Peter Kosann, former Westwood One CEO and former COO of Connoisseur Media, launched Compass Media Networks in January 2009 with the mission of “providing outstanding representation and marketing services to the best brands and programs in national radio.” Since then, he has done just that–strengthening Compass’ relationship with Dial Global, adding strong daypart and weekend programming and increasing play-by-play sports offerings. Today, CMN offers over 1,000 affiliates entertainment talk shows (Free Beer & Hot Wings, Lars Larson Show, Norman Goldman Show, Schnitt Show); services and short-form reports (Download HDFX, MVP Sports Imaging, Ron Insana’s Market Score Board Reports) and plenty of sports (college basketball, college football, NFL Doubleheaders, Compass’ presentation of the Dallas Cowboys and the Oakland Raiders Radio Network). Here, we’ve asked Peter about the glue that binds with Dial Global and the recent launch of his national audio sales rep firm: Compass Media Marketing.
Tell us about Compass Media Networks’ extended sales rep agreement with Dial Global. How does it work and why was it the best move for both companies?
We have been tremendously fortunate to have the support and friendship of Dial Global. When Compass Media Networks launched over three years ago as an audio production company, one of our goals was to deliver the Dial Global Sales staff incredibly unique and compelling content to sell to their advertisers. Fast forward to today, Compass Media Networks has over 1,000 affiliates airing our entertainment and talk programming as well as hundreds of affiliates carrying approximately 100 play-by-play broadcasts annually (including Sunday Afternoon NFL; Dallas Cowboys, Oakland Raiders Radio Network, college football and college basketball).
Our programming platform is primarily broadcast on spoken-word stations (news-talk and sports). These are the two fast growing formats in the country. It was logical that Dial Global would want to continue to sell our programming in combination with their own expanded roster of sports and talk.
When Westwood merged with Dial Global, it brought Compass into a bit of play-by-play sports competition. How has that worked out for the mutual benefit of both Compass and Dial Global?
You need to first understand how sports radio is changing in America. Ten years ago there were a handful of sports stations in the top 25 markets – with each of these markets averaging just one sports outlet. Now all these markets have a least two great sports stations. Markets like LA, SF, Philadelphia, Dallas, DC, Houston, Miami and Denver have 3-4 stations each. I might add in many cases these sports stations are also very well rated and the audiences are very loyal and active.
So from a national perspective, if an advertiser truly wants to reach the “American sports listener” content and commercials need to broadcast on multiple stations in multiple markets. The teams and universities that Compass Media Networks have under contract for rights are different from those that Dial Global Sports (formerly Westwood One) have under contract. This means between our two companies we are blanking America which gives the Dial Global Sales staff the ability to sell more compelling sponsorships to national advertisers.
Explain your new company – Compass Media Marketing.
Similar to how radio stations have seen consolidation, there has been consolidation within network radio – which is now dominated by three major players. Consolidation has benefited network radio overall in terms of streamlining the industry and bringing more quality inventory to the marketplace.
A result of consolidation is that these larger networks logically focus on larger shows and programs. Networks that are owned by station groups also focus on their O&O outlets.
We believe there is an opportunity to offer hype focused advertising sales representation to mid-size and independent audio content companies for sale in the national audio space. This is Compass Media Marketing’s objective.
You worked at Westwood One for most of the past decade – ultimately serving as CEO until CBS ended its management agreement with WW1. Do you think Westwood One and DG are a good fit? Why?
Network radio is a great business. National clients want to purchase radio – effectively, efficiently, and from trusted companies. The industry is in great shape.
Within this context, Dial Global will surely continue to do well. If you follow the careers of David, Ken, and Spencer, you will see a track record of success. They make the needs of their investors, clients, partners, and employees their top priority.
On both a personal and professional level, I am extremely confident they will do great things – and very appreciative of their support.
Tell us about Compass Media Marketing’s new hires
The key to any business is the people. Paul Gregrey joined Westwood One in 2000 (the same year I joined WW1), initially running West Coast sales and then coming to New York to run the New York office. Paul and I then ran sales together (Paul ultimately served as President of Sales for the WW1 Network while I ran the company).
It was only a matter of time until we worked together again. I am appreciative that he has the confidence and faith to leave FOX SPORTS TELEVISION to join us.
Regarding Mary (Giesen) and Laura (Peyer), we are extremely lucky to have them. Mary ran sales planning for Westwood One. She will have an expanded role with us. Laura has worked on both the agency and sales side of our business. Laura will handle many large accounts and agency relationships.
When will you announce programming available for sponsorship?
Within the next two weeks, we will officially announce our inventory available for sales beginning second quarter. Thus far, we have announced POP RADIO – the nation’s largest audio supplier to over 18,000 drug and grocery stores. POP RADIO is a unique asset with very large audience and for advertisers looking to reach consumer literally right at the point-of-purchase, POP RADIO is a must buy.
What are next steps?
The sales management team is in place. We will then hit the road seeing clients within the next few weeks. Our goal is to work in a spirit of partnership with both our programming suppliers and national advertisers. We are working very hard. This is an industry we all love. These are exciting times.
–Carl Marcucci
