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Q: What makes you different than other radio service companies?
A: Because we are one of only a handful of companies that focuses specifically on radio, we are able to share our extensive expertise in radio with our clients. Others may view radio as an add-on service, and consequently may not have their ears as finely tuned to the radio airwaves as we do.
We pitch stations every day, learn their programming requirements and preferences, and listen to what they are looking for in terms of content. We also update our database daily with the changes in format and personnel that are so prevalent in the dynamic world of radio.
Beyond that, we regularly survey stations/networks to be sure we don't miss any relevant insights. As a result of these multiple feedback points, we have the most extensive knowledge in the industry. Our goal is to share that information with our clients to guide them on best use of radio and to tailor their stories to fit radio's different styles, programming and formats.
In addition, our client reports are designed to be user-friendly and chock full of relevant, actionable information, and delivered to our clients in about half the time of the industry standard. We are tenacious and dedicated throughout the process, paying close attention to every detail from pitching to placement, follow-up and key learnings.
Finally, it's people. Our managers are former radio reporters and professionals who best understand how the industry works best and take great pride in the service we provide our clients and radio stations.
By listening and paying close attention to our clients’ goals and how they fit into radio’s programming needs, we are able to provide a comprehensive service unparalleled in the industry. Our goal is to provide sound counseling and top-notch service to our clients and compelling, indispensable programming to stations.
Q: How do I know if my story will work on radio?
A: Since we talk to stations every day, we know what works on the air and what doesn’t. We work with clients daily to help put together strong radio stories, so you can rest assured that we will always be honest if we think a pitch will or will not work and provide you with suggestions to make the story stronger, if necessary.
We want our clients and stations to be happy with our results, and the best way to do that is to only pitch strong stories. We turn down more business than anyone else in this industry, because we never want to risk our reputation with reporters by providing them weak stories. And equally as important, we do not want our clients to waste budget dollars on ineffectual tactics. Further, with our extensive radio background, our specialty is in writing radio-friendly scripts, and producing and placing information that will resonate most with reporters.
Q: Can you guarantee a certain placement and usage rate with your services?
A: We do not use guaranteed placements. We specialize only in earned media placements. There are many differences between guaranteed and earned placements. The first and most important being that guaranteed placements are advertisements, where money is exchanged between service companies and stations/networks. Second, earned media placements run in news and public affairs programming and guaranteed placements run between newscasts and in advertising segments. Third, guaranteed placements have less credibility and less ad value than earned placements, since they fall into a station’s advertising lineup, rather than its programming content.
We know where our clients want to be: in the content of news, public affairs and talk shows. That's why we do not buy time on radio networks or stations. Rather, we pitch reporters, assignment editors, morning show producers, and public affairs directors, and they determine whether to use a story in their newscasts or talk shows based on the content of the story, not because they are being paid to run it. Therefore, the placement or usage of a story depends on its news value, listener relevancy, and how it fits into the current news issues of the day.
Q: What’s the difference between an audio news release and an audio bite line, and when should each be used?
A: The primary difference between the two services is the element of pitching. Audio news releases are phone pitched to targeted outlets, while an audio bite line is distributed by sending an alert about the availability of the audio, and if stations are interested, the reporters will access the audio via the Internet.
Beyond that, an audio news release is a 60-second news release containing a 20-second sound bite from a spokesperson. An audio bite line is up to four 15 to 20-second sounds bites placed on our content site for alerted stations and networks to download.
Determining when to use each primarily depends on who the target audience is, and what the goals are for the message. Without actively pitching, the topic will have to be compelling enough to have reporters proactively record the audio. This means that stories for an audio bite line should focus on breaking news and other “hot button” issues that happen quickly. Also, if the goal is to reach a large number of stations in many markets in a short period of time, the audio bite line is the best technique to utilize. If there is local information relevant to specific geographic areas and a smaller target audience, then the audio news release is probably the best way to go.
Q: When should I use an audio news release or audio bite line and when should I use a radio media tour?
A: Audio news releases and audio bite lines are good to use when the story has one consistent, straightforward message. A general rule of thumb is: if a story can fit on one page, with double-spaced lines, then the issue is straightforward enough to use an audio news release. Also, when there is a breaking news situation, either an audio news release or an audio bite line can be utilized, since they both have a quick turnaround time.
If the issue is a little more involved and warrants more explanation than
a 60-second release can contain -- issues like new medical treatment options, a multi-faceted financial or high tech story or an issue discussed as the focus of a television documentary -- a radio media tour is the best option. That way spokespeople can really interact with reporters to provide more explanation and maximize their on-air time.
Q: Why do you use AQH figures instead of CUME figures for audience measurement?
A: We feel AQH, or Average Quarter Hour, is the most accurate measurement of true content listenership, and therefore best for client reporting. AQH is measured by industry leader Arbitron. Listeners are qualified by tuning into a station for at least five minutes during a 15-minute time period. CUME measurements, which tend to be roughly six to ten times that of AQH, track all listeners that touch upon a station -- no matter how briefly -- during the course of a daypart. So, a listener can scan on a station several times, not really listen to any of the content and be counted in CUME calculations for as many times as they scan. That is not the coase with AQH daypart data.
We want to make sure qualified listeners are actually hearing our clients' content. So even though AQH is a bit more conservative, we strongly believe it is a more accurate and complete reflection of true listenership.
Q: What trends are you currently seeing that can impact client projects?
A: We see several important trends happening in the industry right now that can impact the work that we do. The first is the prevalence of what we call "general assignment reporters." Many stations no longer have budgets to employ reporters dedicated to a single issue or beat, such as the environment or healthcare. Increasingly reporters are expected to cover several beats. Pitching and message delivery to these general assignment reporters must therefore be developed with this in mind. So avoiding jargon or industry specific terminology is important from pitch to placement of a story.
There is also a major trend toward stations using social media and blogs to further their audience reach and engagement. It's now standard practice for stations to place content on their websites, Twitter, or Facebook profiles to drive listenership throughout the day. Stations often run a portion of an interview on air, and then place the entire interview on their website as well. In addition, social media plays a key role in engagement. It's used to help gather local stories, garner story feedback and initiate additional conversation about a story, build radio personalities and even conduct promotions.
We also see dramatic growth in the number of Spanish-language radio stations. In 2011 alone, from the spring to the fall Arbitron measurement periods, there was a whopping 21.3 percent increase in the number of stations. This trend is more than a demographic shift. The growth in this radio market provides an opportunity to reach this burgeoning population in their own language with messages tailored to them.
Q: How is satellite radio impacting the industry?
While satellite radio has made a splash in the industry, the impact on traditional radio listenership has been minimal. People are used to getting their radio for free and are likely somewhat resistant to pay for it, which is exactly what satellite radio has seen – a boom in interest early on, then subscribership losses in the intervening years.
In addition, listener loyalty to traditional radio is very strong. Having said this, we do pitch satellite radio and recognize it as an important technological development and will continue to keep our eye on new technologies that can enhance and support radio outreach.
Since listenership for satellite radio can be difficult to gauge, pitching one of the shows that has both a satellite component and traditional radio affiliates, can provide listener measurement, which is so important in most public relations efforts. The good news is that radio measurement firms like Arbitron are developing satellite radio measurement capabilities, so stay tuned.
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