Meg Whitman

from Yes on Radio
by Mike MeCey
2/8/10

After a series of polls conducted towards the end of 2009, it appears that former eBay CEO Meg Whitman, a Republican candidate for Governor, has eliminated a major barrier faced by most political newcomers – finding a cost-effective means to introduce herself to the voters.

In fact, she’s done it so well that Whitman dominates her Primary Election rival with 45 percent support among Republican voters, leading State Insurance Commissioner Steve Poizner by 28 points, according to the latest Field Poll.

Whitman, who began her multi-million dollar Radio advertising campaign after Labor Day 2009, is currently airing her third round of introduction spots in all major markets of the state. The campaign strategy has been debated and applauded by many of the state’s top political strategists and election observers suggesting that Whitman’s Radio has been particularly effective.

“She is assuming a certain command at this point, very early, and therefore she’s sinking herself in as the favorite and squeezing him (Poizner) out,” said Larry Gerston, a political science professor at San Jose State University.

Seasoned Democratic consultant Bill Carrick said, “It operates to some degree under the radar. But in a state where people are in their cars one to three hours a day, if you stay with it long enough and spend enough, it has the potential to be very effective – a sort of slow burn impact that can move voters. Every day, drip by drip, she’s communicating with voters.”

The Orange County Register opined, “November was a good month for the Whitman camp but her surge in the polls is no coincidence. The campaign attracted attention and worked to redefine Ms. Whitman as a candidate through a series of radio and Internet advertisements. Her camp is shelling out a good amount of money on radio and online ads – the only campaign using those media thus far. She has used the advertisements very strategically to alter negative public sentiments and to introduce herself to many potential voters.”

Posted under Branding, Radio

From Media Post Publications

by Bob McCurdy

Thursday, December 24, 2009

If an advertiser wants to target a college-educated 18-34-year-old consumer, a blockbuster new study confirms there’s no better place to look than radio. Yes, radio.

Younger people remain committed to their radios, according to the recently released Nielsen white paper, “How U.S. Adults Use Radio and Other Forms of Audio.” By realigning the data socio-economically instead of by medium or audio platform, the study offers an unprecedented glimpse into the media habits of various population segments.

Almost 80% of 18-34-year-olds listen to radio every day for an average of 104 minutes. Contrary to conventional wisdom, only 20% of the younger demographic sought by advertisers listen to MP3s daily; and among those who did, 82% also listen to broadcast radio for close to 100 minutes a day. It turns out this coveted demographic tends to be lighter viewers of television, while paying little attention to print and spending close to 40% less time with newspapers than the average adult.

Education and income levels also play critical roles in determining people’s media habits. Individuals with a high school education or less spend significantly more time with TV than any other medium. TV dominates their media day with viewing clocking in at 7.4 hours, almost two full hours more per day than the average and accounting for an amazing 80% of their daily media consumption. Broadcast radio reaches more 18-34s

Because of this huge dose of television, those with a high school education or less tend to be lighter than average consumers of both audio and radio. The college-educated, however, are much more audio-centric, tuning into broadcast radio for close to two hours a day while viewing almost three hours a day less television than less-educated people. Those with advanced degrees are also fans of radio, with 84% tuning in daily while viewing nearly three and half hours less of television per day than those with a high school education or less.

The media habits of various income levels also vary dramatically. Households with annual income below $30,000 consume less audio and are lighter than average broadcast radio consumers with only 62% tuning to broadcast radio daily. Their use of satellite radio, other digital audio options and the Internet is also far below average. But their devotion to television is extraordinary at 478 minutes, or 8 hours, a day.

Meanwhile, households with annual incomes above $100,000 are heavy consumers of audio, listening about 30 minutes more per day with fully 84% tuning to broadcast radio daily. Listening to satellite, streaming and MP3s, as well as other digital audio options, are all above average. Households with incomes above $100,000 spend about the same amount of time with audio as with television — 210 minutes with audio compared to 224 minutes with television.

