Research Director, Inc. https://researchdirectorinc.com The Ratings Experts℠ Mon, 19 Nov 2018 22:43:19 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.8 https://researchdirectorinc.com/wp-content/uploads/2018/07/big-RDI_facebookProfile-150x150.jpg Research Director, Inc. https://researchdirectorinc.com 32 32 2019 Nielsen Audio Population Updates https://researchdirectorinc.com/2018/11/2019-nielsen-audio-population-updates/ https://researchdirectorinc.com/2018/11/2019-nielsen-audio-population-updates/#respond Wed, 07 Nov 2018 15:03:25 +0000 http://researchdirectorinc.com/?p=3639 Each year, effective with the October PPM and Fall diary books, updated population numbers are incorporated into Nielsen Audio’s radio audience estimates. Changes within a station’s key demographic can significantly impact its ratings, even if panelists’ or diarykeepers’ listening hasn’t changed at all.

The 2018 population estimates, last used in the September 2018 PPM and Summer 2018 diary surveys, were based on Census 2010 data that was projected to 2018. Beginning with the October 2018 PPM and Fall 2018 diary surveys, the population estimates are based on Census 2010 data projected to 2019.

Nielsen Audio uses population estimates in order to model their sample as similarly to the population as possible – demographically, ethnically, and geographically. For example, if 20% of a market’s population is Hispanic, Nielsen will attempt to compose its sample of 20% Hispanics.

Ideally, each meter or diary represents the same number of people in the metro as every other meter or diary. However, when Nielsen over- or under-samples a particular group, they employ weighting. This means that a meter or diary in an under-sampled group will represent more people than a meter or diary in an over-sampled group. In my example from the previous paragraph, if the market is 20% Hispanic but the sample is only 10% Hispanic, Nielsen would double the “value” of those meters or diaries so that reported radio estimates reflect listening from 20% Hispanics.

Due to weighting, stations whose audience is under-sampled may notice greater fluctuations in their data compared to stations whose audience is not under-sampled. If a panelist or diarykeeper with abnormal listening habits is from an under-sampled group, their meter or diary value will be more heavily weighted. This means that the abnormal listening habits are magnified. That’s why it’s so crucial to take a look at the population updates each year to see if there were any major changes in your station’s key demographics.

If you’re in a PPM market, your October book released last week. If you’re in a diary market, your Fall Arbitrends data releases this month, with the Fall book out in January.

If you have any questions about how these population changes affect you, give us a shout. Research Director, Inc. clients will be receiving a breakout of the changes for their particular market.

-Anne Doyle, Production Manager

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Sales Success: How to Sell Anything to Anyone! https://researchdirectorinc.com/2018/10/sales-success-how-to-sell-anything-to-anyone/ https://researchdirectorinc.com/2018/10/sales-success-how-to-sell-anything-to-anyone/#respond Tue, 09 Oct 2018 15:00:35 +0000 http://researchdirectorinc.com/?p=3298 One of the most valuable skills that a salesperson can have is knowing how to sell to anyone. Being a great salesperson opens up many doors of opportunity, especially for entrepreneurs and business owners.

Here are a few great tips for selling to anyone in 2018 and beyond.

1. Understand Your Customer’s Needs

No matter what you are selling, the most important part of salesmanship is understanding the needs of your customer and figuring out how to meet them. In almost every case, a salesperson who focuses on customer service and how your station is able to meet their customer’s needs and wants will be successful. Perhaps your customer has pain points that your station is able to alleviate, or perhaps they have desires that it is able to fulfill. Once you determine the needs of your target customer and how your station is able to meet them, centering your sales pitch around meeting those needs is the best way by far to close a sale.

2. Sell Yourself

Whether you’re cold calling or have spoken before, it’s important to keep in mind that before a person is going to be willing to hand over their hard-earned money to you, they’ve got to like you the salesperson just as much as they like the product or services that you are selling. When you’re making a sales pitch, take a little time to get to know your customer and let them get to know you. Tell them a quick story, make them laugh, and overall simply let your personality shine. If you can make your customer see you as a person and perhaps even a friend rather than just someone who is trying to sell something to them, they’ll be far more inclined to buy something from you.

