RABBlog

NAB Radio Show a Success

Mon, 28 Sep 2009 09:12:00-0500

There were many sessions at the NAB Radio Show in Philadelphia last week that addressed how to generate reveue with Interactive. Many group heads talked about Digital as being the product to increase Radio's revenues and share. Much of the exhibit floor was filled with Digital vendors. Video of the some sessions will be shared on rab.com and in Radio Sales Today over the next several weeks.

Where to find online Interactive classes?

Wed, 18 Jun 2008 08:30:00-0500

RAB has developed 8 classes on how to sell Interactive advertising in a course called Academy Online Interactive. Once registered you will receive an e-mail with a link to the classes, a user name, and a password. For assistance contact Member Response at 800-232-3131 or member_response@rab.com. John Potter

Where is Streaming Audio in the Revenue Chart? Part II

Fri, 13 Jun 2008 13:12:00-0500

IAB reports that audio ads are included in the definition of "rich media" in the chart below. John Potter

Where is Streaming Audio in the Revenue Chart?

Thu, 12 Jun 2008 17:02:00-0500

In response to Steve Burgess question in the Recent Comments column, the IAB chart below (Posted At : June 3, 2008 3:22 PM )shows Digital Video share of revenue at 2%, but nothing about audio. They may be lumping audio into Rich Media. I'll check with them and get back. John Potter

CDMC Final Exam for the July programs

Thu, 12 Jun 2008 16:57:00-0500

In response to Cynthia's question in the Recent Comments column, the Final Exam is available online at the bottom of the 8 Academy Online Interactive classes. We recommend you take it after the Wrap-Up webinar on June 26. Once you begin the final, you will not be able to reopen it. John Potter

How do you price Interactive???

Tue, 03 Jun 2008 15:38:00-0500

It wasn't many years ago advertisers, agencies and media were all saying: "I wonder how we determine the price of Internet advertising?" Now that the Internet has reached over $20 Billion in advertising revenues, we're getting it figured out. Most Internet advertising is being sold on a measurable, accountable system based on CPM, CPC, CPA, or CPL (Cost-Per-Thousand, Cost-Per-Click, Cost-Per-Action or Cost-Per-Lead) or some other "Cost Per" basis. The Radio Advertising Bureau (RAB) has several training programs available on how to sell Interactive as well as how to sell Radio. Included in training is best practices on how radio stations are successfully selling local Interactive advertising of banners, sponsorships, audio streaming and pre-rolls, and video on a different system: fixed pricing or sometimes called sponsorship pricing. Radio stations develop pricing for Interactive much the same way they do for on-air radio advertising: calculate a value for commercials, establish a rate, and present it to the advertiser. The question becomes how to value Interactive products. RAB recommends stations base their fixed price on a competitive CPM in the market. To determine the competitive CPM, look at your local newspaper's online advertising rates and impressions. Newspapers are a good benchmark because in most markets they are taking the largest share of local online ad dollars. If they do not publish their online rates and impressions on their website, have someone call or e-mail and request the information. Our research shows most newspapers charge around $20 CPM for banner ads and as much as $50 CPM for specific placement, animation, audio or video. Once you have the going CPM for online advertising in your market you can multiply that rate times the number of thousands of ad impressions you will deliver to the advertiser. For example: if your local newspaper is selling banner ads for $20 CPM and your station website gets about 100,000 page views per month and you are selling an advertiser an ad on every 4th page (25,000 ad impressions) you would charge $500 ($20 X 25). Whatever you do, don't give it away. Online advertising is a powerful and valuable advertising medium and you deserve to be paid for it.

John Potter
VP Interactive Revenue Development
Director Radio Training Academy
Radio Advertising Bureau
jpotter@rab.com
(toll free) 800-232-3131
(direct) 614-888-0704
(mobile) 614-507-4000

Where's all the Interactive money being spent?

Tue, 03 Jun 2008 15:22:00-0500

Interactive ad revenues toped $21 Billion last year (source: Interactive Advertising Bureau, May, 2008). So on what Interactive products are advertisers investing? Here's a quick look:

RAB Weekly Media Brief

Tue, 03 Jun 2008 15:17:00-0500

If you have not checked out the articles recently, just go to www.rab.com, mouse-over the Competitive Media tab, and click on Weekly Media Brief.

RAB Digital Media Sales

Tue, 03 Jun 2008 14:57:00-0500

RAB's next Certified Digital Marketing Consultant (CDMC) class begins Thursday, June 12, 2008. Contact RAB's Member Response to sign up for the live webinar orientation, 8 online classes, live webinar wrap-up on June 26, 2008, and final exam. Upon successful completion you will be certified as a CDMC! Member Response:
1-800-232-3131
member_response@rab.com

International Feedback on RAB 2008

Thu, 28 Feb 2008 08:59:00-0500

One of the most exciting aspects of RAB 2008 was the tremendous participation of Radio broadcasters from many countries shaaring ideas and brainstorming solutions to common problems. In the coming weeks, we'll be pasing along comments from many of this year's participants in their native languages, and we welcome all of our International associates to take part in this idea exchange. First, comments "auf Deutsch" from Steffen Mueller of MOIRA Rundfunk, operating stations in Germany and Austria.

"die RAB 2008 hat in einer unglaublichen Bannbreite die entscheidenden Fragestellungen zum Thema "Radio der Zukunft" behandelt. Die zukünftige Wertschöpfung und die Weiterentwicklung des Geschäftsmodells in der digitalen Radiowelt wurden mit beeindruckenden Vorträgen und exzellenten Referenten verdeutlicht. Nirgendwo auf der Welt wird in drei Tagen soviel Wissenswertes zum Thema Radio vermittelt." Mit besten Grüßen Steffen Müller Geschäftsführer _____________________________________ MOIRA Rundfunk GmbH

RAB2008: What did you think? (posted by George Hyde)

Fri, 15 Feb 2008 06:35:00-0500

RAB2008: What Did YOU Think? Thanks to all who attended RAB2008 in Atlanta this week! You've probably already seen the positive reviews in various media about keynote speaker Chris Anderson, the "Bold Signals" sent by RAB President Jeff Haley, the inspiring and challenging Group Executive Panel, and the dozens of sessions on monetizing Radio's new opportunities in a digital era, and upgrading your sales and management skills. Obviously, comments like that are great to hear but what we really want to know is: What Did YOU Think? Later today, we'll be issuing a general invitation to RAB2008 attendees to post their comments to this blog. Tell us what was most meaningful to you, how we should follow up to help you turn ideas into action, and what we can do differently to make RAB2009 an even better convention for even more people! (RAB2008 attendance was up 15% over last year, but we know there are thousands more sellers, managers, and owners in our industry who can benefit from this rich, intense learning experience.) Follow the "Comments" link at the bottom of this entry and fire away!