|
April 28, 2008
A String Of Magical Experiences
A note from Radio Ink's B. Eric Rhoads Magical times have occurred throughout history, generating stories for future generations to recount. Imagine living as a writer, philosopher, artist, or musician during the Renaissance. Imagine life in the midst of the Gold Rush, watching fortunes made, lost, and stolen. Imagine being a radio star in the 1920s, '30s, or '40s, during radio's Golden Age. I've been fortunate to participate in a few historical movements unknowingly. How I Ended Up In The Middle Of The Dot.Com Boom
Hundreds of millions -- even billions -- of dollars were being thrown at dot.com start-ups by angel investors and venture capitalists. Companies with embarrassing business models were going public, raising stupid amounts of money and making every kid with an idea wealthier than their wildest dreams. I watched one friend put $50 million in the bank with a start-up after only 18 months. Other acquaintances and friends who were employees of dot.coms and tech start-ups put millions in their pockets from employee options. It seemed like it was raining money, and it would never end. My friend Mark Cuban had sold Broadcast.com (originally Audionet) to Yahoo for over $6 billion, and I was encouraged that a man with an idea could make great things happen. So I pitched my idea to a venture capitalist in San Francisco, and six months later I had raised the first $7 million of an eventual $18 million in a start-up called RadioCentral. "It's our money, you need to move to our town," said one of the VCs, so I loaded up the moving van and Laurie and I moved to the Bay Area, where we still live today. I had wanted to keep the company in West Palm Beach, where things were less expensive and I could stretch the money longer, but they were right -- San Francisco and Silicon Valley were a giant buzz of activity. I could bump into famous start-up CEOs in a local cafe, strike up a conversation, and walk away with a distribution deal. It was a chance to become wired in a society that is still influencing trends to this day. It was a magical time in history, and I was blessed to be in the middle of it. Buzz Bennett Liked The Way I Pronounced "Yyyyyeeeeee" Another magical era began when I was working weekends for WYYY in Kalamazoo. I was 17 and living in Fort Wayne, Indiana, with my folks. One Sunday morning -- in July of 1973 -- the phone rang at my parents' house. "Hello, is this Bruce Rhoads?" the man asked. "This is Ronnie Grant. I'm the program director of a new radio station we're putting on the air in Miami. Our programming consultant Buzz Bennett heard your tape, and we would like to hire you to do the 6-10 shift at night. He likes the way you say 'Y.'"> There was only one catch, he added: "You need to be here in three days." I loaded up my VW bug and drove to Fort Lauderdale and was on hand for the launch of Cecil Heftel's Y100 in Miami-Fort Lauderdale. I was part of the original air staff, along with Roby Younge from WABC, John Emm, Larry McKay, Steve O'Brien, Don Cox, Bill Steadman, and Davy O'Donnel. Roby was fired after one day. Dick Casper was the general manager. We were in that round building on US1 and Oakland Park Blvd. in Fort Lauderdale, called the KenAnn building (yes, the builders were Ken and Ann). We were only the second station in America to use a letter as our name -- 13Q was the first, and I'm told Y100 was the second. (Both were programmed by Buzz Bennett. Does anybody know how to reach Buzz?) Someday I'll fill a book with stories from Y100, ratings battles between WMYQ, and stories that no one would ever believe. My World And The Miami Sound Working at Y100 and then WMYQ, which became 96X (now Power 96), we were in the middle of a new music era that emerged from Miami and influenced all of America. Miami Sound birthed the Disco Era of the 1970s. Criteria Studios was pumping out Bee Gees hits and Henry Stone's TK Records was making hits from artists like KC and the Sunshine Band, Bobby Caldwell, Gwen and George McCrae, Anita Ward, Peter Browne, Jimmy BoHorne, Timmy Thomas, and other disco stars. It was an electric time for this teenager from Indiana. I thought I was hot stuff, hanging out with KC and the Bee Gees at their homes. One day we watched a final mixing session at Criteria Studios, rushed a copy of the master out, and put it on the air the same day. It was on the air before the label had it and another Bee Gees smash emerged. You can imagine my fondness for those days in Miami, thanks to people like Buzz Bennett, Bill Tanner, John Rook, Joel Denver, Tom Birch, and Jerry Clifton, who programmed the stations I worked for during the Disco Era in Miami. Important Lessons, Miami Style I knew nothing about radio programming when I landed in Miami. I learned that though my world was filled with white, middle-class people, we also had to program to the black and Latin communities in order to be number one. Almost every hot programmer who came to Miami failed because they wanted to play the songs that were hits throughout the rest of America -- but Miami was different. We had to understand the Cuban culture and musical tastes. When I was music director at 96X, Jerry Clifton had me spend hours every day in Little Havana, meeting people and learning about their culture. We held music meetings in Cuban coffee shops so we could watch the people we were hoping to reach. I got to know the buyers at every record store in town so we knew about hits before anyone. It was in this market that I learned the importance of understanding the full audience. In Miami you could not get the Cuban listenership by music alone. Programmers needed to understand the nuances of the culture to impact the way they presented the station on the air. Bill Tanner and Jerry Clifton had a magical knack for reflecting the community. It's where I came up with the term program reflector instead of program director, and the lessons learned helped me be a successful programmer for many stations thereafter. Hidden Influences That Impact Your Success Because of Miami's demographics, we had to mix it up to reflect the three primary demographics -- whites, Cubans, and blacks. It was a delicate balance; too much of one could push other audience segments away. The stations I worked for dominated the scene in Miami because the programmers were masters at understanding that delicate balance. It's an important lesson for all radio programmers. Last night I was reading a report on Arbitron's website: "As their population continued to surge in the U.S., Hispanics increased the percentage of their representation in 15 of the 20 non-Spanish-language formats ... averaging 1.1% more in audience composition than in Spring 2006. The only formats where Hispanics made up a smaller proportion of a format's listenership were Urban Contemporary, Oldies, Alternative, and Active Rock." It went on to say, "According to Scarborough, listeners of Mexican Regional radio indexed well above the average population for intent to purchase a wide variety of consumer electronics, particularly those for entertainment, work, or home use. They were more than twice as likely to buy a video game system in the coming year and substantially more probable to buy a computer, MP3 player, or wireless/cell service for themselves. They also indexed high for digital cameras, HDTVs, PDAs, and other devices." Translation: The number of Hispanic listeners to non-Hispanic formats is increasing, and if you get them, your ratings will increase. It's important to pay attention to this trend. If you program a radio station almost anywhere in America, you will see growth in the listening, influences, and buying power of Hispanic audiences as they rapidly increase in population across America. The key to your ratings will be YOUR ability to manage the delicate balance, understand the nuances of the Hispanic community, and engage the listeners. Whether or not you operate a Hispanic radio station, the influences of this monumental population shift will impact your immediate future. A Look Inside YOUR Future Our Hispanic Radio Conference is being held this year in Miami, a location we selected after an audience vote at last year's conference. You may want to spend the weekend before the conference exploring the Keys or other parts of South Florida. May is one of the most beautiful months to enjoy the state of Florida. Of course, Radio Ink headquarters is just an hour and a half