3. Research Who You’re Selling To

Before you are able to meet the needs of your customer and craft your sales pitch to target them as effectively as possible, you first need to know as much as you can about the person you are selling to. Sometimes increasing sales entails researching a specific client if you are making a major sales pitch to a high-profile figure within a company who you are able to research beforehand. Other times, when you are selling directly to consumers, researching who you are selling to means figuring out the target customer for your station and analyzing their needs and desires. Either way, knowing as much as possible about who you are selling to before you ever begin your sales pitch is essential if you want that sales pitch to be as effective as possible.

4. Ask Questions

Making sales centers around having a conversation with the person that you are selling to, and one of the most important parts of that conversation is the questions that you ask. Asking your customer questions (and actually listening to their answers) is valuable in a couple different ways.

For one, it allows you to figure out more about the person you are selling to, their needs and desires, and what they are looking for in a marketing plan. Just as importantly, though, asking questions is an effective sales technique because people enjoy talking about themselves. This goes back to making the person you are selling to like you; when you show genuine interest in them and give them the opportunity to talk about their favorite topic – themselves – they’ll be much more likely to enjoy the conversation and, therefore, much more likely to buy something from you in the end.

5. Don’t Sell. Help

People you are selling to need to see you as someone who is helping them solve a problem through the product that you are offering. Keep in mind that one of the main things that lead people to buy a new product or service is that they are struggling with an issue that they hope that product will address. It’s your job, therefore, to make sure that you are as helpful as possible. When you are genuinely trying to be helpful when it comes to addressing your customer’s needs, your sales pitches will be far more successful.

-Nicole Somerville, Sales Research Consultant

Source: Brian Tracy – How to Sell Anything to Anyone in 2018 & Beyond

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Improve FaceTime – Dump the Phone https://researchdirectorinc.com/2018/09/improve-facetime-dump-the-phone/ https://researchdirectorinc.com/2018/09/improve-facetime-dump-the-phone/#respond Tue, 11 Sep 2018 14:13:24 +0000 http://researchdirectorinc.com/?p=3113 Apple has made the term “FaceTime” synonymous with video communications through your phone. All levels of communication can be done with that small gadget that is never out of your reach. Why meet in person when you can see and hear them through your cell phone?

No question about it, cell phones have vastly improved quick and efficient communication. However, it has not replaced real facetime.

Why is that?

Personal Encounter: Yes, the cell phone (audio and visual) allows you to communicate. However, it does not allow you to build a real relationship. Sitting in someone’s office and going beyond the points of meeting not only helps you better understand the person’s needs, but also can uncover potential opportunities. It also allows you to better learn what makes them tick.

Body Language: What is the other person’s body language telling you? Are they open and inviting, or are they closed up and protective? Reading their body language can give you signals, and warning signs, that a cellphone screen cannot.

Effort: There is no question that it takes more effort to meet with someone face-to-face. Travel, especially out of the region, can be costly. However, this type of effort builds a bond and shows the advertiser how important you are to their business.

In this day and age, few people like flights and hotels. Even fewer, if any, like to drive in traffic. And yes, there are times, and it might be quite often, when business needs to be done with a phone call, e-mail, or text message.

However, if a sales person wants to build a bond that will overcome issues, they have to make the effort to meet the other person-in-person – face-to-face. Is it worth the effort? You can only answer that when you need that little extra benefit. Either there is little differentiation between you or a competitor, or you did not deliver what was expected. Having built that bond may mean the difference between winning and losing.

Don’t let technology get in the way a building a relationship. You never know when you will need it.

