Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

To celebrate Labor Day, we asked staff members to describe their first job. We promised to keep their stories anonymous to encourage participation.

• I was a late bloomer, so my first job didn’t happen until I was junior in college. It was a paid public relations internship for the Philadelphia Fever Indoor Soccer Team. When I say “paid” it was $25 per week to cover my subway fare from school to work to home. I was a bargain. I took to it like a fish to water and was regarded as the Assistant PR Director by mid-season and then officially named to the position the day I completed the fall semester the following year.
• My first paying job was as a Sleep Away Camp Counselor at age 17. I supervised 10-year-old girls, played guitar and sports all summer – it was great! I taught the girls a song called “Garbage Man” that had a life at camp long after I had left. I earned no more than $400 the entire summer – it was well worth it.
• My first job was a youth center supervisor. I was in 8th grade and essentially got paid $3.00/hour (when minimum wage was $1.85) to shoot pool and play ping-pong. Officially, I was supposed to make sure that nobody walked out with the pool table or the ping-pong paddles. So I got to hang out (at a place that I would have already been hanging out) with my friends and get paid $3.00 an hour to do so.
• My first job was as a bookseller at a Barnes and Noble in Northern Virginia. I found out in the interview I was too young to work there. But they liked me and they thought it was so funny that I wore a suit to the interview (apparently I was the only one) that they gave me the job on the spot and told me I could start when I turned 16 a few months later. The funniest part of the job was the customers. About 40% of customers come in with physical descriptions of the book and ask you to find it. For instance “I am looking for a book, paperback, the spine is red and there is a girl on the cover. Can you show me where it is.”
• One of my first jobs was working at a local car wash. I used to ride my bike to work. I hated it. The job didn’t last very long…b/c as time went on I got tired of drying off the cars with hand towels in the cold… and as I got closer to my 16th birthday, I wanted to be able to pull the cars out after they had been cleaned. With no license, the owner refused, so I ended leaving after 3 months. I hated that job. Today, I’ll still occasionally drive by it…and laugh.
• My first real job was working for Benetton. Picture a Gap-like layout with shelves and shelves of perfectly folded patterned sweaters and leggings, making it quite noticeable when the folding was off. We’d cringe when a bratty teenager and her mom would come in 10 minutes before closing and mess up the entire store. The good news - the discounts. Even better, I was asked to model for a Mall advertising campaign and got to get a makeover and keep the outfit I modeled.

Here’s Part Two of our look at the latest (June 2010) Arbitron PPM radio ratings for America’s Top 10 radio markets. Today, we feature America’s #6 through #10 radio markets, as defined by Arbitron.

HOUSTON
Five music stations comprise the Top 5 in Houston (Persons 12+, Total Week), led by KODA-FM (Soft Adult) at #1, followed by KMJQ-FM (Urban AC), KBXX-FM (Rhythmic CHR), KTBZ-FM (Modern Rock) and KTBZ-FM (Regional Mexican).

With its #1 rating Mornings in Houston, KLTN-FM holds the distinction of being the only #1 Spanish language morning show in America’s Top 10 markets. Workplace favorite KODA-FM takes over in the top spot Middays and PM Drive, with KBXX-FM dancing into the #1 slot at Night.

KBXX-FM is Houston’s top station with Young Adults 18-34, earning the Total Week title on the strength of daypart victories in PM Drive and Nights. KLTN-FM wins Morning Drive and KTBZ-FM is the favorite during Midday.

Adults 25-54 choose KTBZ-FM as their Total Week favorite, the only Modern Rock station to earn that honor in America’s Top 10 markets. By daypart, the winners are KLTN Mornings, KODA Midday and PM Drive and KBXX at Night.

ATLANTA
Urban station WVEE-FM dominates the overall market (Persons 12+, Total Week). Black Gospel station WPZE-FM finishes second, making WPZE-FM the only Black Gospel station to crack the Top 5 in America’s Top 10 radio markets. News/Talk powerhouse WSB-AM comes in 3rd, followed by WABE-FM (Public Broadcasting) and WKHX-FM (Country).

