sign in sign up
<<
Home , Adult hits, CBS Radio, Classic Hits, Good Time Oldies, Greater Media, HD Radio

aa39p11.qxp 10/16/08 2:01 PM Page 1

ADVERTISEMENT Advertising Age October 20, 2008 11

tion of “prime time”—morning and evening drive times—is changing. OUTL ETS “As a result of , (TOP 5 MARKETS) there is a whole daypart called HEARD IN ‘at work,’ ” Mr. Goodman says. “So CBSRADIO manyworkersaccessacomputerat WCBS-AM News their job during the day, and broad- WCBS-FM band is fairly ubiquitous. We are WFAN-AM Sports ON THE INTERNET reaching consumers who might not WXRK-FM Active/ WITH A CLICK OF A MOUSE ON A CBS RADIO STATION WEB SITE OR WITH have listened to radio from 9 to 5.” For advertisers, that’s also great WINS-AM News NEW APPLICATIONS FOR MOBILE PHONES, CONSUMERS CAN LISTEN news. “Targeting people at work is WWFS-FM Adult contemporary TO THE LEADING ONLINE RADIO COMPANY WHEREVER THEY ARE great because they are engaged in ac- HEARD IN tive decision-making—looking at KCBS-FM Jack CBS Radio stations are heard by mil- Across America, online radio is products for the office but also goods KFWB-AM News lions of Americans every day—not growing rapidly; in a typical week, and services for leisure time,”he says. KLSX-FM FM talk just on home and in the car, more than 15 percent of adults 25 to “A lot of leisure activities are planned KNX-AM News but increasingly also on their com- 54 listened to online radio using while people are at work.” KROQ-FM Alternative rock puters and via streaming streaming technology, according to a In addition to online listening, KRTH-FM Classic hits technology. 2008 report by Arbitron and Edison consumers can download the AOL KTWV-FM Smooth WithaclickofamouseonaCBS Media Research. That translates to 33 Radio iPhone application to access HEARD IN RadiostationWebsiteorwithnew million listeners tuning into online all of AOL’s channels and CBS applications for mobile phones, con- radio each week. Radio’s AM, FM and online stations. WBBM-AM News sumers can listen to live radio wher- “Internet radio is one of the ForMr.Goodman,it’snosurprise WBBM-FM CHR ever they are. fastest-growing services on the Web,” thatradioisevolvingsowellintoa WCFS-FM AC “A radio station used to be limited says Mr. Goodman, who quotes esti- CBS Radio player via an individual multiplatform digital medium. “If WJMK-FM Jack to its local audience. But with broad- mates that streaming radio will reach station’s Web site, the player allows there was ever a traditional medium WSCR-AM Sports band technology, I can listen to radio 140 million potential listeners on a him to toggle among any of the 400 able to morph into the 2.0 world, it’s WUSN-FM Country through my PC or a mobile device,” monthly basis by 2010. CBS Radio/AOL Radio stations, to radio—because fundamentally, radio WXRT-FM Triple A says David Goodman, president of Bolsteredbytechnologicalad- search by city or format, and to get is wireless technology that’s been de- HEARD IN digital media and integrated market- vances and a distribution deal signed suggestions on other stations he livering entertainment and content KCBS-AM News ing for CBS Radio. “As a result, peo- earlier this year with AOL, CBS Radio might like. The player also displays throughout its history. We’ve been KMVQ-FM Rhythmic AC ple are spending more time with has become the largest Internet radio the song title, album name and artist doing interactive programming and KFRC-FM Classic hits radio and engaging with the media network, according to Arbitron. for every song. Listeners can rate and eliciting audience responses since the KITS-FM Alternative rock we produce in ways that previ- From the legendary sports station share songs, purchase music and ac- beginning.” KLLC-FM Hot AC ously unimaginable.” WFAN in New York to sta- cess videos and podcasts. In addition, the large and varied KYCY-AM Talk tion WXRT in Chicago, live audio The CBS Radio player itself features content produced by radio stations HEARD IN streams for CBS Radio’s 140 stations interactive advertising bought for an give it a leg up in the content-hungry AT A GLANCE KJKK-FM Jack can be accessed through individual individual radio station or for all the Internet world. That programming Company: CBS Radio KLLI-FM FM talk Headquarters: New York station sites or AOL Radio. CBS stations in a given market.An audio or provides content for podcasts and KLUV-FM Classic hits Web: www.cbsradio.com Radio’s state-of-the-art online radio video spot runs when the listener first station Web sites as well as on-air KMVK-FM Rhythmic AC Contact: player introduced this year gives on- accesses the player. Typically there are broadcasts. KRLD-AM News/talk Rich Lobel linelistenersone-stopaccesstoallthe two or three onscreen , some fea- “The things that are going to define KVIL-FM AC Exec VP company’s radio stations and select turing synchronized audio spots. the of media are those things CBS Radio Digital Media Group HD2 and HD3 channels, as well as The easy availability of online that have always defined radio—the man says.“Our industry’s ability to ad- 212-846-7019 more than 200 AOL Radio channels. radio has changed the listening pat- connectivity, the interactivity, mobil- dressallthosefactorsmeansradiois [email protected] Once a listener has clicked on the terns of radio consumers. The defini- ity, response, engagement,”Mr. Good- poised to continue to grow.” ■ ANY TIME

