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Predictable Unpredictability

11-25-2012
I first learned that term when working with Bill Tanner at Y100 in 1974. He used to encourage us to make the station so unpredictable that the audience knew they could predict that something unpredictable would occur. It was a great lesson, and one I've employed throughout my career. Each year since 2003 we've held our Radio Ink Forecast conference, and it's consistently been predictably unpredictable.

Those who have attended the conference year after year know that there will be a handful of little gems to come out of the conference that make it worth the price of attendance. Sometimes it's an income-generating idea, other times it's an idea for cost savings -- but usually it's a new concept, recommended by one speaker, broadcaster, panelist, or even someone in the audience, that catches everyone off guard but makes total sense.

It's happened at every Forecast conference since the beginning. Last year one of the top advertisers on a panel gave us one of those moments when everyone turned to one another with that "Why has no one ever thought of that?" look.

To Those Who Have Never Attended
Last year a major media broker attended Forecast for the first time. When I saw him in the hall,  he said, "Why didn't you tell me about this? It's like a who's who of broadcasters. Everybody's here." He went on to tell me how insightful the panels and speakers had been. I reminded him that I'd been trying to get him attend for years. He'll be at Forecast again this year.

It's Not All Big Or Small Markets
Radio Ink's Forecast is not about big markets or small markets, it's about all markets. It includes discussions about local and national business, trends, directions, what is working and not working, what's about to happen, and, most importantly, where people predict the industry will be in the coming year. It is, in my opinion, the best place to gather all the data needed for decisionmaking if you own stations, run stations, invest in radio or are funding radio at any level. Most CEOs and owners attend, from every size market and group. Forecast has become a critically important inflection point for radio each year.

Up 38 Percent This Year
Registrations for Forecast are ahead 38 percent over last year, which was a sellout. We don't know if it's because of this year's earlier date -- November 28, next Wednesday -- or if it's because our co-chairs, Bill Koenigsberg of Horizon Media and Bob Pittman of Clear Channel, have developed such a stellar lineup of speakers and guests. In any case, now is the time to register. Everyone in attendance is also invited to our annual reception honoring "The 40 Most Powerful People in Radio," which is attended by most of the women and men on our annual list.

What Will Come Out Of Forecast This Year?
Unpredictable moments will come. It's inevitable. I also think we can expect to see a fresh grand vision for radio from Bob Pittman, and I know the advertising panel Bill Koenigsberg has put together will give us their real opinions about what radio should be doing that it's not doing and where our focus should lie. This promises to be one of the most stimulating days of the year for radio. I hope you'll consider attending.

Forecast 2013 Co-Chairs
Clear Channel CEO Bob Pittman will co-chair Radio Ink's Forecast 2013. A vocal industry cheerleader, Pittman intends to focus the conversation at Forecast on radio's strengths. Before arriving at Clear Channel in 2010, Pittman's resume included stints as CEO of MTV Networks, AOL Networks, Six Flags Theme Parks,

Quantum Media, Century 21 Real Estate, and Time Warner Enterprises. But he began his career in radio, as a 15-year-old on the air in his native Mississippi, and later programmed stations in Pittsburgh, Chicago, and New York.

Forecast 2013 co-chair Bill Koenigsberg is founder, President, and CEO of Horizon Media, and is highly respected for his insights into marketing and media trends.

Under his leadership Horizon has become the largest and fastest-growing independent media agency in the world, with billing of $3.8 billion and clients including Geico, Capital One, United Airlines, and Kraft Foods.

Radio Ink's Forecast is the radio industry's exclusive financial conference, gathering radio owners, CEOs, CFOs, group executives, and managers with Wall Street and private equity investors and analysts to forecast the upcoming year. Well informed and noted economic, political, and media participants present trends, opportunities, projections, and analytical commentary on the state of business, especially as it impacts media. Now in its 10th year, Forecast has become the premium event in radio financial circles. The event is held at the Harvard Club in New York City and is closed to the press.

Immediately following Forecast, Radio Ink's "40 Most Powerful People in Radio" are honored at an exclusive, invitation-only reception, also at the Harvard Club.

Forecast attendees will get the exclusive opportunity to mingle with these industry luminaries. Only registered conference attendees are guaranteed invitations to this premier networking after-party. Attendance is limited to 200.

Forecast 2013
November 28, 2012
Harvard Club
New York
To register, call 561-655-8778 or go HERE


 
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