"I Was There"
Eightieth of a series ...

This is a NAB radio convention wrap up as I witnessed it….I WAS THERE!!! 

1. I shook hands with outgoing NAB President Eddie Fritts.  He is one great guy, and has done a fabulous job for 23 years.  I told him he would be missed, and I hope that some day SOON we could do some sort of broadcasting venture together after he is through with his NAB duties. 

2. The water cooler talk I heard from broadcasters was the concern of the expense of  catching up where we should have been a decade ago.  Please read the following points.

3. Reference PPM or some other electronic audience measurement: Eighty per cent of the attendees I talked to think we need “something” new. Agencies want accuracy, and quite a few broadcasters mentioned that the diary was an antique. This will be costly for the major markets….and the medium and small markets may be on the diary system for decades because they cannot afford the added operational expense….. which adds to the confusion.

4. Reference HD:  I talked to a lot of broadcasters who think digital is the way to go.  I talked to a lot of other broadcasters who wondered if there is enough sound/quality difference between FM and digital.  And there are no radios to accept the digital sound at this time.  It, too, is costly….a heavy capX especially for medium and small markets.

5. Reference billing procedures:  Most of the broadcasters I talked to want to continue some sort of electronic billing procedure.  It adds creditability to the industry in the eyes of agents and clients.  This will cost additional operational funds.

6. Reference ROI:  Most broadcasters I talked to welcome any form of ROI measurement….something the agencies and clients will accept.  These broadcasters  know that radio sells merchandise and services.  Go ask a small market broadcaster and he will tell you all about ROI.   This will cost money.

7. Reference talent training:  The general feeling I got is that we as broadcasters have done a poor job in this area for the last ten years.  Some of the major groups are well aware of this and are moving forward to find new talent, and train them.  New PERSONAILITY blood is needed.  This will cost money.

8. Reference sales training:  There seems to be satisfaction with the RAB programs, and sales consultants.  More of this will happen.  This will cost money.

9. Reference on air production creativity:  Yesterday I hooked up one of my large consulting accounts with production guru Chuck Blore.  He has won zillions of trophies for great, creative writing and production work.  Look for more of this.  This will cost money!!!!

10. Reference taking chances:  Randy Jackson of American Idol and others urged us to take chances in music.  I really agree with this although I am research oriented.  My philosophy has always been “if you hear a record/track that knocks you down…play it”.  The problem here is gambling on wrong tracks because of poor “ears”.  There just aren’t too many programmers out there who know a commercial sound whatever the format.  Those WHO DO will win the ratings game as they do now.  This is a talent that CANNOT be taught.  You either have it or you don’t!!!! More consultants will be hired because of their “ears”.  This will recruit more audience and add revenue!!!  But consultants cost money!!!

11. Reference “acceptable vs. exceptional” programming:  This is one of my pet phrases…. “acceptable vs. exceptional.” If it is really GREAT (see points 9 and 10 above) the audience will by word of mouth find the station.  If it is just an alright type of copycat station the audience will listen less.  To become “exceptional” will cost some bucks!!!

12. Reference promotion money:  Lots of groups had to lower promotional spending so they could perform for Wall Street, their investors, and/or bank.  There was a lot of NAB convention talk about increasing promotion money to increase TSL and cume again. This can be expensive!!!

In short, we have to catch up.  As an industry we are not dying, or will we ever.  We just need to move forward as we did up through 1995.  This is 2005!!!  We are ten years behind!! We are going to have to lower our profit expectations to take care of the new expenses listed above.  I don’t see any other way… do you?????  If so, let me know, and I will print your thoughts in this e-column. 

e-mail Kent kent@kentburkhart.com