-Charlie Sislen, Partner

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Beating the Pureplays on a Level Playing Field https://researchdirectorinc.com/2018/08/beating-the-pureplays-on-a-level-playing-field/ https://researchdirectorinc.com/2018/08/beating-the-pureplays-on-a-level-playing-field/#respond Tue, 14 Aug 2018 15:17:13 +0000 http://researchdirectorinc.com/?p=3109 For years the Pureplays, especially Pandora, have made claims that they are bigger than radio stations in their market. The problem was Pandora was comparing their internal data manipulated to look like Nielsen, to the Nielsen data broadcasters use every day.

We understand that the Pureplays sell on impressions while radio stations sell on GRPs. Therefore this is a positioning issue and not a pricing issue. But a comparison to position your radio station better than the Pureplays has always been important.

The best source for this has been Scarborough, where one can compare the Pureplays reach to that of an individual station or a radio cluster. Until recently there was a flaw with this exercise. Scarborough reported monthly reach of the Pureplays while radio stations were reported as a weekly reach. This gave the Pureplays an unfair advantage, as cume grows over time. Therefore, with all other things being equal, a monthly cume will be bigger than a weekly cume.

This discrepancy has changed and has leveled the playing field. The recent Scarborough release not only reports the monthly reach of the Pureplays, but now also includes a weekly reach. While we are still working with weekly cume, and therefore TSL is not taken into account, the Pureplays need to compete with radio on a level playing field. However, one can now look at the weekly reach of the Pureplays and compare it to the weekly reach of individual radio stations or a radio cluster.

While neither outlet sells with cume, an advertiser’s message cannot be acted upon if it is not heard. Cume offers a glimpse of the potential.

Besides looking at demographics, this change in Scarborough allows users to look at specific qualitative categories. Tapscan’s cross-tab report allows the user to compare the Pureplays with radio stations for endless advertising categories.

To be fair, Pandora is strong and will occasionally outperform individual radio stations. However, the new Scarborough data allows for a level playing field for both demographic and many advertising categories.

Need to learn more, feel free to contact us at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner

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Not All Meter Keepers Are Created Equal https://researchdirectorinc.com/2018/07/not-all-meter-keepers-are-created-equal/ https://researchdirectorinc.com/2018/07/not-all-meter-keepers-are-created-equal/#respond Tue, 17 Jul 2018 14:48:20 +0000 http://researchdirectorinc.com/?p=3098 It is Sunday morning and program directors around the country are examining the meter counts for the previous week.

  • Your station goes from a 4.3 to a 4.8, pop the Mimosas (remember, it’s Sunday morning).
  • Your station goes from a 4.3 to a 3.8, crawl back under the covers.

While this Sunday morning task has become a ritual for many, it does come with some caution.

Nobody Cares About 6+
While meter count reports may be a good indication of your 6+ audience, it is just that – 6+. It is impossible to determine if that change is within your target demo or from panelists that you don’t care about. Who really cares about growing your meter count with Persons 6-11 or Adults 65+?

They May Not Live in Your Metro
Media Monitors measures all of your meters, not just those who reside in your metro. While it is nice to have out-of-market delivery, they will have zero impact on your metro AQH Share and rank.

It Is Weight That Matters
Each meter carries a weight, which represents a portion of the population. These weights, known as PPMV (Persons per Meter Value) can vary greatly. One meter can represent two and sometimes three times as many persons as another meter in the same market. Also the same meter can have a different weight from one survey to another. Looking at raw meter counts without understanding the value of an average meter can deliver a false positive, or negative.

While it is done on a broad basis, Research Director, Inc. can track your market’s meters not only by total 6+ but also:

  • Gender
  • Age
  • Ethnicity
  • Geography

We don’t get down to individual meters, but we allow you to focus on how well Nielsen is delivering your target audience and therefore the value of the meters you want.

Knowing how Nielsen is sampling your market and understanding the value of meters by various parameters can make that Sunday morning ritual less traumatic.

