Tag Archives: Issue 139

So What’s The Best Schedule For A Local Client?

Paul Weyland

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:  Paul Weyland
President, Paul Weyland Communication Strategies

Paul Weyland will be speaking at the Great Lakes Media Show, March 5-6, 2019 in Lansing.  For more information and to register, click here.

“What is the best schedule to recommend to a local direct client? I heard it was about 35 commercials a month or so, or OES.” That’s the question I was recently asked. Here are my thoughts on that subject.

Back in the early ’80s, the ratings industry introduced us to a revolutionary idea called “OES,” or “Optimum Effective Schedule.” The recommended schedule was based on the old “frequency of three” theory, which assumes that a listener or viewer has to be exposed to a commercial at least three times before they can process that information.

Why three times? Because a psychologist named Herbert Krugman, who was working for back in the 1960s, was trying to explain how people responded differently to TV ads than they did to print. But his research was misinterpreted by television executives who thought Krugman was saying that because of all the advertising clutter (way back in the early ’60s), the target consumer would have to be exposed to a TV advertisement three times before the message would sink in.

And to this day, you hear advertising agencies and media companies reciting to befuddled clients, “We must achieve a frequency of three! Thou shalt achieve a frequency of three!”

The obvious question is this: here we are, at least 50 years later, and in all those years … do you think advertising clutter has gotten better or worse? Well, it doesn’t take a rocket surgeon to figure that one out. I mean, after five decades, wouldn’t it make sense that today, in a much more cluttered media world, we should be striving to reach a frequency of eight or 12?

And that’s assuming Krugman wasn’t underestimating the needed frequency way back then.

But wait, there’s more! Does frequency of three refer to the effect of a great ad, a mediocre ad or an ad that sucks? Here’s what I mean. Let’s say you owned a store and one day you lost your mind and advertised that, “Today only, we’re giving away $100,000 to each of the first thousand people who walk into our store!” Gee, I wonder how many times you’d have to run that commercial. Just once? And that would be a frequency of much less than three. So ad content certainly has a great deal to do with the success or failure of a campaign.

A couple of years ago, on behalf of a local direct decisionmaker, I called a media rep from a large cluster. I told that rep that the client had a large budget and I was looking for a schedule with a lot of frequency. The rep responded with a computer-generated report that gave me a frequency of one. I reminded the rep that I was looking for a much larger schedule. The rep said, “Well, one is the new three.” Huh? When I asked him to explain, he said, “That’s what they told us to say.” Whatever.

So what kind of schedule should I recommend to my clients? I’ve been around long enough that I believe in running enough commercials to break through the noise. I believe that clients have the right to know how much it would cost them to own their category on your station. They might not be in a position to spend that much today, but they do have a right to know where they stand with regard to what their competitors are spending.

And by letting them in on the truth, we set the table on schedule cost. We don’t want to leave that part up to them. After all, we’re supposed to be the experts, not them. If we don’t take the wheel on what our clients spend, who will? The client? The agency? Your competitor?

By knowing your client’s gross margin of profit and average sale, along with what their competitors are spending, we can make a reasonable diagnosis and then prescribe an appropriate schedule. In other words, we begin by telling them how much they should be spending. Because if we ask them what their budget is, we’ll almost always get lowballed.

Value almost always trumps price. Educated people buy more than uneducated people. Therefore, it’s incumbent on us to create value in the client’s mind and then set the rate and sell a higher-frequency schedule. Because if we leave it up to the client, we’re no longer in charge. We’re just order takers. It’s up to us to convince them that advertising with our stations is not gambling, but instead a good, calculated risk.

And regarding “Optimum Effective Schedule” and “frequency of three”? Baloney. You still may have to continue to play that bogus game to get agency buys, but for local direct decisionmakers? An emphatic no. Please don’t introduce them to this nonsense. Use common sense, not mumbo jumbo contrived back in Mad Men times.

This article originally appeared in RadioInk Magazine.

Paul Weyland helps broadcast stations sell more longterm local direct business. Reach him at paulweyland.com or call 512.236.1222.

Free Webinar for MAB Members: Building Your Digital Rate Card

MAB Media Show Sponsor So-Cast is offering a free webinar to MAB members next week, Thursday, February 28 at 2 p.m. Eastern:

Building your Digital Rate Card – Everything you need for your sales team to drive digital revenue.

Heard about this huge revenue opportunity and wondering how your station can successfully drive more digital dollars in 2019?

In this webinar, you will learn:

  • Your digital revenue toolkit: everything you can sell to generate digital revenue and deliver results for your ad partners.
  • Suggested rates and pricing.
  • Suggestions for integrating digital offering with your traditional offerings.
  • What should be included in your Digital Media Kit to share with prospective and active ad partners.

