Radio Websites, a Hyper Local Opportunity?

May 30, 2010 By

Warning: If you have responsibility of managing the station website and you think web sales is un-appealing, or just not worth the time and effort……you may not want the big boss to read this!

Can Radio get into the hyper-local, and online news business? That all depends if they run their online assets as a business, rather than a hobby. Can they move from old school tactics like mascots and remotes, to offering local business owners a portfolio of online solutions they are clamoring for?

Radio remote, cat country, atlantic city

What's Better for Radio; Silly Remotes or Web ?

Radio purists, Broadcast vets, Wall Street and even hardcore music geeks agree on one simple fact: without profit to pay the bills, there’s no programming excellence. So when it comes to the Radio station website and the hyper local opportunities it provides, why aren’t they run in the same financially disciplined way?

When a Radio GM wakes up each morning, what’s likely on their mind? What new Lady Gaga song should be added to the playlist? A morning show bit to post on the station site? While these play a role in the overall success of a station, it’s really not the stuff that keeps the GM up at night. Rather, it’s the sales and profitability issue that makes them toss and turn.

For Radio’s digital initiatives to dramatically drive more cash to the bottom line, they simply need to be operated under the same strict financial, programming and operational pressures of their on-air brethren. It’s really that simple, and there’s no two ways about it.

TIP  #1: Web-training for upper management: Understanding new competition, compensation/hiring issues, rate card, forecasting/inventory yield management, overcoming common objections, managers lead by example (not from behind desk), leverage web to increase overall Radio share, take share from TV, Newspaper, and direct marketing budgets.

TIP  #2: Beware of web sales trainers that haven’t sold web in years. Would you ever hire an overweight, personal trainer to get in shape? Are you following consultants that sound really smart, ‘wow’ you with gee-wiz technology and talk of ‘extending your brand’ online? Ask them to help you craft a pitch, overcome some objections and close a deal. See how they do with that one.

TIP  #3: While research, analysis and classroom lecture is helpful, you need to put money on the books NOW. Be wary of those who will have you believe that expensive data & training will lead you to web profits. The smartest ideas & concepts are worthless, until they are successfully implemented in the field.

Internet business 101 for programming & marketing. When PD’s, DJ’s, marketing execs, & webmasters understand basic online sales models, they create more advertiser-friendly digital opportunities, while developing greater loyalty with listeners. Just as sellers are trained, these non-sales departments need to also be well-versed in digital media & online revenue models. Programming knows how we make money with on-air, now they need the same understanding of our online revenue strategy.

Let me tread here cautiously, since as a former on-air and programming guy, I understand that I could ruffle a few feathers with the following. There’s too much, inherent risk when programming and marketing departments have virtual free reign in managing the online effort. Understandably and with all due respect, sales and revenue isn’t the top priority at this point, for Radio’s creative crew. Their job is all about audience, and they execute on this with great skill. That being said……just as a GM wouldn’t allow DJ talent to pick their own music, or allow the PD to push all the stop sets till after midnight, the GM needs to ensure that business-focused web rules and standards are properly set and adhered to.

TIP: Provide non-sellers with relevant background and regular training in how local businesses are spending their web dollars, the emerging online competition to Radio, and what issues the station sales reps are encountering in the field.

Manage your online inventory like on-air Nobody sells your product & audience better than your own team. Like on-air, local and direct selling of web is preferred over allowing outside middlemen to re-sell or commoditize your unsold inventory. [Read more...]

Filed Under: Hyper Revenue Watch, TV and Radio Tagged With: , , , , , , , , , , , , , , , , , , ,

How Can Radio Win Online ?

April 17, 2010 By

wall_street.jpgRadio is being pressured by Wall Street to build online revenue. You read it in the Wall Street Journal and the industry trades.

With that in mind….Newspaper websites have been seriously cranking along for almost 15 years now, TV for about 5.

What can Radio do to catch up, get into the local online battle, and grow their revenue share?

I recently spoke with a well respected, veteran Radio manager. They asked me if I knew of anybody that might be a good web seller for their cluster. I wondered if they thought all they had to do was hire a “web seller”, and their Internet business would grow nicely from there.

I felt like I angered them when I replied: “any experienced web seller will be expensive or tough to hire. The good ones are already making excellent $, working for a dot com or other web property. Plus, they might be wary of taking a sales job in an industry that’s scrambling to catch up. Maybe you should train your current staff first…..while you continue to look for a stand-out web seller?”

Additional thoughts about this very common question.

