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		Volume 5, Issue 1 In this issue:
Key Resource for Radio Newsrooms Understanding the Radio Medium: Tips and Insights Station Format Guide NOW with Bill Moyers Breaks Enron News

Key Resource for Radio Newsrooms

by Martha Sharan

The Internet is a key resource for radio newsrooms across America. Usage is up to 100%, according to a recent News Generation survey of 50 local and network radio stations. That's a seven percent increase over the last two years, and now that the Internet has become an important tool of the newsroom trade, daily usage is projected to increase as well. One third of the stations in our survey expect to spend anywhere from ten to 20% more time on the Internet over the next two years.

Overwhelmingly, the sites most frequently visited by both local and network stations are newspaper sites. In fact, ninety percent of all stations surveyed still regard their local newspaper as the most credible, in-depth and valuable source of local information. The second most vital source is 'the competition,' considered to be all other radio and television stations competing for a share of the audience in any given market.

Sites that provide newsrooms with unique story ideas also get a lot of traffic. More than half of the stations surveyed use the Internet to search for attention-grabbing and unusual stories. This is where content-rich websites can distinguish themselves. Three out of every four local stations indicate they would visit a content-rich website daily, if it provides local information, contains credible content and is easy to navigate.

Without hesitation, radio reporters and producers say accuracy and simplicity are the two most important qualities of any website. They also tell us, e-mail clutter is their worst enemy. Seventy five percent do not want media sites bombarding them with e-mail and 50% still prefer to be pitched by phone or fax.

As technology improves, radio outlets, both networks and local stations, are looking forward to expanding their ability to reach Internet users. Right now, nine out of 10 of the local stations we studied and all the networks provide the 'top stories of the day' on their websites. This gives Internet users round-the-clock access to local and national news. Offering audible newscasts will be the next primary challenge to radio broadcasters and the next area of growth and opportunity in radio news. Stay tuned as News Generation continues to keep the pulse on radio station trends in coming newsletters. And, visit www.radionewssource.com for a taste of our own content-rich station site.

Understanding the Medium: Radio Tips & Insights

by Susan J. Matthews

Radio is often a misunderstood and underutilized medium, yet it has powerful reach and unparalleled impact on listeners. Lately, we have taken this message to trade shows and publications based on requests to better understand and utilize radio in an efficient and worthwhile manner.

According to the National Association of Broadcasters, radio reaches 77% of people over the age of 12 everyday and people 12 and over listen to the radio more than three hours each day. Further, radio reaches more than 95% of consumers weekly, and there are more than 600 million radios in use in the U.S. , with the average household having 5.6 radio receivers. There are more than 13,500 registered stations with 33 different format types and more than 250 networks in the U.S. Radio is a mobile medium with a captive audience, highly targetable reaching exactly the demographic you want, and a great source of local and national news for listeners.

Pretty powerful statistics, but how can we tap into radio’s power to maximize a message?

What curious minds want to know basically boils down to one of the five common questions below.

1. How do I determine what radio method is best for my message?

Take a good look at your content. If the information presents itself clearly in a one page release, an audio news release or a broadcast fax is typically the best way to go. If the issue needs a bit more explanation, setting up interviews will likely be the most advantageous method for your message. Technology, health and education issues that have many facets typically warrant a discussion that can take place in a radio media tour setting.

2. How do I know which stations I pitch will use particular types of messages and in what format they accept stories?

With the consolidation of the radio industry, many stations share news and information which has changed the dynamic of the radio newsroom. Before going into a pitch for an interview, find out if the station even does interviews. If they accept news from a local and/or national network, your pitch may work better at the network level.

3. How do I adapt a TV or print message to a radio-friendly format?

With radio, you cannot rely on pictures, captions and the printed word. One simple way to test your pitch is to close your eyes, and recite the story as you would like to hear it broadcast on the radio. If you cannot formulate a vivid picture in your mind, then you should consider a different medium for your message. Some stories are not meant for radio, so be mindful of that before you invest time and money in something that may not produce anticipated results.

4. What does it take to have highly skilled and trained people pitching radio and how do I hire them?

Optimal candidates for pitching radio are former radio reporters. They have an exact idea of the perfect pitch in terms of content and timing. And, they know what it is like to be on the other end of the phone. Even with no radio experience, tenacious and detailed pitchers can do an exceptional job. Radio, as with pitching any medium, is not for the faint of heart. Pitchers should have a thick skin and a tenacious nature.

5. How do I capitalize on radio’s immediacy in order to turn around a story quickly for broadcast?

Have as much prepared in advance of a story breaking as possible. Since production in radio has fewer elements than television, radio can be more responsive in a breaking news situation. And, unlike print, you do not have to worry about a publication or print time. With radio, the deadline is always as soon as the information can get to stations. Many stories are broken first on radio before reaching television and print, so if a story has immediacy, radio should be your first pitch. Also know that pitching stations in the morning when newsrooms are fully-staffed typically yields the greatest results.

Radio is an often misunderstood medium because of the overwhelming number of outlets and the ever-changing market. Tackling one market or one demographic first in a few markets, can be a smart way to get your feet wet before taking the plunge into a large national release. To help target your pitch, we have provided a list of formats, with full descriptions and general target age groups, on page three of this newsletter. Other station information can be found on this site.

