STRATA Survey: Advertising Industry Concerns About Media Mix Hit A Four-Year High
Advertising agencies are increasingly concerned with how to best utilize media mix, according to STRATA's most recent quarterly survey. Twenty-two percent of agencies surveyed indicated that media mix was a challenge. Tellingly, 76% of those polled advertise using at least three mediums per client campaign, indicating the need for multi-platform advertising. The STRATA survey of nearly 100 media buying agencies in the fourth quarter also shows the largest concern in 2013 is attracting new clients, with nearly one third of respondents citing the challenge. Marketers expect digital spending to continue its upward trajectory. Currently, 54% percent of surveyed agencies say their clients are most interested in advertising on TV above all other mediums. Digital comes in second at 30%. However, digital may eclipse traditional advertising in the near future, with nearly one third of respondents expecting to spend more on digital than on traditional media within 1-3 years. Within the digital subcategories, over 80% of those polled said online display would be their focus followed by search at 71%, and social media at 52%. "New advertising mediums are evolving at an unprecedented pace, and agencies are constantly trying to figure out how to get the best return on investment for their campaigns. It makes sense that understanding how to attain the best possible media mix could be a very real challenge today," said John Shelton , CEO and President of STRATA.
Half the agencies polled expect their growth in the first half of 2013 to be the same as the last half of 2012. Only 37% of agencies saw their business increase at the end of 2012 compared to a year ago. This marks an 18% reduction from the end of 2011. Furthermore, nearly a quarter of the agencies polled see their business decreasing, a 36% increase from the fourth quarter of 2011. "There's a clear split in the advertising community as to how much growth we'll see in 2013 after the political spending of 2012 has come to an end," added Shelton. "The orders we have seen recently gave us confidence that we would see a 3-5% increase in spending this year, but the positive sentiment may not be shared by all advertisers." However, nearly a third of agencies said they expect their business (and the economy) to return to a strong growth period by mid-2013, and 22% answered that they are already in a strong growth period. Similarly, 29% plan on hiring, the highest percentage in nearly a year.
Focus on Spot TV and Spot Radio continues to decline in 2013, with 17% of respondents indicating that their clients are more interested in advertising on Spot TV than they were last year (down 40% from 4Q11), while 32% are less interested in advertising on Spot Radio than they were a year ago.
Anthony Fuscaldo Named Clear Channel Philadelphia VP of Sales
Clear Channel Media and Entertainment Philadelphia announces that Anthony Fuscaldo has been named VP of Sales, effective immediately. In his new role, Fuscaldo will oversee all sales operations for the six station Philadelphia cluster. Fuscaldo is promoted from within Clear Channel Philadelphia, where he most recently was General Sales Manager. He joined Clear Channel in 2004 as a National Sales Manager, and in 2009 became a General Sales Manager. Prior to joining Clear Channel he was a National Sales Manager for CBS Radio Philadelphia stations WOGL-FM and WPHT-AM, and an Account Executive at Katz Radio. "Anthony has been with Clear Channel for almost 10 years and during his time with the company he has generated great results. He has definitely earned this opportunity to lead our Philadelphia sales team," says Clear Channel Philadelphia Market President Rich Lewis. "He exceeds expectations on all challenges presented to him and consistently raises the bar for others. I'm confident with Anthony's leadership Clear Channel Philadelphia will continue to deliver consistent integrated revenue growth." Fuscaldo says, "Clear Channel Philadelphia is truly a great team-each department has contributed to the culture of success that has been created. I am eager to lead the sales team and develop innovative ideas that will continue to grow our revenue and create meaningful results for our partners."
Erica Farber: 2012 RAB Radio Revenue Report Will Be 'Positive'
Ahead of the 2012 RAB radio revenue report, due February 15, RAB President/CEO Erica Farber says to expect a good report on 2012's radio revenue. In a new "RAB@Work" newsletter, Farber writes, "It was a positive year." Based on RAB reports for the first three quarters of 2012, the total year report is expected to show revenue growth of about 1% or slightly under. And that seems to be what Farber expects for this year as well. She writes, "The current revenue forecast for 2013 shows radio with an overall growth at just under 1%. We are seeing first hand that there is a renewed interest in radio as advertisers and agencies are seeing radio's ability to drive results across all platforms."