There are more than 600 million Radio gains more than one million new listeners every year. Simplicity combined with high technology makes radios in use in the . radio easy to take with you wherever you go.

08.pdf RunDate: 10//08 Full Page Color: 4/C aa39p13.qxp 10/16/08 1:59 PM Page 1

ADVERTISEMENT Advertising Age October 20, 2008 13

trepreneurs,”Mr. Cummings says.“We realized that an online presence and OUTL ETS streaming radio were necessary for our :  EMMIS MOVING brands, but we didn’t see it as a new HEARD IN NEW YORK revenue source.” However, when the WRXP-FM Adult rock company designed an iTunes store- WQHT-FM Hip-hop TOWARD THE FUTURE front for its own radio stations and li- WRKS-FM R&B censed it from Apple, it discovered that TO MEET RADIO’S CHALLENGES, EMMIS ESTABLISHES AN INDUSTRY TRAFFIC HEARD IN LOS ANGELES other radio stations wanted something CONSORTIUM AND OFFERS AN INTERACTIVE PLATFORM DESIGNED TO BUILD like Emmis’storefront, but didn’t want KPWR-FM Hip-hop BUSINESS FOR ITS OWN STATIONS—AND FOR THE INDUSTRY AS A WHOLE to build their own from scratch. KMVN-FM Rhythmic pop That led the company earlier HEARD IN CHICAGO Rick Cummings sees a future where It is up to us in the media to find thisyear to market its interactive plat- WKQX-FM Alternative rock his radio stations are heard on-air, ways to respond to that.” form and services, including technol- WLUP-FM online, on-site and on-demand, as he Emmis has responded and begun ogy and consulting,through Emmis HEARD IN puts it. to transform its portfolio of 23 radio Interactive.A radio station’s local web- “One of the things that radio has stations to reflect the changing con- master can use Emmis’portfolio of 75 WFNI-AM Sports come to grips with and is now start- sumer demands. “Five or six years different tools to a customized WLHK-FM Country ing to address is that the world has ago, we began to say that our audio Web site. Those tools include data- WIBC-FM News/talk changed,” says Mr. Cummings, the content may not be consumed pre- bases, polling tools, Flash games, a WYXB-FM Adult contemporary president of Emmis Communica- dominantly over tower and trans- ping and traffic data could motivate video channel and blogging . HEARD IN ST. LOUIS tions’ radio division. “Consumers mitter as it always has been. It may be a significant number of consumers to Today the division consults with al- KFTK-FM FM talk under the age of 40—or even 50— delivered in a lot of different ways,” upgradetoHDradioreceiversasan most 100 non-Emmis radio stations, KIHT-FM Classic hits expect interactivity. They expect Mr. Cummings says. “We have been alternative to expensive global posi- with another dozen signing up for the KPNT-FM Alternative rock things on demand. They expect to be on a five-year push now to deliver tioning systems in listeners’ cars. exclusive iTunes storefront technology. KSHE-FM Classic rock able to time-shift media. And they custom channels wherever our con- “Maybe the thing that will drive The BTC and Emmis’ interactive HEARD IN AUSTIN largely expect that media to be free. sumer wants our content.” people to buy new radios is not a new initiative are built directly out of Two key initiatives for Emmis programming format they can hear, KBPA-FM have been the Broadcaster Traffic butthisdataforfree,inanadvertising- KGSR-FM Triple A Consortium, which it has led, and supported model,” Mr. Cummings KLBJ-AM News/talk Emmis Interactive. says. “We started thinking this might KLBJ-FM Classic rock The BTC was formed by a group be the killer application that drives Emmis’ background of leadership in KROX-FM Alternative rock of eight leading radio companies sales of HD radio and motivates car the radio industry. Emmis created KDHT-FM Hip-hop whose goal is to create the national companies and auto dealers to make the first 24-hour sports station HEARD IN TERRE HAUTE, IND. infrastructure for RDS ad-supported HD radios an option in new cars.” (WFAN in New York, now owned by WTHI-FM Country delivery of traffic and map-based He says he hopes the BTC’s work CBS Radio) and the first hip-hop WWVR-FM Classic rock content and for future HD radio ex- will lead to a traffic and mapping station (WQHT in New York). Mr. panded services. The consortium has channel that could feature on-air Cummings said he is looking ahead FM, that’s 230 million listeners and AT A GLANCE been working for a year and a half sponsorships as well as advertising for to the next frontier of radio. potential buyers every week. That is a Company: with NAVTEQ,a leading provider of such points of interest as retail outlets “Mobile broadband is the next big source of revenue you didn’t have be- Headquarters: Indianapolis, Ind. digital maps and traffic for vehicle that could be displayed on the maps. thing,”he says. “We are working hard fore,” Mr. Cummings adds. Web: www.emmis.com navigation, and ad-supported RDS Like its work with the consor- togetFMchipsetsinstalledinmobile He says this technology is just Contact: traffic devices are in stores now while tium, the company’s interactive di- phones.”Included, he hopes, will be a around the corner.“And when we get Terry Hardin HDradioisbeingtested. vision is designed to build business single button allowing the mobile radio content onto portable devices VP-Sales Emmis and other radio compa- not only for its own stations, but also phoneusertopressandbuywhatever like cell phones—when that hap- 312-245-1252 nies think the ability to receive free, for the industry as a whole. song is being played at the moment. pens, radio will be competitive for [email protected] high-quality, up-to-the-minute map- “We are broadcasters, not Web en- “When music can be purchased on the next century.” ■ ANY PLACE