Guide to Radio Station Formats

Symbol		Format Name		Description		Demographics
AC		Adult Contemporary		An adult-oriented pop/rock station with no hard rock, often a greater emphasis on non-current music		Women 25-54
AH		Hot AC or "Adult CHR"		A more up-tempo, contemporary hits format, with no hard rock and no rap		Adults 25-34
AP		Adult Alternative		Eclectic rock, often with wide variations in musical style		Adults 25-44
AR		Album Rock		Mainstream rock & roll, can include guitar-oriented "heavy metal"		Men 25-44
AS		Adult Standards		Standards and older, non-rock popular music from the 1940s to the 1980s, often includes softer current popular music		Adults 35+
BG		Black Gospel		Current gospel songs and sermons		Adults 35+
CH		Contemporary Hit Radio (Top-4O)		Current popular music, often encompassing a variety of rock styles, CH-R-B is dance CHR, CH-AR is rock-based CHR and CH-NR is new rock or modern rock based CHR		Teens & Adults 20-24
CR		Classic Rock		Rock oriented oldies, often mixed with hit oldies of the 1960s, 1970s and 1980s		Men 25-44
CW		Country		Country music, including contemporary and traditional styles, CW-OL is country oldies		Adults 25+
CZ		Classic Hits		A rock-based oldies format, focusing on the 1970s		Adults 25-44
EZ		Easy Listening		Primarily instrumental cover versions of popular songs with more uptempo varieties of this format including soft rock originals, may be mixed with "smooth jazz" or adult standards		Adults 35+
ET		Ethnic		Programs primarily in languages other than English		Variety of Ages
FA		Fine Arts - Classical		Fine arts "classical" music often includes opera, theater and/or culture-oriented news and talk		Adults 35+
FX		Farm News and Talk		Farm news, weather and information		Men 25+
JZ		Jazz		Mostly instrumental, often mixed with Soft AC, includes both traditional jazz and "smooth jazz" or "new AC"		Adults 25+
MA		Modern AC		An adult-oriented modern rock format with less heavy, guitar-oriented music than the younger new rock		Mostly Women 25-44
MT		Financial Talk		All financial or "money-talk"		Adults 25+
NR		New Rock - Modern Rock		Current rock, mainstream "alternative" and heavier guitar oriented hits		Teens & Adults 20-35
NX		News		All-news, either local or network in origin, stations may also have this description if a significant block of time is devoted to news		Adults 35+
OL		Oldies		Popular music, usually rock, with 80% or greater non-current music, CW-OL indicates country oldies and RB-OL indicates R & B oldies		Adults 25-55
PT		Pre-teen		Music, drama or readings intended primarily for a pre-teen audience		Children 12 & Under
RB		R & B - Urban		Covers a wide range of musical styles, can also be called "urban contemporary"		Teens & Adult 20-24
RC		Religious - Contemporary		Modern and rock-based religious music		All Ages
RG		Religious - Gospel		Traditional religious music, BG indicates black-oriented and SG indicates country-oriented "southern gospel"		Adults 25+
RL		Religion		Local or syndicated religious programming, sometimes mixed with music		Adults 20+
SA		Soft Adult Contemporary		A cross between adult contemporary and easy listening, primarily non-current, soft rock originals		Mostly Women 25+
SB		Soft Urban Contemporary		Soft R & B sometimes mixed with smooth jazz, often heavy in oldies		Adults 35+
SG		Southern Gospel		Country flavored gospel music, also includes the "Christian country" or "positive country" format		Adults 25+
SS		Spanish		Spanish-language programming, often paired another type of programming, equivalents of English formats include: SS-EZ (easily listening); SS-CH (contemporary hits); SS-AC ("modern" music); SS-NX-TK (news-talk); SS-RA (ranchero music); SS-TP (salsa, tropical); SS-TJ (tejano); SS-MX (regional Mexican); or SS-VA (variety)		All Ages
SX		Sports		Listed only if all or a substantial block of a broadcast day is devoted to play-by-play, sports news, interviews, or telephone talk		Men 25+
TK		Talk		Talk, either local or network in origin, can be telephone-talk, interviews, information, or a mix		Adults 25+
VA		Variety		Incorporating four or more distinct formats, either block-programmed or airing simultaneously		All Ages

The most up-to-date format list is available on this site.

NOW with Bill Moyers Breaks Enron News

by Lynn Harris Medcalf

Since the start of the New Year, several key stories have dominated the national news, with the word 'Enron' immediately springing to mind as one of the top news stories in 2002 so far. In February, the weekly PBS news series NOW with Bill Moyers revealed information about Ken Lay's meetings with Vice President Cheney that the White House had yet to confirm. In an interview with a Frontline reporter taped last May, Ken Lay, the former CEO of Enron, stated that he indeed did give Vice President Cheney advice regarding the government's new energy program. He also said that he was unaware that he was the only CEO of a major electric energy company to confer privately with the Vice President as he formulated national energy strategy. The interview was featured on NOW with Bill Moyers on February 1, 2002.

Working with the series' publicity team at Kelly & Salerno Communications, News Generation distributed an audio news release featuring Ken Lay sound bites to national radio networks and stations in the top-15 media markets on Thursday, January 31, 2002. The story received a 56% usage rate, garnering more than 28 million gross impressions. The release was the lead story on National Public Radio's Morning Edition and was featured in drive-time newscasts on Associated Press Broadcast, Metro Source, USA Radio Network, ABC News, Bloomberg Radio, CNN Radio, Radio America, WOR Network, and Pacifica Network News.

Without publication deadlines, an obstacle for print, or visual images needed for television, radio can be your best ally for getting information to the public quickly and effectively. In fact, more than 20% of stations used the information the same afternoon we pitched the story. This case study shows that one of radio's greatest strengths is its immediacy, with the responsiveness needed to record audio quickly and turn a story around to radio stations in a breaking news situation. So next time news breaks, think radio!

Tuning In newsletter is produced and distibuted 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.