As many are learning, a lot of media departments are have been changing their names lately from radio to audio. Many business cards on the buying side are now saying, "VP Audio Investment," rather than "VP/Radio Investment." Does this mean new media buys are more and more being worked in conjunction with network radio buys? "When it makes sense, yes," says Matt Feinberg, SVP/National Radio, SVP/Director, Interactive Broadcast, Zenith Media Services. "Because for any media outlet to survive in the 21st century they must exist on two planes. Radio stations that don't understand this, or aren't prepared to learn and invest in the new frontier, will play second fiddle to the more progressive media vendors."
Some buyers, if it's appropriate, will add in satellite, streaming or a podcast or for their clients. Since there really is no critical mass in these areas at this time plus the research and the accountability really have a long way to go, these add-ons to network radio buys are not taking large chunks of money-yet.
"It's very niche and I think there are a lot of clients that like to be involved with evolving/emerging media and it's all over the trades. They see it, they're hearing about them they want to be involved in it. For the mass reach it doesn't really make sense for most clients," says Eileen Decker, Dial-Global EVP/Director of Sales. "I think it makes sense if it's an extension of a current campaign and you can offer an advertiser a couple of different platforms to get that audio message out, but it has to make media sense. It has to reach marketing objectives and the price obviously has to be inline with what they are looking for."
Pearl Kim, Supervisor, National Broadcast, Carat Americas, is incorporating satellite radio and online radio into the traditional terrestrial network radio buys if appropriate. "We see elements of podcasting in sponsorship packages as well which we are evaluating. We are evaluating new media along with terrestrial radio as an additive component to our buys increasing overall reach and impressions delivery."
When it makes sense, she says, online radio should be pitched in conjunction with network radio buys since it's audio and they are able to reach the at-work listener. However, "When there is a video component and/or banner ads included with click-throughs and are added into the overall impression delivery, it becomes harder to evaluate," says Kim. "Since Carat has an interactive division, these multiplatform deals should be looked at by network radio buyers as well as interactive buyers. They can be pitched together but the appropriate buyers should see the deal in separate parts as not confuse the whole. And this helps with budget distribution."
As an example on the sales side, Bob Meyers, EVP Digital Media, Data & Video Westwood One, says within the next 60 days, Westwood One will debut a suite of digital media products all designed to allow listeners, affiliates, and advertisers to interact with their portfolio of programming. They're currently beta testing several initiatives currently such as THEOSGOODFILE.COM, RJHITLISTONLINE.COM, and LOVELINESHOW.COM. Westwood will sell the commercial inventory to traditional radio clients through the exiting Westwood One staff, as well as to web clients via a dedicated new media sponsorship team.