  • Taking it slow: not an option. That Newspaper and TV station across the street, along with online-only sites, are taking online share from you right now. They’re using their websites to accomplish that via podcasts, niche content, streaming audio channels, video, etc.. In addition, Google, Reach Local and others are using cheap technology, and old fashioned sales pressure, to steal advertisers from right under your nose.
  • Understand that Web assets are first and foremost, business assets. While it may not generate  the same revenue as terrestrial, it IS the fastest growing segment of the marketing/entertainment/news world. Having your webmaster or marketing person ‘handle’ the web, is not enough. Hire web pros, develop a plan, and train your current staff……now.
  • Learn from the success/failures of TV, Newspapers, and other pure-play Web companies. These competitors currently have more Web experience under their belt. Apply lessons learned from them, and save ALOT of time and money.
  • Clean up and invest in your websites. Most Radio sites are cluttered, difficult to navigate, shallow, and often act as a ‘dumping ground’ for programming/marketing/sales initiatives. Check your stats and remove anything that gets insignificant/useless traffic. Then, develop a plan that caters to your web savvy listeners, or fills an un-tapped niche in your market. Use your station to drive awareness and traffic to that site/idea.
  • Leverage your close relationships with media buyers/planners; Broadcast reps will always have a shot to pitch interactive or cross platform programs, they already have a built-in trust and familiarity with the buyer. Then leverage your broadcast transmitter and signal. Realize the value to promote a client’s online destination, or a promotion housed within your station site. Radio has it’s very own megaphone on steroids; the transmitter. The dot com pure-plays don’t have this luxury.
  • Catch up on Internet marketing and Web 2.0 trends. Hire a trainer/specialist, or poach a Web professional from Print, TV or a dot.com. You’ll have a much better chance of getting on the Web buy, or snagging some nice, incremental revenue. Ex: If you are primarily a spot seller, you can no longer just rely on bringing the “WEB GUY” to the meeting.  If your in programming/marketing, you’ll build deeper relationships with your listeners, and will drive much more ‘engaged’ traffic to your site.
Filed Under: TV and Radio Tagged With: , ,

Web Revenue 101 for Weekly Newspapers

April 6, 2010 By

Below is my latest presentation from the New York Press Association’s Spring Conference. This well-attended event was held in beautiful Saratoga, NY on March 27, 2010.  It was great to see the room filled with many publishers & editorial staff…and not just sellers. 

As we strongly urge: when your newsroom, programming & marketing folk understand basic online business models……they’re more likely to help create profitable websites.

Web Revenue for Weekly Newspapers 2010

Filed Under: Hyper Revenue Watch, Newspaper, Presentations Tagged With: , , , , , , , , , , , , , , , , ,

Can Radio Build Hyper Local Web Business?

December 21, 2009 By

Ever taken a really good look at some Radio station websites? Aside from the layout and content, (some harshly call them a train-wreck) have you ever wondered how Radio can build a hyper-local business, and drive Internet revenue from these efforts?

Radio managers are knee-deep in these issues right now.

The pressure is on. While Radio’s primary revenue stream of selling spots has become much more challenging, there is an upside. Radio has the best of both worlds; on-air and online.

And it’s not just about selling banners and streaming spots. More importantly: Radio has ability to leverage it’s digital assets, to go after more of their client’s overall budgets. THAT’s a key distinction that separates the winners from the losers.

How can Radio seriously get into hyper-local game? First, it must admit that they need more outside help. Today, there are still too few people inside of the industry that have a handle on the fast changing digital landscape. Research, cool aps, and streaming will not be enough to get it done. And just relying on the local sales managers, or the GM’s to develop a strong web plan will only delay the pain of making a serious investment in hiring and re-training. Finding web-sales experts to help Radio will not be easy, but it will be necessary.

Filed Under: TV and Radio Tagged With: , , , , , , , , , , , , , , , , , ,

TV vs. Newspaper; Local Online Video Battle

November 16, 2009 By

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A movie about a local TV news team anchored by Ron Burgundy, becomes a hit. Did the writers really have to stretch their imagination in order to come up with bits for this Will Farrell flick? Not likely. For fodder, they just turned on the local newscast of Anytown USA.

Local TV news; Change or wither. Andrew Hayward, former president of CBS News, shared his thoughts about local TV news, and he pulled no punches. You don’t have to be a mind reader to pick up his vibe……. it better change, or it’s doomed. Here’s what I gleaned up from his speech via an article in a Louisville newspaper. Read the entire article by Rick Redding here.

  • Local stations focus too much on crime/murder, since it’s easier to do and video friendly.
  • Viewership is shrinking, blood ‘n’ guts stories aren’t relevant to audience.
  • Breaking News Alerts …..sensationalizes events that aren’t really news.
  • Local, linear newscasts: no longer needed in a world of unlimited, on-demand news choices.
  • Nobody under 40 is watching the local anchor. They don’t even know his name.