What’s more, while the upscale individuals increased their use of other digital forms of audio, it’s not at the expense of radio. As with the higher educated, the affluent continue to embrace radio — viewing other audio options as a supplement, not a substitute. It’s a completely different story for television, with high-income households viewing close to two hours less television per day than the average household; and 4.25 hours less than households with annual income of $30,000 or less. This upscale segment also shuns newspapers, spending 25% less time with the paper on a typical day.

Employment also plays a key role in media consumption. The employed tend to consume more audio and radio than the norm, are more likely to be online and less likely to read a newspaper. Those who are unemployed, retired or students are extremely television-centric and lighter than average consumers of radio and audio. Similar to low-income households, they spend 90 minutes more per day with television (seven hours) than the average individual, and are one-third less likely to use the Internet. This segment is also 29% more likely to read a daily newspaper.

Viewed socio-economically, the Nielsen audio study confirms that radio remains a vital cog in today’s media landscape, especially among the more affluent and higher-educated. Radio has made great strides in transforming the medium, incorporating a multi-channel mix of terrestrial radio, digital audio, mobile applications and audio streams, and we expect these efforts will serve to maintain radio’s continued relevance for many years to come.

Posted under Radio, Research

Jagger and Kristi

On the back of Mark Jagger’s laptop in the studio at MAGIC 92.5 is a sticky note that says “I love you.”  He doesn’t remember when he put it there, but it’s intended to be read by the woman at the microphone across from him.  That would be Kristi, his wife, friend and radio-partner on the station’s MAGIC Mornings with Jagger & Kristi show.  The duo is obviously good together because according to Arbitron PPM surveys, they are consistently rated one of the top morning shows in San Diego. But what’s even more important to the couple is the fact that they’re still very happy to spend almost every day of their career and private lives together after a fifteen year relationship and twelve years of marriage.

“We have an unspoken agreement,” says Kristi.  “Mark gets up at 3:00 in the morning and after he’s showered, he wakes me up.  Then we both do what we have to do to get out of the house by 4:30.  We drive here (to the Finest City Broadcasting studios near Mission Valley) walk into the station and at 5:00 go on the air.  We don’t speak until we get into the studio.  It’s how we’ve learned to cope with this schedule.”

But once they’re on the air, it’s a much different story. The two radio veterans glide through their four-hour show with enthusiasm, finesse and genuine warmth that has earned them the devotion of a growing radio audience. 

Jagger & Kristi at the Annual Four Corners Food and Coat Drive benfitting the San Diego Food Bank and Alpha Project

“I love it,” says Jagger, whose first radio job was in St. Louis, his native city.  “It’s definitely a connection that we have with our audience that makes this worthwhile.  If we weren’t doing this, I would miss that the most. And what I’ve learned after working in many markets throughout the country, if something happens in San Diego and you ask for help from listeners, they will always pull through.  It’s not like that everywhere.  Every year we do a fundraiser for Children’s Hospital and a food drive for the food bank and every year we’re blown away by the generosity we see.  San Diegans are so good about rallying around those who are in need.”

Jagger and Kristi are a team in every sense of the word, picking up on cues from one another, calming the other when one is frazzled, and treating each other with a respect that is palpable.  They first met while working for a San Francisco station in the early 1990s.  When their jobs there ended, they moved to San Diego.  After years of popularity in the afternoon drive slot, they made a strategic decision to go to mornings. They were thrilled to come to work for their friend and former employer, then-program director Rick Thomas. 
 
And they saw morning drive time as the most secure spot for talent on the air waves as the radio industry evolves in a fiercely competitive market.

One happy family at Furball 09, the San Diego Humane Society annual fundraiser

“I mourn the loss of opportunity for those who are just coming into the business,” says Kristi. “We’ve worked with so many talented people over the years who were working behind the scenes and got their first chance to go on air in the overnight spot. Now that isn’t available at most stations, and staffs are pared down to the minimum. There are no more pools of raw talent. It’s much more of a business than in the early days.”

