News You Can Use

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him,” Corwin continues. “Does Arbitron use television to acquire panelists or diary keepers? What percentage of households has a DVR that allows them to skip commercials, and how many channels are offered on most cable or satellite TV packages? I told him that he should consider following Arbitron’s methodology for acquiring panelist and diary keepers. I said that television, though effective, was not the most efficient way to reach and influence survey friendly households—the only individuals that matter to Arbitron. If there is any marketing budget for your station, the most effective way to reach Arbitron households is by following the marketing strategy that they employ:

• Target your audience by using Arbitron data

• Utilize direct mail to identify survey friendly households

• Incentivize listeners

• Use telemarketing to secure a listener involvement with your station

• Use technology to market to the person as they move throughout their day

Corwin reports that he’s currently in the process of creating an integrated marketing campaign for stations that targets survey friendly households and mimics Arbitron’s methodology for recruiting and holding on to PPM panelists. “This strategy is proven,” he says. “Although not fool proof, I have seen it be the most effective and efficient way to increase a station’s ratings.”

NextRadio Technology Forum Planned

Emmis Communications has announced that Wednesday, February 27th will be the date for a free informational event for broadcasters to help ready your station for the launch of the NextRadio mobile app in Sprint smartphones later this year. Emmis is encouraging broadcasters, tech leaders and radio IT engineers who can attend the event in-person at the company’s Indianapolis headquarters to do so. However, since seating will be limited,

February 8, 2013

This week we gather up some items of interest that, frankly, were just too lengthy to make it into our daily news e-mail. Here in our regular Friday feature publication, NTS MediaOnline Weekly, we have the space to give these items an appropriate forum where we can roll them into one easy-to-read summary of “News You Can Use.”

Arbitron As A Marketing Model?

On his company’s website, Impact Target Marketing owner Eric Corwin shares a conversation he had recently with a broadcaster about marketing and wonders whether radio should consider looking to Arbitron as a model for marketing your station in today’s media world. “Please don’t tell me that the product alone will ensure the kind of ratings necessary to produce the desired revenue goals,” says Corwin. “I understand why ‘debt driven’ broadcast groups don’t invest in marketing their stations; it’s much easier to cut expenses than it is to generate revenue. But for those groups that do understand the importance of marketing and can afford it, you need to spend those dollars wisely.”

During the aforementioned conversation about effective marketing options, the broadcaster told Corwin that he felt a combination of TV and cable would probably be the best way to market his radio station because he felt it would be the most effective way to reach the most possible people, plus it would also send a message to the advertising community -- a group every station relies on for ad dollars -- by increasing their perception that his station was committed to marketing itself. “I posed these three questions to

February 8, 2013 Page 2

Cumulus Media Networks adds new affiliates KCPS/Burlington, IA (A Better Life with Dr. Samjay Gupta); WHCU/Ithaca (The John Batchelor Show); and KKLE/Winfield, KS and KLEY/Wellington, KS (The Mike Huckabee Show) … Following a long run on the old WOR Radio Network, The Car Doctor, Ron Ananian, goes independent and continues online @ www.cardoctorsshow.com, and on-air via XDS Satellite. Interested potential new affiliates can find more info HERE … WYD Media/Dial Global’s syndicated Thom Hartmann Show joins the lineup at Pacifica Radio’s KPFK/Los Angeles … Animal Radio, syndicated by Envision Radio Networks, adds new affiliates KFKB/Forks, WA, WATX/Algood, TN and WLEM/Emporium, PA … Virtual News Center, also syndicated by Envision, adds WHLJ/Valdosta, GA, while the network’s daily 60-second syndicated legal minute The Final Verdict welcomes new affiliate KRDO/Colorado Springs … The weekly talk show Car Care For The Clueless, hosted by Pam Oakes, gets added to the roster of shows available via NewSkyRadio. “The Sky’s” programming can be heard on CBS Radio HD channels in Detroit, Boston, Pittsburgh and Seattle.

NewsRadio 1330 WHBL/Sheboygan is seeking a full time newsperson. If your pulse quickens when you hear a passing siren, you sit through city council and school board meetings because you’re actually interested, and you don’t care what time of day or night a major story breaks, as long as you’re the first one there, then this could be the gig for you. Reach out to Midwest Communications/Sheboygan Market Manager Jon Schweitzer HERE (EOE) … Situation Sought: Former KGO/San Francisco News and Program Director Paul Hosley is seeking his next challenge. Along with his run at KGO, Paul’s held prior stints at KCBS/San Francisco, KFBK/Sacramento and KUIC/Vacaville, CA. His company, Hosley Communications, has also provided social media development guidance and public relations consultation to a number of major businesses. Reach out to Paul HERE Got a gig open? Looking for your next challenge? Email details and your contact info HERE and we’ll post it free of charge as a service to the Talk media industry.

