Business of Media Conference Addresses Advertising and Analytics

Laurie KahnLaurie Kahn
Laurie Kahn

Laurie Kahn

 

Radio and television management executives who are looking to take their business to the next level will benefit from the tools, trends and ideas to be discussed during the Business of Media conference. It features more than a dozen sessions on the latest delivery methods and platforms, analytics and media selling.

The conference is produced in partnership with the Radio Advertising Bureau.

Today’s session “Creating and Working a Talent Pipeline” is part of the “Radio Engage” series. Presenter Laurie Kahn, creator and president of Media Staffing Network Inc., said the pressure is on for the radio industry to recruit new sales blood as Baby Boomers and veteran sellers retire.

“Coupled with the lowest unemployment in years, that is creating a huge need for radio broadcasters. These circumstances call for a more proactive approach to finding new sales talent,” Kahn said.

Seth Resler

Seth Resler

Seth Resler, Jacobs Media’s digital dot connector, will present the session “Branded Podcasts — An Alternative Revenue Stream for Radio Stations.”

“We’ve seen incremental growth [in podcasting] over the years, but we may have even hit a plateau at the moment. There appears to be no explosive growth happening in podcast listening right now,” Resler said. “And while there has been a lot of investment in podcasting, much of it appears to use revenue assumptions from older forms of media.”

Today’s schedule includes sessions aimed at small and medium market executives. “Radio/TV Small/Medium Markets Engage” will offer several concurrent presentations designed to address specific challenges faced by smaller operators.

Jeff Greenfield

Jeff Greenfield

Tuesday kicks off with “Radio’s New Analytics: Understanding Listeners, Delivering Results.” The session will examine how digitization of media is creating upheaval in the audio marketplace. C3 Metrics co-founder Jeff Greenfield participates along with Beasley’s Buzz Knight, Daniel Anstandig of Futuri Media, Randy Wright of the University of  Florida and NAB’s Dan McDonald.

“Digital has mountains of data, but that data might all be wrong, from fraudulent non-human traffic to illogical last-click,”

Greenfield said. “There’s less confusion in audio. If an audio spot sparks someone’s attention, it sparks search engagement with the advertiser’s website, leaving a visually obvious pattern of spike activity.”

Greenfield said Westwood One is using the company’s BOS [Brand Search, Organic] score as their metric of “Outcome Currency.”

BOS is described as: “Statistically significant search impact correlated with geo-location and machine-learning to determine incremental impact (if any) from advertising.”

Gordon Borrell

Gordon Borrell

RAB President and CEO Erica Farber hosts Tuesday’s session “Digital and Data — From Disruption to Acceleration.” She is joined by a panel that includes Borrell & Associates CEO Gordon Borrell.

“Traditional media business models are being disrupted by digital media. You really can’t be a monolithic radio company anymore.

We find that advertisers need help with marketing, especially digital marketing, and that disrupts traditional sales reps who are accustomed to selling only radio, and selling against everything else,” Borrell said.

Georgia Beasley

Georgia Beasley

More focus on the art of sales is set for Wednesday during the session “Media Sellers: What Now? What Next?” Georgia Beasley, manager of professional development at RAB, along with Jeff Schmidt, senior vice president of professional development at RAB, will talk about disruption and how to make traditional media vital and vibrant in the new media landscape.

“Whether it’s renting movies, listening to music or taking a vacation, no industry is safe from disruption. Industries, including radio, must now become the disruptors by investing in the right technology and leadership to no just thrive, but survive,” Beasley said.

A panel of forward thinkers and futurists discuss radio’s future and some of the key trends in podcasting during Wednesday’s session “Fast Tracking Audio’s Future.” And attendees can get a dose of legal talk during the session “Radio and TV Music Performance Rights Licensing — Courts, Congress and Consent Decrees.” Panelists Ben Marks, Charles Sennet and others will update attendees on the current status of industry-wide music license dealings with ASCAP, BMI, SESAC and GMR, including an update on pending litigation, and discuss what’s new on Capitol Hill now that the Music Modernization Act has passed.