I saw this article and thought I’d pass it along…

Justin Kaiser
Creative Identity Group

“Old Media” Resilient, Survey Finds

 How do different generations use media? That was the question of a study released last week by Deloitte & Touche’s Technology, Media and Telecommunications practice. Drawn from a Harrison Group survey of 2,200 consumers 13 to 75 years old, the topline findings of the “State of the Media Democracy” offered hope for traditional media and yielded some fresh insights into new-media trends, according to Ed Moran, director of product innovation in Deloitte’s New York office.

 For example, consistent across all generational segments-millennials (13-24), Gen Xers (25-41), boomers, (42-60) and matures (61-75)-nearly three-quarters of consumers said they enjoy magazines even though they acknowledge being able to read the same publications online.

Despite their widespread embrace of new media platforms and a “trickle up” effect on older consumers, that tendency was even prevalent (71 percent) among the millennials, Moran said.

Moran said he was also impressed with “the real popularity of user generated content,” particularly in terms of its widespread demand. The survey shows that over half (51 percent) of all Internet users consume user generated content across generations.

Even so, what Moran called the “resilience of old media” remains a prominent feature of the landscape. “And one of the main activities online is going to a television Web site,” he said. The survey found that 46 percent of consumers do that regularly, including over half (52 percent) of all Gen Xers.

“Television is still a core activity,” Moran said. “Even though we see the expected amounts of online, text messaging, cellphone use [and] games-consumers are doing more things, but still watching television. It is always on.”

For advertisers, this could be “both troubling and reassuring,” he said, predicting that “participatory TV,” with some level of interactivity, will become more prevalent, especially as the millennial generation grows up.

Moran said there was also an unexpected result regarding digital video recording devices such as TiVo. “It’s the Xers and boomers that rely on DVRs for television use,” he said. “But the number-one use for DVR is not commercial skipping.”

In fact, the time shifting and the “season ticket” functions (the latter refers to being able to record an entire season of a show) rate highest, he said. The ability to fast-forward through commercials came in third. (The study showed that women like DVRs slightly more than men, and that men are more likely to watch commercials than women.)

Other findings:

• More than a quarter of consumers would pay for online content in exchange for not being exposed to advertising.
• Overall there was more receptivity to print ads than to Internet advertising.
• 60 percent of consumers visit 10 or more Web sites a week.
•  More than a quarter of leading edge millennials (26 percent) plan to shop online in the coming year.
• Search engines were rivaled by word-of-mouth in driving Internet traffic. Although search was No. 1 at 84 percent, 82 percent of respondents visited a Web site because of a personal recommendation. Ads on television (65 percent), Web site ads (55 percent) and e-mail campaigns (54 percent) followed in influence. (Gregory Solman http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003625365

Steve Bingham recently share the secret of a good LMA.  The SECRET is getting a good sales rep (Underwriting Manager) - an experienced one. Perhaps older (maybe semi-retired, as mine is) - maybe much older BUT energetic. Then cut him/her lose with TONS of suggestions, help, and encouragement. Daily. It is a 30-40 hour a week job. I pay 20%. You might want to start out with more. Without a real sales rep you are dead in the water. Ours brings in around 100K plus and growing. Not a lot, but certainly enough for a small station in a small town of 16,000 (plus surrounding communities. Remember, it’s a BUSINESS and needs to be treated as such.

1. Then improve your programming to the best it can be. Arbitron rated us 2nd in our entire County.
2. Then embrace the community with everything you can muster.
3. Do remotes. I call mine “charity remotes” as we promote a charity in front of a business. The business is then a hero. We are a hero. The charity wins. Somewhere down the     line the business always seems to underwrite our station as they consider us “the good guys”.
4. Have listener call ins
5. Do in studio interviews
6. Do phone interviews
7. Add local or National news. We have both.
8. Have a community events bulletin (ours is once an hour)
9. Do a pledge drive. Ours started Monday and a lady walked in with $500 check. It will end Friday with a big party - raffles, food, music, etc, etc, etc.
10. Be friends with your local full time commercial station. Most will help!

Thanks Steve!

Justin Kaiser
Creative Identity Group

We work with a lot of clients who demand results.  And we deliver… most of the time.  Fact is, if we don’t know what ails you, we cannot diagnose your most troubling marketing issues either online or in your community.  That’s why it is so important to share as much information with us as possible.

We ask a lot of questions.  A lot of deep questions that are important to your future.  If you can’t share specific information with us then that is only detrimental to you and your business.  We are here to make you a rising star in your industry and to truly turn on the afterburners of your marketing campaign. 

