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Leaders Take A Stand On Posting
MIAMI -- May 20, 2008: Closing out the second annual Radio Ink Hispanic Radio Conference, leaders from the segment laid out their concerns about the prospect of the radio industry posting its ratings for advertisers.
"Posting will not bring new revenue to radio," said Spanish Broadcasting System EVP/COO Marko Radlovic. "It's just another way for agencies to grind us on the rates. And if my ratings go up, do I get some of those spots back?"
Entravision Radio President Jeff Liberman highlighted a predominant theme: that the Hispanic radio sector must first have ratings data on which it can rely. "We need a reliable measuring system first," he said. Following up on that point, BMP Radio CEO Jeff Hinson cut to the bone. "Post off of what?" he asked. "We don't have measurement that we all agree is accurate, so how can we post?"
'Talk The Same Talk'
Unity for the Hispanic radio industry, on that and other topics, was a common theme for the conference's closing session. About the value of the Hispanic radio audience, Liberman stressed the importance of maintaining a standard for the data presented to advertisers. "We have to talk the same talk," he said. "In markets where I operate stations, there are different media organizations talking about different populations. We need to be united within marketplaces and talk about the same numbers and the same same people. When people go out and talk about different numbers, it doesn't do much good for the industry."
Hinson stressed the importance of Hispanic radio's getting its rightful share of advertising spending. "It's about going and capturing our fair share of revenues," he said. "It's about how we position ourselves, which gets to research and the quality of our product and making sure we deliver."
Radlovic called on industry leaders to take the story to advertising decisionmakers. "It is up to us to go to the owners of these companies and got to the people who make the decisions," he said. "As we knock on the door of these companies, we will see our budgets grow."
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