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THURSDAY, NOVEMBER 19, 2015

Marketers See Podcasts As Next Big Ad Thing. With podcasting a mainstream media habit for a growing number of Americans, advertisers are, of course, eager to follow the audience. A new survey shows growing discussion, consideration and purchase intent among marketers and agencies for the 10-year-old medium. The online survey of 120 marketers and 164 agencies, conducted by Advertiser Perceptions from September 11-17, found that four in ten have discussed podcast advertising, 18% said they would definitely consider advertising in a podcast in the next six months and another 54% indicated they might consider it. Most notably, one in ten said they definitely would advertise in a podcast in the coming six months and another 50% said they might. The results, presented Wednesday during a “State of American Podcasting” webinar from Westwood One, are the latest indicator of a medium coming of age. “These are big numbers for a platform that up until a year ago few had become aware of,” said Westwood One/ Cumulus Media CMO Pierre Bouvard, who moderated the webinar. “This is podcasting’s time to stand in the light of the American advertiser.” The webinar’s panel of podcasters said they see growing advertiser interest. Jenna Weiss-Berman, director of audio at Buzzfeed, said podcast advertising has found a “sweet spot” between the dry tone of public radio sponsorships and in-your-face broadcast radio ads. They are most effective as organic live reads delivered by the host, she said. Podcast Ad Best Practices—Get the most successful ingredients at InsideRadio.com.

Survey: For True Podcast Ad Value, More Info Needed. Before podcasting can move up the advertising purchase funnel from consideration to buy, the medium has some hurdles to overcome. Among them are better measurement and proof of ROI, improved ad technology and easier access to the content for listeners, according to a survey of media buyers. Verbatim responses from marketers and agencies surveyed by Advertiser Perceptions in September shed a light on some of the issues. Asked what recommendations and advice they have for the podcast industry, survey participants didn’t hold back. “Third-party metrics and dynamic ad insertion via offline methods. Make sure you have solid measurement and reporting in place,” said one marketer CEO. “Need to be able to quantify the ROI of the investment,” said a marketer VP. And one agency planer suggested the need for “easier access to the content. Not too many hurdles for the listener to get to the relevant content.” Another agency planner said the podcast industry needs more exposure. “Show how it’s a good fit for brands with case studies or added value incentives to test.” As with all advertising, demonstrating ROI was a recurring theme among survey takers. “Track it, measure it and prove the value,” said one agency director. “The industry would jump all over that.” An agency president cited the need for better measurement of “actual listening time rather than just downloads or subscribers.” Advertising effectiveness was top of mind for one marketer manager. “Give information on viewer attention level to these ads,” the manager suggested. “Do they skip; are they annoyed by these ads?”

Citing Rising Costs, AMA Looks For Drug Ad Ban. The American Medical Association is calling for a ban on all consumer advertising for prescription drugs and medical devices, saying the rapid growth of ads fuels demand for drugs and treatments and drives up prices. Pharmaceutical advertisers spent $4.5 billion on advertising last year, and spending has increased 30% in the last two years, according to Kantar Media. On broadcast radio, in 2014, advertisers spent $1.2 million for spots for prescription medications, $25.4 million for pharmaceutical companies and $4.3 million in ads for medical appliances

[email protected] | 800.275.2840 PG 1 NEWS insideradio.com THURSDAY, NOVEMBER 19, 2015 and equipment, according to Kantar. Ads for pharmaceutical companies increased compared to 2013, but commercials for prescription drugs and medical equipment declined in 2014. Television received significantly more ad dollars, with $2.8 billion on prescription drug ads, $171 million on pharmaceutical company ads and $61.5 million on medical equipment. For the first half of 2015, prescription drug advertising is up substantially with broadcast radio booking nearly $2 billion for drug ads from January to June 2015, according to Kantar Media data. For its part, the AMA’s push to end drug ads, “reflects concerns among physicians about the negative impact of commercially driven promotions, and the role that marketing costs play in fueling escalating drug prices,” incoming AMA board chair Dr. Patrice Harris said in a statement. “Direct-to-consumer advertising also inflates demand for new and more expensive drugs, even when these drugs may not be appropriate.” At the same time, prices on generic and brand-name prescription drugs have climbed steadily in recent years, the group says, increasing 4.7% in 2015, according to the Altarum Institute Center for Sustainable Health Spending. Strong Response From Drug Companies—a coalition representing the companies calls the AMA plan a “policy mistake.” Get the full story at InsideRadio.com.