north of Miami, which means you'll be able to meet the full staff you usually don't see at conferences. We invite you to see the future of radio, learn about America's only growing radio segment, and learn how it is impacting your stations. Mark my words: There is a Hispanic radio station in your future. You cannot look at the demographic trending and draw any other conclusion. I do hope you'll consider attending. Radio Renaissance: My Passion For Radio To Emerge Stronger And More Vibrant
 When I was working in Miami, I had no idea that it was a historically significant time that would influence music in America. I suppose it was the same for radio people in Motown during the 1970s. And, although I knew the dot.com era was important, I had no idea it would become the subject of PBS specials and hundreds of books. I was right in the middle of Miami during those historic days, but I did not know how important it was at the time. We're in a magical era for radio now, and most don't know it. Though it may seem gray and gloomy, history shows that great eras are often preceded by periods of pessimism. Some historians hypothesize, for example, that the Black Plague prompted the great Renaissance that began in Europe in the 14th century. Such darkness, in fact, spurs people to change. Radio as a whole has never seen darker times, marked by unpopularity on Wall Street, the largest decline in revenues in a decade, negative publicity driven by over-commercialization and highly researched and repetitive playlists, and the unpopularity of consolidation. The proliferation of new devices competes for listeners. Although radio is still strong -- total audiences have only eroded 3 percent in 10 years -- we must not get overconfident. We must reinvent ways to keep listeners and grow interest amid declining teen and young adult listening. We must invest in deep-rooted localism, in our products, our people, and our promotion. I Am Not The Enemy If you read my missives, you know I'm on a crusade to stimulate the people of radio into action, growth, and reeducation. My radio life is focused on making the things I can control (Radio Ink and our conferences) relevant to these changes. This will not be solved by a slick PR campaign; we have to implement change at every level, with every individual. That means you. As you read this, I'm in Cedar Rapids, Iowa, conducting a session on growth for the managers and senior executives at Mary Quass's NRG headquarters. I direct every message to individuals, no matter the market size, because change must happen one radio person at a time. It is for this reason that you're seeing an increase on special-focus conferences from Radio Ink. When I realized that the issues were not being addressed within the industry, I decided it was my responsibility to address them. For our conferences, we identified key areas that will most impact growth and the future. We recently held our Convergence conference in San Jose to help radio understand the connection to Web 2.0; our Forecast conference in December focuses on radio's growth issues as an industry; an invitation-only Roy Williams radio marketing event is coming up at Roy's private compound (let us know if you would like to apply for an invitation); and our Hispanic Radio Conference is coming in May. You'll soon learn of other areas we believe will impact the industry, and Radio Ink will play a role in leading change. Don't Shoot The Messenger I've recently been hailed by one industry "icon" as bad for radio because I'm not pretending everything is perfect. Pretending just makes us look silly. Imagine walking into a client meeting today and saying, "Hey, business is great. Never been better." Would they believe you? Everything is not perfect in radio, other than the perfect storm culminating around it. But we will not drown. Wounded though we may be, the people of radio will emerge victorious because we are critically important to the lives of our listeners. To win this battle we may have to change our tactics and our overall strategy, but we will emerge from six-foot seas and driving rain as a stronger and more vibrant industry. Our renaissance will all reap great rewards from the advances we make. Pretending everything is OK is simply fool's play. Stretching your brain, investing in your personal education, and exploring foreign concepts are where change starts. It's my job to shake your brain. It's your job to take action. Breaking Old Thought Patterns A manager from a top major-market cluster called me the other day to comment on one of my editorials. "You pegged it perfectly, Eric. Too much focus is on growth through cost-cutting rather than growth from investment in our product. The day I leave is when they start screwing with the product -- and that day is near. They are screwing with things that will destroy our ratings, and we'll never get those people back." Look, friends, I don't want to beat on the corporate people too badly. I have been in their shoes; you know what needs to be done but cannot do it because you simply don't have the money. Survival is all you can think about. I know some radio leaders who realize they are screwing up, but have no alternative but to take the shortsighted actions they are taking. I also know some who are doing amazing things and breaking the mold so many others have come to depend on. And there are those who have no clue about the serious damage they are causing. Strong evidence suggests that investment in people, content, localism, promotion, and satisfied employees makes a huge difference in ratings and billing. Most of the independent companies that don't have the burden of Wall Street pressures are thriving, even in this economy.
I can relate to the burdens some of you face in your stations, but repeating mistakes is not sane, nor is reaching into the same bag of worn tricks you've used for your entire career. New thinking influenced the Renaissance, which caused a complete break from medieval thought. What are you doing to stimulate your brain with new ideas, new concepts, new thinking? It's time to break the mold, to invest in yourself. I read stacks of books (my current favorite is Patricia Martin's
Rengen: The Rise of the Cultural Consumer - and What It Means to Your Business, which talks about the new Renaissance generation in America); I listen to several podcasts each week; and I attend loads of seminars.