This session is ideal for Sales Leaders, Sales Reps, GMs, station owners and market managers.

To register, click here.

Use Exclusive Bonus Content to Promote Your Radio Station’s App

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

Today’s tip is incredibly simple but it’s also very effective: To encourage the people who listen to your radio station to download your station’s mobile app, make content available exclusively in the app. Then use your airwaves to promote that content.

Interviews offer a great opportunity to do this. In a PPM world, radio stations have shortened or eliminated the interviews they conduct with artists and celebrities. But now we’ve got a great use for them! Let’s say your night jock conducts an interview with Ariana Grande, then edits it down to just the juiciest eight minutes to broadcast on the station’s airwaves. Don’t throw away the rest of the interview; make it available in your radio station’s mobile app for hardcore fans. Then, create a production element to play into or out of Arianna Grande songs that promotes the interview in your mobile app.

You could use this with other station content as well, from recordings of past morning show bits to photos from concerts. You could also include exclusive hints to help people win contests in the mobile app. For example, let’s say your radio station is running a listen-for-two-U2-songs-in-a-row-to-win-concert-tickets contest. In the app, tell people exactly when you’ll be playing back-to-back U2 songs.

Sit down with your staff and decide which content you want to put on the station’s website and which you want to reserve exclusively for the mobile app. You’ll also want to create a promotional gameplan that involves a mix of produced elements and live reads. Try it for a month and see if it increases your station’s mobile app downloads!

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

WIOG Raises $42,700 with Covenant Kids Radiothon

WIOG’s Nate and April kick off the radiothon on February 14.

Cumulus Media’s WIOG-FM (Saginaw) teamed up with Covenant Kids for the WIOG Covenant Kids Radiothon February 14-15, raising over $42,000 for the cause.  The special two day Radiothon was held 6 a.m. to 6 p.m. each day.

During the broadcast, the station shared stories of some amazing Covenant Kids and their Families.  Covenant Healthcare serves babies and children from more than 20 countries across Michigan.

The station is also offered incentives for various levels of donations.

IPR News to Launch Weekly Show: ‘Points North’

Interlochen Public Radio’s IPR News has announced that it is launching a new weekly show called Points North.  The program is a 10-minute segment where listeners explore northern Michigan through the news, the people and places.

The show will blend traditional hard news stories about the issues that are important to you with segments about the region and its people.  News Director Morgan Springer said, “You’ll hear things that are important to you like the opioid epidemic and you’ll also meet interesting characters like someone who makes clothes out of fur, maybe you’ll hear a recipe or commentary on Northern Michigan.”

Points North will air twice on Friday Mornings beginning February 22 and will also be available on the web and as a podcast.

WDZH Adds Chadd and Kristi Thomas

Chadd and Kristi Thomas

Entercom’s WDZH-FM (Detroit)(98.7 The Breeze) has announced the addition of husband-and-wife duo Chadd and Kristi Thomas as morning show co-hosts.  The two debuted this past Monday (2/18).

“As a husband-and-wife team, Chadd and Kristi will bring a unique perspective to our airwaves and we are excited to welcome them to The Breeze,” Entercom/Detroit SVP/Market Manager Debbie Kenton said.  “They are both full of energy and our listeners can look forward to hearing all of their entertaining relationship and family life stories every workday.”

“We are ecstatic to bring our brand of an upbeat husband-and-wife morning show to The Motor City,” said Chadd and Kristi. “The show will give Detroiters the information they need to get their workday started, filled with laughs and great music.”

The couple most recently were heard on WPBB-FM, Tampa Bay, Florida.

Former WOOD TV News Director Passes

Patti McGettigan

This past weekend, WOOD-TV (Grand Rapids) reported that former news director Patti McGettigan died Saturday (2/16) after a long battle with cancer.  McGettigan was 53.

She became WOOD TV’s news director in 2000 and served in that role until leaving the station in 2009 to serve as news director at stations in Indianapolis and Memphis.

“Patti was a driving and trans-formative force — leading us with her strong convictions, solid decision making, and great compassion for her team and the community we serve,” WOOD-TV Director of Operations Kevin Ferrara wrote in a staff memo sent out Saturday evening. “She had the incredible vision to see the endgame to each decision with great foresight and clarity.”

One of McGettigan’s proudest accomplishments was her work on an award-winning special called “Race in Reality”. It aired in 2005. The program examined the role race plays in the community and the consequences of racism and discrimination. The initiative ultimately garnered the station a national RTNDA Unity Award.

