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Volume 11, Issue 2
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Podcasting: A Closer Look
by Megan Heffernan
News Generation conducted a survey this summer of top news and talk radio stations in the top-25 markets to dig a little deeper into the implementation of podcasting technologies. It found: 100 percent of stations stream their content and 96 percent of them are currently offering podcast downloads of programming. Select stations WCBS-AM in New York, WBZ-AM in Boston, KTRH-AM in Houston, KXL-AM in Portland, and KMOX-AM in St. Louis were interviewed in depth for a closer look at how these particular stations utilize podcasting and the value it brings to a station.
This group of stations launched podcasting on their websites about one and a half to two years ago with a large proportion of their talk show and news programming available almost instantaneously on the web. These stations see podcasting as an important business investment. Kris Fay, Internet director for KXL in Portland, Oregon says, “Because it doesn’t cost much to do, the ROI is great when it comes to what we can sell the podcasts for. Being able to show advertisers’ downloads and subscriptions is a great way to give them tangible stats.” Captive and interactive radio listeners, turned site users, appeal to advertisers who place their ads preceding every podcast. Travis Lusk, new media manager at WCBS in New York illustrates this potential impact citing that 50 to 70 podcast clips are offered every day with his station, which translates into 700 to 800 thousand downloads a month, creating tremendous ad revenue.
Podcasting is not only financially valuable for stations, it also serves as an opportunity to honor a station’s unique and loyal listenership. Jon Sullivan webmaster at KTRH in Houston suggests, “[Podcasting is] an excellent way for listeners to time-shift and it offers them an opportunity to share special segments with friends who might have missed something they deem worthy of attention. Those are values to the listener, and a value to the listener is always a value to the station.”
The stations we spoke with most often make on-air material available into podcasts, but web-only podcasts are becoming more popular as well. KTRH posts local high school football games and KXL posts local horse racing and golf programs. WCBS strengthened its video platform recently by offering a web only reporter who followed the Democratic and Republican National Conventions.
When asked the final question, “What technologies do you see revolutionizing radio?” our sample stations mentioned that incorporating video into an audio format is the direction most stations are heading. Right now WBZ in Boston uses YouTube to imbed videos and post on the radio station’s website but will soon be able to utilize a technology of its own called World Now. Through the exclusive partnership between AOL radio and CBS, WCBS will soon roll out ways to download audio programs onto iPhones. And Jackie Paulus, marketing and events director for KMOX in St. Louis, revealed that in the near future consumers will have the ability to create and publish their own radio station with the use of a website called ‘play it’. We look forward to uncovering these new technologies and watching how they transform radio broadcasting and how radio broadcasting stays ahead of the wave in implementing these technologies.
Where For Art Thou Radio? Podcasting's Effect on Radio Listenership
We often get asked about radio’s resiliency and how it continues to be such a successful part of a campaign. It is curious how the tried and true medium of radio continues to survive in the face of rapid technological advancement. Television, cable technology, the Internet, and MP3 players have all been new technologies that were seen as challenges to radio. But, radio has proven itself to be adaptable, embracing new technologies to increase its own listenership.
HD radio and Internet radio are just two of the better-known examples of the medium’s adaptability. Radio’s advantage has always been that it is accessible in so many places, and by adopting new technology, radio’s reach continues to grow. For example, it would be a challenge to find a terrestrial radio station that does not have a presence online, where listeners can learn more about issues, participate in promotions, check playlists, and download audio content.
Which brings us to podcasting. First, what is a podcast? A podcast is a digital media file which is transferable over the Internet, and can be automatically downloaded through a subscription or RSS feed. Podcasts are often downloaded to portable media players, or MP3 players. Anyone can create a podcast, place it on a website, either his own or an established podcasting site, and work to create a listenership. The technology does for radio what the Internet has done for so many other industries and mediums: it has opened it up to the public, placing content control in the hands of anyone who wants it. In some industries, such as publishing and print media, the Internet may have a negative impact on readership and revenue.
But what has the effect of the Internet and podcasting been on traditional radio? Again radio has shown adaptability, using these technologies as a means to increase its reach. Rather than replacing traditional radio, radio station websites regularly offer podcasts of their popular shows so that listeners who cannot listen during regular airtime do not miss out on programming. Before podcasting, a listener who missed a radio program was essentially out of luck. Now with podcasting, shows, or segments of shows are made available for downloading and radio audiences have more opportunities to hear the content that they are interested in, where and when they choose to listen.