Last week I went to the Web 2.0 conference, the previous week the AdTech conference, the week before that a marketing seminar with Roy Williams, and the week before that my own Convergence conference. I spend my life gaining knowledge at conferences or on the road, proselytizing change. I am driven to learn, not because I want to be away from my family, but because I know radio needs to learn to grow, and because I want to remain relevant and employed. I simply have to make a commitment of time and money to invest in growth. What about you? What is your personal growth plan? We don't have the right to complain unless we're taking personal responsibility to create change in the areas we can control. My string of magical experiences has been a wonderful gift to me. I honestly think radio is in a magical place now. Those who commit, those who stick with it, those who make the best of these current circumstances will thrive again. The radio station of tomorrow will look a lot different than most of the stations today, and the best part is, you get to invent it. Now get busy filling your brain with new ideas and things you don't yet understand! See you in Miami at the Radio Ink Hispanic Radio Conference. Radio's best is yet to come. Eric Rhoads
Radio Ink
eric@radioink.com
925-372-9090
P.S.: Geraldo Rivera is the keynote at our Hispanic Conference (which I think is pretty cool). Hope you'll come and see him. P.P.S.: We have a special opportunity below for non-Hispanic Florida broadcasters wishing to attend only the RECESSION SELLING session. Radio Ink's Hispanic Radio Conference
May 19-20
The Biltmore Hotel
Miami-Coral Gables, FL
To register, call 561-655-8778
Click above to view digital brochure. Many thanks to our sponsors: Platinum:
Gold:
Silver:
 Bronze:
Corporate:
Media:
The Recession Session
Special Offer for South and Southwest Floridians Only |
Please contact us if you live within driving distance of Miami and would like to attend our opening session on Selling Hispanic Radio in a Recession. This subject applies to all of radio, and three powerful speakers are set to lead the super-session. Wayne Ens teaches recession selling throughout the world; Dr. Joachim de Posada is an internationally known speaker and marketing consultant; and Sun Marketing's Dr. Mary Beth McCabe has more than a decade of experience selling Spanish-language media to world-class companies. The trio will provide a specific plan you can take to the streets immediately. They'll offer ideas, information, and inspiration on how to keep sales on track and sellers engaged, even in tough economic times. «Reserved.Unsubscribe»
«Reserved.OpenCounter»
April 23, 2008 A Grand Old Dame That Emerged from a Grand Vision
A Message from Radio Ink Publisher Eric Rhoads
I used to peek in the windows of the old Biltmore Hotel in Coral Gables. What a contrast: This had once been one of the greatest hotels in the world, with its grand tower looming over Coral Gables for all to see. Like the Breakers in Palm Beach, it was one of the classic hotels. Yet in the 1970s when I was a jock at Y100, 96X, and WQAM in Miami, the Biltmore was boarded up. As I peered into the windows, I imagined the grand ballroom full of revelers. But the once-grand hotel was now crumbling. I dreamt of reviving this old masterpiece, but the thought quickly vanished with the realization of the work involved in revitalizing a classic old building.
One Man's Vision 
It all started in the 1920s, when land developer George E. Merrick, founder of the University of Miami, had the vision to create a town with strict building codes to ensure an aesthetic standard. Coral Gables is a largely residential, affluent area graced with broad, planted boulevards, golf courses, and country clubs. Stately homes, Banyan trees, and tropical foliage line quiet streets designed in classic Mediterranean architecture. In 1925, Merrick joined forces with hotel magnate John McEntee Bowman at the height of the Florida land boom to build "a great hotel...which would not only serve as a hostelry to the crowds which were thronging to Coral Gables, but also would serve as a center of sports and fashion."
Construction began February 13, 1925, and was completed a year later; the cost was $10 million. Trains marked Miami Biltmore Specials transported people from northern cities to the magnificent inaugural of the Miami-Biltmore Hotel & Country Club. The hotel's Giralda Tower was lit for the first time, and champagne corks popped as guests foxtrotted to live music, all in celebration of the birth of Miami's luxury hotel resort.
Home To Royalty
 In its heyday, the luxury resort played host to royalty: the Duke and Duchess of Windsor, Ginger Rogers, Judy Garland, Bing Crosby, Al Capone, and assorted Roosevelts and Vanderbilts. Fashion shows, gala balls, aquatic shows by the grand pool, weddings, and world-class golf tournaments all made use of the historic venue. A product of the Jazz Age, big bands entertained wealthy, well-traveled visitors to this American Riviera resort.
The Great Pool
The Biltmore survived the nation's economic lulls in the late 1920s and early 1930s by hosting aquatic galas that drew crowds to the hotel. As many as 3,000 spectators would gather at the Biltmore's magnificent pool on a Sunday afternoon to watch synchronized swimmers, bathing beauties, alligator wrestling, and the young Jackie Ott, the boy wonder dove from an 85-foot platform. Johnny Weissmuller broke the world record at the Biltmore pool and was also a swimming instructor. Families attended the shows and later danced on the hotel's grand terrace to the sounds of swinging orchestras.
The End Of An Era
But with the onset of World War II, the United States War Department converted the grand hotel into the Army Air Forces Regional Hospital. Many windows were sealed with concrete, and the marble floors were covered with government-issue linoleum. Also the early site of the University of Miami's School of Medicine, the Biltmore remained a VA hospital until 1968. In 1973, through the Historic Monuments Act and Legacy of Parks program, the City of Coral Gables was granted ownership control of the Biltmore, which sat untouched for 10 years.
Almost four years and $55 million later, the Biltmore re-opened on December 31, 1987, as a first-class luxury hotel. Over 600 guests turned out to honor the historic Biltmore at a black-tie affair. In June 1992, a multi-national consortium led by Seaway Hotels Corporation, a Florida hotel management company, officially became the new operators of the Biltmore under a long-term management lease with the City of Coral Gables, and made further significant refurbishments to the property.