“She didn’t just tell us what to do, she shared her reasoning and inspired us to push ourselves to be better,” Ferrara wrote in the staff memo.

The station noted that many who respected McGettigan often talk about her eye for talent. She recognized and invested in the talent of some who remain a part of WOOD TV’s news product today and others who’ve moved to large markets and the national stage — like ABC Chief Meteorologist Ginger Zee and CBS Chicago news reporter Brad Edwards. She didn’t hire him, but also worked closely with ABC News correspondent Steve Osunsami during his time at WOOD-TV.

“For the ‘very Irish’ little girl who was destined to be in journalism, growing up on Dale Street in Dearborn, watching Walter Cronkite and Bill Bonds every night in her living room with her dad, you too are now a legend to many of us,” Ferrara wrote. “You’ve made an indelible impact on WOOD TV and TV journalism.”

70k for St. Jude from WNWN Listeners

Left: WIN 98.5 staff and phone bank volunteers reveal the grand total. Right: “Wild” Bill Lewis and Brent Alan in the studio unveiling the brand new St. Jude t-shirt for this year.

Midwest Communication’s WNWN-FM (Battle Creek/Kalamazoo)(WIN 98.5) held their 2019 St. Jude “Country Cares For Kids” Radiothon February 14-15, raising a total of $70,140.00, contributed by station listeners.  This exceeds last year’s total of $67,010.00.

Afternoon personality “Wild” Bill Lewis said, “Our listeners are simply the best. We ask, and they always deliver, especially when it comes to a child battling cancer. They know their monthly donation is going to an amazing place, and they know their donation is helping to save a child’s life and help put an end to childhood cancer.”

WWJ’s Vicki Thomas to Michigan Journalism Hall of Fame

Vicki Thomas

Ceremonies will be held April 14, 2019 at the Kellogg Center in East Lansing.  More information is available here.

Last week, the MAB reported that Former WXYZ-TV (Detroit) Reporter Mary Conway and Kathy Barks Hoffman, Vice President with PR firm Martin Waymire have received the honor of induction into the Michigan Journalism Hall of Fame.  The MAB has since learned that WWJ-AM’s Vicki Thomas is also being inducted in 2019.

Thomas is the City Beat Reporter for the station and has been with WWJ since 1991. She attended Michigan State University and graduated from Wayne State University, cum laude with an honors degree in broadcast journalism. Throughout her radio career she has earned awards from the Detroit Press Foundation, the Michigan Association of Broadcasters, the Michigan Associated Press and the National Association of Black Journalists. Thomas was honored with a first place in Individual Reporting during the 1998 Associated Press Michigan Broadcast Awards Contest. She also has received the national “Gabriel Award” from UNDA-USA for the WWJ Black History Month Series “The African-American Church: The Heart and Soul of Metro Detroit’s Black Community.”

Thomas is a member of the National Association of Black Journalists, and started a scholarship and internship program for college students interested in the field of broadcast news, while serving as Vice President of the local chapter.

In a Twitter post, Thomas said, “I’m thrilled, blessed and honored to be joining some outstanding journalists in the Michigan Journalism Hall of Fame!”

Peter Whorf Joins Staff of WRCJ-FM

Peter Whorf

DPTV/WRCJ-FM (Detroit) has announced that it has selected Peter Whorf to become its regular midday classical music host, beginning March 11.

For the last six years, Whorf has been radio station manager at WKAR Public Media, where he oversaw the expansion of the WKAR News team, launched a number of new classical music shows and created programming partnerships with stations across Michigan.

“It’s been a pleasure working with my colleagues at WKAR and being on the air in mid-Michigan over the past six and a half years,” said Whorf. “I’ll miss my co-workers and friends, but I’m thrilled at this new opportunity to return to my home town and engage in Detroit’s rich classical music community as a member of the DPTV/WRCJ-FM team.”

Peter Whorf’s last day with WKAR will be Friday, March 8.

“We’re pleased that Peter has chosen to join WRCJ-FM,” said Station Manager Dave Devereaux. “He brings not only an extensive knowledge of classical music to the Detroit airwaves, but also a special ability to connect with listeners and studio guests. We look forward to sharing his love of classical music with new audiences.”

Whorf holds a Bachelor of Music in Violin Performance from the Eastman School of Music in Rochester, NY, has a distinguished career in classical music broadcasting.  Prior to WKAR, he spent seven years as Program Director for WFMT-FM in Chicago, IL. He has also served as producer and on-air host for WBEZ-FM in Chicago and for radio stations in New York City and Colombia, MO.