Still, the radio couple keeps their show from sounding at all business-like. They’re spontaneous and relaxed and their positive state of mind comes across the air waves. For the most part, it’s family-oriented material. But one of the more popular elements of Magic Mornings is the segment called “War of the Roses” which Jagger and Kristi admit is controversial. That’s because at the request of a suspecting spouse or significant other, the show’s producer calls the person in question, pretending to be from a new flower shop that’s offering to send a free dozen roses to whomever he or she wishes. When the suspected cheater names someone other than the loved one who called in, he or she is busted on the air.

“People sometimes call us the goody two shoes couple for doing that, “ says Kristi. “But it’s really about entertaining radio. And I love doing the segment. You wouldn’t believe these people who are caught in the act and then try to shift the blame on their partner.”

Jagger says for him, it’s an uncomfortable thing to do. “But when they start yelling at one another, you can tell that some of these people just love the drama,” he explains.

Their baby horse Laci at one hour old

The couple says they’re grateful that with their increasing popularity, they have advertisers seeking them out, and a platform where they can address issues that are important to them.  Animals are high on their priority list.  They advocate for them on the air, featuring pets of the week brought in by the Humane Society.  And at home, their pets come in all shapes and sizes.  They spend a great deal of time with their horses, dogs and cats.

Jagger & Kristi with their horse Teddi

The environment is another passion of Jagger and Kristi’s. Their website touts carbon-shreading.  Just as Jagger finishes saying, “Kristi is SERIOUS about being eco-friendly” Kristi jumps in and proves what he says is true.

“We have no choice.  We have to be more conscious about our actions.  Now so much of what I buy is from recycled material. Once you start, it’s hard to stop.  I think of it like collecting one dollar from a thousand people.  It adds up!  So when individuals do their part, it makes a difference.  If just one person in a home could recycle for the whole family, we’d all be better off.  You would be amazed at how much money you can save with light bulbs, and watching how much gas and water you use, and on HG front loaders!”

The couple recently added solar power to their home and is proud to have the company that did the work, groSolar, advertise on their show.  They’re also excited about a campaign they’ve helped put together for Toyota of El Cajon which has built a state-of-the-art, “green” dealership.

Throwing out t-shirts with the Pad Squad

 As much as they love their work, whenever they can, they shut the door to the studio on a Friday morning after their show and don’t look back.  But quite often, there are those additional weekend duties that see them at station events throughout San Diego.  They say it’s always energizing to see their fans in person and are amazed at the intensity they show.

Kids News Day with the Padres' Adrian Gonzalez

“They greet us as if we’re old friends,” says Kristi.  “After all these years, I’m still astounded at the power of radio to create such a strong relationship between us and our audience. They want to give us a hug.  And it’s usually a really big hug that you would give a family member.”

“It’s kind of like being in a club,” Jagger explains.  “They all feel like they are our friends because we’re in the same club, playing the music that’s been the soundtrack to their lives for so long.  Our “Old School” format evokes many great memories for so many people.  It’s positive and it’s a ton of fun.”

From the looks of things, Jagger and Kristi find joy in every aspect of their lives – on and off the air.  And when they’re asked how they can manage to make it all work, day in and day out, Jagger quickly answers, “I’m always in control.”

Bodie learning to surf at Dog Beach; he placed 6 out of 14 in his heat at the annual Surf-Dog Surf-A-Thon

Kristi ignores the comment and says, “We don’t analyze it.  We just do it.  If we do have a disagreement about something, it’s usually work-related and we use it as fodder on the air.  At some point, we always realize that it was pretty stupid to begin with.”

Posted under In the Spotlight, Radio

According to a Nielsen analysis of a media study conducted by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television at 95%. The study found that Web/Internet (excluding email) reached 64%, newspaper 35%, and magazines 27%.