A National Landmark
In 1996 the hotel celebrated yet another milestone in its illustrious history: official designation as a National Historic Landmark, an elite title awarded to only 3 percent of all historic structures on the National Register of Historic Places. Today, the Biltmore boasts both four-star and four-diamond rankings.
My Insistence: Hold It At The Biltmore
At the close of last year's Hispanic Radio Conference, I asked for a vote on next year's location. Miami was the clear winner, and I chose the Biltmore because of my own memories of this once-entombed landmark. There are only a handful of classic hotels in America, and this is one of the most special.
It's Not About The Hotel
 I don't expect you to come to our Hispanic Radio Conference just to stay at the great Biltmore Hotel. But if you're considering attending, it's a wonderful experience to stay in the Biltmore (and at a great rate), and a lovely time to visit Miami. We're trying hard to secure the Al Capone suite for a private event; perhaps the most spectacular single hotel room in the world, it is a replica of the Giralda Tower in the Cathedral of Seville, Spain. Celebrities such as President Calvin Coolidge, Eddie Rickenbacker, Douglas Fairbanks, Cornelius Vanderbilt Jr., the Duke and Duchess of Windsor, and, of course, Al Capone have all stayed in this magnificent room, as have modern-day visitors like former President Clinton, Robert Redford, Lauren Bacall, Gloria Vanderbilt, and former First Lady Barbara Bush. Big Vision
People with vision can do remarkable things; just look at the beautiful city of Coral Gables, which was the vision of George Merrick. My vision for Hispanic radio -- fueled by America's Latino population growth -- is a future in which all companies work together to build the business bigger than any single group or individual could alone. And that's good for radio. Last year the group heads offered their commitment to build the Hispanic radio industry cooperatively. This summit will focus on solutions to the issues Hispanic broadcasters face. If you're running (or considering running) Hispanic radio stations, this is the best possible use of your time on May 19-20. Not only will you benefit from the camaraderie, which is growing among Hispanic broadcasters, you'll be a part of something bigger that will impact the radio industry. Please join us as we build the Hispanic radio industry together and follow a big vision.
The Biltmore Won't Last
Last year we sold out the hotel in San Antonio. You don't want to miss an opportunity to stay in this grand hotel at these very reasonable rates. Our block of rooms will sell out fast. I recommend you make your reservations immediately. Call 305-445-1926 or toll-free 800-727-1926, or go to www.biltmorehotel.com for reservations. You must reference group code 1256 and password 56429 to take advantage of the special Radio Ink group rate.
See you in Miami,
Eric Rhoads
Radio Ink
P.S.: Geraldo Rivera has agreed to keynote this year's conference. You won't want to miss that, or our special Selling Hispanic Radio in a Recession super kick-off session. 
Radio Ink Hispanic Radio Conference
May 19-20, 2008
The Biltmore Hotel Coral Gables/Miami
To register: www.RadioInk.com/HispanicConference
Call 561-655-8778
Many thanks to our sponsors:
Platinum:
Univision
Gold:
Interep
Silver:
ESPN Deportes Radio
Bronze:
Megatrax
Corporate:
StreamTheWorld
Bayliss Foundation
Broadcasters' Foundation Media:
Latin Vision
Minority Media & Telecommunications Council
Hispanic PR Wire
«Reserved.Unsubscribe»
«Reserved.OpenCounter»
April 15, 2008
Expecting The Unexpected: Recession Strategies For Radio A Message from Eric Rhoads, Publisher of Radio Ink If I woke you from a deep sleep and said, "Quick: Give me three recession strategies for your clients' businesses," you could probably feed me some good ideas. If you were in the radio business in 1991, you gained experience in what works by being bloodied and beaten. Will those same recession strategies apply today? Yes, some of them will. But with every down economic cycle, the world is a little different. Look at how much the world has changed since 1991. And the way you assist your clients today is very different than it was in 1991. Being Stupid And Predictable
It's predictable that businesses will cut back during hard times. It's also stupid. The problem, of course, is that hard times usually come right after the days of glory, and clients are blindsided. That's also stupid. Although it's human nature to believe good times will last forever, good businesspeople know they need to put some nuts in storage for the winter. Those who reduce marketing budgets and diminish the quality of the customer experience send signals that they are in trouble, and they will sink faster than a life jacket filled with lead weights. I once went into a retail store that had about two-thirds of the lights off, making it difficult to see the merchandise. I figured the lights were off because business was bad, but I didn't want to do business with someone who didn't care enough about me to light my way. Customers are not very forgiving, even when they know companies have to do anything possible to survive. What About Your Local Radio Customers?
Your customers must build market share with vigor just to stay even, which means pirating that market share from competitors. The competitor that has cut advertising is like a wounded sheep in a den of lions. Fortunes have been made during tough economic times, when businesses can double or triple their market share at the expense of their competitors, then get richer than they could ever imagine once good times return. Keeping your current level of advertising is smart if competitors have stopped. Increasing your advertising will speed traffic and increase market share more quickly. The Pain Game
Every local retail business in your market is experiencing some pain at the moment. If their business is not off, their pain is driven by the expectation of coming declines. Is your radio station doing business exactly the same way it was doing business a year ago? Now is the time for a different strategy. Arm your sales organization with new tools, new information, and a new understanding of how to ease the pain. Doctors who relieve their clients' pain will have advertisers beating down the door. Self-Fulfilling Prophecy
Not only are customers making silly decisions that can impact them negatively, I've been guilty of it too. What about you? The psychology of recession talk has us all a little skittish. It's become a self-fulfilling prophecy. Yet those natural reactions are not in our best interest. Are we making the same mistakes we're advising our clients against? Are we aggressively marketing our stations? Are we increasing the size of our sales organizations rather than shrinking them? I Hate Spending Money
I'll admit it. I've cut back. I've asked my people to cut back. Everyone I know has cut back. Yet I'm spending money on education because I'm smart enough to know I need a new perspective. This week I'm attending AdTech, a very pricey conference on new advertising technologies. If I don't attend, I won't have new ideas to bring to the radio industry and to my own business. Sure, I could lay low for a year or two until the economy turns, but I cannot afford to stay even a year behind on trends. Last week I attended a private marketing seminar held by Roy Williams that provided new ideas I can apply to my business immediately -- and that will help my clients generate income. I don't like spending the money, but this is an investment in growth at a time when others are stagnant. Are you seeking new ideas, or are you confident you can get through this economy on your own? Are you willing to stake your future on it? What Should You Be Doing Now?