SBS Breathes Hugely Successful ‘Aire’ In Q3. In the two years since Spanish Broadcasting System planted its flag in the Hispanic network radio space, the company has posted enviable financial results for the venture. Revenue from its Aire Radio Network shot up 20% during the third quarter as the net added new listeners, advertisers and partners. Aire now reaches 13.1 million weekly listeners on an affiliate group of 100+ stations in 54 markets, including all of the top 10 Hispanic metros and 24 of the top 25. The network now accounts for 9%- 10% of SBS radio revenue. “A couple years down the road it could be a lot higher than 10%,” chief operating officer Albert Rodriguez told investors Wednesday during the company’s quarterly results call. SBS hasn’t released guidance for Q4 although Rodriguez said it is “putting pressure on the sales team to have double-digit growth.” National revenues were another bright spot for SBS, up 40% during the quarter. Overall, the company is upbeat about its core radio business, which grew 2% to $33.476 million during the quarter—up 9% if event revenue and barter sales are subtracted. Event revenue was down during that period, due to fewer events taking place. A strong presence in the nation’s two largest markets helped drive core radio growth. With over 2.3 million average weekly listeners, tropical “Mega 97.9” WSKQ, New York is the nation’s most-listened-to Spanish-language radio station. “La Raza” KLAX-FM (97.9), L.A.’s top-rated regional Mexican station, introduced a new morning show, “Ratón y su Vacilón,” and launched a big marketing campaign earlier this year. Telecom Leads Them All—To see which categories had the most growth in the quarter, go to InsideRadio.com.

Digital Revenue Soars 27% At SBS. A focused digital strategy paid off for Spanish Broadcasting system in the third quarter in the form of a 27% increase in digital revenue. The Hispanic broadcaster experienced a staggering 250% increase in monthly unique users for its digital platforms during the quarter, hitting 6.9 million. Chief operating officer Albert Rodriguez attributed the growth to a strategy that implemented “clear workflows” on how the company’s stations and personalities share content across social networks, a domain architecture that puts all of its individual station websites under the LaMusica.com domain, and adopting search engine optimization best practices across its sites. SBS uses live events from 13 of its radio stations to fuel original content for the

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La Musica mobile app, which aggregates the online streams of the company’s 20 stations along with digital-only content. The app was downloaded 34,000 times during Q3 to reach 684,000 total app downloads. That helped SBS deliver 6.6 million audio sessions during the quarter, Rodriguez said. The company’s total digital footprint generated some 70 million average impressions per month during the quarter, while the social media following for all of its brands grew to 4.4 million. “We are extremely excited about the ongoing progress of growing our digital revenues, our audience and our capabilities,” Rodriguez said. “Digital remains a key component of our overall growth strategy and we look to grow and build our audience share across all media platforms and further expand our advertising base.”

Rampant Pre-Holiday Optimism At Ad Agencies. More than half of the nation’s advertising agencies are seeing increases in client spending over last year’s pre-holiday season boom. Media buying and software firm Strata says that 53% of agencies note an uptick, “offering optimistic signs for the ad economy as the holiday season approaches.” Overall, its outlook for the end of 2015 looks rosy, with 45% of the surveyed agencies projecting higher growth in the second half of 2015 over the first half. Strata finds that client budgets this year are expected to increase at 17% of the agencies, while 57% believe budgets will remain flat. Another positive sign—40% of the ad agencies plan on hiring additional staff in the second half of this year, marking the highest percentage recorded in the Strata Survey in five years. The increasing popularity of programmatic buying was also noted. The survey finds that 40% of agencies are making at least 20% of their buys programmatically, including a range of ad types—mobile (29% of agencies), streaming video (22%) and streaming audio (24%). Strata notes, “The ability to target audiences is the top benefit of programmatic buying for 48% of agencies, followed by improved buying automation/efficiency (43%).” Worries over the quality of inventory remains the prevalent concern with programmatic buying for 60% of agencies, followed by transparency into inventory sources (45%). Upping the ROI—The survey found increased confidence in return for a favorite radio station pursuit, online video. Read more at InsideRadio.com.