WVEE-FM wins the market across every weekday daypart, with WSB placing second in Drive Times and Midday. After dark, Urban and Black Gospel formats account for 4 of the top 5 slots.

With Young Adults (18-34) and Adults 25-54, WVEE-FM also rules the marketplace. Rocker WKLS-FM places 2nd with Adults 18-34, while WPZE-FM claims 2nd place with Adults 25-54.

Biggest surprise? WSB’s #8 ranking for Total Persons 12+ cume (weekly) audience Monday-Friday from 7 PM to Midnight. As the flagship station for the Atlanta Braves, it’s worth noting that the station isn’t generating a larger audience, given the Braves’ current First Place position in the NL East.

PHILADELPHIA
Adult Contemporary WBEB-FM is Philly’s favorite station (Total Week, Persons 12+) driven by long listening shares in the work place. WOGL-FM (Oldies) ranks second, followed by WDAS-FM (Urban AC), KYW-AM (News) and WMGK-FM (Classic Rock).

By daypart, KYW wins the Morning, with WBEB winning the workday (Midday and PM Drive). After dark, Phillies’ baseball helps WPHT-AM (Talk) to its market-leading audience share.

Despite its failure to win a single weekday daypart, WUSL-FM (Urban) wins the Total Week amongst Adults 18-34. WMMR-FM (Rock) wins Mornings and Middays, while Rhythmic CHR WRDW-FM takes top honors in PM Drive and at Night.

Philly’s preference for music holds true with Adults 25-54, as the Top Five consist of WBEB, WDAS-FM, WMMR, WMGK and WIOQ-FM (CHR). According to Arbitron’s format designations, Philly’s Top 10 favorite stations amongst Adults 25-54 broadcast 10 different music formats.

WASHINGTON
News rules the nation’s capitol, as WTOP-FM (News) earns “Hail to the Chief” honors at the #1 station in Washington, Total Week, Persons 12+. WTOP is the only Top 10 market station to not only win the week, but every individual weekday daypart: AM Drive to Midday to PM Drive to Nights.

WIHT-FM (CHR) places second overall in the market, followed by WMMJ-FM (Urban AC), WHUR-FM (Urban AC) and WASH-FM (AC).

Music stations rules the Adults 18-34 demographic, paced by WIHT, WKYS-FM (Urban), WWDC-FM (Rock), WPGC-FM (Urban) and WLZL-FM (Tropical). Mornings are ruled by WIHT with more than a 2:1 audience share lead over 2nd place finisher WKYS.

Adults 25-54 favor news and a different mix of music, led by WTOP, WHUR, WASH, WIHT and WMMJ. WTOP leads each daypart, apart from Middays, where WASH rules the workplace.

BOSTON
Boston plays the hits! The total week, Total Persons 12+ winner in the latest survey is CHR station WXKS-FM, followed by WBZ-AM (News/Talk), WMJX-FM (AC), WROR-FM (Classic Hits) and WJMN-FM (Rhythmic CHR).

WBZ rules Morning Drive, with WMJX playing Midday favorites and WXKS emerging as market favorite in PM Drive and Nights.

WXKS (CHR) is the #1 winner across the board with Adults 18-34, winning Mornings, Middays, Afternoon and Nights.

WXKS also wins the Adults 25-54 race Total Week and across all weekday dayparts, with the exception of a slight Midday edge to WMJX.

The June 2010 radio ratings for America’s Top 10 radio markets have been released, signaling the end of the spring season, perennially revered as radio’s most important ratings period. Here’s a quick snapshot of the results in Radio Markets 1-5 (with Markets 6-10 scheduled to post in Part Two).

NEW YORK
Adult music stations rank 1-2 in The Big Apple, where Adult Contemporary WLTW-FM edged out Classic Hits WCBS-FM by 1/10 of a share point to rank first with Persons 12+, Total Week. CHR-formatted WHTZ-FM finished third, followed by News Station WCBS-AM and Classic Rocker WAXQ-FM.