1. Create a new level of client intimacy. Be generous with your time and your ideas. Show clients step-by-step plans to grow market share.
2. Increase internal sales training. Teach critical principals to your sales team until they can do them in their sleep.
3. Focus on the creative message of the client. Increased frequency won't make as much difference as a strong message.
4. Practice what you preach. Increase your station visibility in the marketplace to your audience AND your advertisers. Give clients good reason to have you on their short list of places to advertise.
5. Create more product offerings. Seek new and fresh products to create interest from clients previously not engaged.
6. Set up client training retreats. Bring in outside experts to teach them how to grow their business now.
7. Be different. What can you do to be undeniable?
8. Do the math. More sales calls equal more sales. Increase activity.
9. Increase the size of your sales organization. More sellers make more sales.
10. Increase management involvement. Get out from behind the desk and out on sales calls. Your expertise is valuable to clients.
11. Increase learning. Read more, study more, train more. Radio's Economic Stimulus Package
For my upcoming Hispanic Radio Conference in Miami, I've developed a special pre-conference economic stimulus package. No, I'm not handing out checks. I'm handing out knowledge. I've put together a powerful double session that will be held before the conference kicks off with keynoter Geraldo Rivera. International motivational speaker and author Dr. Joachim de Posada, a specialist in marketing and sales, will address the special session. I plan to share my detailed strategies, along with other speakers who will provide specifics you can use to lead your clients' turnaround, and seven steps you need to take to sell more effectively in tough economic times. My goal is to make this session so valuable that it is worth the price of attending the conference. Though this session is geared to those in Hispanic radio, the principles will apply to all of radio. If you're running a Hispanic radio station, this is a must-attend session (and, yes, we do offer a team discount if you want to bring other key executives from your team). The economy is my focus for Radio Ink magazine, as well as for all of my upcoming conferences: the Hispanic Radio Conference in May, our December economic Forecast conference, and our secret Roy Williams conference, which will be by invitation only (let us know if you wish to be considered). My hope is to offer critical advice to help you thrive in these unique times. Stay tuned. We're all in this together, and we'll all get through it together.
Eric Rhoads
Publisher
Radio Ink A Message For Latino Station Operators Only
Last year during the Hispanic Radio Conference, one speaker brought tears to my eyes when he spoke about the cultural differences between people from Mexico and people from America. The example I remember most clearly is this: In Mexico, if a police officer pulls you over, you are supposed to get out of your car. In America, you're supposed to stay in your car. Because so many Mexicans have not yet learned this cultural difference, getting out of their car gets them in further trouble (or shot, heaven forbid). Spanish-language radio stations offer advice and suggestions to new immigrants about how to survive in America. That story gave me a deeper conviction about the importance of Hispanic radio as it relates to the future of America. Although Hispanic radio is growing and advertisers are embracing the trend, this is only the tip of the iceberg. Radio is the critical key to the assimilation of Mexicans into America. Radio's role will be instrumental to the success of America and its newest immigrants. Watch Your Revenues Grow
I designed this conference for the people in Hispanic radio and those who want to explore it. Combined thinking will grow the industry faster and will create a unified voice, which will benefit all people representing Hispanic radio. You can see your own station revenues grow by applying the specific take-home advice offered by our many speakers. Best of all, if we increase the level of cooperation and messaging among all Hispanic stations, we will see this industry grow larger than expected. Everyone's piece of the pie will increase. My goal is that the manager from every Hispanic radio station in America will be present at this monumental event. You have my guarantee that this conference will be worth the time and effort to attend. Eric P.S.: Many markets are without a Hispanic radio voice. If you're considering creating one, this event will build your confidence in your ability to create a Hispanic station and help you understand the critical success factors. P.P.S.: I am thrilled that Geraldo Rivera is this year's keynote speaker. I was not sure we could top last year's keynote, but I believe we found a speaker everyone will want to hear. I had to pull some strings in some high places to make this happen, and I want to make sure this session is packed. Who knows? Maybe this will be a lead-in to a Fox report on the power of Hispanic radio.
Radio Ink Hispanic Radio Conference
May 19-20
Biltmore Hotel
Miami/Coral Gables, FL
Registration: 561-655-8778 or www.radioink.com/hispanicconference
April 14, 2008
Radio Ink will present a "Legal Lowdown" to the Hispanic Radio Conference in Miami/Coral Gables at the Biltmore Hotel, May 19-20. From the FCC's recent ban on advertising discrimination to battles over streaming royalty fees, copyrights, and the proposed Congressional "performance tax" legislation, the panel will cover all the hot issues facing Hispanic broadcasters today. Frank Montero will moderate a top panel of legal experts. He is Co-Managing Partnerof Fletcher, Heald & Hildreth, where he focuses on telecommunications, broadcasting, media and technology and serves on the Board of Directors of the Independent Spanish Broadcasters Association, an organization he co-founded. Joining Mr. Montero will be Ralph Barlow, District Director/Tampa Field Office for the FCC; David Honig, Executive. Director, Minority Media and Telecommunications Council; Jane Mago, Senior VP/General Counsel, Legal & Regulatory Department, NAB; and former FCC commissioner, Gloria Tristani, who is now Counsel at Spiegel & McDiarmid in Washington, DC. Ralph Barlow has been supervising the Tampa Field office of the FCC since 1974. The office handles on scene investigations, inspections and audits in response to complaints and in support of the Commission's operations. It also works with other Federal Agencies, local government officials, consumer groups and private industry groups on communications related matters. David Honig co-founded the Minority Media and Telecommunications Council (MMTC) which currently represents 62 minority, civil rights and religious national organizations in selected proceedings before the FCC. Mr. Honig was a lead advocate in the FCC’s recent proposal to eliminate "no urban dictate" ad practices. Jane Mago spent more than 26 years at the FCC before joining the NAB, where she is Senior Vice President and General Counsel. Her areas of expertise include Constitutional issues, FCC ownership rules, political broadcasting, EEO, administrative law, enforcement and licensing matters. Gloria Tristani, Counsel at Washington, DC–based Spiegel & McDiarmid, is a former FCC Commissioner (1997-2001). During her tenure, she advocated for minority ownership of broadcast properties and for EEO rules, among other issues. At Spiegel, Ms. Tristani represents clients regarding broadcasting, cable, wireless and other telecommunications-related issues and serves on the FCC’s Consumer Advisory Committee.
