The 411 on the PPM

Good Morning!

It's been a busy week here at the World Headquarters of FM1. Earlier this week I picked the hottest day of the year to put on a suit and head into NYC for the Forrester Research/Arbitron PPM study. Despite the weather it was well worth the trip. As a (now) independent broadcaster, I was appreciative of Gary Fries and the RAB for the invitation. My comments on the study are contained below. But first, as you know, FigMedia1 was created partially to identify, and expose young, upcoming talented individuals that can really make a difference in the medium we love.

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Dave creates art for radio like I have never seen before. Web sites (amazing!) , logos, sales kits, TV spots, this guy does it all. And he does it with the old world charm of a master craftsman. If the look of your station is as important as the sound (and it should be) you really need to take a look at Dave's work. (I especially like the seasonal logos he does for clients - very smart!) Dave is a very talented individual and we at FM1 are proud to be associated with him. (plus he answers the phone at 3am - and worries about his clients and their stations like no other.) Check out his work, and call him (or me) for more info. Or dave@davemichaelsradioart.com

Ok, here we go,

I attended the PPM presentation on Wednesday as a guest of the RAB. I thought David Pearlman presented the data in a simple, concise, easy to understand, way. He should be commended for taking the lead in trying to move our industry forward (in some cases, kicking and screaming) past the archaic diary method.

It struck me that 3 out of 4 respondents in the research, would NOT increase their radio spending no matter what the methodology?

We sure can consider a better messenger, but I'm concerned about the message.

Out in the real world, among advertisers, agencies, & listeners, I believe our perception, as a medium is taking a beating. I'm afraid all the bad press radio is receiving on a weekly basis (it seems almost daily) is penetrating the American psyche.

David made a compelling case for a nominal revenue increase based on the "1 in 4" proposition. Imagine if 50% agreed that radio (with a better ratings system) is a great way to move product off shelves? Our "key benefits" are not being highlighted to these customers. We defend our performance, and treat the upcoming technology offerings (satellite radio, I-Pods, broadband etc) as "overblown threats". And to a degree, they are overblown. But our counter attack is weak, or at best, confused.

I've yet to see satellite radio attract 300 people to a car dealer on Saturday.

Perhaps I've missed,

I-Pod's coverage of local severe weather conditions and school closings.

I'm not aware of any internet radio stations fund raising efforts on behalf of the local children's hospital.

Have the "alternative" radio offerings created any radio personalities that relate to our communities? People who are on the air every day, talking to advertisers and listeners as they go about their daily lives?

I don't believe they have.

Would they not "kill" to pass 100% of the homes, AND cars? We have a lot going for us, but, unless we start changing perceptions (they think we are all "Gordon Gecko" types) I suspect we are in for a long, no-grow, business. No matter what form (PPM or diary) the messenger takes.

Everyday, great local radio happens in every city and town in this country.

It's time for us to play offense. It must start at the top of the industry. Radio CEO's should lead the charge. We must speak with one voice. And we must offer benefits to listeners that are unique & credible. Only then, will we fully realize the benefits of the study that was presented yesterday.

Your response is always welcome. have a great weekend,

Fig