If you need more information, please contact Research Director, Inc. at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner

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Taking Advantage of Heavy Radio Listeners Using Quintile Analysis https://researchdirectorinc.com/2018/05/taking-advantage-of-heavy-radio-listeners-using-quintile-analysis/ https://researchdirectorinc.com/2018/05/taking-advantage-of-heavy-radio-listeners-using-quintile-analysis/#respond Wed, 30 May 2018 15:03:59 +0000 http://marcgreenspan.wpengine.com/?p=3037 Quintile Analysis sounds like a phrase that you might hear on “The Big Bang Theory” or in some scientific paper. However, Quintile Analysis is a great way to promote the value of radio and highlight the value of heavy radio listeners.

The concept is simple; rank all radio listeners on the amount of time they spend with radio. The top 20%, or one-fifth (a quintile) are the heaviest radio listeners. While radio reaches just about everyone (90%+ weekly reach), these heavy listeners, known as quintile 1, are the ones who are most impacted by ad messages. You can build an effective frequency so that they react to the advertising message.

If your station is a Scarborough subscriber, it is easy to take advantage of heavy radio listeners to grow the radio pie. Using Tapweb’s Crosstab report, or Research Director, Inc.’s Prospector, find the characteristics where Quintile 1 Radio listeners outperform the general population. Share with advertisers how heavy radio listeners compare to the general population based on:

  • Demographic/ethnic characteristics
  • Income and socioeconomic characteristics
  • Lifestyle and activities
  • Geography
  • Ownership and product purchasing habits
  • Plan to purchase activities

By promoting these heavy radio listeners as ideal customers, a quality sales person can promote radio as the ideal advertising vehicle for potential advertisers.

Quintile analysis is also extremely valuable to compare radio’s heavy listeners to other advertising outlets. This includes:

  • Television
  • Newspaper
  • Outdoor (miles traveled)
  • Internet

Looking at one market shows that Adults 25-54 are heavy radio listeners (index 105 for Quintile 1) and light television viewers (index 111 for quintile 5) and light newspaper readers (quintile 113 for quintile 5).

Radio has many advantages over television, newspaper, outdoor, and digital advertising. However, documenting local market data that shows that heavy radio listeners are a better target than heavy users of other advertising outlets is key to growing the radio pie, and your own billing.

It all comes down to using the right vehicle to deliver the ideal consumer for a specific advertiser.

If you need more information on how to take advantage of qualitative research to help grow your billing, feel free to contact us at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner

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Radio & the Power of the Vote https://researchdirectorinc.com/2018/05/radio-the-power-of-the-vote/ https://researchdirectorinc.com/2018/05/radio-the-power-of-the-vote/#respond Wed, 09 May 2018 15:02:26 +0000 http://marcgreenspan.wpengine.com/?p=3031 According to the pre-election polls, Roy Moore should have been the next U.S. Senator from Alabama. Regardless of the scandals, public outcries, and missteps, Moore was still highly favored to win. Yet two percentage numbers changed that, and caused a ripple effect that has everyone on notice: 5 and 2.

5% is the increase of the African American turnout rate for this election as compared to the
2016 presidential elections, where Donald Trump won Alabama by 63%. 2% is the increase of the African American turnout rate in 2017 as compared to the 2012 presidential election, when President Barack Obama was on the ballot. Of the 29% of African Americans who came out to vote in the special election, 96% of them went with Democratic Candidate Doug Jones. This small increase in African American turnout flipped 13 Alabama counties from Red to Blue, resulting in the election of a Democratic Senator from Alabama for the first time in 25 years.

According to the Brookings Institute, in key 2018 mid-term swing states cities in Ohio, Michigan, and Virginia, African Americans make up 50.9% to 83.6% of the total population. In cities within deep red states, like Mississippi and Tennessee, they make up 63.9% to 80.7% of the total population. These potential African American voters, if properly activated, could make or break any candidate’s path to victory or any proposition’s path to becoming law.