April 4, 2008
Is the CIA Monitoring My Conversations?
A Message from B. Eric Rhoads, Publisher of Radio Ink If you'd happened to be a CIA agent listening in on my telephone conversations this week, here is a sampling of what you would have heard. Confessions from the Clueless
A CEO called me to share his recent experience. "I was clueless, completely intimidated," he said. "How could I possibly start a Spanish-language radio station? I don't speak the language. Yet my research indicated there was a huge opportunity for a Hispanic radio station in one of my markets. I didn't know how to hire a programmer, how to research, not even how to hire a receptionist. I was completely out of my element. I knew, based on what you've said, that the Hispanic market is a huge growth opportunity, and that I had to get up to speed. Thanks to you and your Hispanic Radio Conference, I gained the contacts and the confidence, and I just launched my first of many Hispanic radio stations." A License to Print Money
"My market is not all that big," an owner recently told me. "There are about 10 stations, one Hispanic, and nine of us were fighting for the same dollars. So, based on what you said at your Hispanic Radio Conference and after seeing the research, I took a shot. I had no idea where to start. I met some people at the conference and ended up contracting with a radio network that offered the programming I need. A year later we own the Latino market in our town; we share all these Hispanic dollars with only one other station. I have to tell you, it's like a license to print money. It's one of the best-kept secrets in radio. Thanks for pushing me to attend this conference. I would probably never have gone. I'll see you in a few weeks." I'm Inspired
"I don't know if anyone has told you," I heard from an industry household name, "but I really appreciate what you're doing. You're pushing us into new areas that we as an industry are not focused on. I went to your Convergence Conference a few weeks ago, and you inspired me to launch an entirely new Internet initiative for my stations. I've been paying close attention since last year's Hispanic Radio Conference, and I'll be there too. You've convinced me to convert some of my stations in several markets to Hispanic radio. This is the boost I was looking for." Our Hispanic Radio Conference is a MUST-attend event for those already in Hispanic radio. And if you have stations that are under-performing, consider Hispanic radio as an option. Look at the demographics in your market; you'll be amazed at the Hispanic population growth in places you would least expect it. This is radio's only growth segment, and it should be a part of your future. If you don't have a clue where to start, you'll have that clue after attending this conference. The event is set for May 19-20 at the Biltmore Hotel in Coral Gables-Miami. We have a killer lineup of sessions, including "How to Sell Hispanic Radio During a Recession." (By the way, this session is good for ANY broadcaster.) I hope you'll attend. Eric Rhoads
Radio Ink For more information about Radio Ink's Hispanic Radio Conference, go to www.radioink.com/hispanicconference. To register, click here, or call 561-655-8778.
Sponsors
Platinum:
Univision Gold:
Interep Silver:
ESPN Deportes Radio Bronze:
Megatrax Corporate:
StreamTheWorld
Bayliss Foundation
Broadcasters' Foundation Media:
Latin Vision
Minority Media & Telecommunications Council
Hispanic PR Wire
B. Eric Rhoads
Chairman
Streamline Publishing, Inc.
San Francisco: 925-372-9090 (direct)
Palm Beach: 561-655-8778
Mobile: 925-457-2491
SKYPE: EricRhoads
eric@radioink.com or eric@fineartconnoisseur.com
Mark your calendar for these Radio Ink events:
May 19-20, 2008: Hispanic Radio Conference, Biltmore Hotel, Miami-Coral Gables, FL
Fall 2008: Roy Williams Live! Radio Survival Boot Camp, Wizard Academy Campus, Austin, TX
December 2, 2008: Forecast '09, Harvard Club, New York, NY
March 9-10: Convergence '09: The Digital Media Conference for Radio, Hayes Mansion, San Jose, CA
April 4, 2008 Research Experts Burgos, Flynn Set For Radio Ink Hispanic Radio Conference Panel
Radio Ink has confirmed two research experts to join the Radio Ink Hispanic Radio Conference panel on "The New Face of the Hispanic Market: Is Your Radio Station Tuning Them In?" The Hispanic Radio Conference will be held in Miami-Coral Gables at the Biltmore Hotel, May 19-20.
David Burgos of Millward Brown's Multicultural Practice and Robin Flynn of SNL Kagan will participate in this panel exploring cultural and generational dynamics within the Hispanic market, how to better reach and influence that market, and what it all means for the future of radio revenues and growth opportunities.
David Burgos is head of Millward Brown's Multicultural Practice. With more than 12 years of experience in the marketing research arena, Burgos' expertise encompasses market segmentation, new product development, branding, and communications research. He has conducted extensive qualitative and quantitative research across industries in the U.S. and Latin America, and is co-chair of the Advertising Research Foundation's Multicultural Council.