Oct. Media Ad Trading Hits Near-Record Number. Heading into this year’s holiday shopping season, when advertising generally hits its peak for the year, media advertising trading is approaching record levels. In October, trading volume hit an annual index high of 213, according to the U.S. Ad Market Tracker, which is powered by data from the Standard Media Index. October’s index is one of the highest in the six years that SMI has tracked media trading volume, and second only to December 2014, when the index hit 218. The SMI tracks U.S. media ad spending from about 80% of the marketplace, including five of the largest agency holding groups. Across all media categories, ad sales rose 15%, according to SMI. Digital media posted the largest gains in October, with trading volume up 34%. Among digital categories, programmatic media increased 35%, social media climbed 129% and online video jumped 70%. With the new broadcast TV season underway and strong ratings for National Football League telecasts, TV networks also posted strong gains in October, with broadcast networks up 12%, compared to a year ago, and cable networks up 9%. Radio and magazine advertising, however, were down compared to a year ago.

GOP Leads Big In Campaign Ad Spend. The presidential election may be nearly a year away, but candidates continue to push their agendas via a staggering $163 million already spent on campaign advertising. A report from CMAG outlines that the massive Republican field has devoted $141 million to date, while Democrats have spent $22 million. Much of the focus has been on stations in Iowa and New Hampshire, with campaign spending on TV in Des Moines and Cedar Rapids alone accounting for 7% of all advertising in the markets. On one TV station in Manchester, the share of campaign ads reached 18% for the week of Nov. 9, up from 12% the prior week. In October, the study says that Democrats devoted 29% of their spending to cable, compared to 24% for the Republicans. In January 2016, CMAG says that candidates will be spending more on satellite carriers Dish and DirecTV than ever before.

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Ready To Boost Email Marketing Effectiveness? Want to boost effectiveness of your email marketing campaigns? Try crafting a six- to ten-word subject line ending in a question mark. That’s among the detailed suggestions in a new report analyzing how to optimize email marketing. Even as marketers eye social media and mobile to connect consumers to their brands, email marketing “is still the core of every effective digital marketing strategy,” according to research by Retention Science, with 47% of respondents saying they prefer email for communications with brands, while only 6% picked social media. Radio stations have long sent out email messages with contests, offers and news to their listeners; that marketing strategy continues to be effective. Fine-tuning both the content and the language of emails can dramatically increase open and click-through rates, the report says. For example, including punctuation in the subject line increases open rates by 9%. Include a question mark and open rates jump 44% higher than exclamation points. Open rates were slightly higher for subject lines with anywhere from six to ten words (21%), rather than one to five words (16%). But more isn’t more—open rates fell off when they contained more than ten words. The timing of emails also plays a role in their success. Click rates are highest heading into the holidays, at 30% for October and 27% in November. The highest conversion rates were in July and December, likely due to sales, the report says. When offering deals and discounts, Retention Science’s study concludes, percent-off offers are more effective than dollars-off, with 38% of consumers more likely to click, and 47% more likely to convert when given percent-off deals. Brought To You By…—Attaching sponsors to email marketing can be a boon; find out at InsideRadio.com.

New Bill Would Fix Signals Faster In Emergencies. If recent weather emergencies—and the massive communication breakdowns they can cause—have taught us anything, it’s that better measures to keep the ties of communication open and in motion are of ever-greater value. And a new bill introduced Monday in Congress would allow radio stations to repair outages faster. The bill, from a ranking member of the House Energy & Commerce Committee, Rep. Frank Pallone (D-N.J), follows the third anniversary of Hurricane Sandy, and his so-called SANDy (The Securing Access to Networks in Disasters) Act looks to maintain and/or quickly restore effective cellular, landline, TV and Internet communications during emergencies. This also includes ensuring that radio, TV and cellphone providers can fix outages faster, including work that crosses state lines, allowing mobile phones to work on other carrier networks in an emergency, and lending priority to 911 calls and emergency alerts. “During the storm and for weeks afterwards, many of us were left stranded, with no way to reach friends, to call loved ones or even to call for help. That is simply unacceptable,” Pallone wrote on his website. “I am introducing the SANDy Act to ensure we can all communicate, even when the worst occurs. We must do everything we can to be better prepared for the next time disaster strikes.”

