At one with his audience: An interview with Don Cheto
Don Cheto (Juan Carlos Razo) is the host of Liberman Broadcasting's “El Show de Don Cheto,” a humor- and music-driven morning drive Spanish language variety show heard on 19 affiliates. With Piolin leaving Univision for SiriusXM recently, his previous affiliates are looking for a perfect replacement and finding it in Don Cheto. RBR-TVBR spoke to Don Cheto and Winter Horton, Liberman Broadcasting COO, to hear what makes the show such a hit in its markets:
Chasing your older radio audience across the dial
Chasing your older radio audience across the dial
Where do your core listeners go when they are listening to a different station? We have the answer to that question, and today we will apply it to the audiences of older-skewing format. Exclusive RBR-TVBR analysis of the in-depth research from Proper Insights and Analytics makes this possible. There are a number of strategic things you can do if you know where your wandering audience has wound up.
LMAs: Maintaining Licensee Control Over Programming
The individual on the licensee side of an LMA had best be prepared to get with the program, and by that we mean the FCC’s program of responsibilities that are retained by the licensee despite the fact that certain station operations have been turned over to a second party. As communications law expert John Pelkey explains, that specifically includes the exercise of control over what goes out over the air. Click through for the full story.
Reality TV finds resurging Interest in Americana
An Americana revival is sweeping across the country. While the individual expressions of Americana have increased exponentially over time, this cultural shift shows no signs of slowing down, and is far from reaching its zenith.
June trading set a 2013 benchmark
The thing about station trading is that it only takes one blockbuster to totally skew the results when looked at on a monthly basis – and that’s what happened in June. One deal was all it took to make the month by far the biggest in terms of value up to the time it was announced.
5 critical sales questions every AE needs to know, ask
I wish I could say I was surprised when I go on an ad sales call with a sales rep and they talk about their media product for the first 20 minutes of the ad sales meeting. Why do sales people talk so much? In most cases, it is bad training or fear. Fear of silence perhaps? Mostly fear of not knowing what the outcome of the meeting should be before the meeting begins. They just do not have a playbook to follow. It is sort of like placing 11 football players on the field and telling them to simply go out for a pass. Every now and then you will score a point, but most of the time you get beat by a better team with a plan. I preach a lot about having an ad sales process and holding meetings that win business. Ad sales training is mostly about understanding that there are several ways to win a ball game, but which one will maximize your potential to win?
Finding the radio faves of your middle-aged TV audiences
We’ve looked at where younger television fans go when they’re tuning in their radio, and now it’s time to take a look at the...
Local Marketing Agreements: Appearances are Important
A very common element of a modern broadcast station transaction is an arrangement, often called a local marketing agreement or LMA, that allows the buyer to have a hand in the station’s operation prior to FCC approval. There is nothing at all wrong with this, says communications law expert John Pelkey, as long as the parties proceed with caution. And here’s step-by-step advice on what precautions to take.
Steven Kritzman, SVP/ Advertising, Pandora
With numerous new entities entering this space—including Google’s All Access Music, Apple’s iTunes Radio and MySpace’s My Radio—Pandora’s turf continues to be invaded. We spoke with Kritzman about the impact of that, as well as royalty structure deals; what makes Pandora unique; their sales structure, revenue models, apps, mobile ad sales, and more:
Six Questions with Steve Willard
We recently asked Steve Willard, current head of the National Alliance of State Broadcasters Associations, what some of the key concerns are of his constituency, and the first thing he wanted to talk about was broadcast service during emergencies. Not favorable legislation, favorable deregulation, general economic issues. No, the first topic was public service. Impressive. Click through for more thoughts from Mr. Willard.
Do we get what WE want?!
If you ask me what I want when I go to a restaurant I’ll tell you: tasty food, friendly service, fun atmosphere. If you ask someone else what they want out of their vacation spots they’ll tell you it has to do with relaxation perhaps, warm or cold weather depending on their desires, and some unbelievable views from their room. The lists go on and on. The question is with all the companies that we work and deal with do we get what we want?
Chasing your middle-aged radio audience across the dial
Most stations have a core audience that is with them almost all the time they are using the radio – but most stations also have to deal with the fact that their listeners also spend time with other stations using other formats. Now, exclusive RBR-TVBR analysis of the in-depth research from Proper Insights and Analytics will help you pinpoint the location of your audience when they’ve strayed off-format
You daypart your jocks. Why not your marketing?
Everything in radio is geared around the clock. In the micro-sense you have top of the hour legal, traffic and weather on the eights, and tickets on the twos. Portable people meter (PPM) based ratings have made these time specific “appointment listening” opportunities more important.
Seven Questions with George Reed
Media Services Group Managing Director wears a lot of hats (including a racing helmet), but in this session he mostly expounds on the current station trading environment. However, he also stresses that radio must place a high level of importance on a successful youth movement – and he’s not talking about young listeners. Check it out.
Advertising for advertisers: An old, new client acquisition strategy
Prospective advertisers have been tightfisted with their dollars over the past few years. Trust through success and success stories will loosen the purse strings—but trust involves relationships, and relationships take time. How much time? With whom? And how? Whatever you call it—networking, word of mouth marketing, referral-based marketing—it involves planning, process and strategy. What considerations, strategies and expectations are proper and realistic in pursuit of gaining new clients through referrals?