Radio Best Audio Media

And, in a deeper analysis of audio media titled “How U.S. Adults Use Radio and Other Forms of Audio,”Nielsen found that:
 • 90% of consumers listen to some form of audio media per day
 • The 77% who listen to broadcast radio surpass the 37% who listen to CDs and tapes and the 12% who listen to portable audio devices.
 • Almost 80% of those aged 18 to 34 listening to broadcast radio in an average day.

While the recent emergence of portable audio devices like the iPod and other MP3 players was considered a threat to traditional forms of audio, this study’s evidence suggests that the new technology has had a positive effect on radio consumption. Radio was found to have a higher reach (82%) among those who listen to portable audio devices, compared to the average reach for all audio consumers.

Jeff Haley, President and CEO of the Radio Advertising Bureau (RAB), concludes that  ”… this… observational study of today’s consumer proves that the primary source of new music is the radio.”

Another key takeaway from the reports is that broadcast radio is the dominant form of audio media at home, work, and in the car. Exposure to audio listening falls into four tiers in terms of level of usage among listeners:
 • Broadcast & satellite radio (79.1% daily reach; 122 minutes daily use among users)
 • CDs and tapes (37.1% daily reach; 72 minutes)
 • Portable audio [ipods/MP3 players] ( 11.6% daily reach; 69minutes), digital audio stored on a computer such as music files downloaded or transferred to and played on a computer (10.4% daily reach; 65 minutes average use), and digital audio streamed on a computer (9.3% daily reach; 67 minutes)
 • Audio on mobile phones (<2% daily reach; 9 minutes)

Other findings highlighted in the report include:
 • Audio media exposure has the highest reach among those with higher levels of education and income
 • Approximately 12% of study participants listened to MP3s and iPods for an average of 69 minutes per day, yet eight-in-ten of these individuals also listened to broadcast radio for an average of 97 minutes per day
 • 90% of adults are exposed to some form of audio media on a daily basis, with broadcast radio having by far the largest share of listening time

Considering Portable Audio Devices:
 • MP3 and iPod players averaged only 8 minutes of listening per day among the entire observed sample, with just under 90% of the sample not listening at all .
 • Among listeners of portable audio devices (11.6%), the highest reach was among those aged 18 to 34 years (20.8%), singles (18.5%), and those who tend to be more technology-savvy (18.2%) 
 • Among those who also listened to portable audio devices such as MP3 players or iPods, broadcast radio    had a daily reach of 81.6% reach and 97 minutes of average listening time among those who listen to radio

Broadcast radio reaches those aged 18-34 at rates equivalent to the general adult population, with 79.2% of younger adults listening to broadcast radio for an average of 104 minutes a day among listeners. On average, individuals spend almost identical amounts of time during weekdays (454 minutes) as they do on weekends (458 minutes) using one of the five key media sources.  
And, among key “advertising-based” media platforms:
 • Live television had the highest reach and daily usage among users (95.3%, 331 minutes)
 • Broadcast radio (77.3% reach, 109 minutes)
 • Web/Internet [excluding use of email] (63.7%, 77 minutes) 
 • Newspapers (34.6%, 41 minutes)
 • Magazines (26.5%, 22 minutes)

Posted under Radio, Research

from Radio Business Report
November 11, 2009 

Think the iPod and mobile phones have killed radio listening in the young demos? Think again. Analysis of a landmark study for the Council for Research Excellence (CRE), funded by The Nielsen Company, finds that younger people are consuming audio from lots of sources, but radio still accounts for the biggest share of their listening.

As indicated by its name, the Video Consumer Mapping Study focused first on how consumers were watching television and other sources of video. CRE released the study in March, with the headline finding that live TV viewing was still #1 with younger demos, despite their comfort with the Internet and other video sources. But there was lots and lots of data to pour over for other media, including audio sources, which is exactly what Michael Link, Chief Methodologist at The Nielsen Company, has been doing.

