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Welcome. Breakfast Sponsor. Call To Order. AGENDA. Wednesday, May 2 3:00 PM – 5:00 PM Executive Committee Meeting Barclay Room 6:30 PM – 9:00 PM Reception & Dinner Bones Restaura Thursday, May 3 8:30 AM RAB Board of Directors & Trustees Meeting Hope 1/2
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AGENDA Wednesday, May 2 3:00 PM – 5:00 PM Executive Committee Meeting Barclay Room 6:30 PM – 9:00 PM Reception & Dinner Bones Restaura Thursday, May 3 8:30 AM RAB Board of Directors & Trustees Meeting Hope 1/2 Continental Breakfast 8:30 AM – 12 PM RAB Board of Directors & Trustees Meeting I. Call to Order Scott Herman II. Roll Call Scott Herman III. Chairman’s Comments Scott Herman IV. President’s Comments Erica Farber V. Executive Committee Report Bud Walters VI. Finance Committee Report Hartley Adkins 9:00 AM I. RAB Strategy and Objectives Q&A Scott Herman and Erica Farber II. Why Radio Spotlight Erica Farber III. Membership, Services & Professional Bud Walters, Erica Farber and Development Q&A John Potter IV. Account Manager Case Study Dave Casper V. Business Development Q&A Weezie Kramer and Tammy Greenberg VI. Marketing & Communications Q&A Hartley Adkins and Leah Kamon 10:30 AM Mid-Morning Refreshment Break 10:45 AM Board Meeting Discussion All 12:00 PM Lunch & Advertiser Guest Speaker Allen Ginsberg, President, Allen Ginsberg and Associates 1:30 PM Adjourn Scott Herman
The RAB Executive Committee • Chair: Scott Herman - CBS Radio, • Vice Chair: Bayard (Bud) Walters - The Cromwell Group, Inc. • RAB Finance Chair: Hartley Adkins II - Clear Channel Radio • Immediate Past Chair : Louise (Weezie) Kramer - Entercom Communications • Erica Farber - Radio Advertising Bureau • Spenser Brown – Triton Radio Networks • John Dille - Federated Media • Mark Gray – Katz Radio Group • Marc Morgan – Marc Morgan Consulting • Ginny Morris – Hubbard Broadcasting • Steve Newberry – Commonwealth Broadcasting • John Pinch – Cumulus Media
In Person Online More accessibility More flexibility Less expense Training/Certifications Radio Marketing Professional Certified Radio Marketing Consultant Certified Digital Marketing Consultant Certified Digital Marketing Consultant 2.0 Certified Radio Sales Manager Certified Professional Commercial Copywriter Certified Radio and Integrated Marketing Consultant
Other Training • Live webinars monthly • In person • State Association Conventions • Broadcast Groups • CRSM • NAB Show • Radio Show • Member Benefit Webinars
Account Manager User Trend 3205 Users March 2012
Account Manager Current Scope • Online at 741 stations • 3205 users - managers and sellers • 495,000 accounts under management • Tracking $367 million in open and closed sales • Recent new additions include Times Shamrock Radio and alternative weekly newspapers in five markets, Bonneville Radio, television, print and digital, CBS in Minneapolis, Phoenix and St. Louis, Saga and Renda.
Replacing SalesForce • 4 markets, appx. 200 users, 18 workgroups • Solution for Radio, TV, print, digital, inside sales and customer care • Key requirements • Unified platform across all sales teams • Automated lead list support • Account-level budgeting • Full traffic integration • Architecture to track accounts, revenue and inventory on 16 different qualifiers.