New Yorkers turn to radio for their morning news, evidenced by WCBS-AM #1 rank in AM Drive and All News WINS-AM posting a 3rd place finish. WLTW-FM takes over the top slot in Middays and PM Drive, with WCBS-AM back on top at Night, fueled by coverage of Yankees’ Baseball.

Adults 18-34 favor the hits of WHTZ-FM, making Z-100 the #1 station in the Young Adults demo, Total Week as well as in Morning Drive, Middays and PM Drive. Rhythmic CHR WQHT-FM squeaks out a nighttime victory over WHTZ-FM.

Strong at-work listenership places WLTW-FM atop the market with Adults 25-54, Total Week. The winners by daypart: WHTZ-FM in AM Drive, WLTW-FM Middays, WCBS-FM in PM Drive and WQHT-FM at Night.

Baseball favorite? Yankees fans (on WCBS-FM) beat the Mets (on WFAN-AM), judging by the nighttime numbers on the two MLB flagship stations.

LOS ANGELES
Contemporary Hits stations KIIS-FM is L.A.’s favorite, both with average quarter hour audience and total week listenership. Classic Hits station KRTH-FM ranks #2, followed by KFI-AM (Talk), KOST-FM (Adult Contemporary) and KYSR-FM (Modern AC). Information station KFI ranks first in Morning Drive, with KRTH-FM tops in Midday, before KIIS-FM takes over in PM Drive and Evenings.

Young Adults (18-34) choose a different station as their favorite in dayparts throughout the day. Modern Rockers KROQ-FM wins the Morning, with Modern AC KYSR-FM tops in Midday and Rhythmic CHR KPWR-FM #1 in both PM Drive and Evenings. Despite these rotating favorites, KIIS-FM is the overall winner with Young Adults, Monday-Sunday 6AM-Midnight.

KIIS-FM and KROQ-FM trade off the top spot by daypart measuring listenership amongst Adults 25-54.

Worthy of note? In one of America’s biggest Spanish language markets, only one daypart – AM Drive – reflects their listening preference among Adults 25-54, when during Morning Drive, three Spanish language stations (KBUE-FM, KLVE-FM and KLYY-FM) populate the Top 10 list, a feat unmatched in any other daypart.)

CHICAGO
Chicago takes its information seriously, as the only Top 10 market to rank News and Talk stations 1-2-3 amongst Person 12+, Total Week. WGN-AM (Talk) takes top honors, followed by WBBM-AM (News) and WLS-AM (Talk). Urban AC WVAZ-FM and Hot AC WTMX-FM round out the Top 5.

The News/Talk trend continues by daypart as WGN wins the Morning, WBBM takes Middays and PM Drive, while WGN reclaims the Night with some help from the Chicago Cubs.

Music stations drive the top five for Young Adults, with CHR station WKSC-FM finishing first. In fact, ALL of the Top 10 stations 18-34, Total Week, are music driven, representing everything from Modern Rock and Urban to Regional Mexican and Country.

WTMX is the Total Week favorite amongst Adults 25-54, with daypart victories in Morning and Afternoon Drive. Classic Hits WDRV-FM takes the top spot Middays, while WGN edges out Urban station WGCI-FM at Night.

No other market exemplifies such a distinct split by demographic in its preference of News/Talk versus Music programming. Adults 35+ spend long listening spans tuned to AM information stations, rivaled only by the younger extreme preference for music.

SAN FRANCISCO
San Francisco News outlet KCBS-AM is the Bay Area’s #1 radio station. KOIT-FM (AC) ranks second, followed by PBS station KQED-FM, KGO-AM (News/Talk) and KYLD-FM (Rhythmic CHR) amongst Total Persons 12+. By daypart, KCBS-AM leads the way in AM Drive and Nighttime. KGO-AM leaps into 1st place Midday, with KQED-FM tops in Afternoon Drive.

