Entries Tagged 'Media Buying' ↓

Dustin Son asked Jeff Proctor at WGBF in Indiana a few questions about himself and his stations.

Q: What Market are you in and what is the rank of this market?
A: Evansville, Indiana. I think it’s about [ranked] 160 and I know it’s extremely conservative.

Q: What makes your station stand out in your market?
A: I sell (3) stations out of our cluster and they all are unique to Evansville radio. WGBF FM is the only “Active Rock” format and WGBF AM is the only “Talk” format. WDKS is a CHR and has been closing the last couple of years on the CHR market leader. Something for everyone?

Q: How long have you been in the radio business?
A: 10 years total. I took a couple of years off and sold Harley Davidson Motorcycles. WOW, That’s a different world. “It’s time to ride baby!”

Q: In your experience, what has long form media brought to your station? Has it been positive or negative?
A: We only air long form clients on WGBF AM which is the talk format. I think overall it’s been very nice for the station and me. I sell a lot of ½ hr. programming. The only kink is getting beat up on rate by people like you! LOLOL

Q: What feedback have you received concerning the half hour programs that run on your station?
A: It’s been good. Just like any other programming listeners get tired of the same old push. I have to state that I think some of the most loyal listeners are Talk Radio listeners and that’s a good thang!
Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: Do I have to answer? It’s just like any other client, I have to create value and deliver results.

Q: Do you think your listeners would prefer to have a different show each week?
A: Maybe not every week but I do think every couple of weeks. Gotta keep it fresh man.

Q: How does your station calculate rates for half hour blocks?
A: Supply and demand! We are so active with 1/2hr blocks that inventory and dayparts dictate rate.

Q: What are your favorite/most enjoyable aspects of your position?
A: I think you can tell I’m a people person, so that makes this radio wheel turn. I like to create a win-win situation. Kind of like what we have done so far! I also like the freedom. It’s not a 9a-5p job sitting in an office or driving a screw for “Toyota” let’s say. (I swear I never worked at Toyota, especially on the gas pedals).

Q: What do you like to do in your free time?
A: Of course I like to ride my Harley, but my main interest is music and sports. I’m a junkie for the NFL and my wife hates that time of year. Huge Bengals fan so I’ve always caught a lot of grief. Lots of losing, but I’m not a bandwagon dude that’s for sure. I’ve also played the drums since I was about 5 years old. I’ve played in several local bands and just hooked up with a group of guys called “Top Dead Center”. We play all originals and mix in some covers from STP, Foo Fighters, CCR and a couple of AC/DC tunes. We focus on our originals due to the fact that nobody in this town is doing it!! I also like Flyers hockey!

Q: Have you traveled recently? If so, where did you go?
A: Yep, New Orleans!! Hell of a time. Hit the quarter and did a couple of days at the Jazz Fest. The Jazz fest is the largest outdoor music festival in the world and about 500,000 people go to it over seven days. It’s not all just jazz, I caught Blues Traveler, Kenny Wayne Shepherd, Pearl Jam and one of the musicians on my bucket list “JEFF BECK”   The music is like going to Heaven dude. The only thing better than going to the Jazz Fest would be to PLAY AT THE JAZZ FEST!!

2 Lights Media recently interviewed Kathy Salazar, Account Executive at KABG-FM: New Mexico’s Home for Classic Hits!

Q: What station do you represent?
A: KABG-FM

Q: What Market are you in and what is the rank of this market?
A: Albuquerque, NM    Rank:  68

Q: What makes your station stand out in your market?
A: We’re a Leader in Classic Hits.  Our morning show features Bobby Box, who is a radio legend in New Mexico.

Q: What is your current position with your station?
A: Account Executive

Q: What brought you to radio?
A: I began in TV and then was offered a position in radio.

Q: How long have you been with your station?
A: 2 years

Q: Are you the only person at the station that sells the ½ hour blocks?
A: No.

Q: Are there other stations in your group that offer ½ hour blocks?  If so which ones and if not why?
A: KDLW-FM 97.7 OMG Radio also offers ½ blocks.