User Defined Pick Lists
Given our diverse product offering and the need to manage multiple distribution channels in a variety of locations, the open ended architecture and ability to integrate with other industry software tools and management analysis and reporting tools was of high priority. We have found a flexible and responsive partner in RAB and believe that the RAB Account Manager will truly become a valuable resource and tool as we continue to build a more efficient and robust media business. Jeff Simpson (President and CEO of Bonneville International Corporation)
Inaugural Issue – 3/23/12: • Record breaking 78% open rate • 1080 click-throughs • 123 presentation downloads • 2nd edition • Launched April 23, 2012 • Message board to facilitate socialization and sharing of ideas and successes • Reminder – 4/12//12: • 59% open rate • 682 click-throughs
$1.25MM April + $1MM September $300K – June through August • Dial Global Health & Wellness Network • National Spot Campaign • Weather Adjacencies with daily local pollen counts • OTX Study to measure key metrics • Awareness • Consideration • Intent • Creative strength • Bubbles over Chicago, Minneapolis & Columbus • Launch for carbonated beverages • DJ Endorsements • :15 & :30 Spot buy
2013 Back To School Next summer radio will be educating parents and students alike on the power of knowledge and education. The theme is centered around the idea that Knowledge Is as you define it. For an artist or celebrity speaking to a fan Knowledge Is could mean the freedom to follow your dreams because you made the good decision to stay in school. For another, Knowledge is the ability to know the difference between right and wrong and for another Knowledge is knowing how destructive it is to bully another kid. It is our intention to reach out to artists, musicians, actors and athletes to record their take on what Knowledge is to them in the form of a :30 second public service message to run next June, July and August.
Radio-targeted consumers exhibit higher levels of engagement with brands % Lift: Radio-targeted consumers vs. Control group Nov 2010 Nov 2010 Sept 2010 Jul 2011 May 2010 Awareness + 2% + 11% + 29% + 13% + 15% Consideration + 13% + 44% + 10% + 12% + 17% Purchase Intent + 11% + 8% + 27% + 3% + 20% Affinity + 13% + 63% + 34% + 71% + 30% Advocacy + 11% + 67% + 32% + 73% + 34% Source: Katz Case Studies, 2010-11;OTX. *Allstate & Staples metrics confidential
Top four commercials generate twice the impact as the bottom four against 12 key creative diagnostics Katz/OTX has tested 23 different creative executions to date. To be read as the top 4 commercials on average were ranked as likeable by 53% of the respondents vs the bottom 4 on averaging 29%.
Key Creative Findings • “Talk to” rather than “talk at” • Mirroring TV can result in powerful Imagery Transfer • Same voices, same music—consistency between TV and Radio commercials • Mention the advertiser’s name throughout the ad- not only in the beginning or the end • “Reveal ads” are challenging. Get to the point quickly • The data suggests that “Likeability” is the key to aided and unaided recall • Commercial Tags- Don’t rush. Best to slow them down • Consistency of voice, music, messaging from campaign to campaign • Commercial needs to have some “bite”. Blandness is ineffective- Some polarization is ok • Vary pace and intonation- commands their attention • Be authentic. • Voices in the commercial should speak normally we would speak to firends • Rotate creative- hedge bets. Under-performing add can sink an entire campaign • Great radio creative can be created for every category. Look no further than the insurance and banking/credit card sectors. • Audio signatures and “sound bites” that are known to the listeners are extremely powerful identifying the advertiser without even mentioning the advertisers name. They also serve as reminder to “listen up”.
2012 Objectives • Crafting of the industry message • Enhance core services • Expand member touchpoints • Evolve high visibility tools
Research & Sales Development Tools • Infinite Dial 2012 • Insights and Executive Summary • Media Landscape 2012 • Did You Know?
Sales & Marketing Membership Touchpoints • The Pitch • Updated Radio Sales Today • Why Radio • rab.com • ASK RAB
How to Package Traditional Media to New-Age Marketers Maybe They Could Borrow Some Sizzle from Silicon Valley By:AntonyYoung Here's what a sales pitch for radio could look like. Let me introduce you to a groundbreaking media channel, a medium with the potential to rival Facebook as a new-media darling ... A powerful mobile mediumThis medium is available on just about every mobile device, including those running Android and iPhone operating systems. It is accessible in 100% of today's cars. This medium is a powerful channel to engage very desirable, hard-to-reach and mobile millennials. Its distribution also extends to out-of-home venues including retail outlets, fast-food restaurants, car dealerships and sports venues, making it a powerful medium at point of purchase.