So let’s say you’re candidate X; how do you reach the African American demographic in an effective way? Well, according to the Nielsen 2017 State of the Media report, 93% of African Americans above the age of 18 are reached by radio – that’s over 32 million African Americans reached on a weekly basis. That’s higher than smartphones, PCs, or tablets, which are dominated by social media and its echo chamber. Radio can be the tool that would allow your candidate to speak directly to the voters, no matter where they are, in a clear and concise tone. It has the ability to change a generic 30-second ad into a fireside chat that can address the needs of the African American community and the ways your candidate can help them directly. That is more powerful than any 280-character tweet that would get lost in the political shuffle.

Research Director, Inc. uses tools and resources that could show a candidate how your stations can deliver a message tailored to the African American Adult 18+ community. Tools such as Nielsen’s Tapscan program could show specific districts that have higher amounts of African American Adults 18+ as compared to the overall market. Nielsen’s TapWeb program would also allow a candidate to see which of your radio stations have a higher reach of African American Adults 18+ on a daily or even hourly basis. It would allow a candidate to pinpoint which stations they should buy and when their ads should run to reach the most people. With Nielsen’s Scarborough program, they can learn more about whom their potential voter is, if they are registered to vote, what political party they’re affiliated with, whether they own a small business, or what they are planning to do in the future. Research Director, Inc. has effectively mastered each of these programs and can create political presentations for key demos. No matter where your candidate is or who your constituents are, our presentations can help you demonstrate which stations have the registered voters that care about the issues you’re fighting for and the potential voters that will follow.

Although I’ve spent this blog talking about how to use Radio to target African American voters to change the outcome of elections, this logic applies to all radio formats and their listeners. Radio can activate voters and sometimes doesn’t take many votes to change the outcome of an election.

For example, if it comes down to the two frontrunners in Georgia’s gubernatorial election, Republican Candidate (and Lt. Governor) Casey Ceagle and Democratic Candidate Stacey Abrams, the race could be decided by a slim margin of victory. If that’s the case, Radio could bring about the 2% or 5% turnout increase that could change history.

-Justin Smith, Research Assistant

Sources:

Perry, A. (2018). Alabama is a precursor to the black vote’s value in 2018 and 2020. Brookings.
Published 13 December 2017, from https://www.brookings.edu/blog/the-avenue/2017/12/13/alabama-is-a-precursor-to-the-black-votes-value-in-2018-and-2020/

Perrus, S. (2017). State of the Media: Audio Today 2017 (pp. 2-3). Nielsen Audio.

Burlij, T. (2017). The 7 most revealing findings in the Alabama exit polls. CNN.com.
Published 13 December 2017, from https://www.cnn.com/2017/12/13/politics/revealing-alabama-exit-polls/index.html

Campoy, A. (2018). “Black voters turned out” isn’t the full story of Alabama’s surprise Democratic win. Quartz. Published 13 December 2017, from https://qz.com/1155777/alabama-special-election-how-democratic-voters-turned-out-in-a-red-state/

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Making a Successful First Impression https://researchdirectorinc.com/2018/04/making-a-successful-first-impression/ https://researchdirectorinc.com/2018/04/making-a-successful-first-impression/#respond Wed, 25 Apr 2018 15:01:53 +0000 http://marcgreenspan.wpengine.com/?p=3023 No one is sure where the phrase began (some credit Oscar Wilde), but shampoo maker Head and Shoulders made the phrase “You never get a second chance to make a first impression” famous. The importance of this motto cannot be overstated.

Every sales rep knows that a relationship can be built or destroyed with a potential advertiser in the first few minutes of the first call. Like a first date, the first few minutes may determine the future. So what do you do to enhance the possibility of success?

Do Your Homework: Become as knowledgeable about their business as possible. Yes, visit their web site, but don’t stop there. Use the qualitative (Scarborough or The Media Audit) tools that you have in house to educate yourself on who their target customers and potential customers are. Look at their target (i.e., plan to purchase) by age, ethnic, gender, geography, income levels, media habits, etc. Also compare their profile with direct competitors.

