January 30, 2024 • 17 mins
Dave Beasing is a distinguished, seasoned consultant and media brand creator with a remarkable track record at MTV, VH1, ABC, CBS, NPR, iHeart, Lions Gate, and radio. Dave's ongoing creativity positions him at the forefront of the industry as the founder of SOUND THAT BRANDS.
Starting Nebraska station, Dave later contributed significantly in Tulsa, Detroit, and LA, even launching Ryan Seacrest's first full-time radio job at LA's Star 98.7.
As the visionary behind 100.3 FM The Sound, also in LA, Dave revolutionized radio programming with on-demand video and social media, setting a new standard for audience interaction. His accomplished team produced chart-topping podcasts like Dirty John, Unfictional, Business Wars, COLD, and many, many others.
The team Dave has brought together at SOUND THAT BRANDS possesses decades of combined experience in marketing, consumer engagement, audio entertainment, and brand management. This diverse skill set uniquely equips them to tackle intricate business challenges. As the tech landscape continually evolves, Dave remains a leading influence, steering the team towards success.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Dave Beasing (00:00):
Broadcast dollars are shrinking.
How can I serve with all of thisdigital content and monetize that?
Every heritage brand, be it newspaper,TV, radio, what have you, should be
thinking, how can I take that content andmake it more on demand and more relevant?
Welcome to BRANDwidth On Demand,your guide to rebooting radio.
(00:24):
My mission, my New Year's resolution,uh, for the side hustle that I have of
still working with a few of my friendsin broadcast is to help them figure out
how to monetize the on demand content,the digital content, because it's
They know how to make that content.
What they have not figured out is on alocal basis how to sell that content.
VO (00:47):
BRANDwidth On Demand.
Rebooting radio with a differenttake on all radio can be.
Now your guides through themediamorphosis, David Martin and
author of the book BRANDwidth On DemandMedia Branding Coach Kipper McGee.
Dave Martin (01:03):
This time around, we hear from a seasoned consultant, media brand
creator with a remarkable track record.
Places like MTV, VH1, ABC, CBS,NPR, iHeart, and Lionsgate.
After a long run as senior consultantand Fred Jacobs right hand guy really
at Jacobs Media, Dave pioneeredthe use of video in social media.
(01:28):
As the architect of 100.
3 FM, the sound in LA.
Gosh, we miss that station there.
Now he creates Digital Audio as thefounder and CEO of Sound That Brands.
They produce podcasts that are partof marketing strategies of big brands
like AAA Motor Club, mattress firmPepsi, and a popular grocery chain that
(01:53):
shall remain contractually nameless.
Dave Beasing (01:56):
Although I will mention that I ate a lot of Jingle
Jangle over the holidays, too much.
Dave Martin (02:01):
Oh, okay.
Dave is still, in his heart, a radio guy.
He was a top broadcast strategistand now, he can take a look at
the industry, that being radio,strengths and weaknesses with a unique
perspective, that of a digital guy.
Brand with On Demand is proud towelcome the founder of Sound Brands.
(02:22):
The very well known Dave Beasing.
Hey, Dave.
Kipper (02:25):
Hey.
Hey,
Dave Beasing (02:26):
thank you, Dave.
Thank you, Kipper.
It's a pleasure to be here.
Love what you guys do.
Kipper (02:31):
And it's great to have you back, Dave.
So we talked to you a couple of yearsago, but I guess the question now
that I've got is what do you see asthe state of podcasting for 2024?
Dave Beasing (02:43):
It's, it's good overall.
I mean, it's Is it difficult for theaverage content creator to make a living?
Absolutely, but that's nothing new andit is difficult for content creators
in any media to, to make a livingthese days, sadly, because of the
long tail, but we won't get into that.
Internet Advertising Bureau, theirstats, they say in 2023, when
(03:07):
it's all added up, there'll be a25 percent increase in revenue.
So 2.
3 billion for the podcast industry,a long way to go still, but 25
percent year over year growth.
If you can find another medium thatcan boast that, I want a piece of it.
The problem, I guess, is that thepodcast sales managers Projected
a 40 percent increase for 2023.
(03:29):
Some of them, and of course goinginto the year, it looked that way,
but the podcast ad market, all of thead market was very difficult in 2023.
So they had to settle for, for, for 25%.
Kipper (03:40):
So what are they?
Radio sales guys?
Dave Beasing (03:43):
Yeah, right.
When it's 20.
Yeah.
Well, you know, this was atough year for everybody.
And I think the radio salespeople missed their projections
for the most part as well.
Roughly 10 percent of podcast revenueis a category called branded podcasts.
That's what we specializein at Sound of Brands.
And these are podcasts that are part ofa brand's Marketing strategy we start
(04:10):
with the client and then build thecontent instead of the other way around.
Dave Martin (04:15):
Well, Dave, you've written a lot on podcast measurement
metrics, especially those KPIs,the key performance indicators.
What do you tell your clients to look at?
What would make the worlddifferent for radio station?
Dave Beasing (04:29):
Well, the KPIs that we look at in podcasts, and I think there
are some definite parallels becausebroadcast as I know you want to talk
about, has to rethink things a bit.