Lover Hosting Hip-Hop Throwback? C’mon, Son. With classic hip-hop sweeping the dial for the past year, it was only a matter of time before someone launched an old-school morning show to go with the throwbacks. Reach Media is moving to fill the void with a new syndicated show anchored by former “Yo! MTV Raps” host Ed Lover. Cohosted by MC and radio personality Monie Love, the 4-hour “Ed Lover Show” will feature classic hip-hop music, celebrity interviews with artists and influencers and assorted features. The show will be syndicated nationally beginning Jan. 11 with Radio One’s “Boom 107.9” WPHI-FM Philadelphia as the first announced affiliate. A member of the Hip Hop Hall of Fame, Lover coined the phrase “C’mon, Son!” From 1993-98 he cohosted mornings on “Hot 97” WQHT New York. He was part of the airstaff at crosstown “Power 105.1” WWPR from 2003-10. “Ed and Monie represent the spirit of the Throwback Hip-Hop experience,” David Kantor, CEO of Radio One’s Radio Group, said in a release. “Their personalities and styles make them the perfect voices as the demand for the growing format expands on radio.”

Inside Radio is written by Paul Heine, Chuck Taylor and Allison Romano, and is edited by Rob Edelstein. If you have comments on a story, a news release, or a news tip, send it to [email protected], or call 800-275-2840. To advertise in Inside Radio, contact Karen Bak [email protected], and for anything else, contact Gene McKay, [email protected] — Get more news, people moves and insider extras @ www.insideradio.com. —

[email protected] | 800.275.2840 PG 4 DEAL DIGEST insideradio.com THURSDAY, NOVEMBER 19, 2015 S A L E S Columbus, OH – Saga Communications strikes a $13 million deal to buy classic rock “Q-FM 96” WLVQ from Wilks Broadcasting. The station will become a sister to Saga’s existing cluster that includes AC “Sunny 95” WSNY, hot AC “Mix 107.9” WVMX, and the classic hits “Rewind 103.5 and 104.3” simulcast of WNND and WNNP. Broker: Michael Bergner

Columbus, OH – Doubling the size of its Columbus, OH cluster, Radio One has struck a $2 million deal to buy sports “95.5 The Game” WZOH-FM and classic country “K-107.1” WHOK-FM from Wilks Broadcasting. Radio One has begun operating the stations under a local marketing agreement and it has changed formats on both signals. WZOH-FM has relaunched as urban AC “Magic 95.5” and WHOK-FM has switched to gospel as “Joy 107.1.” Radio One also owns urban “Power 107.5” WCKX and rhythmic oldies “Boom 106.3” WXMG in Columbus. After spinning off its stations in Columbus, Wilks’ remaining three-station cluster is in Reno, NV. Broker: Michael Bergner

Syracuse, NY – Ed Levine’s Galaxy Communications retakes classic hits “Sunny 102” WZUN in a transfer valued at $1 million. Two years ago Levine became the sole equity owner of Galaxy with a $13.2 million buy-out of Alta Communication’s position. That triggered an ownership change and forced Galaxy to spin-off one FM in a grandfathered over-sized cluster. WZUN was spun to Wayne Mack for $1 million, although Galaxy continued to operate sister “Great Country 107.7” WGTY in a pending $4 million the station under a local marketing agreement. Galaxy owns seven deal. Forever Media owns 38 other stations in Pennsylvania, other stations in the Syracuse area plus six stations in the adjacent but WGTY and WGET are its first in the York market. Broker: Utica-Rome, NY market. Michael Bergner