In 2004 and 2005, when podcasting was first introduced, it too was said to be a harbinger of terrestrial radio’s demise. After all, podcasting represented radio by the people for the people, and why, the experts wondered, would anyone ever want to go back to music and programming imposed on them by stations?
In fact, in a 2005 article titled “Podcasting Killed the Radio Star” Wired Magazine described the transition of Infinity Broadcasting’s KYCY-AM in San Francisco to an all podcasting format. Other stations have followed suit with limited success. The growth of podcasting certainly signaled some dissatisfaction with radio content on the part of radio listeners, mainly music-oriented stations. But, instead of ignoring new challenges, the radio industry began to adapt by providing more commercial free formatting, more diverse viewpoints, and generally began to respond to listeners’ concerns. Podcasting is now a big part of many stations’ offerings and instead of diminishing terrestrial radio’s reach and influence as some predicted, it has actually enhanced it. There is room for both mediums to co-exist and in the case of radio, plenty of area in which the two can converge and support each other.
In fact, a recent study completed in the UK and published on the website PodcatingNews.com found an increase in the number of people who said they listen to more live radio since they started downloading podcasts, and 39% said they now listen to radio programs that they never listened to before. This is almost certainly an unexpected consequence of podcasting, but one that radio undoubtedly welcomes.
Further, radio enjoys high and steady listenership numbers across the demographic spectrum. And podcasting simply makes radio more accessible and user-friendly. Podcasting has found a comfortable niche in the radio listening world, as a supplement to, not a replacement for, the existing technology.
Three Ways Media Relations Representatives Can Maximize Relationships with the Media
by Martha Sharan
After pitching radio media for more than ten years, we have noticed three things that media representatives should be on top of in order to build and keep strong relationships with the media. Simply put, they should know who they are pitching, what they are pitching, and why they are pitching a particular reporter/producer.
To the first point, the “who.” Media reps need to have a complete picture of the producers/reporters they are pitching and be sensitive to their likes and dislikes. They should tap into their professional as well as personal side. Having this knowledge can often separate a successful pitch from one that fails to connect. On the professional side, media reps should note whether the producer/reporter covers hard news or soft news, breaking news or features, is interested in social issues, political issues, health, technology, consumer news, human interest or entertainment. Gaining this knowledge takes some work and a natural curiosity. In today’s newsrooms, it can be difficult to keep track of who covers what, but this can make a pitch standout from the hundreds of others they get daily.
On the personal side, as you get to know your media contacts, note whether they are married or single; have children, pets, special hobbies, participate in sports; whether they are African American, Asian, Hispanic, Caucasian; are they serious and to the point or do they like to chit-chat and take the time to talk about life? Once you have that type of background information, you can match your pitching style to the personality and interests of the reporter/producer. And, after a few hits with that reporter/producer, don’t be afraid to explore “other” topics – new areas of possible interest.
Second, media reps must be fully versed in the topic they are pitching and should be prepared to answer any question a reporter/producer may ask. This involves reading the background material and anticipating areas that may elicit questions. Essentially this is the time that a media rep gets to play reporter by imagining all of the questions that any good reporter might ask. The key is to be direct and to the point, position yourself as a resource and not a nuisance. Don’t be lazy in your pitch and send volumes of background material, but rather pull out the highlights, the most important and attention-grabbing information the reporter/producer will need, and send it in a clear and easy to read format. This of course means in the body of an email, and not as an attachment.
And finally, media reps need to be able to explain “why” a reporter/producer should book the interview or run the story that is being offered. Is it because it’s timely and current, of local interest, fits the format, fits the demographics, or a reporter’s personal interests? To successfully book an interview, media reps must have credibility. And having a good, strong basis for your pitch gives you that credibility.
The most important thing and the underlying element to every pitch is honesty. Don’t spin and stretch the pitch to the point that you lose the trust of a reporter or producer. Gracefully accept a “No,” “I’m not interested, “or “I’ll pass on this one.” Don’t take it personally. Remember, these are business decisions, and you want to keep the door open for future bookings.
Effective Ways to Get an Audio News Release on the Air
by Lynn Harris Medcalf
An audio news release is a sixty-second news release featuring a 20 to 30-second sound bite from a spokesperson. For a sixty-second production, the story must be a straightforward issue, like a survey release. The issue contained in the piece must have a single message that does not beg a lot of questions or have a multitude of sub-points to explore. One good rule of thumb for an audio news release is the issue must fit comfortably in a one-page, double-spaced press release.
