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When Will Nielsen Measure Radio Online?


That's the big question and the biggest issue concerning the radio industry, at least from a measurement perspective. GM's PD's and Sales Managers all over the country are anxiously and impatiently waiting for the day they're able to offer advertisers one easy-to-explain measurement of listeners that includes both online and over-the-air listeners. At the Nielsen client conference yesterday, President of Global Product Leadership Steve Hasker did say, “We want to be radio’s growth partner.” Managers we speak to on a daily basis tell us online measurement is key to their growth. Perhaps the topic will come up and be debated today during the Jacobs Media Summit. For sure part of today's agenda will be more discussion about the connected car.

Radio knows money is being left on the table without these numbers as the lifestyle of the consumer shift to mobile for nearly everything. Managers have high hopes Nielsen will be able to deliver this product and Nielsen has said its working on it. Today at the conference, Jacobs Media will host a radio CEO panel featuring South Central Communication's Craig Jacobus, NRG Media's Mary Quass, Journal Broadcast Group's Steve Wexler and Connoisser's Jeff Warshaw, as well as a one-on-one with VH1's Tom Calderone. We'll have reports throughout the day as well as updates and pictures from the event on Twitter (Radio_Ink).

Yesterday Nielsen presented attendees with information and tools the company hopes will help them brand and market their stations, as well as how to better connect with and understand their listeners. Jacquelyn Bullerman (pictured here), a member of the Nielsen Programming Services team presented social media tactics, including choosing specific jocks and station staffers for specific social media platforms, explaining that "there's a right person for Twitter, someone who is quick and witty, and someone else who would be best for Facebook." Assigning the right people is key. She also suggested that the policy to have all your jocks engage on social media may not be the best move.

Also discussing ways to use social media to "tell your station's story" was guest speaker Tory Johnson of Good Morning America. Johnson attributes her success at being able to "sell" and move brands on social media such as Facebook, to nine key rules, including "getting personal," and "being vulnerable." Similarly, a presentation on "Branding Like A Rock Star," presented by Newcap's Steve Jones, highlighted rock legend examples of ten branding rules that can easily be used by radio stations. One of the most interesting being, "Don't try to be better than the competition, just be different than everyone else." One theme heard throughout the day in almost every panel was the need for radio to "be real and authentic," whether that is in social media, on air, or with marketers.

(12/12/2013 11:25:57 AM)
Ed Ryan,

If that's you covering the conference, consider giving meeting coverage assignments to someone else. There are other columns posting proceedings from this gathering, and their coverage gets to the meat of the comments (Nielsen very upbeat about radio) that you missed.

- Lydia
(12/12/2013 10:04:59 AM)
Real and authentic. Wow! Thanks Nielsen.

- Kevin Neathery

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