Q: Has your station ever sold out of block time?
A: Yes

Q: Have you found that more direct response companies are looking to buy more time right now?
A: Yes

Q: We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
A: Auto, Retail

Q: Have you seen the long form and other direct response advertisers pulling back due to the recession?
A: No.

Q: In your experience what has long form media brought to your station. Has it been positive or negative?
A: Positive

Q: What feedback have you received concerning the half hour programs that run on your station?
A: Listeners consistently call the front desk for phone numbers for products that they have heard advertised.

Q: If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
A: Yes

Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: Much easier.

Q: Do you think your listeners would prefer to have a different show each week?
A: Not necessarily.  It really depends on the products and whether they interest the listener.

Q: How does your station calculate rates for half hour blocks?
A: It’s based on the number of avails per hour and the time block it will air in.

Q: Do you track your listenership through a service like Arbitron?  And if so, have you seen an increase or decrease in listenership during 30 min blocks since they switched to the PPM?
A: Yes, through Arbitron.  Albuquerque does not have PPM yet.

2 Lights Media is proud to welcome Dustin Son to the media buying team.

We asked Dustin a few questions about himself:

Q: Where did you go to college?
A: I attended the University of Maine at Orono

Q: What was your major?
A: I majored in Broadcast Journalism / Communications

Q: When did you first get involved with radio?

A: I first got involved with radio immediately upon arriving at college. I also had a passion for sports, and frequently listened to live events and talk shows on the radio. I always felt as though “Hey, I think I could do that” so I did. I had a weekly show called the “High Five Sports Forum” and also broadcast live event coverage of UMaine Hockey, Baseball, and Football. When not on the air, I spent a lot of time in the production studio creating promos, bumps, and creative content  for other people’s shows. It was a lot of fun and ultimately led me to where I am today!

Q:  What was your position prior to joining 2 Lights?
A: I was an internet sales rep for the Lee Auto Group. I was responsible for answering email inquiries related to a potential purchase. I think the internet has really changed how people go about buying things, and it was exciting to be a part of it first-hand. Ultimately, I decided the automotive industry wasn’t where I wanted to spend the bulk of my career. It became my desire to blend my experience in sales and passion for radio in hopes of creating a wonderful new opportunity. I feel fortunate that I was able to accomplish that here at 2 Lights Media – especially given the current state of the economic climate.

Q: What do you like so far about being media buyer?
A: I really enjoy prospecting and securing the availabilities on stations. It’s a lot of fun for me to create new relationships that will benefit our clients.

Q: What are some of challenges you face as a media buyer?
A: At this point, I’d have to say becoming completely comfortable and confident in a new system and database. Initially, it’s a little tough to remember everything! I’ve had to ask a lot of questions (probably more than once!) but I think it’s like anything else; Once you do something on a consistent basis, typically, you become pretty good at it. I’m excited for the short and long term future.

Q: What do you hope to accomplish long term as a media buyer?
A: I simply want to be successful. I believe that listening, learning, making sound judgments, while being a collaborative contributor is the bedrock of a job well done. I enjoy walking through the door every single day with the intention of doing something progressive. I am so grateful to have a supportive team around me as I adjust to my new role. I hope to someday be in a position where I can help somebody else break into this business the same way. I would enjoy that thoroughly.

Q: On a personal note – do you own any pets?
A: I do indeed. I have two wonderful, attention-hogging cats – Daisy and Jackson. Jackson gets the most notoriety at this time for looking like a cat, but acting like a dog. He has a small baseball that he is very fond of, and will let you know by dropping it in your lap for a game of fetch anytime you’re willing. I have never in my 26 years of life seen a cat that will play repetitive fetch. He’s a piece of work and is never short on entertainment value.

We’ve been working with stations in Cleveland for a while now.  We asked Account Executive Sandy Lyon to answer a few media sales questions for us.

What station do you represent?
WMJI, WGAR AND WMVX

What Market are you in and what is the rank of this market?
Cleveland We are in the top 30 markets

What makes your station stand out in your market?
WMJI’s classic Hits and WGAR’s Country format are exclusive formats in Cleveland. WMVX has an Adult Contemporary format. It’s about reliving the past and being part of the present. Playing music from MTV, but also hits from the 90’s and today.

