t enough. “If the object of the game is to extend your reach and attract more Three To Be You & Me: Kenny Chesney helps the audience, you have to go beyond your own site,” she says. WUSY/Chattanooga crew celebrate a third consecutive “With all due respect, the stickiness of most station web sites CMA Station of the Year honor sometime in the ‘90s. is fairly limited, and most of their current audience doesn’t Pictured (l-r, standing) are morning host Bearman spend much, if any, time there. Relying on your own web site and Chesney, and (bottom) PD Clay Hunnicutt, to promote your station is like doing all your remotes in the afternooner Bill “Dexter” Poindexter and morning co- station parking lot. You have to go where the people are to host Ken Hicks. Have your own hat trick shot? Send to be impactful!” [email protected]. And if people who carry meters are more likely to be social media savvy, stations should go to them. “Are marketers for other products reaching you the same way they did in 1982?” she News & Notes asks. “Good marketing is all about knowing your target, when Southern Ground’s Blackberry Smoke and Warner Bros./ they’re vulnerable to your messaging – as opposed to forcing it on WMN’s Brett Eldredge will join headliner Hank Williams Jr. them – and building relationships.” And professional help is key. for the Storme Warren-hosted Bash On Broadway in downtown “You wouldn’t hang your own billboards or generate your own Nashville on New Year’s Eve. The event is free and open to the transmitter parts out of spare parts in the basement,” she says. public. “It’s that important.” Learn more about NuVoodoo’s research here. WGGC/Bowling Green, KY added Envision’s AmeriCountry –Jess Wright content service. Plateau Music signed Mila Mason and is reviewing material for an upcoming album. Chart Chat Average Joes’ LoCash Cowboys have teamed with Kicker Congrats to Luke Bryan, Royce Risser, Audio for their Livin’ Loud Tour. The tour begins Dec. 5 at the Steve Hodges and the entire Capitol MGM Grand Hotel in Las Vegas during the National Rodeo Finals. promotion crew on scoring this week’s No. More here. 1 with Bryan’s “That’s My Kind Of Night.” Mercury’s Kacey Musgraves will join Katy Perry, Sarah The song is the second chart-topper from his Bareilles, Ellie Goulding and Tegan & Sara at Perry’s We Luke Bryan current album Crash My Party. Can Survive charity show at the Hollywood Bowl Oct. 23. Proceeds ©2013 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] October 21, 2013 Page 6 from the event will benefit theYoung Survival Coalition. Lyndsey Highlander’s song “Hard Work” will be at the OFF THE RECORD: KENNY ROGERS center of a national ad campaign from farm and ranch equipment Warner Bros./WMN’s Kenny Rogers manufacturer, Tarter. More here. puts an industry spin on the artist interview: Dolly Parton has announced shows for the Australian leg of My relationship with Dolly Parton is her Blue Smoke World Tour. Six dates beginning Feb. 11 include similar to the relationship I had with Dottie stops in Melbourne, Sydney and Perth. More here. West. We were good friends. With Dolly, everyone always thought we were having The Week’s Top Stories an affair, but we didn’t. We just flirted with Full coverage at countryaircheck.com. each other for 30 years. And there’s a lot • Casey Carter joined Clear Channel’s WKKT/Charlotte as Kenny more tension in that. APD/MD/afternoon personality. (10/21) Rogers There’s an amusement park in • The 2013 CMA Broadcast Awards winners were announced. (10/21) Pittsburgh called Kennywood, but I’ve • Capitol’s Luke Bryan will roll out a 2014 That’s My Kind Of never been. Night Tour. (10/18) I’ve heard complaints that country music isn’t country • Sidewalk Dir./Northeast-Midwest Promotion Rob Ellis exited. (10/18) • More Nielsen Audio Summer 2013 diary ratings were anymore. You have to make a choice ... is country music an released. (10/14-17) art form or is it a business? If it’s a business, you welcome • Cox’s KWEN/Tulsa PD/midday personality Karla Cantrell everybody in that sells records. If it’s an art form, get rid of exited after 15 years. (10/17) everyone that doesn’t sound like Hank Williams. • Kenny Shelton left Clear Channel’s WYYD/Roanoke, VA for Country music is going through a thing that’s very a sales job at 3 Daughters Media/Lynchburg. (10/16) commercial, but that’s not bad. It’s bringing a lot of people • Broadcast Partners’ WJSJ/Jacksonville flipped to Classic into it. And once you get to country, you just don’t leave Country. (10/16) because you can’t find what’s here anywhere else. • SummitMedia’s WZZK/Birmingham PD Paul Orr announced My audience falls into two categories now, born since plans to step down. (10/15) the ‘80s and their families forced them to listen to my music • Joel Lisinski joined WUSN/Chicago for nights. (10/15) as child abuse, or born before the ‘60s and can no longer remember the ‘60s. Radio On Radio Tours (continued from page 1 I’m really impressed with the Zac Brown Band. I like Keith Urban, Brad Paisley – they’re great musicians and they’re one and have some insight into what makes good singers. Lady Antebellum has done some wonderful them tick.” stuff. I’ve known Hillary [Scott] since before she was born. Practice makes perfect. “Work on the performance just like you would work on a [Hillary’s mom] Linda Davis is working with me on the concert tour,” says WMIL/Milwaukee PD Kerry Christmas tour this year. Wolfe. And for labels, Wolfe says, “School the When you’re coming up as an artist, you tend to be artists and players on the market.” selfish.