Excuse my French, but as our research at Jacobs Media has been showing for months, it IS the economy, stupid. Between our most recent Technology Poll, and the ongoing L.A.B. groups that we've been conducting for client stations, we continue to see online coupons rise in value - to consumers.
Now, a new study from Coupons.com shows that entertainment-oriented coupons have jumped in usage from #6 to #3, as consumers crave value on their leisure time activity. Of course, this category is radio's sweet spot. As listeners struggle to make those tough decisions on which concerts they can afford to see, radio can come to the rescue with great coupon deals OR free shows and events. It's not difficult to be a hero in this environment.
And as Mike Stern, former R&R News/Talk guru tells us, a Simmons Market Research study shows that more than 40 million Americans print online coupons, which is a jump from 20% last year. And consumers who only use online coupons saw their usage rise 46%. I'd call that a trend.
Again, a perfect marriage for stations, advertisers, and consumers. And it's all hyper-local. If you help out listeners during this tough time, you can help create connections they'll remember for years.
A few housekeeping notes regarding The Conclave that may be of interest to you.
1. For openers, I conducted a well-attended webinar for Conclave last week - "DJs: Rebooting Your Career." It's now been posted - my audio presentation and the slides - on The Conclave's website.
2. Jay Philpott, the podcast master and all-round Conclave luminary, has initiated a cool tribute to R&R. You can contact Jay at firstname.lastname@example.org and he'll give you the secret decoder ring info about how you can leave your favorite memory or "thank you" to R&R. It's a nice podcast project, and hopefully, you'll take part.
3. Finally, the Conclave itself - "48 Hours That Will Transform Your Career" - July 16-18 in Minneapolis. They have a great lineup this summer, the price is right, and this conference is really the only one of its kind that's really geared for programming and on-air professionals. I'll be presenting the results from our fifth annual Technology Poll, and industry moguls, Steve Goldstein and Kipper McGee, will be honored with Rockwell awards. The Conclave is always a great time, and a strong industry-rich experience.