aa39p11.qxp 10/16/08 2:01 PM Page 1 ADVERTISEMENT Advertising Age October 20, 2008 11 tion of radio“prime time”—morning and evening drive times—is changing. OUTL ETS “As a result of Internet radio, (TOP 5 MARKETS) there is a whole new daypart called HEARD IN NEW YORK ‘at work,’ ” Mr. Goodman says. “So CBSRADIO manyworkersaccessacomputerat WCBS-AM News their job during the day, and broad- WCBS-FM Classic hits band is fairly ubiquitous. We are WFAN-AM Sports ON THE INTERNET reaching consumers who might not WXRK-FM Active/alternative rock 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 LOS ANGELES 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 radios 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 iPhones 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 jazz WithaclickofamouseonaCBS Media Research. That translates to 33 Radio iPhone application to access HEARD IN CHICAGO 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 Rhythmic 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 SAN FRANCISCO 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 were previ- From the legendary sports station share songs, purchase music and ac- beginning.” KLLC-FM Hot AC ously unimaginable.” WFAN in New York to the rock 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 DALLAS 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 ads, 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 future 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 United States. 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 Classic rock online, on-site and on-demand, as he Emmis has responded and begun ogy and consulting,through Emmis HEARD IN INDIANAPOLIS 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 create 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 software. 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 Adult hits 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.