JacoBlog - Jacobs Media's Blog

Who's Your Tom Brokaw?

The news of Tim Russert's passing still seems unbelievable.  No one could have possibly anticipated this tragic event.  Yet, NBC News - after some in-depth, difficult meetings, to be sure - came up with a solid strategy for Meet the Press in an unprecedented election year.  They've called veteran news anchor, Tom Brokaw, out of semi-retirement to handle Russert's hosting duties, at least through the election.

And that raises the question that many radio managers and programmers should be asking:  What would you do in a similar circumstance if something tragic befell your big morning guy or team?  Is there a plan in place that would allow a station to look down the bench - or utilize other resources - in order to fill a painful gap?

Radio's talent is aging, and it seems like there's a death notice every day in R&R Today.  Aside from planning for the future, as in "Who will be the personalities of the future?", radio needs to start thinking more present tense - just in case.

Be Like Hillary

The big news from the Democratic campaign wars in Pennsylvania this week was Sen. Hillary Clinton's 10 point victory over Sen. Barack Obama.  But in the past couple of days, a story that was just as big surrounded Hillary's quick ability to raise a lot of money in a very short period of time.  In just 24 hours, an estimated $10 million in contributions were generated from her website.

How did she do it?  Simple:  one thought per break.

She didn't say, "Visit HillaryClinton.com.  There you'll find a whole list of my speeches, where I'm going to be appearing in the next couple weeks, some cool videos I've posted, my blog, how you can buy my hats and shirts, and where you can send me money to keep my campaign flush with money."

She did say, "Go to HillaryClinton.com right now and send me money to keep the momentum going."

And she built an opening splash page that simply and effectively tells you all you need to know.  The message is simple:  "Send in $5 (or more)."

That's why when you hear stations talk about their websites on the air, it's typically "kitchen sink" promos, mentioning many different features about the site.  Radio is immensely effective at driving listeners to its sites (or any sites, for that matter), but the old "one thought per break" rule is often broken.

What is it you want users to do when they visit your site?  Are you selling tickets to your festival, encouraging them to stream the station at work, or are you marketing your podcasts?   You can't do all three with the same promos.

Just like Hillary, you'll be more effective when you focus on one main mission with your on-air marketing.  And unlike the ratings, using analytics to measure page views and site traffic will provide you with all the proof you need.

Rockin' The Vote - Part 2

Jacobs Media's Tech Poll IV highlights are now available on our website.  While we asked our usual techie questions in this fourth annual poll about everything from text messaging to iPods to satellite radio, we also included a section about the upcoming Presidential election.

While we have no trending data from past elections, we were astonished to find out that 84% of respondents - and we're talking about more than 27,000 interviews from 69 Rock radio station databases - say they're planning on voting this fall.  That's an incredible number, and it echoes the exit polls and primary turnouts that America has witnessed in '08.  By the way, this strong projected turnout runs across age, gender, and format groupings.

We also held our own "mock election" inside the poll, simply listing out the candidates (no matchups), and asking for each respondent's top choice.

Barack Obama comes out on top among our "likely voters" with 26%, followed by McCain (22%), and Hillary Clinton (18%).  The poll was taken in late Feb/early March, so some of the developments that have occurred since (Reverend Wright, Hillary's Bosnia gunfire gaffe, etc.) aren't factored in.

So what does this mean to radio and its personalities?  Many morning shows have been taught to avoid "talking politics" because it can be polarizing.

And done the wrong way, this can be the case.  But when 80+% of the audience is engaged by the election and plans on casting a ballot, personalities and shows need to find a way to address this event on-the-air, reflecting the local market vibe.

Jacobs Media clients who purchased their local market breakouts have an edge, because they can see party preferences in the poll, as well as the candidates of choice among their station's participants.  But even if you didn't take part in our survey, this is the type of information that is readily available by conducting a brief poll on your own among members of your database.  In this way, you can help guide your personalities with information that is relevant and market-specific.

This also should translate to a station's web presence, too.  The Sound (WSWD/Cincinnati) has a great election page, complete with useful links that direct its audience about how to register to vote, as well as information from the various parties, the electoral map, and other resources.  It reflects their audience's interest in the election, and The Sound's essence.

Once again, email databases are a critical - and often underused - connection to the audience, how they think, and what they want.  There's more to these clubs than just sending email blasts about upcoming bar nights.  They are a truly valuable resource that enough stations effectively tap.