The study methodology had observers follow 376 people in Seattle, Chicago, Philadelphia, Atlanta and Dallas for two days – one in the Spring and one in the Fall of 2008 – to record their media usage. The professional observers recorded how much time people actually spent using each type of media, ranging from TV, radio and newspapers to the Internet, iPods and mobile phones. (An additional study of 100 people in Indianapolis studied how their media usage changed when they were given the opportunity to add additional devices at greatly reduced prices.) So, when the survey participants listened to radio, the exact amount of listening was noted.

“What you find is a much more complex view of what’s going on with audio than we have been led to believe. It really seems like the young group – they tend to be more audiophiles. They’re really into their audio. So, it’s not that they abandoned radio, per se, but they essentially augment with some of these portable media/digital media devices,” Link told RBR-TVBR.

Link said the study data showed that there are four tiers of audio usage. He particularly noted the magnitude of difference in daily listening to radio vs. iPod/MP3 players.

The four tiers of audio usage:
1) broadcast & satellite radio (79.1% daily reach; 122 minutes daily use among users);

2) CDs and tapes (37.1% daily reach; 72 minutes);

3) portable audio [ipods/MP3 players] ( 11.6% daily reach; 69minutes), digital audio stored on a computer such as music files downloaded or transferred to and played on a computer (10.4% daily reach; 65 minutes average use), and digital audio streamed on a computer (9.3% daily reach; 67 minutes);

4) audio on mobile phones (<2% daily reach; 9 minutes).

If you looked at the raw data back in March, you may have concluded that the Internet had surpassed radio as the #2 medium for young demos. However, Link’s latest analysis separated “media” usage of a computer from time spent with email and software programs. “Among key ‘advertising-based’ media platforms, live television had the highest reach and daily usage among users (95.3%, 331 minutes), followed by broadcast radio (77.3% reach, 109 minutes), Web/Internet [excluding use of email] (63.7%, 77 minutes), newspapers (34.6%, 41 minutes), and magazines (26.5%, 22 minutes),” his analysis concluded.

There’s still more to come. Link is still digging into the CRE data to produce detailed reports on online usage and on out-of-home video viewing.

RBR-TVBR observation: The bottom line is that heavy audio users haven’t quit listening to radio – they just listen to a lot of other places where they can get music and other audio content.

Many of the other audio sources don’t have advertising opportunities, so radio needs to make it clear to advertisers that the young demos can still be reached – and radio is the way to do it.

Posted under Radio, Research

October 29, 2009

NEW YORK (AdAge.com) — Kohl’s is ramping up its radio, digital media and direct-mail marketing programs this year, as it looks to compete in what is expected to be another rough holiday for retailers.
 
The creative portion of the new Kohl’s campaign will be keenly focused on value, highlighting a plethora of sales and savings opportunities.  The retailer plans to increase spending in digital and social media by 25% to support an expected 30% increase in online sales. Direct e-mail will also be a key part of Kohl’s strategy, given that its database of shopper e-mails has grown by more than 50% in the last year. It plans to send out 17 e-mails in November and 30 in December, adding the ability for consumers to post sales offers to their Facebook pages.

In radio, the retailer simply said it would be “significantly” increasing its radio buys in top markets. A national radio spot targeting the Hispanic market is also planned for the first time. Two 30-second brand spots, a number of 15- and 30-second promotional spots, and in-store marketing will round out the retailer’s robust holiday marketing plans.

“Kohl’s has taken advantage of current media marketplace conditions and optimized mediums with a high return on investment to ensure an even stronger presence than last year,” the retailer said in a statement.

Kohl’s plans to increase radio and digital spend mirror trends seen a year ago, when retailers looked both to less expensive media, as well as media that could provide an immediate call to action. Last year, Kohl’s spent $138 million in the fourth quarter, down 12% from $158 million the year prior, according to TNS Media Intelligence.