Burgos will present material from a recent report from Focalyst, a specialty practice within Millward Brown, on "More Than Just Language: A Look at Diversity Among Hispanic Boomers." The report examines the 7 million Hispanic Baby Boomers in the United States and whether marketers are missing important segments by using language as the defining characteristic. Robin V. Flynn is Senior VP of Kagan Media Appraisals, specializing in radio and TV consulting and valuations; and a Senior Analyst/Associate Director at SNL Kagan, contributing analytical commentary to such newsletters as Broadcast Investor, Cable TV Investor, and Kagan Media Money, as well as Kagan data books and research reports. She has more than 20 years' experience in the analysis and valuation of the broadcast and cable industries. Flynn will address growth projections for Hispanic radio revenues based on the recent Kagan study on "Economics of Hispanic TV & Radio in the U.S." For more information about Radio Ink’s Hispanic Radio Conference, go to www.radioink.com/hispanicconference. To register, click here or call 561-655-8778. Sponsors Platinum:
Univision Gold:
Interep Silver:
ESPN Deportes Radio Bronze:
Megatrax Corporate:
StreamTheWorld
Bayliss Foundation
Broadcasters' Foundation Media:
Latin Vision
Minority Media & Telecommunications Council
Hispanic PR Wire
March 20, 2008Radio's 'Mayday, Mayday' Signal
A message from B. Eric Rhoads, publisher of Radio Ink When I learned to fly an aircraft, my instructor taught me to shout "Mayday, mayday!" in the event of an emergency. Those words would get the attention of the tower to take immediate action. Two years ago, on May 1, I had an epiphany that made me want to shout "Mayday" to the entire radio industry. Sleepless Nights
I remember tossing and turning all night. My heart was burdened by the mixed reaction of politicians and talk hosts and Americans in general to the May 1, 2006, demonstrations that brought millions of people into the streets of Los Angeles, New York, San Francisco, Houston, Dallas, Chicago, and other cities across our land. The last time I had seen a demonstration of such magnitude in America was when Martin Luther King Jr. gathered millions at the Mall in Washington, DC. This time, the people were mobilized as well by one man, KSCA/Los Angeles radio personality Eddie "Piolin" Sotelo. Sotelo's call to action also demonstrated the power and reach of Hispanic radio in America. It was clear that there was to be no immediate resolution over the issues related to the borders and illegal immigrants in America. But one thing was clear: This is America's future -- and it is radio's future. Our industry needs to understand and embrace these trends. Why This Is Important To All Of Radio
I know what you're thinking. "Eric, there is not a snowball's chance in the world that we'll ever format Hispanic radio stations in our company." Though I'm not suggesting that all of radio will become Hispanic, I am suggesting that everyone in radio ownership and management needs to study and fully understand this trend. Why? Because every city in America will have at least one Hispanic radio station -- and, more likely, every city will have a market within a market. The Hispanic population is already large enough in many cities to warrant several Hispanic-formatted radio stations, and these few stations have an entire market to themselves. The rest of the stations in the market fight over the remaining radio dollars. One non-Hispanic owner in the South told me that the Hispanic market in his town had been ignored, and that he, too, had ignored it for several years. When he flipped one station to a Hispanic format, he said, "It was like a windfall, and we did not have to fight to get the Hispanic ad dollars like we have to do in the general market." The numbers don't lie. While the RAB reports declines in advertising in radio as an industry, Hispanic radio stations are seeing positive growth as advertisers focus on the buying power of the Hispanic marketplace. The only growth market in radio revenues today is in Hispanic radio. Numbers Don't Lie
The U.S. Census Bureau reported that in 2006, there were an estimated 44 million Hispanic Americans -- and today there are only 748 Hispanic radio stations. And factor in these statistics: The median age of Hispanics in the U.S. is 13 years younger than the median age of the non-Hispanic white population, and about one in three Hispanics is a child under 18, versus one in five for non-Hispanics. A trend of large families will lead to explosive growth in the Hispanic population in America. Additionally, one study estimates that there were 12 million unauthorized Hispanic people in the United States as of March 2006. Other estimates, which are believed to be more accurate, say that there could be as many as 30 million unauthorized Hispanic people living and working in America. If this is true, the Hispanic population in America could be pushing 74 million. The Latino population is the nation's largest minority group, and their numbers will triple from 2005 to 2050: By 2050, it is estimated that the Hispanic population will make up 29 percent of the U.S. population, compared to 14 percent in 2005. And if the non-registered Hispanic immigrants in America are counted (or granted immunity), the Hispanic market could very well make up 50 or 60 percent of America. Meteoric Spending Levels
No matter what your politics are, you need to face the reality of these statistics. This is the future of America and the future of how we program and sell radio. Advertisers have discovered the power of the Latino market: In 2006 they spent an estimated $726 million on Hispanic radio alone, not including local spending, which is estimated at over $1 billion. You don't have to be a rocket scientist to understand that if you're in the radio business today, these trends will impact all radio listening patterns and all advertisers. If you plan to remain in this industry, there is a strong chance you will be programming some Hispanic content on one or several stations in your cluster. Those who ignore Hispanic radio now may find themselves wishing they had established and educated themselves sooner. Hispanic radio is one of the two most important growth opportunities in radio (the other is your interactive digital assets). It's not just a format, it's an entire market. Why I Focus On Emerging Markets
I have invested heavily in developing conferences focused on radio's future. I've avoided the same old things we talk about ad nauseam in this industry. Our FORECAST conference is about the immediate future. Our CONVERGENCE conference is about radio's future as it relates to the Internet and technology. Our private Roy Williams conference is about the future of sales and marketing (by invitation only). And our Hispanic Radio Conference is about the fastest-growing population segment in America and its impact on radio's growth. I am invigorated by new trends and new opportunities for radio. Crawl Out Of That Comfort Zone
I must have had 50 people tell me they learned more at our Convergence conference than any seminar they've attended in the past 10 years. They were invigorated by learning new information they could take to the streets. About two-thirds of the attendees at last year's Hispanic Radio Conference were Hispanic broadcasters; the others were there to learn about Hispanic radio. Some went home and changed format and are already reaping the rewards. Others simply felt they needed to understand Hispanic radio better because they know it impacts their community and ultimately their radio stations in some form. I invite you to attend our Hispanic Radio Conference at the Biltmore Hotel in Miami on May 19-20. If you're in Hispanic radio, it's a must-attend event. If you're not in Hispanic radio, come learn about your future. (Yes, it's in English.) Last year's conference was a sell-out event that doubled our expectations, so consider early registration.
