Tag Archives: Issue 42

What Are the Goals of Your Radio Station’s Website?

Seth Resler
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

Your radio station has a website — but why? What is the website for? How does it fit into your radio station’s overall strategy? What do you want listeners to do when they come to your website?

It’s important for radio broadcasters to step back and think about these questions. If the best answers you can come up with are, “because everybody has a website,” or “because listeners expect it,” or “because branding,” then it’s time to sit down and articulate some better responses.

What do you want listeners to do when they come to your website? Ultimately, you want listeners to do something that impacts the station’s bottom line when they visit. With that in mind, here are some possible goals for your radio station’s website:

1. Stream the Station
You probably want listeners to, y’know…listen. After all, when they stream the station through your website, that counts towards your Nielsen ratings and your ratings directly impact the bottom line.

2. Sign Up for the Email List
We no longer live in a world where advertisers just want to reach a lot of consumers; now, they want to reach the right consumers. Digital outlets like Facebook and Google have a ton of data that allow advertisers to target people precisely. To stay competitive, radio stations need to be gathering data on their listeners as well (and not just relying on the data they get from Nielsen).

Data gathering starts by capturing email addresses. Sometimes you’ll be able to capture other information at the same time, sometimes you’ll have to re-engage with listeners later to capture more data. But once you’ve got a listener’s email address, your station is in a position to go back for more later. So one of the key goals of your website should be encouraging people to sign up for your radio station’s email list.

3. Enter a Contest
Contests are a great way to capture listeners’ data and build your station’s email list. Contests can also be used to encourage listeners to create online content (photos, videos, etc.) that can be used to share on social media and attract more visitors to your station’s website. Getting contest entries should be a key goal of your radio station’s website.

4. Click on an Ad
If your radio station generates revenue by getting listeners to click on (or view) ads, then this should be one of the stated goals of your website.

5. Buy Tickets to a Station Event
Many radio stations generate revenue through events — both by selling tickets and sponsorships. The more people that attend the event, the more revenue the station can make. So ticket sales is a key goal of the station’s website.

6. Buy Station Merchandise
If your radio station generates revenue by selling t-shirts, hats, or lunch boxes, this should be one of the explicit goals of the website.

7. Download the Station’s Mobile App
If you have a mobile app that allows you to drive listening (and ratings) or generate revenue directly from the app, then the number of downloads can impact the station’s bottom line. Use your website to encourage mobile app downloads.

8. Request Advertising Information
Many radio stations overlook the fact that their website can generate sales leads. But if an email or a phone call from a potential client comes in via the website, it can be worth tens of thousands of dollars. One of the goals of your radio station’s website should be to generate leads for the sales team.

A few notes on your station’s website goals:

A Website Can Have Multiple Goals…
There’s no rule that says your website can only have one goal. There may be multiple things that you would like listeners to do when they come to the website.

…But, Some Goals Are Worth More Than Others
All of your website’s goals should ultimately impact the station’s bottom line, but that doesn’t mean they’ll impact it equally. When you sell a concert ticket, the station may make $40 profit, while an advertising lead may generate $5,000 profit. Know the goals, but also know their value.

Just Because You Can Measure Something, That Doesn’t Mean It’s a Goal
Notice what’s not on the list of goals for your radio station’s website: Facebook likes, retweets, pageviews, email open rates, etc. These are all good stats to track, and they can help inform your decisions as you try to increase your website goal conversions, but that doesn’t mean they are important in and of themselves. They are a means to an end, not the end. Limit your explicit goals to the things that directly impact the station’s bottom line and don’t get distracted by other data points.

Everybody Should Agree on the Website’s Goals
In every radio station that I’ve ever worked in, there has been tension between the programming department and the sales department. That’s because the two departments have different goals: one is focused on ratings, the other on revenue. Most of the time, those two goals go hand in hand, but sometimes they don’t and that’s when issues arise.

Don’t make the same mistake with your digital strategy. Everybody — from the DJs to the digital team to the Program Director to the General Manager — should agree on what the goals of the radio station’s website are. If two people are looking at the same data and drawing different conclusions, you’re setting your station up for internal strife.

Review the Analytics Regularly
It’s not enough to define the goals of your website; you also want to sit down regularly and see how well you’re achieving those goals. I encourage radio stations to conduct a weekly website meetings to do this.

If your station hasn’t taken the time to explicitly define the goals of its website, get the appropriate personnel together and do this. Once you’ve decided what they are, type them up and post them where everybody can see them. You’re digital strategy will go farther if everybody is on the same page.

