Scott Pierce’s Post

https://lnkd.in/gmif6RcH (By Mike McVay) We found 2023 to be a mixed bag of a year. National and Network sales looked strong through Q1 and Q2. Then we hit what has been referred to as an #advertisingrecession which lasted through Q3 and Q4. Local seemed to hold its own through the year. Quarterly reports were presented to stockholders with a promise for a better 2024 ahead based on it being an election year. Crossing fingers isn’t a strategy. Companies focusing on political #advertising as a specialty worthy of a unique sales approach will see the most growth in that category. How #radio will be sold in the near future is another conversation taking place behind closed doors. Radio needs to take a print and/or a digital media type approach to measuring one’s audience. The comparison of those two entities is extreme from one another. You have “old media” which is print. You have “new media” which is digital. They are both measured by circulation/impressions. What will be the radio version of click-throughs? Radio needs to move to an impressions model akin to how SiriusXM sells advertising or sponsorships. They never share their ratings. Only overall subscriptions. To that end, the past year saw more debate on how radio should be measured as Nielsen changed ownership. We saw a rating rebound in 2023 with cume reaching pre-pandemic levels. Although, arguably, all radio listening is being captured fully by the rating and research companies. Radio is heard on multiple platforms. All platforms are not measured in the same fashion. If you’re in a diary market, you’re dependent on a #2 lead pencil and memory. If you’re in a metered market, you’re dependent on being encoded on all platforms.  Artificial Intelligence became the angel on one shoulder and the devil on the other. AI and compensation were a part of the foundation of the SAG/AFTRA strike. Outside of Hollywood, the letters A and I struck fear in the heart of air talent, voice-over, and commercial VO talent as well. As a talent, what you should want to do is be unique and engaging to a point where you’re not copyable. If you’re a talent who sells their voice, then own it. Change NIL (Name, Image, Likeness) to NILV with the V being Voice. Don’t be afraid of Artificial Intelligence. Figure out how to use it to your advantage. Finally, Radio seems to have moved on from trying to eliminate the word “Radio” in favor of “Audio.” It made sense to me initially that Audio is bigger & broader than Radio. Then I saw research that showed listeners referring to most of the audio they hear as Radio. Apple named their audio product Apple Radio. Same with Spotify Radio and Amazon Stations. It’s “Radio.” I hear it on my phone, my laptop, my smart speaker, and all my devices. It’s Radio. And Radio has much bigger challenges than what it’s called. 

Almost zero SEO companies do PR and this is the most accurate data to prove it. PR gets you good backlinks and good backlinks get you higher rankings. One of our SEO managers, Matt, got in the top 100 of PR based on verifiable data. He is 1 of 2 SEOers out of the top 100 PR pros. Well done Matt. "These 100 represent the best agency and in-house communications professionals with the best stories to tell and the most compelling way of telling them."

Entries are open for Digiday's Media Awards, recognizing the companies working to modernize digital media. Learn more and submit by January 5 to secure the best rate on entries. #media #awards #digitalmedia

Picture this... A world where you reach the specific audiences that are right for you, whichever screen they're on. Enter: Audience-Based Buying. Learn why advertisers are shifting to this future-proof method. See how small local businesses are unlocking revenue with this strategy. In this webinar, Spectrum Reach's David Shellhorse, Director of Field Research, is joined by VAB's Jason Wiese, SVP, Director of Strategic Insights. Watch here: https://lnkd.in/gyr9qbYH

At the Advertising Research Foundation’s (ARF’s) ATTENTION 2024 conference on May 14, FOX Chief Research and Analytics Officer Mainak Mazumdar, Bill Harvey from Bill Harvey Consulting (BHC), and I spoke about our ongoing study of the Media Drivers of Advertising Sales Effect. Check out our this summary of our flash report!

I think Kyle Campbell nailed it. I believe that AI remains critical and its significance will only grow over time, however, the accuracy and structure of data is foundational for enhancing AI capabilities. With so many challenges that organizations face like multiple data systems, low governance, and disconnected data sources, many are unable to utilize AI to its full potential. These challenges can keep higher education institutions behind the curve. It begs the question - why not prioritize these foundational systems, developing robust models to entice prospects? Focusing on organizing your data and targeting your prospects can help set the stage for seamless integration of advanced AI to really leverage these technologies.

Check out this insightful interview with the CEO of DigiHype Media about Consumer Choice Awards, discussing how businesses can enhance their credibility:

Kudos to the Atlanta-Journal Constitution for an ambitious goal. I wish them nothing but success. I'm biased given that I prepare the folks who go into product, design, and analytics, but HOW the paper aims to achieve this expansion is worth underscoring in red ink. "To drive this expansion, the AJC plans to hire about 100 people — expanding the newsroom and adding positions across product development, technology, design, analytics, and marketing." https://lnkd.in/gUu_-Fde #mediainnovation #growth #product #productstrategy

I'm excited to share that I am a Qwoted Top 100 recipient and ranked 9th on Q4 2023's #Qwoted100 list. 🎉 Qwoted's index adjusts in real-time to evaluate over 40,00 PR professionals every quarter. The top 100 represent the best agency and in-house communications professionals with the best stories to tell and the most compelling way of telling them. Results are a based on a number of key factors, including: ⚡ Response speed to Reporters 😃 Number of positive interactions between PRs and Reporters 📈 Reporter Ranking ✅ Hit rate of pitches to positive replies from media

Stand up, listeners! Today I am waving the flag for truth and transparency in media, taking a stand against baseless accusations hurled at Ad Fontes Media. With gloves off, I'm diving headfirst into the debate – and you're all invited to join in. Have you ever wondered how media outlets are rated for bias and reliability? I'm ready to satisfy your curiosity and arm you with knowledge. Strap yourself in for a ride through the exciting world of content analysis, as I unveil the science-backed methodology used to dissect media bias. I'm rolling up my sleeves to dissect the Media Research Center's claims, defend the integrity of Ad Fontes Media, and show you how content analysis reduces subjective bias. I'm challenging misrepresentation and celebrating diversity of thought. This isn't about putting up walls – it's about defending the transparency of Ad Fontes Media, and its analysts, and explaining why as a conservative, I think it's important to have a seat at the media literacy table. So, listeners, let's journey together towards a more informed appreciation of media consumption – it's time to join the conversation! Listen now! https://lnkd.in/eiW_Nxgy