Some steps to fix it:

  • Hire journalists with a different look, who have roots in the community.
  • Hire more of those with an expertise in a specific topic or category.
  • Don’t always hire a model with a master’s degree in broadcast journalism. Instead, consider hiring a less-qualified local with less-polished look, and give new hire the freedom to find humor in news stories.
  • Get more VJ’s on the street. (video journalists). Capture more local video with substance.
  • See Online as real-time 24/7 newscast, NOT a dumping ground for stale packages from last night’s 11pm cast.

[Read more...]

Filed Under: Revenue Models Tagged With: , , , , , , , , , , , , , , , , , , ,

Online Video for Revenue

October 14, 2009 By

Things I hear from local media clients about video:

  • We’d LOVE to do more online video; but it’s cost & manpower prohibitive right now.
  • We’re shooting video and posting it….where’s the money?

Online video needs to be SALES based for now.

For publishers, there just isn’t alot of investment capital to put into a huge online video initiative right now. So here are the basic, boot-strapping ways to get started in the world of online video.

Equipment, Software and Hosting: Click below to watch a simple video I produced employing many of the recommendations in this post.

I shot all the stills and video with a basic consumer camera, purchased from a local Best Buy; the Canon Powershot. I carry this thing everywhere….so should your reporters…..ya never know when you’ll be near news worthy subject matter! For a digital still camera, the video quality is surprisingly good. This was edited with a $99 software program called Adoble Premiere Elements (could have easily used Windows Movie Maker or Apple’s i-Movie which are built in, on all computers), ……..I used Picasa for free photo editing……used Blip.TV and YouTube to easily post and share/embed my video for free.

Click here to read entire post

Filed Under: Revenue Models Tagged With: , ,

NAB Radio and Web-sales

July 20, 2009 By

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It was an interesting NAB Radio Conference, (National Association of Broadcasters) here in Philadelphia.  

I was invited to do a session on Web sales. It was called: How can Radio learn from Newspaper and other Online Revenue Leaders.

As a former Radio guy, it was kinda nice to be speaking in front of my former colleagues as they grapple with monetizing their Web assets. (Got my start as a Regional Sales Director with Clear Channel Interactive in 1999)

Main take-away: learn from the local, online revenue leaders.

Topics I covered: Common Radio Website Mistakes, Online Video for Sales, Rep Compensation, Job Description Overhauls, Overcoming Common Objections, High-Value Inventory, and Integrated Promotions.

Filed Under: TV and Radio Tagged With: , , , , , , , , ,

What I learned from an NYC agency today.

January 25, 2009 By

times-square-central

Spent some time with a New York City based advertising agency today. Spoke with the interactive buyers, as well as those in charge of broadcast and print. Guess what? They’re ALL interested in buying web in some form, even non-banner inventory, even though they may have originally been focused on broadcast or print, or plain ole banners.

At first I thought all 3 buyers would have a separate bucket of marketing dollars from which to pull. But no. All 3 that I talked to, had access to a central pool of dollars that they could use to solve a marketing challenge; whether it be in print, broadcast, online or some other form of marketing or promotion.

Makes sense. The days of relying specifically on one form of marketing or another, are over. Lucky for me, I had a fairly large bag of tricks up my sleeve; rich media display ads, sem/seo, online video solutions, as well as event marketing placement.

Filed Under: Revenue Models Tagged With: , , ,

Tips for Keeping your Media Job ?

March 17, 2008 By

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Think your job is safe in Broadcast or Newspaper?  Hopefully it is. But just in case you want to be pro-active in order to increase your chances of avoiding a layoff…..read this……

After 32 years in the biz, sport writer Paul Oberjuerge got whacked from the San Berdardino Sun. Unfortunately, this is an all to common occurrence. Not just in Newspaper, but in Broadcast too.  Paul drew up a list of  “Tips on Keeping Your Print Journalism Job.”  Some of it is politically incorrect. Some might make you cringe. Yet, it’s worth a read.

Alot of this stuff applies to those in TV and Radio as well.  Note that “embrace the Web” is Number One. Here’s a few from the list:

Ten Tips for Staying Employed:

1. Embrace the web. It’s going to be extra work, and you’re going to be on your own 24-hour news/opinion cycle. But that’s how it is; you can rest up when you’re dead. Management is keenly aware of the foot-draggers on this front. Don’t wait to be ordered to “serve other platforms” of the paper. Volunteer. Blog. Post photos. Consider video. Offer podcasts. Do web-only quick-and-dirty news stories. You’re a multi-media machine now!