February 19, 2012, 4:52 pm Radio Ads Are Coming Back, and the Presidential Run Will Help By BEN SISARIO Radio advertising, badly hit by the recession, is bouncing back. According to a report released Friday by the Radio Advertising Bureau, revenue from radio advertising last year was $17.4 billion, up 1 percent from the year before. Radio also expects to benefit from campaign spending this year, including spots paid for by “super PACs” supporting the presidential candidates. The advertising It was the second year of growth for the industry, after three down years. Spending in 2010 was $17.3 billion, up 6 percent from the year before. But the market is still down 18 percent from 2007, when ad revenue was $21.3 billion, according to the advertising bureau, whose data is collected by the accounting firm Miller, Kaplan, Arase & Company. Jeff Haley, the bureau’s chief executive, said that radio’s ad market has been helped by an aggressive pursuit of national ads by major broadcasters like Clear Channel Communications and CBS Radio. It was also helped, he said, by big events like Clear Channel’s iHeartRadio festival in Las Vegas last year — featureding Lady Gaga, Coldplay, Sting, the Black Eyed Peas and other stars — which attracted bureau’s report cites projections from PQ Media, a research firm, that campaign spending in 2012 across all media will exceed $5.6 billion; during the 2010 midterm campaigns, radio received 7 percent of total political spending, according to PQ Media. “We all suffered some pretty drastic declines, but radio has jumped back pretty well,” Mr. Haley said. “But like everybody else we’ll benefit from the compression of inventory from the Olympics and political expenditures, and it looks like we’ll have an unprecedented growth streak for the radio business.”
Erica Farber Named President and CEO of Radio Advertising Bureau April 03, 2012 By Andrew Hampp, New York Erica Farber, former publisher-CEO of Radio & Records, has been named president and chief executive officer of the Radio Advertising Bureau, effective April 16. Farber, who most recently served as the RAB's executive vice president, will replace current CEO Jeff Haley, who will depart after five years to pursue a new opportunity to be announced in the coming days. Farber's hire was announced by Scott Herman, chairman of the RAB board and CBS Radio's executive VP-operations, who said in a statement, "Erica is an excellent selection with the relevant skills and expertise to lead the RAB. She brings an impressive track record in radio sales and management. In addition, Erica has a clear understanding of the organization and what the broadcast industry requires from the RAB. She has demonstrated a strong capacity of working with multiple constituencies which is critical to the RAB role." Farber will lead the RAB at a time of transition and recovery for the broadcast medium, which reported its second year of consecutive revenue growth in 2011 after years of declines. Full-year revenue for the industry finished at $17.4 billion, up 1% from 2010, with double-digit growth in digital (+15%) and significant lifts in off-air (7%) and network ad spending (3%). The top five categories for the year, in terms of share of spend, were automotive (26%), communications (19%), restaurants (19%), TV and cable (19%) and financial services (17%.) Although digital represents a relatively small portion of the overall revenue pie, accounting for $709 million in spending, it is also the largest area of new business for the industry as companies like Clear Channel and CBS Radio grow their share of listeners and ad dollars through streaming services like I Heart Radio and Last.Fm. The most popular streaming-radio service, Pandora, does not report its figures to the RAB, but nevertheless reported $240 million in advertising revenues in for fiscal year ended January 31, 2011"It's certainly possible," Farber told Billboard.biz of working with companies like Pandora on membership opportunities. "I think digital is still a very large growth area for radio, and there are going to be other companies in the space. There's Pandora and Spotify and a lot of other companies we haven't even heard of yet that are gonna happen. And I think we just need to keep our eyes and ears open and understand how people are consuming our products and what they're turning to for information and be able to make those judgments." Farber held a number of positions during her 15 years at Radio & Records, including chief operating officer, publisher and CEO, before the publication folded in 2009. [Radio & Records was Billboard's sister radio publication between 2006 - 2009.] She joined the RAB in late 2011 after founding a radio consulting firm, The Farber Connection, in 2010. Prior to her career with Radio & Records, Farber served as executive VP-radio development director with radio rep-firm Interep Companies. "I'm honored to take on this responsibility and lead the Radio Advertising Bureau," Farber said in a statment. " In my short time at the organization, the passion and commitment has been exhilarating. I'm excited to build on the momentum set by Jeff and work with the Board and industry at large to advocate for this great medium."
