Conference Explains How to Monetize Buzzworthy Concepts

It turns out there is still a lot to learn about the radio and TV business.

The Business of Broadcast conference offers four days of educational sessions packed with revenue-generating ideas. The conference, which features learning opportunities on advertising, public policy, research and big data, connected car and smart speakers, is a must attend for radio and television management executives.

“Radio Engage” is a series of five presentations set for this morning. This deep dive into information includes presentation stations spread around the room, with one or more speakers hosting each of the five stations. The intimate setting enables attendees to gather around the presenter for direct interaction and Q&A discussion.

Attendees at “Radio Engage” can move around the room to sample all five presentations during the 80-minute session. Topics include recruiting tactics, digital successes, alternative revenue programs and creating effective ads.

This afternoon Mark Levy of Revenue Development Resources and J. Chapman of Wolf Boom Radio discuss how radio and TV miss out on revenue in “Reel in the Elusive 25.4 Percent This Year.” According to BIA, one medium gets billions of dollars more than broadcast or digital. Find out which one during this presentation, which is part of the Radio and TV Small and Medium Markets Engage. Other topics covered will include radio and TV doing good work together and creating revenue opportunities. This session is sponsored by Alliance for Open Media.

Now that it’s been almost a year since the close of the spectrum incentive auction, Tuesday morning’s session “Going, Going, Gone: The Spectrum ‘Extravaganza’” asks the hard question: Should the auction be considered a success or a disappointment? What lessons can we learn for the future?

Also, on Tuesday, RAB President and CEO Erica Farber takes the reins for “Radio: From the Streets and the C-Suite” and engages broadcast leaders and top-performing salespeople to learn how the commitment at the top guides performance on the streets. Panelists Brian Black of Beasley Media Group, Meaghan Clark of Univision Radio San Diego, Erik Hellum of Townsquare Media and Bill Hendrich of Cox Media Group discuss execution and the essential ingredients for sales success.

“Vision and values are crucial to a successful organization. While strong leadership comes from the top — it truly can emanate throughout an organization,” Farber said.

The Tuesday afternoon session “What’s the BIG Data Deal for Radio?” will help attendees understand radio audiences across all platforms and what the new measurement marketplace looks like.

Hosted by NAB Vice President of Research Dan McDonald and moderated by Buzz Knight of Beasley Media Group, its panelists include Bryan Biniak of Connected Travel and Stacey Lyn Schulman of Katz Media Group. Megan Lazovick of Edison Research will kick off the session with a presentation on the Infinite Dial 2018 study.

“As today’s local radio landscape becomes more fragmented, our business seeks more granular data. With the emergence of more, new big data sources, opportunities exist to integrate survey and big data into a hybrid source of measurement,” Knight said.

Tuesday’s session “Crisis on the Strip: Reporting in an Unfolding Emergency” takes a look at the pivotal role broadcasters served in providing timely information to the public during the tragic shooting in Las Vegas last year.

Panelists include Leo Baldwin of Alpha Media, West Palm Beach, Todd Brown of KVVU Fox5 and Sheriff Joe Lombardo of the Las Vegas Metropolitan Police Dept. Jeff Schmidt and Brandeis Hall, both with RAB, guide you through “The New Breed of Radio Salespeople.” The session outlines a strategy that combines on-air, online, on site and on-demand advertising to maximize advertiser results and station revenues.

Schmidt said it’s better to be known for what you know instead of what you sell. “In my experience, top performers have four key traits: curiosity, empathy, expertise and problem-solving skills. But if they don’t believe in the product, the rest of the attributes don’t matter.”

The Business of Broadcast Conference concludes Wednesday with a session on the connected car and “Maximizing Smart Devices and Mobile Apps for Radio.” when the panel talks smart devices, mobile apps and voice interactive speakers (think Alexa!).

“Consensus estimates show that greater than 75 percent of households will have some type of smart speaker in their home by 2020,” said NAB’s Brian Savoie. “That sounds like an opportunity that audio content providers, including radio broadcasters, need to fully explore.”

Other panelists include Steve Meyers of Beasley Media Group and Jeremy Sinon of Hubbard Radio. The session will be moderated by Emily Reigart of NewBay.