The creative portion of the campaign will built on “The More You Know, the More You Kohl’s” messaging. It will be keenly focused on value, highlighting a plethora of sales and savings opportunities and reminding shoppers how much they’ve saved on each receipt. McCann Erickson is Kohl’s agency of record.

“Our campaign educates customers about how to make their money work harder for them by taking advantage of all of the great brands, savings tools and conveniences that Kohl’s offers,” Julie Gardner, exec VP-chief marketing officer, said in a statement. “Kohl’s customers don’t have to wait until late in the season to be able to get the best deals.”

Indeed, Kohl’s holiday marketing kicks off on Nov. 2, and its first holiday sale, a Power Hours pricing promotion, will be Nov. 6-7. The retailer’s aggressive holiday posturing, even before Black Friday, foreshadows another season of steep promotions, and is likely to mirror efforts at competitors like JCPenney and Macy’s. Nov. 11 to 21 will be a Christmas Kickoff Sale; Nov. 13-14 stores will hold a Mega Sale; and Nov. 20-21, Kohl’s will mark down everything in the store for the “It’s All on Sale” sale.

“We continue to listen to our customers and give them what they want, what we believe to be more opportunities to save than any other national department store on thoughtful, sought-after gifts,” Ms. Gardner said.

Online, the retailer will promote sales events throughout November and December with nine homepage takeovers of sites including AOL, MSN and Yahoo. Also, at more than 30 newspaper websites, consumers will be able to view select Kohl’s products through online ads, without leaving the newspaper’s site. TV spots will air against shows including “Grey’s Anatomy,” “The Office” and “CSI.”

Kohl’s has become a stiff competitor, grabbing market share in the recession. Sales at stores open at least a year rose 5.5% in September, following two months of positive same-store sales. Rivals Macy’s and JCPenney have continued to post sales declines over the last three months.
 
Inserted from <http://adage.com/article?article_id=140054>

Posted under Radio

NAB, RAB Pleased By Apple’s First iPod With A Radio

From Radio Ink Magazine
Courtesy of Apple
September 9, 2009

Apple, which has long declined to add a built-in FM tuner to its wildly popular iPod line of portable media players, has relented, unveiling a new model of nano with a larger screen, a video recorder, and an HD Radio FM tuner with a live pause function and, of course, iTunes Tagging to marks songs as they play for later purchase from the iTunes Store. Read More…

Posted under Radio

From MondayMorningMemo© of Roy H. Williams, the Wizard of Ads®
August 10, 2009

We’ve invented a machine that lets you select your mood. This astounding device can be adjusted to make you feel however you’d like to feel. It’s called a radio.

The distinct advantage of humans is our ability to attach complex meanings to sound. The most important sounds are called words. Read More…

Posted under Radio

KSDS Jazz 88.3 FM has been honored with a My Source Community Impact Award for Engagement, given each year by the Corporation for Public Broadcasting (CPB). The station will be recognized at a CPB luncheon at the Radio Development & Marketing Conference taking place at the Hilton San Diego Bayfront Hotel on July 8, 2009.

The award acknowledges the station for its music education initiatives in the San Diego community, including its support for the annual Music Matters instrument donation program for city schools and the annual CMEA middle and high-school jazz festival. Read More…

Posted under Community Cuts, Radio

From Radio Ink
July 9, 2009

Radio Ink has released its annual list of the 40 Most Powerful People in Radio. Below, is what some of these influential execs have to say.

Why is radio still a good business? What advantages does it bring to the world of new media?

Ed Christian

Ed Christian, Saga Communications:

Why is radio a good business? Well, conversely why isn’t it? Other than the temporary confused marketplace and the credit situation — which is endemic in every industry — radio continues to effectively reach audiences. If you center on this, the old axiom proves apt: If you do compelling radio, people will listen. If they listen, you can with a clear conscience call on advertisers. If you do compelling creative, it will get results for your advertisers. Advertisers will return and spend more to capture share of their market. Radio becomes profitable. Life is good. Read More…

Posted under Radio