Evolving Media Landscape Presents Challenges

Changes in the culture affecting the way people consume media, new alternatives to traditional media and Arbitron’s PPM (in large markets) are presenting new challenges in programming commercial messages for talk radio practitioners.

In the current print edition of TALKERS magazine, Mike Kinosian speaks with radio operators about these challenges. The fact that listeners would prefer no commercial messages and the reality that the programming has to be paid for somehow notwithstanding, most talk radio managers agree the presentation of commercial messages must be done with care these days.

Clear Channel Los Angeles president and market manager Greg Ashlock says to keep news/talk KFI competitive in a landscape where other entertainment options grow every year, success depends on providing “content you can’t find someplace else and it is a little easier for spoken-word formats to get longer time spent listening.” Ashlock says endorsement ads by prime talent such as Bill Handel get tremendous results for clients and help keep listeners aboard. But involvement by the talent is crucial. “There’s an engagement between our hosts and the results of the clients they are representing. They are not just doing a ‘read’ — they are involved in a client’s business. It really is a collaboration.”

You can read the entire feature piece in the current print edition of TALKERS magazine.