Your information is confidential.  We can only assume that you are being completely honest and truthful with us and we will do the same to you. 

Let me personally invite you to sound-off!  I would love nothing more than give you some free advice.  Send us an e-mail and we’ll do our best to try to answer your questions on marketing your business either on-line or on-air.

You ask… I answer… It’s really just that easy!

Best of all… No Fees!  Because we want you as a client and we want your business to grow.

Justin Kaiser
Creative Identity Group

I was able to get together with our good friend Tony Garcia at The Conclave in Minneapolis at the end of the June.  Tony works with Bob and Sheri the great morning show that dominates with women.  In addition, Bill and Fran Lytle were on hand as well. 

Recently Tony shared some great information about women that Fran had written…

“If you’ve been following these columns, you know that as Radio professionals, we always look for a “Silver Bullet” answer that will fix everything. In this month’s article Fran Lytle explains why it’s not quite as simple as that.
Fran Lytle is a Consumer Behaviorist, Strategist, Author, Speaker and Radio Show Host. Her area of expertise is sharing behavioral differences between men and women, and providing methods to connect with women through programming, communications and events.”

Fran writes…

My partner, Bill, and I enjoyed presenting an interactive session last month at Conclave 2007. Our topic was connecting with women through promotions. Throughout our session and networking conversations, people kept asking us the same question . . .”What works with women?”

First of all, there’s no “silver bullet,” as one guy requested. Women aren’t werewolves, we’re just different from men. And, we respond differently than men to communications, promotions and events. So, here are a few behavioral insights to consider when developing promotions targeting women.

Bill and I developed and implemented a quantitative study for Meredith Corporation last year . . . you know them, Better Homes & Gardens, Family Circle, More magazine, basically most magazines that target female readers. They commissioned us to conduct research that would provide insights into women’s “need states.” They were seeking the answer to this global question, “What are women looking for in their life?”

Women mentioned that they want . . . and need . . . three things in their lives.

Re-connect . . . with herself, friends, significant others and family. Because she’s time-starved, she feels that she loses touch with her true self and other important people in her life. Since establishing and nurturing relationships is her highest Personal Value, a lack of connection negatively impacts her life.

Re-invent . . . herself. She’s looking to grow, enhance, change. This aspect has been successfully addressed by the travel industry. In the past 5 years, we’ve seen the growth of female travel clubs and the increased participation in travel that provides her with an opportunity to re-invent like discovering how to make wine; creating a gourmet meal; or learning a foreign language. She’s also re-inventing herself through faith-based tours, soft adventure and book tours.

Rejuvenate . . . she’s tired! She needs venues that allow her to relax. This is why spas have become so popular. There’s an interesting new concept you should know about . . . it’s called “Massage Envy.” You join like you would join a gym. Your membership enables you to get frequent massages at a discounted rate. Keep an eye on this brand, you’ll start to see them popping up all over the country, because women are looking to rejuvenate. And, let’s face it ladies . . . wouldn’t you rather have a spa membership than a gym membership? OK . . . I’ll speak for myself.

So, if you want to attract a woman’s attention and connect with her, your station’s promotions should offer her an opportunity to experience one or more of these “need states.”

• Re-connect
• Re-invent
• Rejuvenate

If your promotional idea doesn’t address these experiences, I’d recommend that you drop it and move on. Here are some ideas that should jump- start your promotion ideation meetings . . .

Re-connect:

• Wine tours
• Cultural tours
• Book clubs
• Foreign language classes
• Life coaching sessions

Re-juvenate:

• Resorts
• Destination spas
• Day spas
• Restorative yoga
• Reiki sessions
• Meditation sessions

All of these idea starters also provide you with some interesting brand promotional tie-in opportunities.In future issues, I’ll share some additional behavioral insights that will assist you in developing promotions that connect with women, including . . .

• Images that resonate with women
• Key words that connect with women
• Words you should definitely avoid!
• Colors women are drawn to
• What does she want to “win?”
• Events that she wants to attend

Iwon’t be providing you with any “silver bullets,” (male speak). But, if you’re really into metaphors, consider this . . . I’ll be sharing some “pearls of wisdom,” (female speak).

Fran and Bill’s Website

Fran and Bill’s Conclave Presentation

Thanks Fran and Tony!  Great information and it was great seeing you at The Conclave!  Bob & Sheri have been an industry leader in targeting Women because Bob Lacey and Sheri Lynch clearly understand the differences we talk about each month in this newsletter. They turn that knowledge into compelling radio that gets ratings.  Click on the link below to dowload information on how Bob & Sheri connect with women and their proven record of success.

Bob and Sheri info on Ways to Win with Women