U.S. Radio Industry Grows Annual Advertising Revenue 1 Percent to $17.4 Billion 3:10 PM PST 2/17/2012 by Paul Bond Radio expects to capture seven percent of the estimated $5.6 billion that will be spent on political advertising across all media in 2012. The U.S. radio industry took in $17.4 billion in advertising in 2011, up one percent from the year earlier and the second year in a row that it grew. Digital revenue grew most, up 15 percent to $709 million, followed by revenue generated by off-air events, which grew seven percent to $1.5 billion. Network revenue grew three percent to $1.1 billion while radio's biggest contributor, spot advertising, was the only category to fall -- dropping percent to $14.1 billion. The figures come from a report released Friday by the Radio Advertising Bureau, which acknowledges that the $17.4 billion total revenue figure might actually be underestimated due to the absence of some data related to political expenditures. In regard to politics, the report had access to only 35 markets, so the figure it used was $18.4 million. A spokesman at the RAB, though, estimates that about $200 million was actually collected by radio stations for political ads in 2011. The spokesman also said that an estimated $5.6 billion will be spent on political advertising across all media in 2012 as President Barack Obama seeks a second term in office, and radio should capture about seven percent of it. The biggest advertising category in 2011 was, as per usual, automotive, which accounted for $2 billion in revenue. Second was the television industry, which contributed $1.4 billion, up six percent from a year earlier. Fox, CBS and ABC were the top three TV network advertisers at $46 million, $22 million and $16 million, respectively. ESPN bought $14.3 million worth of radio ads last year, which was almost six times more than it purchased the year prior. The biggest brands to advertise on U.S. radio in 2011 were AT&T, McDonald's and Comcast.
Media Relations • Press coverage • Positive stories • More case-study/advertising client focus • Digital innovation, engagement, • Conferences • Involvement in major industry confabs • Advertising Week, ANA, 4A’s, ARF, Ad Age conferences • Radio events: NAB Show, Radio Ink, All Access conferences, Group Management Meetings, State Association Meetings
Radio Advocacy Industry Initiative • Continued partnership with Arbitron and Katz Radio • Version 2.0 • Promote Radio to Advertising community • Updated Radio Landscape presentation
Continue the mission of connecting and nurturing relationships with the advertising creative community • Align with Advertising Week 2012 • On-air talent at Awards Show • “Best of Show” – open to all finalists • New innovation award • High caliber of judges led by Chief Judge Bill Ludwig, Chairman & CEO, Campbell Ewald • RADIO ON! Workshops sponsored by Arbitron • Dallas, March 6th • NYC, May 8th in coordination with Creative Week • San Francisco, August
Continue the mission of connecting and nurturing relationships with the advertising creative community • Align with Advertising Week 2012 • On-air talent at Awards Show • “Best of Show” – open to all finalists • New innovation award • High caliber of judges led by Chief Judge Bill Ludwig, Chairman & CEO, Campbell Ewald • RADIO ON! Workshops sponsored by Arbitron • Dallas, March 6th • NYC, May 8th in coordination with Creative Week • San Francisco, August
