JacoBlog - Jacobs Media's Blog

The Healing Power Of Michael

Here's a quote from Magic Johnson:  "Michael Jackson made me a better point guard."

What?  It is truly incredible how death can instantly change one's image.  Have you ever seen so many people come out of the woodwork, "deeply affected" by Jackson's passing?

This recent "research" from the website, GraphJam, says a lot about posthumous mood swings and changing attitudes:

Let's put the Michael Jackson story in perspective.  Yes, for the cable news networks, this thing could generate O.J. Simpson-like ratings.  And with medical and autopsy results, child custody fights, and other family squabbles yet to come, this story will be the gift that keeps on giving.  The PPM data in a couple of weeks will no doubt be telling.

But at what point can media outlets not benefit from the Jackson hype?  What is the trade-off for tapping into the most mass appeal story of the year versus going against the grain of the audience's DNA?   Case in point: WNRQ in Nashville, a Classic Rock station that has been quite successful over the years.  Here's an email they sent out to their database (mostly P1s, of course) on Tuesday morning.

And Michael Jackson video coverage of the service was featured on their website the next day (along with many other Clear Channel station sites we checked). 

When does mass appeal news coverage overstep its boundaries and do damage to the brand?  Would a Country station or an AC outlet do the same if (gulp) a Robert Plant bought the farm?

Maybe this is one of those Clear Channel "cram downs," rather than a local decision.  And while no disrespect to the PD at WNRQ, how does the audience react to something like this?  It's a good question, and one that should spur varied opinions on both sides of the Michal Jackson line. 

While some would argue that this is one of those bigger-than-life events that demands coverage and attention, others (me) would respond that you can't have it all.  There is the Law of Sacrifice, and while Rock morning shows need to deal with the Jackson death/service/hype/insanity in their own stylized way, does this type of adulation coverage exceed the "rock speed limit?" 

Your comments, as always, are welcome. 

In another note this week, the radio industry was saddened by the loss of one of its own superstars, Emmis/Indianapolis' Tom Severino, who was highly regarded both in life and in death.  Tom was one of the good guys - a down-to-earth broadcaster who truly loved this business, and was in the process of leading his cluster through the digital morass.  Tom was also an alumnus of WRIF in Detroit, a station that has "graduated" many fine radio professionals over the years.  Our sympathies and condolences to Tom's family, and our friends at Emmis.  We just lost one of the best.
 

Cash for Radio

A catchy headline, to be sure, but that's what the "Cash for Clunkers" government program could mean for radio.  But not if radio reps are going through the "business as usual boogie."  It's why radio stations that play the same drops and positioners, month after month, sound dated and out of it, when they should be keeping it current by integrating big local and national events (Sarah Palin, Michael Jackson, etc.). The same thing could be said of the sales department.  How can sales management think differently in order to generate much-needed new revenue?

In one of Tom Taylor's Radio-Info emails earlier this week, he quotes Gap Broadcasting's Erik Hellum about the "Cash for Clunkers" program.  Hellum posits that "CFC" could be a shot in the arm for radio, based on his notion that perhaps most consumers don't know much about the program and how it works.

And that leads me to a few important observations....

First, Paul Jacobs sent out a great piece on "CFC" and related opportunities a couple weeks back to Jacobs clients, based on the same notion that there's cash to be had.  Paul consistently looks for new ways for radio to take advantage of its inherent strengths - in this case, local automotive biz.  Radio sales managers - and whatever DOS's are supposed to do - ought to be constantly strategizing to find new revenue sources, especially in an environment where the government is heavily involved in just about everything that falls under the heading of manufacturing, finance, and consumer spending. It's critical to be able to understand how changing policy and turbulent times can translate into financial opportunity, as opposed to planning the first quarter sales trip, the client golf outing, or the one-day sale.

Second, there's a way for Hellum and everyone else to not have to wonder whether consumers know much about "Cash for Clunkers" - but to go with confidence to local auto dealers.  In less than a week, just about every manager reading this blog could field a Listener Advisory Group or two. Bring in your listeners to the station's conference room for some Dominos pizza and soda, and do a little dive into their worlds.  How's it going in this crap economy, are they in the car buying mood, any change in that American car vibe, and what do they know - if anything - about the "Cash for Clunkers" program? 

Videotape these sessions, get Jason the Intern to edit a neat little two minute video, and you've got something to show the local car dealers that - believe me - they have no way of knowing themselves. 

And more sophisticated stations can go one step further by pulling together a quickie web poll among database members, asking all of the above questions, while also identifying listeners who may be in the market for a new car or truck.  If you don't think having a list of prospective buyers means much to your local car dealers, you're missing a major way to make your station - and radio, in general - more valuable and proactive than the local newspaper (assuming you still have one), the Yellow Pages (how are they still in business?), and the sales folks at the Fox TV affiliate.

Do you think the auto dealers are getting a whole lot of help, guidance, research, and insights these days from their corporate nameplates?  Think again. Your station can provide the research, and with it, the strategy.  And for hardly any expenditure.

Finally, if you're wondering when that digital department down the hall is going to start producing revenue, here's a great way for them to contribute.  Build a microsite for your "CFC" initiative, complete with FAQs about the program, and resources that auto dealers can consult in order to learn the best ways to reach customers - sales packages, appearances, dedicated videos, personality participation, and all the other tools that can help your station or cluster stand out and take a leadership role.  This is how you monetize your digital efforts.  

Radio has to do more than talk about its reach, its bargain basement rates, and its legacy status.  In fact, all of those things are conspiring against the medium in 2009.  Simple, effective, creative solutions that generate results are the only language that retailers - especially car dealers - understand. 

We know how to do this, but it's not going to just happen without proactivity, effort, and imagination.  Creative, current solutions and clever tactics are the only way to move the sales needle in order to salvage some degree of respectability in the last half of the year.

It's time to think differently.

An Arbitron Shocker

Last week, Arbitron broke out its April data based on the first month of Cell-Phone Only data.  They discovered that while the overall 12+ level for CPO is just under 11%, more than one-quarter of 18-24s have dumped their land lines in favor of mobile phones. 
 
Of course, this is data we discovered during our debut Tech Poll in '05 - young radio listeners have been under-represented in Arbitron surveys prior to the Cell Phone Only fix. 
 
But there's lots of good news here.  First, Arbitron is well on the way to rectifying this deficiency, thus making the ratings more representative of the population, especially young listeners.  Second, formats that are younger targeted are on a level playing field.  And the inclusion of CPOs will faciliate Arbitron reaching its Designated Delivery Index goals. 
 
Unfortunately, it often takes a long time - in this case, a few years - for complex ratings systems to adapt and change with the times.  As technology continues to evolve at a rapid clip, Arbitron (and any other ratings service that hopes to compete) is going to have to move like the rest of us - fast and furious.

On Target

In a recent Sunday edition of The New York Times was a full page ad for Target, asking this simple question:

Tell us what more we can do for you.

Customers are encouraged to send Target an email, and they'll receive a timely response.

Does it get any more simple than this?  A basic question about how an already successful retailing giant can improve the customer experience.  As we have learned over the years with our own database survey work, research is marketing.  The very act of asking for a consumer opinion is almost always perceived as a positive.  

And this type of consumer campaign can help expand Target's reach, while converting fans to evangelists.  At Jacobs Media, we regularly utilize the Net Promoter scaling into nearly all the research studies that we conduct - especially the fan-based web polls.  In a very simple question, it identifies "promoters" - those who will willingly sing a product's praises to others, while recommending it to them.  The Target ad can accomplish the same thing, while strengthening the bond with current customers. 

Oftentimes, stations ask us how they can expand their databases - without marketing or contest dollars.  But if you think about it, the types of listeners who sign up for your email club based on the bribe of winning something are likely to be very different from those who join up because they are interested in helping you make a better product.

A simple campaign - like Target's - run on both your website and backed up on your own air - could be just the cume/fan/database burst you need.  But be prepared to follow up your initiative with valid, timely, and meaningful responses.  And be prepared to serve up some solutions.  My bet - based on moderating hundreds and hundreds of Listener Advisory Board groups over the years - is that you'd actually come away with some good ideas.  You can bet that before Target crafted their campaign, they made sure they had a back end in place, to ensure that suggestions would be properly handled and responded to.  And some of the best will more than likely be put into action. 

Maybe this is another reason why K-Mart and other retailers are no longer in the same league as Target.  Connecting with consumers, especially during a time when companies and institutions are being questioned on a daily basis isn't just smart - it's good business.

Happy Fourth Of July!!

 

 

We wish you and your family a safe and wonderful Independence Day!!

JacoBlog will return on Monday, July 6.