Regional Mexican station KSOL-FM is SF’s top-rated station among Adults 18-34, followed by KYLD-FM (Rhythmic CHR), KMVQ-FM (Rhythmic AC), KMEL-FM (Urban) and KRZZ-FM (Regional Mexican).

Public broadcasting station KQED-FM is the market leader among Adults 25-54, followed by KOIT-FM (AC), KYLD-FM (Rhythmic CHR), KMVQ-FM (Rhythmic CHR) and KSAN-FM (Classic Rock).

With KSOL and KRZZ’s performance among Young Adults, San Francisco is the only Top 5 radio market with two Spanish language radio stations ranked in the Top 5 with Adults 18-34.

DALLAS/FORT WORTH
Music rules The Metroplex with all five of the Top 5 radio stations (Persons 12+, Total Week) playing The Big D’s favorite tunes. KHKS-FM (CHR) ranks 1st, followed by KLUV-FM (Oldies), KLNO-FM (Spanish Adult Hits), KVIL-FM (AC) and KPLX-FM (Country). By daypart, KLUV-FM is tops Mornings and Middays, with KHKS-FM taking over the top slot in PM Drive and at Night.

Young Adults 18-34 made Spanish Adult Hits station KLNO-FM #1 Total Week and across the Morning, Midday and PM Drive dayparts. KHKS-FM is the top station of choice with Adults 25-54, powered by the #1 rated morning show in this key demo.

Dallas/Fort Worth is the only Top 5 radio market without an information station (News/Talk) ranked amongst its top five rated stations.

If it’s been more than a year since you visited the Arbitron Radio Ratings web site, it’s time to return. The site is a valuable, FREE resource for radio marketers to help understand the medium and plan campaign strategies and tactics.

The U.S. Market rankings (Radio Market List) show the DMA populations as well as methods and frequency of audience measurement from local market #1 (New York, NY) to #291 (Casper, WY).

Click the Free Studies & Reports tab and get White Paper reports on General Consumer Listening, Black Consumer Listening, Radio Listening by Age/Sex, Hispanic Consumer Listening, Custom Studies, International, Commuter Information, Radio Programming, Crisis Response, Radio Format-Specific Studies, Portable People Meter (PPM), Internet Streaming/Digital Radio, Television, Radio as an Investment, Managing Radio Personnel, Advertising Effectiveness and Outdoor.

You can also get a detailed overview of Arbitron’s PPM measurement system (PPM) including an explanation of its methodology and planning tools for advertising time buyers. There may not be complete, industry-wide support or acceptance of Arbitron’s policies and practices, but for now, they’re the industry standard by which the medium is measured.

We asked friends, family, even strangers to tell us what they like best about radio. Here are this month’s comments…

“Radio is great to listen to in the car because it’s doesn’t cause a huge distraction and it is where I hear most of my current local news and mainly about upcoming events in the area. I listen in the mornings often also as I get ready because I’ll get weather updates, traffic and news. I prefer the radio to CDs in the car usually because I feel I get more news and updates while I drive.”
- Ashley, 28

“What I like about radio is that the song lists are always changing, so the music influence is always changing for me. I don’t listen much to CDs or my iPod, which remains sitting on my desk uncharged. I just like variety and if I don’t listen to radio, I feel I am missing something I will like even more than the last song.”
- Tom, 58

“What I love best about radio is it’s relaxing. After a long day at work, I arrive home, turn on the radio and I begin to unwind. I love that you have so many choices. I always seem to find something that I like.
- Bryn, late 40s

“I love radio when they play songs. Good songs. And radio is free, so that’s good, too. Don’t charge me for radio, please.”
- Kim, late 20s

“The ability to change the channel…seriously!
- Ed, late 30s

“I can tell you what I hate about radio: poorly-written commercials that are so dumb or obnoxious that they’re offensive. I literally turn down the radio until they’re over. Either it’s a dumb commercial on which a five-year old could have done better, or the actors’ voices are so artificial (ie phony laugh to their voice or condescending tone – and the worst – loudly screamed commercials, usually auto dealers). Of course I know that there have to be commercials – but why not make them enjoyable?
- Sheila, 60s