As we head into the annual cold turkey withdrawal weekend with no football to watch, we take a last look back at Super Bowl XLVII, where even in a city like New Orleans, and during an event like the Super Bowl, one man can still manage to stand out in a crowd. Who else but the always outrageously attired Vic “The Brick” Jacobs, pictured here flanked by FOX Sports Radio Daybreak hosts Artrell Hawkins and Andy Furman.

just one more super bowl pic

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Clear Channel/San Diego names John Peake as VP/Programming and PD for KMYI-FM. He joins the cluster -- which includes News/Talk KOGO and Sports/Talk KLSD -- from the same role at CC/Seattle … Longtime Georgia talk host and former congressional candidate Martha Zoller returns to full time on-air work, joining Tim Bryant in mornings as co-host of The Zoller and Bryant Show on WGAU/Athens, GA … WFED/Washington afternoon host Francis Rose reports he is available to stations seeking someone to speak on the topic of ‘sequestration’ and how it will effect various parts of the country and the U.S. economy if implemented. You can set up an interview with Rose HERE … Houston Astros’ broadcasts will move from Clear Channel News/Talk KTRH to Sports clustermate KBME with the start of the new MLB season … WLW/Cincinnati re-ups to remain the flagship station of the hometown Reds through the 2017 Major League Baseball season … The Media Rating Council has formally accredited four more Arbitron PPM markets for electronic measurement including Chicago, San Francisco, San Diego and Charlotte. The additions mean Arbitron now has a total of 18 PPM markets with MRC accreditation.

The Motley Fool launches Investor Beat, a new daily online video talk show offering “a fast-paced, forward looking and occasionally irreverent market commentary” from editors and analysts at ‘The Fool.’ The show can be seen weekdays at 5pm (ET) on www.fool.com and on MSN Money .… Get BREAKING NEWS alerts by following us on TWITTER, or “friend” us on FACEBOOK. Find one-click links to both HERE.

February 8, 2013 Page 3

Brooke Trissel 512.218.8228

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Al Peterson 858.486.7559

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Emmis also plans to simulcast the February 27th event via a webinar, and will also offer an alternate webinar-only event on March 6th. Topics will include an overview of the agreement with Sprint, a demonstration of the NextRadio app, a presentation of the options available for content delivery to the app, an overview of the technical requirements and set-up process for TagStation, the cloud-based engine that supplies data to NextRadio, and Q&A time. “Step one of this Sprint partnership was to win the opportunity to prove how radio can be on the leading edge of technology,” said Paul Brenner, Chief Technology Officer with Emmis Communications. “While the partnership is being finalized, these forums are a way to educate all broadcasters on the expectations of Sprint in making the launch of the FM Radio App a visual and interactive radio listening experience for every radio station in America. You will be surprised how easy the process is to prepare stations for the Sprint launch whether the station is large market, medium market, commercial or non-commercial.” Get more details on the meeting HERE. You may also direct any questions you have in advance of the event to Mike Englebrecht, Director of Client Services HERE.

Stitcher Debuts “Topic Search”

Mobile audio provider Stitcher has released Topic Search for iPhone, iPad and iPod Touch. The new feature, powered by transcription technology, allows listeners to discover trending topics across more than 15,000 on-demand news, entertainment, Sports and Talk shows that are offered through the San Francisco-based service. As a result of the deployment of this new technology, users can now search for specific topics and then jump to relevant segments within shows. “Listeners will now be able to easily discover topic based audio at their fingertips, across a vast range of sources and episodes,” said Noah Shanok, CEO of Stitcher. “We see this as part of our mission to further the evolution of radio by making it more relevant and accessible than ever.” Other improvements and enhancements to the free Stitcher Radio App include improved performance, better episode management, improved voiceover mode and auto-integration enhancements for BMW and MINI connected drivers. Get additional information HERE.

RAB Presents Six Sessions At NAB Show

The Radio Advertising Bureau will present six revenue-oriented sales and marketing sessions at this year’s NAB Show to be held in Las Vegas April 6th-11th. The six sessions, led by the RAB Professional Development team, will feature an array of radio sales and marketing executives who will share their insights on increasing radio revenue in today’s vast media landscape. Convention attendees will leave these sessions with strategies and ideas that can be readily implemented in their markets.

“Our goal is to provide the necessary tools, knowledge and training services to help sellers on the street close deals and help drive revenue,” said RAB President/CEO Erica Farber. “These sessions should be a ‘must attend’ at the NAB Show for any attendee in the broadcast business, and will be of great value back in their respective markets.” The sessions include: Radio’s Alternative Revenue Is No Longer Alternative; Meeting Radio Revenue Goals In An Uncertain Economy; Small & Medium Market Radio Idea Exchange; Technology To Enhance Radio Salespeople’s Productivity; The Digital Mindset: How Radio Stations Are Making Money with Digital; and RAB’s Seven Steps To Radio Selling Success. Get full details on the dates and times for these RAB sessions, along with the full agenda and NAB Show registration information HERE