For more assistance on digital or social media, contact MAB Member Services at mab@michmab.com or 1-800-968-7622.

Trademark Basics Part Four: Trademark Housekeeping 101 – Conducting a Trademark Audit

Kelly Donohue

By: Kelly Donohue, Wilkinson Barker Knauer, LLP

Last week, we discussed the benefits of federally registering your trademarks. But having a few federal registrations under your belt doesn’t mean your task of building a valuable trademark portfolio is complete. There are several additional steps you can take to make sure you are managing your trademarks wisely and getting the most value from them.

As we discussed last week, federal registration gives you many benefits and it is the most cost-effective way to protect your brand. Once you have those registrations in hand, however, it is important to periodically take stock in what you own and what you are (or are no longer) using. This can help you identify (1) new brands that can be exploited, potentially opening up new lines of licensing revenue, (2) vulnerabilities in your current trademark practices that could expose you to the risk of litigation, and (3) cost savings by identifying marks that are no longer in use and discontinuing their maintenance and enforcement. Proactively maintaining your trademark portfolio can also help you avoid surprises. Imagine discovering that an important trademark registration has lapsed only through the due diligence being conducted by a potential buyer of your station or station group. Not only is that an embarrassing position to be in, but it could compromise your valuation and your negotiating power.

Now that we have hopefully convinced you that conducting a trademark audit is a worthwhile effort, here are five easy DIY steps that will set you in the right direction:

  1. Identify your registered marks. The first step in a trademark audit is to identify any federal and state registered marks you own. Gather up a complete list of your active federal and state registrations and any pending applications. If you need help identifying what marks you own, your trademark attorney can help you by running a search in the federal and state databases.
  2. Identify what marks you use, but have not registered. Do you have any marks that are/have been heavily promoted, but are not registered? If so, consider whether filing a state or federal application would make sense.
    • Tip: When trying to assess whether a mark or logo is being used as a trademark, look to see whether it’s something that consumers or advertisers will associate with your goods or services. Think broadly – it could be a logo, the name of a show, a tagline, a radio show host’s name, an element of your social media branding, your app logo, etc. Consider whether you have any non-traditional marks, such as sound marks (think of the NBC chimes). If in doubt, catalog the mark and call your trademark counsel for an assessment.
  3. Identify your media outlets. Take stock of all potential places where you might be using your marks, such as websites, over-the-air, in advertisements or marketing brochures, etc.
  4. Assess how the marks are being used. Review all of your media outlets carefully. Are your registered marks being used as registered, and for the services for which they are registered? Is proper notice being made (g., use of the ® symbol)? Take special note of any punctuation inconsistencies or design differences –small discrepancies can create big problems! Do the terms and conditions for your website provide notice of your trademark rights and include a warning that visitors are not free to copy your marks and use them for any purpose without your permission?
    • Tip: It is critical to review the description of goods and/or services in a given registration to assess whether the mark is being used as described. If you are using the mark in a new way due to changes in technology or marketing strategies, then you may need to file another application to obtain adequate protection for your mark. For example, a radio station may have its call letters registered for “radio broadcasting services” in Class 38, but that registration arguably would not cover a downloadable streaming app. With today’s rapidly evolving technology, you may be using technologies that didn’t even exist when you first filed your trademark application.
  5. Assess what marks are registered but no longer in use. You can save some money in legal costs by identifying those marks that are registered, but are no longer in use.

There are other steps you can take as well, such as collecting examples of each mark in use, confirming that the chain of ownership in your registrations is accurate, reviewing the terms of your licensing agreements to ensure that they adequately protect you, etc., but the steps outlined above will get you started. Of course, if you need help or have questions along the way, just ask your friendly trademark attorney.

For more in our series on trademark issues, see Part One on what a trademark is and why it is important. Part Two talked about the importance of trademark searches. Part Three, as set out above, dealt with the benefits of Federal trademark registration. Part Five will run in the next MAB News Briefs, the week of January 9, 2017.

Reprinted  by permission.

Stations: Sign-Up for the MABF Career Fair at GLBC

View More: http://benjamindavidphotography.pass.us/mabglbc2016It’s time for the MAB Foundation’s most popular and highly attended career fair and we want YOU to be a part of the action! The number one request from our stations is assistance with gaining new employee leads and that is exactly what participation in this career fair will give you!

Wednesday, March 8, 2017
During the Great Lakes Broadcasting Conference & EXPO (GLBC)
The Lansing Center, Lansing MI

Yearly MABF Career Fairs seek to connect employers and schools with potential employees, students and interns; and to assist stations with the current EEO requirements.