What is your current position with your station?
Account Executive

What brought you to radio?

The energy and constant change. It always keeps me on my toes.

How long have you been with your station?
With the group 24 years

Are you the only person at the station that sells the ½ hour blocks?
In my group yes. We have three other stations in the cluster.

Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why?
WTAM offers ½ hour blocks.

Has your station ever sold out of block time?
They are always sold out.

Have you found that more direct response companies are looking to buy more time right now?
Yes

We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
In 2009 Auto had the largest decrease. In 2010 we are seeing a resurgence in the category.

Have you seen the long form and other direct response advertisers pulling back due to the recession?
No

In your experience what has long form media brought to your station. Has it been positive or negative?
In the right time slot it’s great.

What feedback have you received concerning the half hour programs that run on your station?
I really don’t get any feedback on the programs.

Are there certain topics of infomercials that you prefer to have on your station? Are there any topics that your station will not play no matter what? If so, what are they?
There are no shows on that can cause any controversy at all.

If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
Yes, in an appropriate time slots that work for the programming of the station.

Do you find it easy to work with long form DR companies or are they more difficult?
In some cases more difficult.

Do you think your listeners would prefer to have a different show each week?
No, but I think there is a fine line between frequency and over kill.

How does your station calculate rates for half hour blocks?
What the market will bear and return on investment for the client.

Do you track your listenership through a service like Arbitron?
Yes.

And if so, have you seen an increase or decrease in listenership during 30 min blocks since they switched to the PPM?
There has only been one book with PPM. I think there needs to be a few more books before we can actually get a good handle on the numbers.

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The relationship between a radio sales representative and a media buyer involves a lot of give and take.  Most of this give and take focuses on negotiating rates and times.  As a media buying agency, 2 Lights Media engages in those standard relationships between sales reps and media buyers.  However, we also like to give our media partners as much information as possible about what’s going on in our neck of the woods.  We’ll chat with you about the weather (the fall is so gorgeous here in Maine!), but we also want to let you know what programs we have ready to air on your station.

2 Lights Media is unique in that we work very closely with Knockout Strategies, a media production company.  Due to our close relationship, we have access to high quality 30 to 60 minute programs for a wide variety of new clients.  We’re not trying to air the same shows as everyone else.  The content we have is brand new — most clients are just breaking onto the radio scene — so your listeners are sometimes hearing it for the first time.

And our client list never stops growing. In order to keep our media partners up-to-date with what shows we currently have and ones that we are looking at in the near future, we created this email newsletter.   We hope that this newsletter does for you what our programs do for your listeners: informs and entertains.

Does your station want to work with 2 Lights Media?  Send us an email with your available times and rates.  You can also reach us by phone: 207-591-6079.

Sticking with the Texas theme, we asked Senior Account Manager Robert Reese from KPRC some questions about his station and their relationship with block programming.

1. What station do you represent? KPRC-AM

2. What Market are you in and what is the rank of this market? Houston, TX #6

3. What makes your station stand out in your market? Heritage Talk station (and oldest station in market)

4. What is your current position with your station? Senior Account Manager

5. What brought you to radio? Luck!

6. How long have you been with your station? 8 years

7. Are you the only person at the station that sells the ½ hour blocks? Yes

8. Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why? limited on KTRH, though spaces are rare

9. Has your station ever sold out of block time? yes

10. Have you found that more direct response companies are looking to buy more time right now? yes

11. We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue? Auto

12. Have you seen the long form and other direct response advertisers pulling back due to the recession? no

13. In your experience what has long form media brought to your station. Has it been positive or negative? positive

14. What feedback have you received concerning the half hour programs that run on your station? Listeners like most

15. Are there certain topics of infomercials that you prefer to have on your station? Are there any topics that your station will not play no matter what? If so, what are they? Financial, real estate, and health are all great fits

16. If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations? It is a great fit and revenue source for Talk/News

17. Do you find it easy to work with long form DR companies or are they more difficult? Quite easy and willing to help us

18. Do you think your listeners would prefer to have a different show each week? Absolutely

19. How does your station calculate rates for half hour blocks? Lost spot revenue dictates the base rate. Demand drives that rate.