Yours truly, Eric Rhoads
Publisher
Radio Ink P.S: I was told today that we have already sold out 30 percent of our rooms at the Biltmore in Coral Gables. We're seeing very early signs of a sell-out -- the weather in Miami in May is spectacular. P.P.S.: The deadline for nominations for the Medallas de Cortez (Radio Ink's Hispanic Radio Awards) is April 7. To nominate someone, go to http://www.radioink.com/hispanicconference/HispanicAwardNominationForm.asp
The Radio Ink Hispanic Radio Conference
May 19-20
The Historic Biltmore Hotel
Coral Gables/Miami, FL
To register, call 561-655-8778
or visit http://www.radioink.com/hispanicconference Thanks to our sponsors: Platinum Sponsor:
Univision Gold Sponsor:
Interep Silver Sponsor:
ESPN Deportes Radio Bronze Sponsor:
Megatrax Corporate Sponsor:
StreamTheWorld Media Sponsor:
LatinVision
Radio Pioneer Raul Alarcon Sr. To Receive Hispanic Radio Industry's Biggest Award
WEST PALM BEACH, FL -- March 20, 2008: Raul Alarcon Sr., founder and Director Emeritus of Spanish Broadcasting System (SBS), will be honored as recipient of the Medallas de Cortez Lifetime Achievement Award, the Hispanic radio industry's most prestigious award. It will be presented at the annual Radio Ink Magazine Hispanic Radio Conference. The conference will be held May 19-20 at the Biltmore Hotel in Miami-Coral Gables.
In making the announcement, B. Eric Rhoads, Publisher of Radio Ink, said, "When we look back on great companies that have become institutions, we often forget that someone had to give them life and battle the obstacles for years. Raul Alarcon had the incredible vision and unstoppable tenacity to do something unheard of at the time -- start a Hispanic media company. He faced resistance at every turn and had to deal with bigotry and advertisers who had never before considered Hispanic audiences. His perseverance not only built a company, it built an industry."
Mr. Alarcon left Cuba and the radio company he had founded following Fidel Castro's rise to power and the subsequent seizure of the media. Arriving in the United States, he re-established his radio career in New York as a newscaster and disc jockey. In 1983, he purchased his first station, also in New York. As he explains, "My first station had one million problems and cost me three million dollars."
But his hard work and persistence paid off, and, 25 years later, SBS owns 21 radio stations in New York, Los Angeles, Miami, Puerto Rico, San Francisco, and Chicago and is one of the largest and most prominent broadcasting companies in America. Mr. Alarcon served as President of the board of directors of SBS until November 1999. Today, SBS is run by his son, Raul Alarcon Jr,. who is on the Radio Ink list of the "40 Most Powerful People in Radio." Alarcon continues to serve as a member of the SBS board, and his voice can be heard on several of his stations, where he provides commentary on global issues and current affairs, especially those relating to Hispanic issues.
For all his success, Raul Alarcon Sr. still dreams and aspires. He would like to create an international radio station from Miami that would serve, via satellite, Spanish-language radio stations around the world, from Latin America to Europe and beyond.
The Medallas de Cortez awards ceremony, honoring excellence in Hispanic radio, will be held Tuesday, May 20, during the Hispanic Radio Conference. Nominations in sales, management, programming, and marketing categories are currently being accepted at http://www.radioink.com/hispanicconference/HispanicAwardNominationForm.asp
Radio Ink Magazine is a bi-weekly publication that has been serving the radio broadcasting industry for over 20 years, with most of the radio broadcasters in America and 42 countries as subscribers. Radio Ink also produces free radio industry headlines at www.RadioInk.com and Radio Ink Hispanic Radio Weekly at http://www.radioink.com/hrw/. Radio Ink's Hispanic Radio Conference (www.radioink.com/hispanicconference ) is designed to serve the needs of the Hispanic radio community through education and the creation of unity among broadcasters for the good of their audiences and advertisers. About Spanish Broadcasting System Inc.
Spanish Broadcasting System Inc. is the largest publicly traded Hispanic-controlled media and entertainment company in the United States. SBS owns and operates 21 radio stations located in the top Hispanic markets of New York, Los Angeles, Miami, Chicago, San Francisco, and Puerto Rico, including the #1 Spanish-language radio station in America, WSKQ-FM in New York City, as well as four of the top seven rated radio stations airing the Tropical, Mexican Regional, Spanish Adult Contemporary, and Hurban format genres. The Company also owns and operates Mega TV, a television operation serving the South Florida market with national distribution through DirecTV Más. SBS also produces live concerts and events throughout the U.S. and Puerto Rico. In addition, the Company operates www.LaMusica.com, a bilingual Spanish-English online site providing content related to Latin music, entertainment, news and culture. The Company’s corporate Web site can be accessed at www.spanishbroadcasting.com.
Radio Ink Accepting Nominations For Medallas De Cortez
Awards will be presented at Hispanic Radio Conference, May 19-20 in Miami WEST PALM BEACH, FL -- January 23, 2008: Radio Ink, radio's premier management and marketing magazine, is now accepting nominations for Hispanic radio's most prestigious awards, the Medallas de Cortez. The Medallas de Cortez honor excellence in Hispanic radio broadcasting in management, programming, sales, and Station of the Year categories. The awards are named in honor of Raoul Cortez, who in 1946 founded the United States' first Spanish-language radio station, KCOR in San Antonio, Texas. "This award provides much needed recognition within the Hispanic radio community," said Radio Ink Publisher Eric Rhoads. "Our goal is to reward those who exhibit the best quality and professionalism in putting forward a positive image for Hispanic broadcasting and marketing." Nominations for the Medallas de Cortez will be accepted through April 7, 2008. The awards will be presented at Radio Ink's Hispanic Radio Conference, May 19 and 20 at the Biltmore Hotel in Miami. For more information on the Hispanic Radio Conference and the Medallas de Cortez and a nomination form, visit http://www.radioink.com/hispanicconference.
|