We asked friends, family, even strangers to tell us what they like best about radio. Here are this month’s comments…

“I enjoy how a radio station can play anyone from Michael Jackson to Dylan to Radiohead all in one listening. Hearing those artists on the radio, even if it’s their most popular songs, makes me want to listen to their music closer. On a similar note, radio can introduce us to artists who we may enjoy but have no other exposure to. Radio serves as both a reminder and as introduction to good music.”
- Greg, 25

“I love commercial-free satellite radio for music. But I have become addicted to the comedy channels. This offering is the only reason I would leave my iPod in my handbag.”
- Cindy, late 40s

“What I love about radio is the instant companionship I feel from my favorite broadcasters. I like hearing intelligent and interesting dialog being competently delivered by hosts and guests and actually learning from it. And I even like hearing the latest gossip from those wacky DJs on my daughter’s stations on the way to school.”
- Susan, 58

“I like the randomness. Listening to different types of music. Flipping the channels. Some of the DJs are good. They can really make it fun to listen.”
- Igor, mid 30s

“I like DJs and don’t like stations without them. I like the different specialty stations on XM….classical, reggae, AAA, etc. It’s fun to hear Oprah TV rebroadcasts and Dr. Oz.”
- Jane, late 40s

“Radio exposes me to new and diverse music. It brings the game to me when I can’t be in front of the tube. And it brings me the news and weather, as I can’t bear to watch the TV news.”
- Bob, 57

Silly songs, wacky parodies, goofy melodies. With April Fools’ Day fast approaching, this seemed a good time to take a merry musical break.

A great place to start your journey is Dr. Demento’s website, the place where you can stream classic Dr. Demento radio shows online and relive the first time you giggled to “Shaving Cream” and hundreds of other offbeat ditties.

Here at RDR, we polled the staff and compiled a list of some other fun tunes, great to lighten the workday and make April Fools’ Day that much more foolish.

Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini, according to Wikipedia, prompted a sudden takeoff in bikinis sales and is credited as being one of the earliest contributors to the acceptance of the suit in society.

Abominable Snowman in the Market has to be one of the strangest songs ever, based on, yes, an abominable snowman in a supermarket.

Bicycle Race by Queen blends over-the-top vocals and lush orchestration in this MTV-era video, featuring a solo by a chorus of bicycle bells. According to Freddie Mercury, “fat bottom girls make the rockin’ world go ‘round.”

Wraith Pinned to the Mist and Other Things, also known as the Outback Steakhouse theme song, turns this commercial classic into a cool video game. Let’s go Outback tonight!

Living With a Hernia is one of countless parodies from Weird Al Yankovic. James Brown’s “Living in America” becomes “Living with a hernia / Got to have an operation!”

Lazy Sunday, a digital short from Saturday Night Live, turns a craving for cupcakes and worship of “The Chronicles of Narnia” into an angry, nonsensical rap by Andy Samberg and Chris Parnell. (NC-17 for language)

D*ck in a Box takes SNL’s digital shorts to the next level, pairing Andy Samberg with Justin Timberlake for a special Christmas gift that became an instant classic. This is the uncensored video.

The Streak. Back in the 60s and 70s, the phenomena of streaking a/k/a “running naked in public,” shocked and amused the American media. Ray Stevens put it to song and made this video.

King Tut by Steve Martin. It’s so rare that ancient Egyptians are referred to as “funky.”

Yummy Yummy Yummy. And, finally, the Ohio Express confounded us all with a set of lyrics that proclaimed: “Yummy Yummy Yummy, I got love in my tummy and I feel like a-lovin you.” Are you kidding me?

With Valentine’s Day fast approaching, we asked the romantics around the office to submit their favorite love songs that mentioned someone by name. Here’s hoping our list contains a song for you.