In the coming weeks, we'll have more specific breakouts and results from Tech Poll IV.  In the meantime, with just over 200 days before the Presidential election, it's going to be an exciting summer and early fall in America.

Rockin' The Vote

On the heels of the release of our Tech Poll IV findings comes a new study from BIGresearch that confirms what we've been seeing and saying all along - the political candidates ought to be using Rock radio as a primary tool.  In our Tech Poll, 84% of the entire sample indicate they plan on voting in the upcoming Presidential election.  Now, as every political wonk knows, saying you're planning on voting and actually doing it are two different things.  But, as we've already seen in the primary, the turnout is spectacularly large on the Democratic side.

And while this new BIGresearch study is essentially looking at what Democrats, Republicans, and Independents are doing with new media, the fact is that if you're a Rock radio station, you can reach them.  And these days, probably more efficiently than most other media. 

Consider these findings:

Not a bad showing for Rock radio - three out of four political parties can't be wrong.

Once again, this signals a great opportunity for radio this year, as a way to reach the candidates.  Earlier this week, WMGK's John DeBella interviewed Senator Clinton on his morning show, and illustrated how Rock radio is a great communications tool for the candidates.  (She pledged to be back on his show later in the campaign.)  Data like the BIGresearch study, along with our Tech Poll, underscores how Rock radio ought to be getting its fair share of political advertising in 2008.

$4 Gas

As oil prices skyrocket, the possibility of $4/gallon gas prices seem more than likely as we head into the summer.  But not if you're the President.

Perhaps you caught his recent press conference, when he was asked about this.  Looking surprised by the question, President Bush responded, "That's interesting.  I hadn't heard that."  It was a reminder to Americans that a guy who doesn't pump or pay for his own gas isn't truly in touch with regular folks.

And it's something you hear with regularity from personalities who have hit the big time financially.  It's not uncommon to hear them talk about a lavish vacation, a Vegas weekend, a luxury car purchase, the free tickets to the suite they received, or the limo ride to the concert.  Part of this may be expected by listeners who totally understand that they're listening to stars who have cashed in on their success.  Some live vicariously through these DJ stars and their rock star lives.  And clearly, a portion of the audience can afford these types of extravagances - or buys them anyway.  Howard Stern has typically talked about his riches and perks, and he's often made it entertaining.  Although I would submit that he was always more relatable playing "everyman" with regular guy problems with Allison and the girls, than when he dated strippers in limos.

It's the same thing with the local morning guy, and even the syndicated show that speaks to millions of listeners around the country.  More often than not, they are better off being relatable, and in-touch with their audiences, rather than above them.  In these recessionary times (yes, it is a recession), keeping it real is the way to go.  We're going through a difficult period in this country, where foreclosures are common, jobs are tenuous, and it's tough for the "Average Joe" to afford concert or baseball tickets.  Personalities that maintain great eye contact throughout this tough patch will most certainly have an edge - not just with their listeners but with many others who work at the station who are struggling to make ends meet.

Your Website Sucks!

We have been critical of radio station websites in past blogs for not being up-to-date.  Too often, radio simply hasn't put enough time, effort, or resources into keeping sites fresh, current, and in-step with what's happening on the air.

But as I wrote this blog - Monday, March 17th at 7 a.m. - the state of New York still has pictures and resources devoted to Governor Eliot Spitzer.

Given that he resigned last week, you would think that someone in that state's Internet infrastructure would have at least taken these materials down.  While it's true that Spitzer was still technically the governor until noon, it's an embarrassment for the site to contain considerable resources all about him in this post-scandal environment.

This should be a reminder to us all about the importance of keeping digital resources updated and current.  At least radio typically removes DJ pages when there's a personnel change.  Obviously, the state of New York hasn't gotten the message.

UPDATE - 12:45 p.m. Monday: To their credit, they posted new material when Lieutenant Governor Paterson was sworn in.

Obamarama

Now the world of consumer generated media hits the political arena in a huge way.  MoveOn has launched a contest that will pay $20,000 in video equipment - as well as untold media exposure - for the best :30 ad for Barack Obama.  And the judges aren't a bunch of DJs - they include Matt Damon, Naomi Wolf, Oliver Stone, Eddie Vedder, Rev. Jesse Jackson, and Russell Simmons.  Hopefully, they'll be able to agree on a winner.