Multi-State Deal – Educational Media Foundation files a $315,000 Denver – Chuck Lontine’s Marconi Wireless of Colorado deal to buy religious KPOR, Emporia, KS (90.7) from Family files a $25,000 deal to buy pro-pot classic rock “Smokin Stations. The deal also includes seven translators in six states 94.1” KBUD (1550) from Marc Paskin’s Marco Broadcasting. including the West Palm Beach, FL-licensed W284CR at 104.7 The sale follows Marco’s related $950,000 sale of the FM; the Dover, DE-licensed W277AH at 103.3 FM; the Eau Claire, Golden, CO-licensed K231BQ at 94.1 FM to iHeartMedia. WI-licensed W206AH at 89.1 FM; the Notasulga, AL-licensed Marco bought the two signals from 4-K earlier this year for W212AP at 90.3 FM; the Ottumwa, IA-licensed K205CA at 88.9 $875,000. FM; the Cave Junction, OR-licensed K203CI at 88.5 FM: and the Coos Bay, OR-licensed K219CK at 91.7 FM. Richmond – Jim Jacobs’ Radio Richmond files a $10,000 deal to buy gospel “Rejoice 990” WLEE from Davidson Salisbury-Ocean City, MD – Rothschild Broadcasting files a Media Group. Jacobs will operate the station under a local $300,000 deal to buy “Cat Country 97.5” WKTT and “1320 Talk” marketing agreement until closing. Davidson, which has WICO from Delmarva Broadcasting Company. It’s a return to been selling its radio stations, will be left with just two ownership for Robin Rothschild who previously owned adult stations: the currently-silent WREJ (1540) in the market alternative “Ocean 98.1” WOCM in the market until her Anchor and tropical “Mega 1310” WEMG in the Philadelphia metro. Broadcasting sold the station in 2002. She earlier owned “Oldies 100.7” WVAY in Wilmington, VT. Rothschild also currently is North Carolina – Five Forty Broadcasting Company files producer and host of the “Riding Around Delmarva” program on to buy classic country WBHN, Bryson City, NC (1590) from WRDE-TV. Following the sale’s closing, Delmarva will still own six Lighthouse Broadcasting for $10. Five Forty Broadcasting stations in the market. already owns AC WRGC (540) in the Jackson County area. It will operate WBHN under a local marketing agreement York, PA – Kirby Confer and Donald Alt’s Forever Media files a until closing. $250,000 deal to buy “ESPN Sports 1320” WGET from Times and News Publishing Co. Forever Media has already agreed to buy Georgia – Clarion Communications files to transfer “News Talk AM 1270” WYXC to Anthony St. Cyr for one dollar. St.

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Cyr will operate the station under a local marketing agreement until closing.

Texas – Christian Ministries of the Valley files a deal to buy a construction permit for a Class C1 licensed to Bracketville, TX at 90.3 FM. It will pay one dollar to seller Oasis of Faith. Both groups are headed by Enrique Garza, so the deal is in essence a transfer from one group to the other.

Puerto Rico – Angel Roma Lopez’s International Broadcasting Corp. files spin-off “Radio San Juan” WRSJ (1560) to a Jean Paul Vissepo-run trust for sale. The move is required by FCC ownership limits after IBC agreed to swap three full-power TV stations on Puerto Rico to Spanish Broadcasting System in exchange for three FMs including CHR simulcast of “Fresh 99.9 FM” WIOA, San Juan and WIOC, Ponce (105.1) and tropical “La Zeta 93” WZET covering Mayaguez and the West side of the island. SBS will also pay International $1.9 million cash as part of the transaction.

Washington – Sam-Sno Educational Media transfers the Olympia, WA-licensed translator K225BY at 92.9 FM to Northwest Indy Radio in a cash-free donation between two not-for-profits. Northwest Indy Radio already owns the Olympia- licensed translator K270CJ at 101.9 FM.