Alison - Elvis Costello
Amanda - Boston
Amie - Pure Prarie League
Angelia - Richard Marx
Angelina - Louis Prima
Angie - Rolling Stones
Athena - the Who
Barbara Ann - Beach Boys
Bella Linda - Grass Roots
Bernadette - Four Tops
Beth - Kiss
Brandy (You’re A Fine Girl) - Looking Glass
Candy - I Want Candy - Strangeloves (or Bow Wow Wow)
Carol - Oh! Carol - Neil Sedaka
Caroline - Sweet Caroline - Neil Diamond
Caroline, No - Beach Boys
Carrie-Anne - Hollies
Cecilia - Simon & Garfunkle
Daisy Jane - America
Dawn (Go Away) - Four Seasons
Delilah – Tom Jones
Diana - Paul Anka (or Bobby Rydell)
Donna - Richie Valens
Eileen - Come On Eileen - Dexy’s Midnight Runners
Eleanor - Turtles
Emily - For Emily, Whenever I May Find Her - Simon & Garfunkle
Gloria - Laura Branigan
Gloria - Shadows of Knight (or Them)
Hazel - Hooray For Hazel - Tommy Roe
Iris - Goo Goo Dolls
Jackie - Jackie Blue - Ozark Mountain Daredevils
Jane - Jefferson Starship
Jane - Sweet Jane - Velvet Underground
Jean - Blue Jean - David Bowie
Jean - Oliver
Jean Genie - David Bowie
Jennifer Juniper – Donovan
Jenny Take a Ride - Mitch Ryder & The Detroit Wheels
Jessica - Allman Brothers Band
Joanna - Kool & The Gang
Josie - Steely Dan
Jude - Hey Jude - Beatles
Judy - Suite: Judy Blue Eyes - Crosby Stills and Nash
Judy In Disguise (With Glasses) - John Fred & His Playboy band
Julia - Beatles
Juliet - (Just Like) Romeo & Juliet - Reflections
Laura - Think Of Laura - Christopher Cross
Layla - Derek and the Dominoes/Eric Clapton
Lily - Pictures Of Lily - The Who
Lola - Kinks
Lorelai - Styx
Lucille - Little Richard
Lucy in the Sky with Diamonds – Beatles
Maggie May - Rod Stewart
Mandy - Barry Manilow
Maria - Take A Letter Maria - R.B. Greaves
Maria Maria - Santana
Marianne - C’mon Marianne - Four Seasons
Mary - Along Comes Mary - Association
Mary - Proud Mary - Ike & Tina Turner (or Creedence Clearwater Revival)
Mary Lou - Hello Mary Lou - Ricky Nelson
Maybelline - Chuck Berry
Melissa - Sweet Melissa - Allman Brothers Band
Michelle - The Beatles
Molly - Good Golly Miss Molly - Little Richard
Nancy (With The laughing face) - Frank Sinatra
Natalia – Van Morrison
Nikita - Elton John
Paula - Hey Paula - Paul and Paula
Peg - Steely Dan
Peggy Sue - Buddy Holly
Prudence - Dear Prudence - The Beatles
Rhiannon - Fleetwood Mac
Rhonda - Help Me Rhonda - Beach Boys
Rita - Lovely Rita - Beatles
Rosalinda’s Eyes – Billy Joel
Rosalita - Bruce Springsteen
Rosanna - Toto
Rosemary - Love Grows (Where My Rosemary Goes) - Edison Lighthouse
Rosie - Cracklin’ Rosie - Neil Diamond
Roxanne - Police
Ruby, Don’t Take Your Love To Town - Kenny Rogers & New Edition
Sadie - Sexy Sadie - Beatles
Sally - Lay Down Sally - Eric Clapton
Sally – Sneakin’ Sally Through the Alley – Robert Palmer
Sandy (4th of July, Asbury Park) – Bruce Springsteen
Sandy - John Travolta (Grease)
Sara - Fleetwood Mac
Sara - Jefferson Starship
Sara Smile - Hall & Oates
Shiela - Tommy Roe
Sherry - Four Seasons
Sherry Darling - Bruce Springsteen
Susie - Wake Up Little Susie - Everly Brothers
Susie Q - Creedence Clearwater Revival
Valerie - Steve Winwood
Valleri - The Monkees
Venus - Frankie Avalon
Veronica - Elvis Costello
Victoria - The Kinks
Walk Away Renee - Left Banke
Wendy - Beach Boys

New standards for the use of testimonials in advertising went into effect on December 1, 2009. It’s been nearly 30 years since these guidelines were updated, so it’s no surprise that in this day and age of direct response, informercials, celebrity endorsements and blogging, it comes as no surprise a decision was made to redefine the rules.

