A Few Things We Discovered This Year

December 28, 2018

As we head into a weekend filled with college and NFL football and get ready to ring in the New Year, here are several insights we discovered in 2018.

Smart Speakers are taking away occasions from Smart Phones. Especially among those who are trying to cut back on screen time. Meanwhile Voice Command is shaping up to be a zero sum game. Unlike screen displays, the algorithm for voice only returns a single result. More here.

Technology and AI aren’t going to kill off the workforce. “Once, the whole of humanity were farmers, now only 3% of the population work the good Earth.” AI will automate boring work and free people up for better jobs that haven’t been created yet. More here.

Negative, repetitive thoughts are a fact of life. Most people have 50,000 negative thoughts per day. Radio provides an oasis from all that noise and negativity. More here.

Winning the streaming battle is proving to be a hollow victory. As revenues have grown for streaming audio platforms, so have the losses. More here.

There’s a tremendous appetite for AM/FM Radio to tell its story with strength and confidence. Whether it’s Westwood One’s Everyone’s Listening blog, Bob McCurdy’s column or Radio Rally Point, there are powerful stories being told. Radio’s glass isn’t half empty or half full, it’s overflowing with 9 out of 10 minutes of audio going to AM/FM. More here.

Look forward to another year of learning and discovery in 2019.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO


Online Vanity Metrics: All That Glitters is not Gold

August 7, 2017

“The promise of mobile is to make people’s lives easier, not to occupy their attention.”

Sage advice from a recent Harvard Business Review article that challenges brands to think beyond the smartphone.

In fact the article contends that most brands get their digital strategy wrong, in part because they don’t reassess it often enough as the world becomes increasingly mobile.

What often ends up getting measured by default? Vanity metrics.


Page views, email list size, Facebook fans and app downloads are all examples.

What should you be measuring instead?

Start with the end in mind. What is the desired outcome of your mobile strategy?

Since we know that even your best listeners (1+ hour per day), spend 90%+ of their lives away from the radio, a goal of your mobile marketing strategy should be to win their next listening occasion, which most often occurs in the car and at-work.

With this defined objective, you can segment your mobile strategy by daypart to offer relevant and compelling content that drives consumption and engagement with your brand.

Vanity
The first step involves getting your programming and promotions team on the same page. If this isn’t being done at least quarterly, each new hire is a great opportunity to revisit your overall mobile goals and strategy.

From there, you can identify Key Performance Indicators (KPIs), such as email open rates, text club members that can be matched to a profile in your database and social media engagement metrics.

The exact number and metrics to include will vary, but according to the HBR article, there are a couple of important considerations.

Everyone on your team should understand how to read the data and everyone should have easy access to the data (could be as simple as sending out a weekly email). In addition you should develop a rolling average that gets tracked over time.

While digital is growing quickly, it still represents just a fraction of radio’s overall revenue. The most efficient pathway to station revenue is through consistent ratings and growth.

Ignore the hype and noise around vanity metrics and focus on the data and heavy listeners who matter most to your ratings and revenue.

To discuss the Key Performance Indicators (KPIs) that are right for your situation, send us an email or call 859-957-1581.

On behalf of Catherine Jung, Doug Smith and everyone at DMR/Interactive, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO