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Curses.

I bet a couple of infamously “cursed” baseball teams easily spring to mind.

The Red Sox suffered from the Curse of the Bambino, sitting back and watching the Yankees win 26 Championships before they broke the curse in 2004. The Curse of the Billy Goat still haunts Wrigley Field. The Cubs have not won a National League pennant since 1945 when Billy Sianis and his pet goat were ejected from Wrigley during Game 4 of the Series, prompting him to curse the team for insulting his beloved goat.

How about a cursed city…where not one of the four major sports franchises can win a championship? Have you heard of the Curse of Billy Penn?

Atop City Hall, a statue of William Penn watches over the city of Philadelphia. A gentlemen’s agreement promised to never build another structure that would loom taller than Billy Penn’s hat. The Flyers win back-to-back Stanley Cups in 1974 and 1975. The Phillies win the 1980 World Series. The Sixers get their parade in 1983.

Fast-forward to a change in the Philly skyline and the approval of a building that rises almost 400 feet above Billy Penn. The Flyers lose in the Stanley Cup finals twice. The Phillies lose in the ’93 Series. The Sixers lose in the 2001 NBA Finals. The Eagles finally make it to the Super Bowl in 2004, only to lose by three points.

Not one sports franchise in Philadelphia has won a championship in 25 years…until the Phillies last night…after the first-ever suspended World Series game. That’s right. Game 5 began on Monday night. Inclement weather caused a suspension of the game in the sixth inning. Forty-six hours would go by before the game would resume. The final out came at 9:58pm on Wednesday night.

This is Philly. Did anyone really expect our first World Series win since 1980 to come easy?

I’m 29 years old and a huge Phillies fan. I have literally waited my entire life to see this day. Considering I was four when this city won its last sports championship, I have never experienced the euphoria that comes with winning it all. I have a much clearer understanding of curses, losses, and dashed hopes. Our teams have come this close over the years only to have it slip away. This city has been starved for a championship. There is no other way to describe it. I have listened to Harry Kalas call the last out so many times that I’ve lost count, yet it still sends chills down my spine.  (Take a listen: Phillies Win!)

On Friday, we will have a parade down Broad Street. People will take off from work; parents will keep their children home from school. In fact, most of this office will be empty tomorrow. Don’t bother calling. Even those that come to work (I won’t be one of them) will most likely be huddled around a computer watching the live stream of the parade. The people of this city will savor every second of this win.

Oh, and that Curse of Billy Penn… We have a brand new building in Philadelphia. The Comcast Center is now the tallest building to grace the city skyline. Resting atop that building is a small replica of Billy Penn. We can’t see it from the ground, but we all know it’s there. That’s the beauty of Philadelphians. We’re fans through and through. Even when completing the construction of a high-rise in Center City, thoughts run to our sports teams.

You might not believe in curses. You might think it’s all a coincidence. Maybe all four major sports franchises in this city just couldn’t measure up to the other teams in their leagues…for a quarter of a century. It could be possible.

All this Philly girl knows is Billy Penn once again stands tallest above my city and my Phillies are the 2008 World Series Champions.

Theresa Russell, Director of Promotions
RDR Promotions

Lots of my Mondays have started off that way.  People asking “How’s your weekend?”  And most are answered with “Ehh, it was ok…nothing too exciting.”

How was my weekend?  Well…it was not NOT exciting.

I have the (Honor? Privilege? Distinction?) D-All of the above…of working on the Philadelphia Phillies and the Philadelphia Eagles radio broadcasts.  So here’s how I spent my Saturday.  (For sake of speeding up the story, let’s assume I woke up, showered, and blah blah blah.)

For those that didn’t know, the Phillies were playing the Tampa Rays in their first World Series in 15 years and looking to win their second championship in Phillies’ franchise history.   And Saturday was Game 3, as well as their first home game in the Series. Having split the first two games down in Tampa (technically St. Petersburg) the city was brimming with excitement, but…the forecast called for rain all day that should be ending around first pitch which was @ 8:30pm EDT.

Now the pre-game show was slated to start two hours before first pitch.  I was at the radio station an hour or so before that getting ready, doing prep, the usual stuff that goes along with prepping for a broadcast.   The pre-game show starts and it rolls along fine.  The only problem is it’s still raining come first pitch time.

Hello, rain delay.   So…that 8:30 first pitch turned into the first pitch actually happening at 10:06pm.  To make this long…long…long part of the story shorter…Phils win…Phils win…Phils win…with the final out coming @ 1:47am Sunday.

Bring on the hour-long post-game show, which is now just a blur.  It ends and I walk out of the radio station and head home.  Then I start doing the math.  Hours from now, the Eagles’ kickoff at 1pm Sunday.  The pre-game show starts @ 10am, which means I have to get to the radio station by 9:30.  It’s 3am; I’ll get home and maybe fall asleep by 4.  Sweet, I’ll have a nice three-hour nap.  Oh yeah, Game 4 of the World Series was Sunday night.   So I get a double header…Eagles to Phillies.

Eagles win (with a little help from the officials) and I get done what I need to get done then it’s on to baseball.

Game 4.   Phils win…BIG.  The broadcast ends and I get home @ 1:30am.  So in the span of 32 hours or so, I was part (ok…a really, really, really small part) of wins in two World Series games and one regular season NFL game…all running on six hours of sleep.

And oh yeah…as I sit and right this, it’s Monday and Game 5 of the World Series is tonight.   The Phillies are up in the best of seven series 3-1, which means they’re one game away from winning the whole thing.

Hopefully they pull it off tonight…and I get to be a small, small, small part of it.

(Editor’s Note: It’s now Tuesday morning.  The Phillies didn’t pull off the win last night as Game 5 was suspended in the middle of the 6^th inning, due to relentless rainfall and gusty winds – the first time in baseball history that a World Series game was ever suspended.  So “Iron Man” Ian as he’s known around Philadelphia radio will be back, tonight or tomorrow night, to do it all over again.   RDR apologies to clients whose commercials are produced today by Ian and are sent for approval with accidental snoring in the background.)

Ian Cohen, Production Director

Format Description:
This format is comprised of artists from the genres of hip-hop, dance and rhythmic-leaning pop music that target a young audience. It is a lifestyle format that is driven by what’s happening in the clubs, at retail and in fashion. They are a passionate audience, but can be fickle when it comes to what they like. They move through trends very quickly. They are a tech savvy group and have an eye and an ear for style. What’s hot today probably won’t be in a year with this audience.

Audience:
Persons 12-24/Women 18-34

Core Artists:
Rhianna, Lil Wayne, NeYo, Chris Brown, Pussycat Dolls

Key Radio Stations:
WJMN/Boston
KQKS/Denver
KPWR/Los Angeles
KUBE/Seattle

DR Factor:
Multiple factors make Rhythmic CHR one of the worst formats for
direct response advertisers. The audience is young and many lack the credit history to qualify for a credit card or make an online or over-the-phone purchase. Due to their age, their access to discretionary funds – or a sizeable bank account – is limited or non-existent. Finally, the up-tempo music format makes the Rhythmic CHR listener more likely to channel surf for music or mentally “tune out” during commercial breaks. And while nothing is impossible, a direct response radio success on Rhythmic CHR is rare.

For more information, visit:
All Access
FMQB
Wikipedia

The stock market has given up five years’ worth of gains. Radio listenership is splintered across AM, FM, Sirius XM, HD, Streaming, Pure Play Internet and WiFi. And that’s not counting the hours of audio entertainment time siphoned off by iPods and video games.

Yet, in this crazy, topsy-turvy world now is the perfect time to advertise on radio.

Local stations and national networks are hanging on for dear life as 2008 annual billings tumble from last year’s flat levels and Wall Street slices shareholder value. Local and national advertisers are trimming marketing budgets leaving more holes to be filled on every commercial radio station’s daily logs.

These market conditions mean lower rates and friendlier radio managers willing to take on accountability for delivering results.

Call me crazy – and you wouldn’t be the first – but this may be the best time to advertise on radio if your product or service isn’t among the discretionary items to be the first cut from a nervous consumer’s spending list.

Can your brand legitimately save someone money? Do you have an irresistible offer with a money-back guarantee? Will consumers purchase your specific product or product category regardless of economic conditions?

Food, clothing and shelter providers take heed. Health care and insurance providers step right up. Transportation and communications providers climb on board.

Even on the entertainment front, consumers may think twice about dinner at The Capital Grille and $200 concert tickets. But they won’t sacrifice their leisure time gratification, substituting lower-cost alternatives from mid-level restaurant chains and take-out to movie theaters and Netflix.

In today’s uncertain economy, many high-end marketers are wisely taking a time out. But for most brands, this is the perfect storm of opportunity to scoop up prime time airtime at rock bottom prices.

Mark Lipsky, President & CEO

Contact Us for more information.

(Part One of this blog was posted on Friday, October 10th.)

Here our second installment of cool songs you may have missed in 2008. Take 15 minutes tonight to search and sample these tunes. You just might find one you love.

Graveyard Girl/Kim & Jessie - m83
French native Anthony Gonzalez connects with his past and future for the two most celebrated songs from his newest album “Saturday = Youth.” Gonzalez’s attention to form and song structure, which is not usually the case for the often times spastic, often times serene music of m83, make these songs a glimpse into the maturation process that may unfold over future albums. The songs themselves are heavy with illusions of John Hughes movies, 80’s music and youthful emotion that make for retro feelings coupled with modern execution. Hands down my pick for best songs/album of 2008.

Viva La Vida - Coldplay
The weird thing is I probably couldn’t name another Coldplay song if you gave me a million dollars and wouldn’t have known this one if not for the TV commercial that featured it. Most people tune out during a commercial, but I was captivated by it. To me it is a mix of that 80’s synthesizer and that mid-60’s mindless pop sound that drew me in. Two of my favorite music genres for the price of one download.

Heaven Sent - Keyshia Cole
The first time I heard Keyshia Cole, I thought she sounded like she could be the next Mary J. Blige.  The more I listen to her album, Just Like You, I realize that she is ten times better.  Keyshia’s “Heaven Sent” is a recount of that bad relationship that you tried so hard to make work, but, to your dismay, it was one-sided and too painful to continue to be in.  If you like R & B, Keyshia is a must-listen artist.

Anyone Who Had A Heart - Shelby Lynne
Shelby Lynne was pigeonholed as a country singer even though she never mad a “pure” country album.  Her voice and her attitude helped her transcend early producers.  Her 2008 recording “I Only Want to Be With You” pays homage to Dusty Springfield.  Yes, I am confident in my masculinity to tell the world that I love Dusty Springfield.  And I am pretty fond of Shelby Lynne, too.  It’s a wonderful homage, never sounding like an album of cover tunes as Ms. Lynne puts her own indelible stamp on Dusty.

Should’ve Said No - Taylor Swift
I really could list any song by Taylor.  She wrote or co-wrote all of the songs on her debut CD.  That’s a feat for any artist, much less one that was merely 16 years old at the time.  Five singles were released and all cracked the top ten for Billboard’s Country Singles chart.  Her songs manage to retain her youth, yet still appeal to audiences of any age.  This year, one of her songs also managed to snag a spot in the Grey’s Anatomy season premiere.  Not bad for someone who is still in her teenage years.

Future World - Gavin Rossdale
A solid mid-to-slow tempo tune that gets stuck in your head after one listening.  The best way to describe it is, it should be playing during the closing credits of a movie.  Something familiar yet new at the same time.  The type of song you swear you’ve heard before and you must find out who sings it.  Then promptly download it to your MP3 player.

Roll With Me - Montgomery Gentry
So I’m in a country phase lately, which occurs every one or two years.  All country, all the time…for now.  “Roll With Me” has a laid back, stop and smell the roses vibe.  It has a great message reminding us to slow down and appreciate what we have.  It’s alllll good.

Surprise, Surprise – Sterling Harrison
The first time I heard this song it felt like I’d known it for years. Old shoe comfortable, this down home, bluesy toe-tapper about a man who’s surprised to find himself crying after a breakup is surprisingly upbeat and on my iPod in heavy rotation.

Lost in all of the business and marketing stories of Radio 2008 is the interesting and eclectic mix of music that’s filled the airwaves. So we took time out to poll our staff and present a broad cross section of songs that you may have missed on the radio in 2008. This is the first of two installments featuring our favorites. Reward yourself by taking 15 minutes tonight to search and sample these tunes. You just might find one you love.

Teenage Love Affair - Alicia Keys
Anything Alicia sings is amazing, but this is a fun song that brings you back to your first relationship or REAL crush.  The overall tone of the song is a little “throwback,” which is refreshing.  She always hits the nail on the head as far as sound and making you feel exactly what she’s feeling.

Girls in Their Summer Clothes - Bruce Springsteen
From the acclaimed Magic CD, Bruce Springsteen is in full vocal prowess as he delivers a track that harkens back to the days of the Beach Boys and the California Surf Sound. Rich in texture and melody, this song references a man reflecting on his the time of his youth gone by.

Let It Go - Tim McGraw
A smooth country song with Tim’s signature contemporary sound.  This one complements my therapy quite well.  It’s all about forgiving ourselves and moving forward.  You can’t help but feel lighter after hearing this song.

Mercy - Duffy
The sound of this Welsh singer has been compared to 60s soul and more specifically, Dusty Springfield.  Regardless of the comparisons and whether they are warranted, Duffy has a great voice that draws your attention and the song is so catchy you can’t help being drawn in.

The Last Good Time in Town - The Eagles
Guitarist Joe Walsh takes the lead on this jazzy track from The Eagles’ new double CD.  His awkward vocals pair well with lyrics about a guy who’s happy just staying at home.  Layered over a slinky, Steely Dan infused rhythm base, this seven-minute track is simply quirky cool.

Vagabond - Greenskeepers
Courtesy of The Grand Theft Auto IV Special Edition CD, this alt/indie/electronica tune embodies the angst of 90s grunge (reminiscent of Nine Inch Nails) with a new wave flair.  Greenskeepers list The Psychedelic Furs, Thomas Dolby, Talking Heads and Devo among their influences. And with a hook that goes a little something like this, “I came a long way to see you, now I wish you were dead”, how can you not love it?

Take These Thoughts - Chris and Thomas
These two guys sound like they’ve been singing together since they were children.  Great harmonies, smart songs and sparse arrangements guitar, mandolin and acoustic bass make the whole album, “Land and Sea” sound like a tone poem to desolation and hope.  They conjure up echoes of the Everly Brothers, the early folk music boom and the Louvin Brothers all the while sounding totally unique.

U & Ur Hand - P!nk.
Nothing like an “angry woman” song for me. The rhythm is reminiscent of Madonna’s “Burnin’ Up” one of my all time favorites, as are the breaks in the song where P!nk uses rhythmic heavy breathing timed with the drumbeat.

Feels Like Tonight – Daughtry
This is just one of many great tunes from the best selling album of 2007. Chris Daughtry was destined to be a success way before he ever showed up on American Idol. His raspy vocals on this track have grit and style that showcase his vocal talent and help separate him away from many of today’s young upcoming artists. His songwriting and musical acumen should serve him well for many years to come.

(Part Two of this blog will be posted on Monday, October 13th.)

Several minority organizations critical of Arbitron’s Personal People Meter, have filed an emergency petition with the FCC calling for an investigation. They charge that Arbitron’s PPM methodology dramatically undercounts and misrepresents the listening habits of African-Americans and Hispanics.

The National Association of Black Owned Broadcasters (NABOB) is calling for Arbitron to postpone its rollout plan for the PPM in new markets until it corrects what the organization calls “significant flaws” with the PPM technology. Neither Arbitron nor NABOB comes right out and explains the “significant flaws.” Some have suggested that people are reluctant to carry around an electronic device that’s an invasion of their privacy.