When using this data in conversation, it is good to use the phrase, “according to my research.” This shows that you did your homework, but also protects your reputation if the advertiser’s data and/or perception are different than what your research shows.

Finally, spend a few minutes looking for news and articles on this advertiser and category. Don’t hesitate to use the RAB Instant Backgrounds.

Ask About Them: Like a first date, show a definite interest in them and their business. Don’t talk about your morning show, ratings, audience delivery, or great promotions. This first meeting should be about them. Get them to tell you about their business, challenges, and opportunities. If you win them over, you will have plenty of time to talk about you and your station.

This may seem like a lot of work for a potential dead end. However, by doing your homework and focusing on their business, you increase the odds that this will lead to a long-term highly successful relationship.

Need help, feel free to contact Research Director, Inc. at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner

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Radio and Baseball: The Perfect Marriage https://researchdirectorinc.com/2018/03/radio-and-baseball-the-perfect-marriage/ https://researchdirectorinc.com/2018/03/radio-and-baseball-the-perfect-marriage/#respond Wed, 28 Mar 2018 15:25:55 +0000 http://marcgreenspan.wpengine.com/?p=3011 It’s almost that time again! From the first crack of the bat to the smell of hot dogs and nachos at the concession stands, the boys of summer are getting ready to come home from spring training in Florida and Arizona. The gray winter sky will soon lead to warm sunbathed baseball fields and temperatures that are no longer in the single digits.

All of the radio flagships and affiliates of your favorite baseball teams are excited for a boost in ratings from fans listening on porches, in cars, or in the ballpark. Fans in the stands aren’t the only people who want their teams to do well; radio GMs, PDs, and other executives want the team that they carry to go all the way to the World Series.

In 2017, both the Houston Astros and Los Angeles Dodgers went on to an exciting seven-game World Series that culminated with the Astros taking home the trophy. But in terms of radio, both teams could consider themselves winners. According to a December 7th Inside Radio article, the flagship station for the Los Angeles Dodgers, KLAC-AM, had a 13.7 share for persons 6+ and a 15.1 share for Men 25-54 when the World Series was airing. In Houston, the Astros’ flagship, KBME-AM, had a 12.7 share for persons 6+ and a 12.1 share with Men 25-54.

This wasn’t just a one-off either. In 2016, the Cleveland Indians’ dual flagships WTAM-AM and WMMS-FM collectively had an amazing 58.7 share for persons 6+ and a 55.8 for Men 25-54. For the World Series Champs that year, the Cubs’ flagship WSCR-AM had an average share of 30.5 for persons 6+ and Men
25-54.

Listenership increases when “something major is happening, like a Rich Hill potential perfect game last August for the Dodgers, you can see the audience grow with each quarter-hour as word of mouth does its part. . . it was fascinating to watch the radio audience expand virtually minute-by-minute,” says Len Klatt, former Senior VP & Director of Research for Premiere Networks.

Baseball on the radio has been growing since the first broadcast on August 5, 1921. KDKA in Pittsburgh aired the Pittsburgh Pirates beating the Philadelphia Phillies 8-5. Back in the early 1930s you couldn’t listen to your team play if they were playing on the road. Only home games were broadcast. This started to change in 1935 when MLB Commissioner Judge Kenesaw Mountain Landis sold the rights to the World Series for $400,000 to the major networks. In 1939 all teams started to broadcast their games on the radio. It has evolved to the point that you can listen to the broadcast digitally on your cell phone.