This event attracts hundreds of students and young professionals eager to meet with YOU and continue their career journey in the broadcast and media industries.

Please join us! Click here for complete vendor details.

Reserve your booth here: ONLINE REGISTRATION

Each booth is $275 and includes a co-sponsorship of the event. As a co-sponsor, you will be helping to offset the cost of the fair. As a participant, you will help to promote the event to your students, listeners and viewers by sharing event information prior to the day of the event. You can do this by airing your own PSAs, if you have a station, or by adding your involvement into any press promotion. Your assistance in promoting this career fair is vital to the success of the event. For stations, keep track of everything you air for your EEO records and send the MABF a copy of your affidavits.

Scripps Howard Announces Annual Awards

scripps_howard-awardsThe Scripps Howard Foundation is looking for journalists to enter to win one of its annual awards.

Depending on the category, the competition is open to television or radio stations, online news sites or websites, broadcast or cable networks, any newspaper that published in print or online three or more times a week in 2016, cable systems, wire services, news syndicates, syndication or program services, or news magazines.

The awards have been around since 1953 to recognize outstanding journalism across multiple platforms. This year’s awards feature 15 journalism categories with total cash prizes of $180,000.  The Scripps Howard Awards event will take place on April 12, 2017 in Cincinnati.

Along with the investigative reporting, breaking news, community journalism, environmental journalism, public service, photojournalism and other categories, there’s a Topic of the Year category focusing on the 2016 Presidential Election.

The deadline to submit is Feb. 10, 2017. Click here for details.

Sales Managers: You Really Want to be Part of This (FREE WEBINAR)

mab-lytleBecause your real job is getting your salespeople to do their jobs better.

Register NOW for The Coaching Imperative here.
When:  December 21, 2016 1:00 p.m. EST

After registering, you will receive a confirmation email containing information about joining the webinar.

Throughout 2016, Chris Lytle from Instant Sales Training, has brought you and your sales team valuable information during these Webinars:

  • Preventing and Overcoming Broadcast Sales’ Toughest Objections.
  • Scarce Talent: Recruiting and Hiring the Best Salespeople.
  • How to “Talk” Advertising with your Prospects and Customers Today.

“The Coaching Imperative” is the last in a series of four broadcast-specific sales management webinars personally conducted by Chris Lytle.

Chris Lytle
Chris Lytle

Here are a few of the things you will learn during this fast-paced, highly-detailed FREE program:

  • How to determine when to coach and when to conduct one-on-one training.
  • What today’s top business coaches are teaching their “players.”
  • Why you need to stop giving answers and solving problems and start asking more questions.
  • Chris Lytle’s #1 rule of coaching.
  • Plug and play: 3 coaching models you can use immediately after the session.
  • Why enjoying your job is crucial to sales success.
  • The very best all-purpose coaching question.

All webinars are being recorded and archived for subscribers.

Chris Lytle is a best-selling author and well-travelled professional speaker.  His promise to you is a bold one:  his programs contain more usable information per minute than any other learning event.

Save the date.  Let him prove it.

Michigan Student Broadcast Awards Deadline is FRIDAY!

hsc16-winner-collage-image2_350There’s just one day left for students to submit their entries for the Michigan Student Broadcast Awards.

ENTRY DEADLINE! Friday, December 16, 2016 by 3:00pm

Make sure to review the online entry portal ASAP so you or your students have time to ask us any questions!

The Student Broadcast Awards Ceremony will take place during the Great Lakes Broadcasting Conference (GLBC) Student Luncheon in Lansing at the Lansing Center on Wednesday, March 8, 2017. This Main Luncheon will include the awards presentation and scholarship presentation and is attended by broadcast professionals, students and guests. The popular GLBC Career Fair will immediately follow the luncheon, which will also include an area for students to network and mingle.

Contact the MAB Foundation office with any questions at mabf@michmab.com or via phone to 517.484.7444.

Registration is Open for the 2017 Great Lakes Broadcasting Conference & EXPO!

The Great Lakes Broadcasting Conference & EXPO (GLBC) is the Midwest’s premier educational and networking event for radio, television and media professionals.

Register here.

This year’s Great Lakes Broadcasting Conference is all about Reframing your Perspective, and has been designed to inspire YOU with…

  • National caliber speakers and educational sessions.
  • Innovative technology on display in the exhibit hall.
  • Prime networking events.
  • Awards and recognition for your hard work.
  • And, more!

This is your chance to shake off the daily grind, and be inspired!