Radio reaches all ages. Radio reaches more people in an average Radio is standard equipment on almost week than the Internet or newspapers. every brand of digital music player. aa39p15.qxp 10/16/08 2:00 PM Page 1

ADVERTISEMENT Advertising Age October 20, 2008 15

they want to buy?’ They hear it on the radio. That’s where they discover new OUTL ETS music. And when it’s heard on the ra-  dio, it has a certain to it,” Mr. HEARD IN Smyth says. “With iTunes Tagging, WMJX-FM Adult EMBRACES NEW TECHNOLOGY the listener doesn’t need to remem- contemporary ber the title or the artist; they push a WBOS-FM Rock WITH ITS CD-QUALITY SOUND AND MULTIDIMENSIONAL PLATFORM, HD button on their HD radio, dock their WTKK-FM FM HAS A LOT TO OFFER LISTENERS—AND ADVERTISERS, GREATER MEDIA iPod and they have the song.” WKLB-FM Country BELIEVES. AND THAT MAKES IT IRRESISTIBLE AS RADIO’S NEW FRONTIER Mr. Smyth says he sees HD radio’s WROR-FM Classic hits expanded bandwidth offering other HEARD IN CHARLOTTE 96.9 WTKK-FM is heard on radios year-old Greater Media.“We are con- possibilities down the road. One is WLNK-FM Personality AC throughout Boston. stantly pushing the boundaries to the real-time traffic and mapping WBT-AM News/talk When listeners are tuned in to the make our business better.” service being developed as an alter- WBT-FM News/talk leading FM talk station on an HD re- Greater Media owns leading AM native to GPS systems by the Broad- HEARD IN ceiver, they can push a button and and FM radio stations in five mar- caster Traffic Consortium (Greater discover WTKK’s alter ego: its HD2 kets: its home city, Boston, in addi- Media was a founding member). An- WCSX-FM Classic rock all-Gaelic channel, with Irish music tion to Charlotte, Detroit, Philadel- other intriguing idea is “couponing” WRIF-FM Rock from the Three Tenors to . phia and markets across . ontheradio:Hearanadforacar WMGC-FM AC WTKK’s parent, Greater Media, HD2 channels such as WTKK’s dealer or another retailer or product, HEARD IN NEW JERSEY has been at the forefront of the HD Gaelic channel or RIFF2, the HD2 and push a button for location infor- WDHA-FM Rock radio push. HD is a growing tech- offering of Detroit’s WRIF rock sta- mation and a coupon. WMTR-AM Good time nology that’s bringing CD-quality tion—with a cutting-edge playlist “HD radio is still an embryonic WMGQ-FM AC sound to the country’s favorite radio determined by 20-somethings for technology,”Mr. Smyth says.“We are WCTC-AM Good time oldies stations while also offering broad- 20-somethings—“offer such great Peter Smyth just beginning to scratch the surface WRAT-FM Rock casters and advertisers a multidi- variety and selection,” Mr. Smyth of where we are going. The applica- WJRZ-FM Classic hits mensional platform with new op- says.