C L O S I N G S Kansas – Parsons Media Group closes a $30,000 deal to Salisbury-Ocean City, MD – Draper Holdings closes a $650,000 buy adult hits “93.5 Max FM” KLKC-FM and classic country deal to buy WBOC-FM (102.5) from Marantha. The station that “Katy Country” KLKC in Parsons, KS from Southeast had been religious “Joy 102.5” WOLC is currently silent. Draper Kansas Independent Living Resource Center. The contract already owns WBOC-TV (channel 16) in the market. also guarantees the seller will receive five :30-second commercials per day for two years after closing. Asheville, NC — The Radio Training Network closes a $500,000 deal to buy contemporary Christian “His Radio” WLFA (91.3) from Alabama – Down The Hill Communications closes a deal the Asheville Educational Association. The religious broadcast to acquire noncommercial gospel WPIL, Heflin (91.7) group has operated WLFA under a time brokerage agreement from Alabama Christian Radio for one dollar. Alabama since August 2003. Christian Radio owns one commercial AM and two other noncommercial FMs in Alabama, including Christian CHR/ Michigan – West Central Michigan Media Ministries closes a rock/gospel WJHO in Alexander City, which it is also selling. $230,000 deal to buy the currently silent KTGG, Spring Arbor, MI (1540) from Spring Arbor University for $230,000. The deal New York – Townsquare Media closes a deal to swap also includes the Lansing, MI-licensed translator W284AH at regional WALL, Middletown, NY (1340) to Charles 104.7 FM. Spring Arbor University still owns two Christian CHR Williamson. In exchange Townsquare will pick up the stations under the “Home FM” brand including WJKN-FM (89.9) Middletown-licensed translator W239AC at 95.7 FM. No and WSAE (106.9) as well as eight Michigan translators. Broker: cash is changing hands. Williamson has flipped WALL from Jon Yinger its former Spanish format programming to classic hits with 35-year veteran Hudson Valley personality Mark West in Joplin, MO – Jessica and Mika Nugent’s SEK Radio close a morning drive. $60,000 deal to buy classic rock “99.1 U-Rock” KSEK-FM from the Southeast Kansas Independent Living Resource Center. The Indiana – Baker Family Stations closes on its donation contract includes a promise to give the Center advertising worth of contemporary Christian WJYW, Union City, IN (88.9) $20,000 during the next two years. KSEK-FM is a standalone to Star Educational Media Network. The donation also Class A FM. The Nugents plan to use $300,000 they won includes two Richmond, IN-licensed translators including following the bullying-related suicide of their son to pay for the W233AN (94.5) and W249BG (97.7). WJYW now simulcasts station, which they’ll use to promote an anti-bullying message. new contemporary Christian sister “Star 88.3” WLAB, Ft. Wayne, IN.

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LSM & DSM — HEARST RADIO ACCOUNT EXECUTIVE WITH LIST BALTIMORE SACRAMENTO

Hearst is one of the nation’s most Entravision Sacramento is looking for a radio seller diversified media, information and with an affinity and experience selling the CHR format technology companies and we believe for Hit Music Station Hot 103.5FM. Duties also include in impactful live and local radio. selling Wolf 101.9FM, and top Spanish language stations Jose 104.3FM and Tricolor 99.9FM. Ideal candidate is a strongwilled, forceful, and determined sales professional Our Baltimore stations are news/ who can call on local businesses to sell integrated talk powerhouse WBAL-AM and the marketing solutions that include radio, digital and event legendary 98 ROCK, and we are the marketing. Candidate will manage an existing list as well flagship for the Baltimore Ravens as COLD CALL for new business development. Must have and Navy Football. strong communication and presentation skills and develop customized marketing plans that include research. Must be customer focused and able to adapt to different selling We need both a Local Sales Manager situations. Periodic client entertainment is required. and Digital Sales Manager who share our desire to combine superior Guaranteed draw, generous commission and bonus local content with exceptional sales structure. Candidate must prospect and develop new leadership. Our team is determined business. Knowledge of Wide Orbit, Nielsen, Salesforce and energetic, and our work as well as Microsoft Office. environment is respectable with a high standard of excellence.

Send resume with cover letter to: [email protected]

To Apply and Learn more about Hearst Entravision Communications is an EOE. and these leadership opportunities: Women and minorities are encouraged to apply. Entravision CLICK HERE Communications Corp participates in the EVerify system to verify EOE eligibility for all new employees.

SALES MANAGER — NEW YORK Come join the sales team at one of the finest broadcast companies in America!

Salem Media of New York is looking for a Sales Manager for our two local radio stations, AM 970 The Answer and AM 570 The Mission. Key to this position is the ability to energetically and creatively lead a sales team in local direct spot sales campaigns. This position is ideal for an individual who is experienced as a sales manager or an accomplished AE looking to take the next step in his/her career. Salem offers a competitive salary and comprehensive benefits. Please CLICK HERE to apply.

Or, Contact: Laura Sheaffer Assistant to General Manager, Jerry Crowley [email protected] Call 212-857-9639 to schedule an interview.

Salem Media Group is an equal opportunity employer.

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