4. Stop whining. Journalism is a business notorious for its contrary and crabby people, for second-guessers and “that’s not how we’ve done it before” grousers. Five years ago you might have been overlooked as the Charming Curmudgeon. Now, you’re the Negative Nellie. When the call comes down to trash another 10 percent of the newsroom, don’t be the relentless kvetcher who immediately pops into the editor’s mind. Oh, and remember, “second-guessing” now consists of anything other than instant acceptance.

 Read all 10 here.

Filed Under: Revenue Models Tagged With: , , , ,

Newspaper Web Conference: E-EDGE

January 17, 2008 By

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It’s no secret. I’m bullish on the future of Newspapers. Not only in it’s current print form, but it’s future as hyper-local, multi-media news/info organizations.

Reverse publishing strategy, development of PROFITABLE online video/audio applications, and the re-training/re-deployment of sales & editorial staffs are just some of the areas that I am very enthusiastic about. So, I’ve ramped up my efforts in moderating more conferences that focus on these emerging, revenue generating trends.

Whether you’re a Newspaper exec, or you’re competing against them, you’ ll want to attend this important Web-focused conference. It’s called “e-Edge”. It’s part of the upcoming America East Newspaper Conference, starting March 10, in Hershey, Pa.

I’ll be moderating a panel called “Peek under the Hood”. It’s a look at what Radio & TV are doing to attract business to their websites, and how Newspaper is successfully fighting back with innovative video and audio initiatives.

The panel features:

  • Mike Sechrist; former GM of WKRN-TV in Nashville. This web-savvy TV veteran is THE pioneer in the world of TV and Internet. Notable achievements: the local blogger aggregation of Nashville is Talking, and installing the controversial, yet smart VJ/Mobile Journalist model into the newsroom. Mike will highlight some ways that Newspaper can pull advertising dollars away from local TV and Cable.
  • Ron James, Content Manager, SignOnSanDiego.com. Ron oversees the San Diego Union Tribune’s groundbreaking online radio efforts; www.SignonRadio.com, and www.AmplifySD.com. Radio is asleep at the wheel in this area, and Newspapers are moving quickly into this space. Ron will share his experience in the start-up efforts, and evolving strategy behind Newspaper’s revenue driven move, into online Radio and Podcasting.
  • Ken Dardis, VP, Marketing, Spacial Audio. A veteran radio broadcaster that has lead the charge in helping Radio evolve it’s mature business model to the Web. Ken will share his thoughts on where Radio is going in regards to the Internet, and where they’re making HUGE mistakes. 
Filed Under: Newspaper, Revenue Models Tagged With: , , , , , ,

Newspaper Adopts Latest Online Video Tools; Surpasses TV ?

December 29, 2007 By

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Local TV automatically wins the online news-video war? Not so fast there bucko. The pic on the right, is a multi-media setup  that some pioneering journalists are starting to use. It’s how Newspapers will move into the space that Broadcast used to own.

Newspaper reporters: getting out from behind their desks and reporting from the field. (where the news is breaking) They are gathering and uploading news (in all forms: text, video, stills, etc.) within a very short turn-around time. Sometimes it’s live. This trend is also an early look at how Newspaper will be able to go after juicy Broadcast and Cable advertising budgets.

Taking offline content and dumping it online will not be enough. For local media, it’s a start, but it’s far from a long-term winning strategy. As the news business teeters on becoming a commodity, smart local media operators are adding more value to their core competency of news. Online video and Rosenblum evangelized mobile journalism, will be a big part of that new value.

MoJo tool kits are compact, relatively cheap, and easy to use. Some feature the Nokia N95 phone for stills, video, and mobile uploading of reports. From my perch, Newspapers and independent journalists/bloggers are eating this stuff up, while TV sees these tools as amateur and sub-par. TV’s snubbing of mobile journalism will allow Newspapers and indie bloggers to carve out a substantial position in the online video and news space. Read Cyndy Green’s take on this here.

Samples of Newspaper online video. Gannett is doing it like this. The Shelby Star is doing it with their mobile STAR CAR. The Knoxville News Sentinel like this. Here’s a list of other Newspapers doing video. Granted, for some, the quality may need a bit more polish. That will certainly come with time.

Newspapers are also exploring Online Radio. For starters, they can basically stick a microphone in front of their outspoken writers on staff. Ex: Ron James from the San Diego Union Tribune is leveraging his print staff to program SignonRadio. (He also hired well known talent, recently downsized from local Clear Channel Radio stations.)

