Lessons From Arbitron's PD Clinic

Story by Radio-Info.com

Written by Dana Hall

This year’s Arbitron Urban PD Clinic, hosted by Radio One’s VP of Programming Jay Stevens, highlighted new tools and services for the PPM, as well as shared insightful tips and information from the Arbitron staff to help programmers in PPM markets.

In addition, Pepper Miller of the Hunter –Miller Group, presented a key-note speech “Black (Still) Matters” on marketing to the African American consumer.

In the clinic’s first session, Arbitron’s director of programming services, John Miller explained how urban Radio, which often has a very high TSL, could increase it AQH share by focusing less on getting listeners to listen longer, and more on getting listeners to keep coming back to the station, over and over. How often a listener tunes in will build share, more so than simply keeping listeners tuned in.

He also illustrated from the September, October and November PPM rating periods, for urban, 61% of AQH comes from their p1 listeners in the 18-34 demo. For Urban AC, it’s 64%. He compared those to Rhythmic, which was 53%.

In 2012, Arbitron will feature a new tool in PDA Web, allowing programmers to see where they are in terms of AQH share – and then where they need to be in terms of listening daily occasions - in order to achieve their AQH goals.

Following John Miller was the clinic’s keynote by marketing consultant Pepper Miller of the Hunter-Miller Group. She’s worked with national marketers as well as Radio One, to help them better understand the African American consumer and their habits.

Pepper Miller stared out her presentation noting that one of the challenges today for black radio is that more marketers are subscribing to the idea that they can reach African Americans through general marketing, as opposed to ethnic marketing. She says, “Because blacks speak English, major marketers consider them part of the general market, but I say no. With Blacks - there isn’t one voice. If you leave race and culture off the table, you miss valuable insights. Engagement equals understanding of our unique cultural. But black Americans are not a monolith.”

Here’s what she suggests that marketers (and radio) can do, when trying to reach the black consumer:

They need to want to get black culture

Know who you are really talking to – A black onliner or the black digital networker

Leverage opportunities under the radar: groups such as single black moms, black men, black women, black immigrants, black LGBTs, and black boomers

Have a strong presence in black social media, for example: in relevant environments, with text messaging, tweets and blogs. You need to conduct “intelligent listening” when you are on sites like Twitter or Bossip - listen to what people are Tweeting and talking about.

Invest in relevant research

Next up on the agenda was a session on Digital Media with Radio One’s Sam Stires, Director of Digital content. Stires stressed that radio needs to remain relevant, and to do so, it needs to fully embrace the digital world. “Don’t consider yourself radio only. You are local music specialists in your market,” and he noted there are multiple ways and platforms in which to reach those “Listeners.”

Historically, Stires explains, radio has always been the medium that was most personal to users. There was always a back and forth between the radio station (its personalities) and its listeners (consumers). The Internet made it possible for other mediums – newspapers and Television – to also have that back and forth communication. Now, radio has to step up its interaction in order to compete.

He says, “Programming teams need to be involved in the website and social media—it shouldn’t be just one person on your staff. Your PD, jocks, and other staff all should be interacting with listeners on the station website as well as station Twitter and Facebook.” He noted that in today’s radio, it’s imperative that jocks must be digital – it’s now part of their job description. And don’t just talk about radio things – the latest promotion or music. They need to share their lives, their ideas, anything that can connect with listeners. Remember, he says, “Your online world does not have to mirror what you do on air. You can have unique content on the air and unique content online.”

Stires lists some of the most important things you should include with your station’s digital plans: Jock Blogs, SMS/text messaging (he says it’s likely that from one quarter to one third of your online users are via a mobile device), and always promote on air to your website – not others. Once a listeners get to your site, you can always link to a story elsewhere. But first, always send them to your site.

Finally, he says, “Become the hub of the urban world for your listeners, in your market. Be the first (and only) place on air and online, that they need to come to for all their news, music, and entertainment needs.”

The Arbitron staff wrapped up the clinic with a Q&A session, in which the audience asked about PPM recruitment, incentives for panelists participating in PPM, and educating the community about whom/what is Arbitron.
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