Broadcasters and programmers alike can’t imagine the radio without baseball on it. Mark Chernoff, of WFAN-FM/AM, says, “We’ve always had ‘radio is theatre of the mind’ drummed into us, and it really fits with baseball. When the announcers ‘paint the word picture,’ it’s so true for baseball.” Anita Bonita, a media pro, says that “my radio was often richer and more detailed than the TV coverage. So even when the games were on free TV, I’d have the picture up, the sound off, and the radio on.” She’s not the only one to sync the radio audio to the television picture, even if it is getting harder these days. Dennis Constantine, a major market programmer, explains why: “If we attempt to listen to the radio and watch TV, the radio play-by-play doesn’t match up with the TV picture. FM radio stations using PPM decoders are delayed by 6 seconds or so, and the delivery of TV digital pictures can vary depending on the delivery platform. So, that magic of turning down the sound on the TV and listening to the radio broadcast is gone.” Even with some difficulties added because of new technology, baseball and radio is a perfect marriage.

So get ready to sing, “for it’s one, two, three strikes you’re out!” and get your transistor radios out because it’s almost time for inning 1 of the 2018 Major League Baseball season.

-Matt Weaver, Research Specialist

Sources:

“Tom Taylor NOW: Radio’s Daily Management Newsletter” Vol. 7: Issue 36 (February 21), Issue 38 (February 23), & Issue 40 (February 27)

Larson, Stevie. “The History of Baseball Broadcasting: Early Radio” Baseball Essential, 11 Dec. 2015, https://www.baseballessential.com/news/2015/12/11/the-history-of-baseball-broadcasting-early-radio/. Accessed 12 March 2018.

Author Unknown. “Ratings Drilldown: Sports Radio Shares Up 30% Since June” Inside Radio, 7 Dec. 2017, http://www.insideradio.com/ratings-drilldown-sports-radio-shares-up-since-june/article_0dbb12de-db2c-11e7-95c7-ef95007fe21c.html. Accessed 12 March 2018.

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Guess Who’s Coming Out to Play https://researchdirectorinc.com/2018/03/guess-whos-coming-out-to-play/ https://researchdirectorinc.com/2018/03/guess-whos-coming-out-to-play/#comments Wed, 21 Mar 2018 15:06:36 +0000 http://marcgreenspan.wpengine.com/?p=3005 You know that little green thing with the three lines in it? You know … the one that looks like a Wi-Fi symbol and randomly transmits sounds and blessings through your ear canals. Something you probably didn’t notice until reading this article. Well, unless you’ve lived under a rock the last few years, that little green thing is called Spotify. As we ponder that description, Spotify is currently delivering musical content to over 140 million subscribers.

Spotify is also reported to have over 70 million paid subscribers, making them the number one streaming service in the world. But even with all these peeps, yes I said peeps, Spotify still ain’t making any money, man. Gaining revenue is hard in this industry because the more money you make, the more money a company like Spotify must pay to record labels in licensing fees. The streaming business itself is not lucrative but Spotify is hoping to change that. Spotify is ready to step outside with the big boys and finally go public, making it one of the only solely music streaming services, alongside Pandora Radio, to be public in the marketplace. However, they are not taking the traditional route; Spotify is deciding to go public with a Direct Public Offering (DPO) rather than a traditional Initial Public Offering (IPO), a method that is normally taken by companies valued at less than $100 million. How will this affect radio, you ask? Well, the answer is this. In no way, shape, or form will Spotify going public affect radio. We can all breathe. In fact, as of Q4 2017, AM/FM Radio is still the number one platform for audio listening among Adults 18+. 48% of these Adults used AM/FM radio for audio listening, while only 2% used Spotify.

03212018

It’s clear that Spotify and other streaming services alike still have a long way to go to catch radio. So while we cheer for our fellow media comrades, if the biggest streaming service in the world has to gamble to “possibly” earn a profit, safe to say that Radio has nothing to worry about. Radio has been, and always will be, the go-to medium for audio consumption, period. Numbers don’t lie.

-Davon Rush, Research Assistant

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software: Apache Nutch 1.15 (modified, https://github.com/commoncrawl/nutch/)
robots: checked via crawler-commons 0.11-SNAPSHOT (https://github.com/crawler-commons/crawler-commons)
format: WARC File Format 1.1
conformsTo: http://iipc.github.io/warc-specifications/specifications/warc-format/warc-1.1/