“The limitations are only in the only300threeyearsago.Halfofthose tions we see today will look very dif- HEARD IN portunities for innovation. broadcaster’s mind—while the fi- HD radio stations offer HD2 or HD3 ferent in five years.” WMGK-FM Classic rock “Our company always has been a delity and quality of is alternate programming channels. He adds that he also sees HD ra- WMMR-FM Rock big believer in making sure the lis- like listening to a CD.” Approximately 1 million HD ra- dio as a new frontier for radio ad- WBEN-FM Variety hits tener gets the best fidelity, highest- “OurradiostationsonHD2 dio receivers have been manufac- vertising. “This is an opportunity WNUW-FM AC quality experience from radio,” says have their own character,”says Buzz turedtodate.Some14autobrands for us to reinvent what the com- WPEN-AM ESPN sports talk Peter Smyth, president-CEO of 52- Knight, Greater Media’s VP-pro- have signed on to install HD receivers merce should look like,” says Mr. gramming. “They are more than in their new models or to make them Smyth,whoalsoservesaschairman more places than ever before. Mr. brand extensions. We have tried to an option for buyers. of the Radio Advertising Bureau. SmythpointstorecentArbitron make them unique entities unto One tool enticing consumers to “Let’s not clutter it up; let’s use ad- numbers showing that radio reaches themselves.” HD radio is an application called vertising in a clean, creative way.” 260 million Americans each week. AT A GLANCE Best of all, unlike , iTunes Tagging. If a listener hears a That might mean single-sponsor “I want the creative directors in Company: Greater Media HD radio programming is free to newsongonhisHDradio,heonly flights of programming—for exam- America to say,‘Youknow what? Look Headquarters: Boston anyone with an HD receiver. Some- has to push a button and the song ple, a “Diet Coke break” or an at the reach of American radio. Look Web: www.greatermedia.com times Greater Media’s stations flip is “tagged” by his iPod. It shows up “American Airlines flight.” “A - at the hold it has on its communities. Contact: their HD2 programming onto the on a tagged playlist the next time he ter listening experience only bene- Look at how involved listeners are Heidi A. Raphael main radio station—“to show lis- docks his iPod on his and fits the advertiser,”he says. with their radio stations,’” he says. VP-Corporate Communication teners what they’re missing,” Mr. can be instantly downloaded. Whetherit’sathomeoronan “In these economic times, re- 781-348-8612 Smyth says. “Talktobothmusicexecutives HD car radio, whether heard on a member: There is no better way to Across the U.S., 1,750 radio sta- and most consumers and ask them, podcast or online via streaming, ra- move product, no better call to ac- [email protected] tions are available in HD, up from ‘Where do people hear the music dio is reaching more consumers in tion, than radio.” ■ ANY ONE

Radio. It’s everywhere. There is no other medium that gives your brand the ability to reach its audience wherever they are—in the shower, at a backyard BBQ or on an iPhone. And with the current explosion of new technology, from HD Radio to digital music tagging, more people are tuning in than ever before.

To learn more and get a free fact booklet, visit Consumers can find radios just about More than 235 million Americans listen to radio weekly. anywhere, anytime—even in the shower. www.RadioHeardHere.com/innovation

08.pdf RunDate: 10//08 Full Page Color: 4/C