20. Do you track your listenership through a service like Arbitron? And if so, have you seen an increase or decrease in listenership during 30 min blocks since they switched to the PPM? Flat

Angela has been working with Craig Beisel for a long time.  Recently he stopped by Maine to say hi to us.

Hey, Craig, did you enjoy your recent trip to Maine?

Craig: I enjoyed seeing you all and your office… the weather, yikes.

Would you recommend other station reps come visit us at 2 Lights Media?
Yes. I believe in doing business in person, face to face. I think in this day and age with all the technology available we’ve gotten away from that.

What station do you represent?
KSEV AM

What Market are you in and what is the rank of this market?
HOUSTON TX , 10TH

What makes your station stand out in your market?
Locally owned and independent. Very community oriented.

What is your current position with your station?
Director of Sales

What brought you to radio?
Insanity…..no, my wife was an on-air personality. I began my career in sales for Anheuser Busch. I was always interested in what she did but did not want to be behind a mic…..had to do with talent mainly or lack thereof…..well, radio has sales departments so I interviewed in 1993 and got the job.

How long have you been with your station?
16 years

Are you the only person at the station that sells the ½ hour blocks?
No

Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why?
Yes. We have recently purchased a news/talk in Dallas.

Has your station ever sold out of block time?
Yes

Have you found that more direct response companies are looking to buy more time right now?
Yes. While overall spot business is down some long-form and DR are up.
We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
Auto

Have you seen the long form and other direct response advertisers pulling back due to the recession?
No

In your experience what has long form media brought to your station. Has it been positive or negative?
I would say somewhere in between leaning towards positive. I would like to see some of the creative be a little better.

What feedback have you received concerning the half hour programs that run on your station?
Usually the calls we receive are for phone numbers…..so that’s good.

If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
Sure

Do you find it easy to work with long form DR companies or are they more difficult?
Easier

Do you think your listeners would prefer to have a different show each week?
Variety is always better, although weekly might not be necessary.

How does your station calculate rates for half hour blocks?
By recent history and demand.

Do you subscribe to Arbitron or something similar to track your listenership numbers?
Yes

2 Lights Media is proud to welcome Rob Weimer to the media buying team.

1. What station do you represent?
a. News Radio WORD – 106.3FM / 1330AM / 950AM
2. What Market are you in and what is the rank of this market?
a. Greenville #59
3. What is your current position with your station?
a. Account Manager / On-Air Talent
4. What brought you to radio?
a. I became addicted to talk radio as a teenager to the point that my friends hated to ride in the car with me when we went out. I couldn’t get enough. Fast forward to college; I needed to graduate and I couldn’t do math so I had to pick a major that didn’t require any – hello broadcast journalism! One intern-ship and a few years later, I’m here in sales full time and I actually tricked them into giving me my own weekend football show!
5. How long have you been with your station?
a. A little over 3 years now
6. Are you the only person at the station that sells the ½ hour blocks?
a. No, but I handle about 95% of block placement.
7. Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why?
a. No. We’ve 4 music stations in our cluster and none offer block programming. Likely because it deviates too much from normal format. (music)
8. Has your station ever sold out of block time?
a. Yes, it typically remains sold out and availabilities are becoming fewer and further in between.
9. Have you found that more direct response companies are looking to buy more time right now?
a. Yes. Harsh economic times have led some radio clusters to be more open to different NTR streams. This new-found flexibility has given Direct Response companies a lot more business. Beyond this, however, Direct Response marketing delivers results. It’s an innovative form of marketing that seems to be growing rapidly across the country. It certainly wouldn’t be blowing up this big if it wasn’t working for advertisers.
10. We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
a. Automotive, National, and Retail
11. Have you seen the long form and other direct response advertisers pulling back due to the recession?
a. On the contrary; we’ve seen more. These days, people are getting exposed to more forms of advertisements in their daily lives than ever. Advertisers need to get innovative, and think outside-the-box. Long form media is a great form of reaching people and showcasing products that require a little bit of audience-education.
12. In your experience what has long form media brought to your station. Has it been positive or negative?
a. Positive.

13. How do your listeners respond to this type of programming?
a. Our listeners, like many News Talk formats, are very loyal. We monitor our block programming to make sure that they are appropriate for the station.