For a campaign that's promising change and inclusion, CGM tactics are the perfect way to go.  It should stir the pot, and Obama just might find his next great slogan and/or TV spot.

>Watch The "Obama In 30 Seconds" Introduction Video<

Along the same lines, I watched some great consumer generated animation videos for Opie & Anthony that WXRK solicited as part of a "Be Kind Rewind" promotion.  Once again, the power of the consumer creates marketing that cuts through.  Some of these video animations of O&A bits are brilliant, proving once again that there's an immense amount of talent among audience members, not to mention their enthusiasm to participate.

Marketing Integration

Perhaps I'll get the collective "Duh" when this blog is posted, but the aftermath of all the expensive Super Bowl TV spots is the difference in web traffic that advertisers garnered.  The big Internet winners were Hyundai, Paramount, and GoDaddy.com.

And how did they do it?  It was driven primarily by adding a URL to these spots in order to stimulate web visitation.

The GoDaddy.com spot (the one that teased Danica Patrick) is at the top of the list. It was not well-rated in the popularity polls (#48 out of 55), but web traffic on their site was up more than 500%.

True ROI for advertising and marketing must now include multi-platform efforts.  And this is another area where radio can benefit, too.  When we actually get some marketing dollars, think about billboard and TV spots that aren't simply inert messages that hope to make an impression or stimulate tune-in.  Adding a URL - perhaps even a microsite that is connected to the main site - can motivate everything from voting to finding out more about the station.  And if the right content is on the site, it can actually generate buzz.

We are seeing great indicators of how great web content can have a life of its own.  The Obama "Yes We Can" video that was making the rounds last week is a case in point (I received it more than five times).  On YouTube alone, I counted more than 7 million views for a video that didn't cost the candidate a cent.

While the Obama video is very viral, radio can generate its own buzz by repurposing content, and getting it out to its databases.  A case in point was an email I received from NPR called "Rebuilding The Beatles."  It contained a link to a Morning Edition story about the Fab Four that I hadn't heard in "real time."  By giving me the chance to hear it for the first time online, they created a great integrated marketing effort that marries their programming with their website, powered by their listener database.  Total cost?  $0.

Anyone can do this.  Duh.

"If You Build It...

...they may not come."  The old thinking is that great web content on radio would develop via word-of-mouth, and perhaps a promo or two on the air.  But as web efforts have improved, and media outlets have multiplied, how can radio stations (or any other entity) draw attention to cool, useful web features and improvements?

Aside from strong on-air campaigns, how about dedicated emails like the one we received last week from NPR, promoting their election coverage - on-air, on-line, on cell phones, etc. (see below)?  This isn't just a big election year - it could be a political revolution, and NPR's email to its database members is a focused, no-frills effort to remind listeners about its content offerings.

Too often, radio station emails are cluttered, contain too many messages, and require the reader to scroll down well past the point of realism.  Or they continue to be last minute efforts that are not especially well-written or put together.

When you have thousands of nicely aggregated P1 email addresses, treat them like the fantastic customers they are.  Respect their time, deliver a strong and targeted message, and do it with a sense of care and class.  It's another reason why public radio ratings continue to buck the downhill trends.

Gallup & Cell Phone Only

A funny thing happened while I was reading the latest USA Today/Gallup poll.  Just like always, Gallup interviewed a representative poll of about 2,000 adults in order to determine American attitudes about the candidates and the country.

But in a small box, Gallup explained that for the first time, they are now integrating "Cell Phone Onlies" into their national samples.  In fact, for every 1,000 interviews, there are now 130 CPOs in the sample.

On the one hand, Gallup notes that the effect of excluding those without landlines from research studies is negligible.  Yet, after reviewing their procedures, they feel the need to include CPOs in their research.  (By the way, once they find a CPO, they ask "For your safety, are you currently driving?"  If the answer is "yes," the interviewer finds a better time to make a callback.)

Since we raised the question about the Cell Phone Only dilemma after our first Tech Poll in '05, this situation has become a research issue.  This is a growing population group, and they need to be represented in important research projects.  In this blog, we have urged research companies - beyond Arbitron - to start including CPOs in their studies.  Of course, this includes radio research companies - the ones who help us determine audience needs and tastes.

Now Gallup has stepped up to the plate.  Who's next?