Pandora Ending Ad Reseller Program
Online streaming music service Pandora will phase out its advertising reseller program, which it has been testing with newspapers and TV stations since last year, in favor of growing its own local sales teams. This comes after Arbitron filed a lawsuit against WKYC-TV, Cleveland, claiming they used data in an ad for Pandora that had data attributed to Arbitron that was not produced by the ratings company. The TV station has been part of the Pandora reseller program. Now, without referencing that case, Pandora SVP of Sales Steven Kritzman says, "Nothing really beats having ownership over the training, the narrative and just having sellers that are specifically focused on your product." NetNewsCheck.com reports, "Pandora has over 600 employees nationwide, and while Kritzman wouldn’t disclose how many new staff would be added this year, 'suffice it to say at the end of the year we’ll be in the top 25 markets across the country with multiple people in each market,' he said." That report notes that Kritzman indicated that Pandora already has "sales leadership in 27 out of the top 40 markets." Kritzman says that over the past year, Pandora has added sales veterans from Clear Channel, CBS Radio and Yelp to its own force. "We really tried to hire the best and brightest from the local radio market. The product is so transferable."
Rich 'Brother' Robbin Gets Afternoons on San Diego's 'The Walrus'
Veteran radio personality Rich "Brother" Robbin joins BCA's Classic Hits "105.7 The Walrus" XHPRS-FM, San Diego, for a 2-7pm show starting February 11. BCA Programming and Operations Manager Mike Shepard tells us, "Robbin will be a perfect fit for the Walrus' fun, upbeat presentation. Rich was one of the legendary disc jockeys who inspired me to get into radio, and we had the great fortune of working together to make K-BEST 95 a dominant station in San Diego in the 90's. I'm thrilled to have him back. His energy, enthusiasm and 'fun-factor' will make a great addition to The Walrus drive home." Robbin's long radio career includes stops in Los Angeles, Phoenix, Detroit, Portland, Nashville, Memphis and Tucson, in addition to some more famous ones in the San Diego market. He tells us, "There I was, sitting at the beach with my website (www.richbroradio.com) and three old classic cars, safely retired (or so I thought) minding my own business and here came this wonderful opportunity to return to the air on 105.7 The Walrus, which I just couldn't refuse."
Chris Tyler Joins Cumulus York Pennsylvania as Brand Manager/PD
Former Rock WTPA-FM, Harrisburg, General Manager, Program Director and morning host Chris Tyler has joined Cumulus "News Talk 910" WSBA-AM and "Sportsradio 1440" WGLD-AM, York, Pennsylvania, as Program Director and Brand Manager. Tyler spent over 19 years until 2011 at Clear Channel's Harrisburg cluster as the original PD and morning host for Classic Rock "The River 97.3" WRVV-FM, as well as Operations Manager for the cluster. After exiting there, he joined WTPA-FM. Tyler previously served as PD and host at "Kiss 100" WKSZ-FM and "Sunny 104.5" WSNI-FM, Philadelphia, and has hosted at stations in Columbus, Buffalo and Syracuse. At WSBA-AM and WGLD-AM he fills the programming position that has been vacant since Jim Horn retired last year.
Portland's '98.7 The Bull' Names Danny Dwyer for Middays
Alpha Broadcasting's Country "98.7 The Bull" KUPL-FM, Portland, taps station veteran Danny Dwyer for a new midday show (10am-3pm). Dwyer, who has been with KUPL-FM for 12 years, has recently been overseeing Promotions, which he will continue. He also works as a morning traffic reporter for Portland's "Fox 12" KPTV television. Dwyer has many years of radio experience, including the former Country KZLA-FM, Los Angeles, before he moved to Portland. KUPL-FM, as we previously reported, has recently relaunched as "98.7 The Bull." Alpha Broadcasting Director of Programming Scott Mahalick tells us, "I’ve worked with Danny over the past few years behind the scenes and his enthusiasm in the hallways is truly contagious. His voice, personality and positive energy will be a great addition to The Bull on-air lineup." Says Dwyer, "I’m excited to step into this role and be a part of peoples' work day, and I look forward to spreading happiness and laughter across the great Northwest."