Complete information, including registration available here.

Phil Gwoke, Bridgeworks
Phil Gwoke, Bridgeworks

The MAB is proud to announce the 2017 GLBC Keynote Speaker, Phil Gwoke, Bridgeworks:

When Generations Connect: Communicating Across Generational Divides
Presented by Phil Gwoke, Bridgeworks

Four distinct generations are working together shoulder to shoulder, each with a unique set of attitudes, values and work styles. It used to be that older workers were bosses and younger ones took orders. Now, roles are all over the board and rules are being rewritten. Organizations are feeling the pain of generations as they struggle to manage productivity and morale while maintaining high standards of quality and service in a challenging economy. Phil will demonstrate not only why it’s important to understand what shaped the generations, but why they behave the way they do.

  • Find out how generation gaps hit the bottom line
  • Learn what to do about the approaching talent gap
  • Grasp the keys to retaining the generations you need most
  • Discover how to convert this form of diversity from an obstacle into an opportunity

NAB Washington Update

Curtis LeGeyt
Curtis LeGeyt

By: Curtis LeGeyt, EVP, Government Relations
National Association of Broadcasters

I wanted to let you all know that the Senate went out of session for the year early Saturday morning (12/10), and FCC Commissioner Jessica Rosenworcel was not reconfirmed. This means her term will expire at the end of 2016 and we will begin the next Administration with either a 2-2 or 2-1 FCC, depending on the date on which Chairman Wheeler steps down (Editor note: Chairman Wheeler announced he is leaving the agency January 20, 2017.  Details here). This is noteworthy, since a 2-1 FCC would allow a Republican Interim-Chairman to begin advancing an agenda at the outset of the new year before new commissioners are nominated/confirmed.

On the legislative front, two noteworthy updates occurred before the Congress wrapped up its work this week:

First, Senators Moran (R-KS), Schatz (D-HI), Fisher (R-NE), Blumenthal (D-CT), Blunt (R-MO) and Udall (D-NM) circulated bipartisan draft legislation to the Senate Commerce Committee aimed to address any insufficiency in the FCC’s repacking budget and timeframe should either prove insufficient at the conclusion of the auction. As you are aware, the FCC is currently limited to a $1.75 billion relocation fund and 39-month timeline to successfully repack the broadcast band following the incentive auction, limitations that NAB is concerned will prove inadequate.

Circulation of this legislation in advance of the new Congress intends to signal both that this legislation should be at the top of the Commerce Committee’s agenda next year once the auction concludes and the scope of the repack is known, and that the issue is a bipartisan one. This bill is a companion to the legislation circulated by House Energy and Commerce Committee Ranking Member Frank Pallone (D-NJ) earlier this year.

Second, incoming House Energy and Commerce Chairman Greg Walden (R-OR2), Congressman John Yarmuth (D-KY3) and five other bipartisan House E&C members introduced legislation this week to repeal the FCC’s Broadcast-Newspaper Cross-Ownership ban. The legislation intends to signal to both the FCC and the next Congress that there is bipartisan support on this issue, and helps set the stage for the FCC and Congress to address the ownership rules next year.


Jacobs Media Webinar: How Radio Listening Has Changed with New Technologies

jacobs12 Years of Techsurvey: How Radio Listening Has Changed with New Technologies

When:  Monday, December 19, 2:00 p.m. ET
Register here.   FREE.

Techsurvey is the radio broadcasting industry’s largest online survey. In this webinar, Jacobs Media President Fred Jacobs will reflect on the data highlights to show how the habits and activities of radio listeners have evolved during the past twelve years. He’ll also offer a preview of the issues they will be examining in Techsurvey13.

You will learn:

  • How radio listening habits have evolved.
  • How devices like the smartphone and the connected car have impacted radio listening.
  • How new audio outlets, including streaming music services and podcasting, have affected listeners.
  • How social media has impacted radio stations and how they can establish a social hierarchy.
  • Why so many people are still enjoying radio despite all the new technology.

In this fast-moving, 30-minute webinar, Fred will examine some of the key findings over the past twelve years and why they matter to radio.

FCC Opens Comments on Making AM Synchronous Transmitters Permanent

fcc-logo_dark-blueAccording to a report in AllAccess, the FCC opened for comments, a petition for rulemaking filed by a Puerto Rico licensee to allow permanent synchronous AM radio booster transmitters.

The petition was submitted in January of this year in comments as part of Docket 13-249, the AM Revitalization docket.

The Comments are due within 30 days of November 29. Read more information here.