It raises a dicey question that everybody seems to be ignoring. Why don’t minorities respond to the PPM methodology the same way as general market folks? Speaking to an executive at Radio One, I was told that it’s a “cultural thing” and that young Black and Hispanic fashion-conscious men and women under 30 will not carry a PPM as an accessory. As a result the PPM/Arbitron measurement of African-American and Hispanic men and women is woefully under-represented. The problem is especially dire in New York City, where most of the urban and Hispanic radio stations fell precipitously in the PPM test phase.

It smacks a bit of racism. However, Arbitron is not a racist organization. More than likely, they just did not think through the cultural ramifications of their PPM methodology.

Arbitron has a history of frustrating its clients on a regular basis. Radio stations pay Arbitron a fortune for their research. They then have to live with the ratings, no matter how bad or good they are. Unfortunately, since Arbitron has no competition, it sets the radio industry standard for audience measurement. And while I’m sure they care about their clients, feedback from station management and group owners would suggest they don’t care that much.

PPM has already been force fed to – and accepted by - the advertising agency community, flaws and all. For the sake of credibility and accuracy, Arbitron needs to take PPM back to the drawing board so that it can accurately measure two very important segments of the population, African-Americans and Hispanics. Odds are against it. That’s just my opinion.

Vince Raimondo, Vice President of Marketing

Unlike many direct response media, the most effective direct response radio commercials do not stress – or even mention – price. Here’s why.

The instant you mention price in a radio commercial, the listener makes a judgment.  And like Goldilocks judging mattress comfort, that price point will either be too high, too low or just right.

I have no science or empirical research to back up this conclusion, but my gut tells me that somewhere between 1% and 99% of the listeners who might otherwise respond to a soft offer (no price mentioned) will decide not to respond to a hard offer (price mentioned) due to their reaction to the price point. With two “wrong” and one “just right” price point categories, it’s safe to assume you’ll be losing some leads.

So if you’re truly determined to promote your price on radio, you’d be wise to address these questions.

1. Will the people we weed out by mentioning price be the people we really didn’t want gumming up the works anyway?  (This can be a positive impact when driving response to a call center. Your sales agents will waste less time with prospects who’d opt out once they hear your price point.)
2. Will the number of people who decide NOT to respond be replaced by an equal or greater number of people who get excited and motivated by the mention of price?
3. Will the people who DO respond be better qualified to become customers, since they will know the price point in advance?

Listen closely to the radio in the next day or two.  You’ll notice that a very small percentage of DR radio advertisers mention price in their commercials.  That’s a reflection of these bullet points and the fact that radio is a problem-solving medium, not a buy-this-gadget-for-this-price medium.  Once you’re able to solve someone’s problem, price becomes secondary - important, but secondary.

Those are the facts.  Having said that, you should have no reservations about testing the mention of a price point. This is direct response.  Test!  Test!  Test!

But do so in a controlled environment with minimal risk now that you know how price points play on radio. And hope that Goldilocks has a valid credit card handy.

Mark Lipsky, President & CEO

The lights.  The excitement.  The entertainment.  The shopping.  Great food and fun with people you love.   We’re talking about the holidays, right?  Nope.  It’s Vegas, baby!

Holiday radio promotions are great, but if you are trying to market something that’s not your typical stocking stuffer, why not create a way to tie your brand into the 1,001 creative hooks of Las Vegas and celebrate the December birthdays of Sammy Davis, Jr. & Frank Sinatra?  Send a radio listener and their Rat Pack to Vegas to shop and party as a means of getting radio stations to promote your brand.   Year in, year out, Vegas is the #1 leisure travel destination in the USA.

Now, if you are looking for something more traditional, give away the perfect “first day of winter electronics package” on radio stations that target your product’s demographic.  That’ll chase those winter blues away.

Whatever you do, make sure the prizing is timely for the stations core listening audience or packed with just plain “WOW!” Promotional time is scarce at this time of year.  It takes a killer prize and/or a darned clever contest hook to convince stations to give you their valuable in-programming promotional inventory, especially with no media buy attached.

Need more ideas on how to create a promotion with maximum impact – or someone to send to Vegas – call us!

Barbra Tabnick, Senior Account Manager