NPR Launches Ad Campaign Focused on Growing Audience
NPR launches a new integrated advertising campaign in four markets "to drive visibility and grow the number of listeners who tune in to NPR programming on public radio stations, in the first effort of its kind in the organization's 42-year history." The goal of the three-month campaign, now underway, is to grow the pilot stations' weekly radio audience and to draw more listeners to sample their audio streams. "While 34 million people tune into NPR stations every week, research has shown that there are millions more who are likely to appreciate NPR programming," says NPR Chief Marketing Officer Emma Carrasco. "These potential listeners want to hear stories about what is going on around the world and across the nation from journalists they can trust, and they want to understand a variety of perspectives. This campaign draws attention to the unique option that NPR provides." Participating stations vary by size and region, and include KERA Dallas-Fort Worth, WFYI Indianapolis, WMFE Orlando, and KPBS San Diego. All of the stations are growing and establishing themselves as news and information resources on-air and online for their communities. The marketing campaign is funded by a $750,000 grant from the Ford Foundation, long a supporter of NPR and public radio stations across the nation. According to NPR, "Following a competitive RFP process last year, NPR selected Planit, a branding and communications agency based in Baltimore, to develop the strategy and the creative. Based on an analysis of audience research, adults 25-44 with at least some college education, who reside or work in the listening area of the stations in these four markets were identified as the target market." A combination of billboards, rail, print and digital ads are currently running or slated to run in these markets soon. TV spots and more social media are on the way. Following the campaign, NPR will evaluate its effectiveness, seek additional funding and apply what was learned to future campaigns in other market areas.
RAB to Present Six Strategic Sales & Marketing Sessions at 2013 NAB Show
The Radio Advertising Bureau (RAB) will present six revenue-oriented sales and marketing sessions at this year's NAB Show to be held in Las Vegas April 6-11. "The six sessions, led by the RAB Professional Development team, feature an array of radio sales and marketing executives who will share their insights on increasing radio revenue in today's vast media landscape. Convention attendees will leave these sessions with strategies and ideas that can be implemented in their markets readily," says a news release. "Our goal is to provide the necessary tools, knowledge and training services to help sellers on the street close deals and help drive revenue” noted RAB President and CEO Erica Farber. "These sessions should be a ‘must attend’ at the NAB Show for any attendee in the broadcast business, and will be of great value back in their respective markets." For the full listing of the RAB sessions, click here.
FCC Commissioner Pai Talks AM Radio Revitalization at NAB Show
FCC Commissioner Ajit Pai will lead a session on AM radio revitalization at the NAB Show in Las Vegas, April 8, according to the NAB. "Broadcasters are exploring the challenges and opportunities related to revitalizing AM radio while continuing to provide the popular, local programming that millions of listeners rely on daily. This session, held within the Broadcast Management Conference, will address possible options for sustaining and enhancing AM radio as a unique entertainment medium. Commissioner Pai, who has expressed special interest in the future of AM radio, will moderate a panel of AM radio leaders, engineers and policy experts," says the NAB announcement. "Pai joined the FCC as Commissioner in May 2012 and is focusing on creating a regulatory environment in which competition and innovation can flourish, for the benefit of American consumers."
Chris Daughtry to Headline 2013 NAB Show Luncheon
Chris Daughtry, lead vocalist of the multi-platinum band Daughtry, will be the featured entertainment at the 2013 NAB Show Television Luncheon, April 8 in Las Vegas, according to an announcement from the NAB. "Chris Daughtry’s performance will honor the induction of the long-running reality competition series 'American Idol' into the NAB Broadcasting Hall of Fame, also taking place at the Television Luncheon. Chris Daughtry was the fourth-place contestant on the fifth season of 'American Idol' and was eliminated on May 10, 2006. Since then, the singer, songwriter and musician from North Carolina has released back-to-back No. 1 albums." A news release notes, "Chris Daughtry is now the third most successful 'American Idol' contestant in terms of record sales, behind only Kelly Clarkson and Carrie Underwood, who both won their respective seasons." Nancy O'Dell, Emmy Award-winning co-anchor of "Entertainment Tonight," will host the NAB Show Television Luncheon. The NAB Show will be held April 6-11 in Las Vegas.
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