Tag Archives: Issue 102

Recreational Marijuana Petition Gathers Enough Signatures for the Ballot

According to a report in Gongwer, the Board of State Canvassers concluded that the voter-initiated petitions to legalize marijuana has collected sufficient valid signatures to be sent to the Legislature for consideration or go to the November ballot.

There has been some speculation legislative Republicans might try to enact the proposal as it could potentially drive more liberal voters to the polls in November. However, the legalization is likely headed to the November ballot after House Speaker Tom Leonard (R-93) said Thursday there’s not enough support for the proposal to be approved in the House.

5 Targeted Email Campaigns Every Radio Station Should Set Up

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

The best way to increase the effectiveness of your radio station’s email marketing campaigns is to send your listeners information they want and — just as importantly — don’t send them any information that they don’t want. Many radio stations try to cram every bit of information about the radio station into one big email campaign. This can drive down open rates and click-through rates. Instead, you’ll want to set up multiple targeted email campaigns and allow listeners to sign up for just the ones that they want.

You can minimize the amount of work involved by automating your email marketing using RSS-to-email campaigns. When you publish content to your website, you can categorize it. For example, one post might appear in the “Concerts” category while another appears in the “Morning Show” category. Using a category-specific RSS feed, you set up this website content to be automatically emailed to the listeners who are interested. This saves you the trouble of individually writing multiple emails.

With that in mind, here are five targeted email campaigns that radio stations should consider:

1. Morning Show Recaps
On a daily basis, the morning show can publish recaps of its show. These recaps are similar to the shownotes pages that podcasters publish to accompany podcast episodes. They contain links to things that were discussed on the show, and can also include audio excerpts, videos, or photos from the show. A great way to cultivate your morning show’s fanbase is to email these shownotes to listeners who want to stay in the loop. (Shownotes can also be shared proactively on social media.)

2. Artist Interviews
The hardcore music fans in your audience will never want to miss an interview. Indulge them by allowing them to sign up for emails whenever a new artist interview is posted to the station’s site.

3. Concert Info
Let’s face it, not everyone in your audience likes to go to concerts, and even those who do may not go often enough to want a regular email about upcoming shows. Superserve only the hardcore concert goers with an email campaign dedicated to them.

4. Contests
Likewise, many of your listeners will never enter a contest; they’re just there for the music. Don’t annoy these listeners with constant emails about something they’re not interested in. Let those who feel lucky opt into a specific campaign about your station’s contests.

5. Specialty Show Playlists
Specialty shows often have a small but dedicated following. So while you won’t want to send the playlist for your local music show to everybody, you definitely want to indulge the few that are interested. Set up a targeted email campaign for each of your specialty shows, whether they cover new music or public affairs, and allow listeners to opt in.

The more you can segment your email campaigns so you’re sending listeners only the content that’s most relevant to them, the more you will see your open rates and clickthroungh rates increase and your unsubscribe rates decrease. By enabling people to specify what they want to receive, you can dramatically increase the effectiveness of your email marketings.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

Michael Walenta Announces Retirement

Michael Walenta

Longtime general manager of WGVU Public Media, Michael Walenta, who led the station through tremendous growth, announced his retirement effective June 29, 2018.

Walenta, who came to Grand Valley in 1988, celebrated 30 years at WGVU in January. Under his leadership, WGVU has grown from one FM station and two TV stations to a multi-platform public media station with two FM NPR stations, two AM Real Oldies and NPR stations, two TV stations with five channels each, WGVU Digital Studios, and WGVU Engage.

Walenta received the National Association of Arts and Sciences Michigan Silver Circle Award in 2008; he has also won several Emmy Awards. He is the past president of the Michigan Association of Public Broadcasters Board as well as the Michigan Public Radio Network.

“I want to thank Michael for his unwavering dedication to WGVU and to the unique and essential mission of public broadcasting,” said Matt McLogan, vice president for University Relations at Grand Valley. “We thank him for all he has done to lead the exceptional WGVU team and wish him and his family — Nancy, Kevin and Kristen — all the best for a well-earned new chapter for the Walenta family.”

Walenta has served on numerous boards and committees including the Ken Burns/WETA Vietnam War Station Advisory Committee, Public Media Joint Licensee Association Board, and NETA Member Service Committee. In 2016, he was appointed to a two-year term on the Governor’s Council on Genocide and Holocaust Education.

Mike Riksen, vice president of Policy and Representation at NPR, said, “Michael’s deep experience as a public broadcasting station leader helped to imbed the essential message that public broadcasting is a unique American collaboration with audiences and supporters of public radio and public television. Michael’s career as a station leader will be remembered by all who worked with and know him and modeled by those looking to improve their performance.”

In 2015, Walenta shared his story of battling cancer on “Family Health Matters,” on WGVU TV, which also featured his family members giving insight into their journey.

“Michael has been a great leader within our public television community, demonstrating a passionate commitment to education and innovation,” said Paula Kerger, president and CEO of PBS. “His willingness to share his battle with cancer with courage, honesty and humor has been an inspiration to all of us privileged to know him. His public television colleagues deeply appreciate his service and wish him all the best as he embarks on a new chapter.”