These news releases are pitched directly to decision-makers in newsrooms of radio stations and networks during morning hours. This is when the news departments are fully staffed and this direct one-on-one interaction is crucial in order for an audio news release to have maximum impact. For that matter, so is the follow up, which allows you to find out whether a story was used, why it was or was not used, and how it was used. All of this is important information in crafting future pitches.
Recent examples of issues that made for successful and effective audio news releases include a back-to-school nutrition information study, a survey concerning the number of uninsured children, and a story about new voting requirements in Ohio. Despite their varied subject matter, the stories all have several important factors in common: they have a focused message, are simple and straightforward, and are all matters of public interest.
There is a misperception that some radio stations may be reluctant to use audio news releases or in some cases, refuse to use them at all. We have been producing audio news releases for more than ten years and have seen no drop in their use. However, we have identified the cause of this misperception.
“Audio news release” is a PR industry term, created by industry professionals, for industry professionals. It is not a radio term, just as “radio media tour” is not a term that radio stations use. Stations can associate the term “audio news release” with the ill-fated video news release (VNR), which has taken several nasty PR hits in recent years.
The truth is that when pitching what those in the PR industry may call an “audio news release,” we actually pitch stations with a “story.” Some stations use sound bites, some don’t, but all stations use information from viable sources to create their news stories, and using stories from outside sources in no way compromises their credibility.
So next time you’re looking to get a straightforward issue out to the largest number of stations quickly and cost-effectively, remember the benefits of the audio news release: it allows for targeted pitching and individualized contact with a large number of stations in a short period of time, gaining awareness of an issue on one of the most mobile and widely used mass mediums available.
From Conferences to Conventions, Hometown Radio Connects Listeners
by Susan Matthews Apgood
We recently attended the Democratic National Convention in Denver to connect delegate members of the American Federation of Teachers with stations and networks back in their home markets and states. The topic for discussion was the importance of education in the upcoming presidential election, and why education needs to be at the top of the agenda for policymakers. Politics aside, on-site event coverage has a number of advantages for both spokespeople and reporters.
The most important benefit is connection. Radio is the perfect medium to allow local spokespeople to talk with local reporters from a timely event. Reporters get a local focus from a national story, providing them with the content they seek to connect with their audience, and spokespeople get to share information on the impact of the event they are attending and what it means for people back home.
When a member of an association is attending an event and representing a group from his or her local market, it provides a great opportunity to relay the feel and atmosphere of the event to those back home and gives listeners information about how their local interests are being represented. Whether they are in Washington DC to fight for particular legislation or at a convention to release their latest research, on-site radio recordings and interviews help to position spokespeople as ambassadors for an issue. And it helps provide insights into an issue for constituents back home.
There are some important things to keep in mind when managing an on-site project. The logistics can mean a lot of coordination in terms of scheduling and timing, but the investment is well worth it. And, working with so many different spokespeople and trying to relay the same consistent messaging can make media training a challenge. But what outweighs the hard work going into it is the quality results coming out of it. Whether doing interviews or feeding sound bites back to home markets, usage rates for local projects tend to be about eight to ten percentage points higher than other national stories. And, spokespeople love the interaction with the stations and are proud to be the conduit to their home market on important issues impacting members of their local communities.
Fundamentals to Keep in Mind When Pitching Radio
by Curt Gill
One of the fundamentals of successful pitching to radio is localizing the story as much as possible. Stations and state, regional or metro area networks are always seeking ways to provide listeners with information that is pertinent to their local area. So having local information in hand when pitching, more often than not, gets an interview booked or a story placed. There are two tried and true ways to localize a story and make it more attractive to stations.
One method is to have a general release but provide stations with additional supporting information, such as state-by-state statistics that evaluate each state in a survey or study. One recent example of a localized story that we worked on dealt with getting better healthcare for disabled veterans. The information was broken down by state and the data included the number of disabled vets in each state and how much each state spent per year caring for these men and women returning from their military service. This information allowed stations to easily compare their state to a neighboring one, or their state’s current ranking to last year’s results.
The second effective localization method is to provide an individual release for each market featuring local information. While this method can be time consuming, it can be the most user-friendly format for stations, because it provides all of the resources necessary to create a story featuring their geographic area. The less preparation stations have to go through to make the story relevant to their audience, the higher the expected usage rate.
Using local information and knowledge of issues in a particular market can often make or break a campaign. So, next time you are preparing a release for radio, you may be thinking globally, but remember to act locally.
Tuning In newsletter is produced and distributed bi-annually. The goal of the newsletter is to educate clients on radio trends and industry tips, as well as highlight case studies and release survey information.
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