14. If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
a. I would recommend that any program director not running ½ hour blocks at least consider the benefits of working with Angela and 2 Lights Media.
15. What makes your station stand out in your market?
a. We are the heritage News Talk station in this market, have no real competitors, and offer loud and stimulating political opinions in a politically charged atmosphere. Controversy. It’s what we’re all about.
16. Do you find it easy to work with long form DR companies or are they more difficult?
a. Most long form DR companies that do business with me are very easy to work with.
17. Do you think your listeners would prefer to have a different show each week?
a. I believe very strongly that long-form and DR marketing works much better if show content is updated on a weekly, if not daily basis.
18. How does your station calculate rates for half hour blocks?
a. We have a set rate for each available time slot that is occasionally adjusted slightly due to demand.
19. Do you subscribe to Arbitron or something similar to track your listenership numbers?
a. Yes, we subscribe to Arbitron and Scarborough research.
20. Have you had a positive experience working with 2 Lights Media (be honest)
a. Angela is seriously one of my favorite clients to work with. She understands radio, how it works, and possesses a genuine spirit. I’d highly recommend doing business with her to any sales representative or long-form advertiser.

We’ve been working with WPGB Pittsburgh for quite some time now. Recently we asked Senior Account Executive Marcy Rigby some questions about her experience working in the radio industry.

Q: What station(s) do you represent?
A: 6 stations…. WPGB FM, WDVE FM, WWSW FM, WKST FM, WXDX FM, WBGG AM

Q: What market are you in and what is its rank?
A: Pittsburgh #22

Q: How long have you been at your stations?
A: 11 years

Q: What brought you to radio?
A: The magnetic forces of earths’ gravitational pole. Many years ago I worked at an area ski resort in marketing and events, which opened up many close working relationships with area media outlets. After years of building exciting programs for these media partners, the Radio Station recruited me. Radio has turned into an exciting and rewarding career.

Q: Are you the only person at the station that sells the ½ hour blocks?
A: No – however I do handle a good majority of it …. THANKS to Angela at 2 Lights Media, “my rock star agency”!!

Q: Do the other stations in your group offer block programming? If not, why not?
A: WPGB, WDVE, WWSW, and WBGG do block shows. WXDX & WKST do not currently as these are younger 18-34 formats.

Q: Has your station ever sold out of block time?
A: WE SELL OUT ALL THE TIME! In fact we have an extensive Waiting Listing for those wanting to get on. In addition to pre recorded programs, we host numerous local live block shows from area doctors to financial experts that renew annually!

Q: Have you found that more direct response companies are looking to buy more time right now?
A: Yes, I have seen increased demand for direct response in the past year.

Q: We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
A: Auto and mortgage are the main two. Thankfully for me, the Pittsburgh market has been stable with growth and renewal despite the national trend.

Q: Have you seen the long form and other direct response advertisers pulling back due to the recession?
A: No – In fact I’ve experience just the opposite. I’ve personally received a 14% increase over the last 5 months with DR and LF accounts.

Q: In your experience what has long form media brought to your station. Has it been positive or negative?
A: Very positive. Not only do these programs entertain while providing a service to the listener, it is a great revenue provider for the station. It’s a Win/Win all around.

Q: How do your listeners respond to this type of programming?
A: Book after book the ratings stay consistent. So people are loyal listeners to these programs.

Q: What makes your station stand out in your market?
A: It’s the only FM (not AM) News Talk Format!

Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: Very very easy to work with. It’s very turnkey: Orders arrive in ample time, payments are made on time, and the shows are quality programs.

Q: Do you think your listeners would prefer to have a different show each week?
A: I believe mixing the shows up are better for listeners, so yes.

Q: How does your station calculate rates for half hour blocks?
A: Factors include the Day of week or weekend being sold, and time of show. The ratings are factored but basically it boils down to Supply and demand.

Q: Do you subscribe to Arbitron or something similar to track your listenership numbers?
A: Yes Arbitron.

Q: If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
A: Yes, I most certainly would.

Thanks, Marcy! If you’d like to be featured on our blog and in our newsletter, drop us a line at info@2lightsmedia.com