Why so bullish on Newspaper’s online future? They have the largest collection of writers to feed the online beast. Here in my hometown, Philadelphia Media Holdings (Inquirer, Daily News, Philly.com) employs about 450 journalists. That’s more than the combined newsrooms of every TV and Radio station news staff in the city. Add audio, video and other web 2.0 skill sets to their tool belt, and you get a massive, multi-media news organization with a size-able, meaningful head start in the online news space.

Now, combine all this new technology with a large sales force with strong advertiser relationships….. and you get a real shot at building a powerful local news business for the 21st century.

Below is part of a video demo, of the “Mobile Journalist” tool kit.

Filed Under: Revenue Models Tagged With: , , ,

Local Dilemma: Integrate or Separate?

December 19, 2007 By

Your print & web folks…side by side…in the newsroom; the integrated newsroom.

Forward thinking newspapers are evolving into multi-media news organizations; where print employees are mandated to see web as equally important as print…..and in some cases, MORE important than print.

Does the print ad director sit next to the web sales manager? What is the bonus/commission structure like? How many reps sell web only? How many sell both print and web? How do they avoid sales cannibalization and in-fighting? How do they push more than just convergence up-sell packages? This is the stuff that can get really hairy at local media companies; building new revenue and sales models.

Experts suggest that media companies MUST turn their web efforts into separate businesses, complete with stand alone sales forces, offices, etc……and for the most part… we agree. Yet with that strategy comes a few near term landmines. The biggest hurdle I believe, will be to find strong online sellers/managers to staff these online-only efforts, especially within the confines of a bootstrap budget. This will not be easy.

A big can of worms.These newly hired web-only sellers could then be calling on the very same agencies and major advertisers that the traditional reps already have relationships with. Unless the financial motivation/bonus structures are adjusted, this will just cause an awful lot of in-fighting amongst reps. In addition, the media buyer would prefer just ONE point of contact with your company. These overworked agency types would HATE to carve out more meetings to learn about your company’s web packages, especially from eager green horns who hammer them all day with cold calls and email.

I’ve seen this firsthand: traditional reps selling against web reps; literally bad-mouthing the online offerings of the parent company. This happened because the commission structure and job description needed a refresh. The traditional manager offered up a measly 2% commission for each web sale. Behind closed doors, traditional reps would lament; “2% was not worth their time”. They also knew they would NOT catch heat, for NOT hitting their web budget.

Solution: Adopt a hybrid approach for the near term. Train and financially motivate traditional sales staff, while you build a separate web sales force to go after businesses that has been, for the most part, ignored. Maybe most importantly, make sure that the upper level managers get trained in all things web. How can they manage a web sales force, if they barely have a grasp of the online marketing space themselves?

Here’s a quick test to determine if you are managing and maximizing your web sales efforts properly. In regards to traditional sales staff, ask yourself these questions:

  • Does each seller have a mandatory web budget to hit? How did you arrive at that number?
  • Is the commission structure similar or better to what your NEW BIZ commission is?
  • Are there penalties in place if the rep DOES NOT hit their web budget?
  • Do you have senior reps that reluctantly sell web? Do they know their clients online strategy?
  • What is the total local online spend in your market? What is your share?
  • Does top management have strong grasp of web marketing? If not, how will they effectively manage the effort?
Filed Under: Popular Posts, Revenue Models Tagged With: , , , , , ,

Newspapers winning with Local Online Video

December 12, 2007 By

“Print folks see the future and are scrambling to take the high ground, while TV sits on it’s thumb….. thinking they already own it”.

That’s a killer quote from a new found friend of mine; Cyndy Green. Click here to read her blog on video journalism.

Indeed, TV may be a bit too confident in it’s ability to win online with video. Re-purposing last night’s report from a warehouse fire…ain’t gonna cut it. Could local broadcasters be too dependent on big cameras and pretty reporters?

Also…..Click video above to watch just how serious newspapers are in regards to online video. BEET TV interviews a former TV broadcaster, who is now the VP/GM of the New York Times website.

Filed Under: Revenue Models

Kelsey conference; Topix CEO Chris Tolles interview

December 2, 2007 By

I had a chance to talk to, and meet alot of influential people while at the Kelsey Interactive Local Media show last week in L.A. One of them was Chris Tolles; CEO of Topix, of of the biggest and fastest growing, online news destinations. It’s backed by 4 major newspaper groups. Topix also works with other media companies to grow and engage their online audiences through forums, classifieds, publishing platforms and RSS feeds.

Click above to see a short interview I had with Chris about an announcement that his company recently made. Chris also speaks to the opportunity that newspapers have, and why they need to look outside of their print companies for advanced online solutions.

Click here to see photos and thoughts about the show.

Filed Under: Revenue Models
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