A few highlights:

• An ad featuring a consumer representing an experience with a product or service as “typical” when that is not the case, must disclose what a typical consumer should expect.
• A blogger with a “material connection” to the product or service they are endorsing must disclose their relationship with that company when writing about or promoting their goods and services.
• Celebrity endorsers will now be liable for false or unsubstantiated claims that they make on behalf of the company they are representing. This could result in higher celebrity talent fees as the cost of legal review by the celebrity’s attorney may now be folded into their charges.

View 12 pages of “real world” examples of what uses are – and are not – governed by these stricter guidelines. And be sure that your legal time is well versed on the new rules before you take your message to market.

Advertising Revenues off more than 20% in 2009
Radio stations from coast-to-coast felt the sting of the recession, with fewer advertisers finding the funds to afford radio advertising. The biggest hits came from retail and traditional branding advertising, creating opportunities for direct response marketers to buy up available inventory at aggressive DR rates.

Radio Company Bankrupty
Citadel Communications, Tribune Broadcasting and Next Media were among the major broadcast companies forced to file for Chapter 11 bankruptcy in 2009. Turbulent economic conditions and shrinking ad revenues put these broadcasters under the gun to file for protection from creditors and restructure to sustain their businesses by doing more with less.

Smart Phone Apps/Expands Reach and Frequency
As technology explodes in new directions, radio strives to keep pace. Smart phone applications now allow radio listeners to hear their favorite stations using their smart phone as their radio. This marks a major victory for broadcasters who previously ran the risk of risk to losing share to services like Pandora and Slacker by evolution of technology, rather than choice.

Consolidation v2009
The economic downturn forced radio to tighten its already snug belt even tighter. Many broadcast companies were forced to cut employees who, for lack of a better explanation, simply made too much money. Many programmers now program content on up to 4-5 stations at once. They’re also being asked to return to the studio and host air shifts to cut payroll. And local talent in small and medium markets are being replaced by nationally syndicated talent, streamed in from larger markets around the country.

National Syndication of Top Tier Talent
Clear Channel Communications led a movement to nationally syndicated local broadcast talent. Music programs hosted by Ryan Seacrest in Los Angeles and Elvis Duran in New York now air in more than 20 markets nationwide with additional markets planned for 2010. Clear Channel’s premium choice allows stations nationwide to pick and choose from a variety of on-air hosts culled from a large pool and plug them into specific day-parts in their local markets.

PPM’s Evolution into the Top 30 markets
Arbitron held true to its commitment to convert the Top 30 radio markets to its Portable People Meter method of audience measurement. Although accreditation has been slow and anything but automatic, the PPM train continues to roll with another 20 markets slated to be added by the end of 2010.

Social Media’s explosion into Radio’s Foreground
Radio’s need to be in touch with their listeners’ lifestyles has resulted in most creating Facebook, Linked In and Twitter pages for their listeners. Beyond simply streaming audio content, the addition of rewards programs for dedicated listeners has given radio stations the opportunity to super serve their core with additional content, contests and promotions specifically designed with these dedicated listeners in mind

Subscriptions Plateau at Sirius-XM
For the first time in 2009, satellite subscriber numbers stopped growing and actually fell. Most experts agree this development was tied to the dramatic drop in new car sales, which historically delivered new satellite subscribers by giving them an in-dash radio with a three-month free subscription to programming. When new car sales rebound, look for Sirius-XM numbers to follow suit.