Immediate sales is certainly a big partof what podcasts are able to tout and what
we tout with the branded podcasts as well.
We were proud to work on a projectfor iHeart for a mattress firm where
(04:53):
they were able to do some reallysophisticated research and track direct.
results at the cash registerat mattress firm stores.
Second would be brandawareness and affinity.
We do a lot of research in thepodcast business about what the
impact of sponsoring a podcast ison the perception of the brand.
So rather than think reach andfrequency, we think about impact, about
(05:17):
deeper connection with the audience.
And you, there's a great story totell there in podcasting with I think
Signal Insights says on average froma branded podcast like we do, 6 in
10 listeners are going to go awaysaying, Oh, yeah, I'd have a much more
positive view of the sponsor of thatpodcast, even though the sponsor of
(05:38):
that podcast was only subtly mentioned.
usually in that content.
And of course, the intention andengagement and, how does it affect
other perceptions of the brand?
Earned Media the grocery store podcastthat you delicately mentioned, gets a ton
of earned media on the Today Show website,on People Magazine website, you name it,
(06:00):
every time we put out a podcast for them.
Because, that brand Is beloved and soit's clickbait online, but earned media
is certainly a possible impact as well.
Kipper (06:10):
Well, Dave, when we were talking a while back, you said that linear content
is really the next basic frontier, but canyou define what you mean by linear content
and also then how it might apply to radio?
Dave Beasing (06:25):
Well, what my mantra has been is that Heritage
Media is too linear, , Kipper.
That's the us to them effect of we puton a show for you or we deliver this
and you can listen or watch or not.
That's going to soon be I shouldn't saythat it'll be a thing of the past, but
(06:46):
it's definitely diminishing in importance.
The Edison Research shows that on-demand and digital content, audio
content has now the lines have crossed.
It is now surpassed linearcontent in listenership.
(07:06):
So the traditional forms of audio, radio.
Even satellite radio and streamingwhere you have no control whatsoever
over what song is next, as anexample, that's linear content.
And that's definitely on a declineover the past 10, 15 years.
The trend is very clear.
(07:26):
So my mission, my New Year's resolutionfor the side hustle that I have
of still working with a few of myfriends in broadcast is to help
them figure out how to monetize.
The on demand content, thedigital content, because they
know how to make that content.
What they have not figured out is on alocal basis, how to sell that content.
(07:50):
They're selling great digitalstuff that's national.
, they're helping local advertisersfind their way into search
and social and other websites.
But what they're strugglingwith is how to get advertisers
on their own owned digital media.
Dave Martin (08:06):
Dave, again, council to station guys, what kind of on demand
content should they be creating thesales issue aside for a moment...
What about the content itself?
Dave Beasing (08:19):
Sports is a huge opportunity for a lot of local brands.
News is too.
I think, uh, If you look at what KSL, theBonneville folks in Salt Lake City, and
they've done it as well, starting to do itat least in Seattle and Phoenix with their
news stations, KIRO and KTAR, they're the, big stations, Heritage Stations, they
(08:40):
are, Cheryl Worsley in Salt Lake City.
It has created lots of very popularpodcasts, national podcasts,
including two number one ratedpodcasts right out of Salt Lake
City in the news department there.
They've won the Crystal Awardfrom the NAB for podcasts at least
two years in a row as I recall.
So those opportunitiesare definitely there.
(09:00):
Yes, you can repurpose your showsfrom earlier time shift them, but it's
the individual features it's taking.
If you, if you think of it as ahub and spoke sort of a model,
what content are you creating?
That could be repackaged insome way, a tiny piece of that
content might become social.
(09:20):
A tiny piece might become a podcast.
A tiny piece might become video.
How do you take all of that contentand put it out into the all these
different spokes away from theinitial hub of the content itself?
Kipper (09:33):
Interesting.
So what would you say to the broadcastmanager or group person who is totally
convinced that podcasting is reallydeclining monetization is impossible
and that despite the data to thecontrary that you're talking about that
(09:53):
online revenue is going to always bedigital dimes versus broadcast dollars.
Dave Beasing (10:00):
Broadcast dollars are shrinking.
That's what I would say to them.
And yeah, they betterbe thinking about this.
Those digital dimes, I think they'reup to digital half dollars by now,
and they're getting bigger and bigger.
The trend is clear.
Now if your plan is to retire intwo years, don't worry about it.
But if you need to build.
(10:22):
Something for the long haul.
If you have a heritage brand thatyou want to continue to matter well
into the future, and that's where thebiggest opportunity is for these big
heritage brands to figure out how tobe less linear that us to them, linear
content, audio stream, and insteadfigure out, okay, if I'm the big sports
(10:44):
station in my town, or I'm the bignews station, Or, I want to be a great
community servant in a smaller market...
how can I serve with all of thisdigital content and monetize that and
not be a quote unquote radio station?
I've got nothing wrong, there's nobeef here with the term radio, but
every heritage brand, be it newspaper,TV, radio, what have you, should
(11:07):
be thinking, how can I take thatcontent and make it more on demand
and more relevant for, for the future?
And, I think having started in smalltown radio myself in Nebraska, what we
would use to do is anything that somebodywould sponsor would go on the air,
(11:29):
whether it was high school sports or theobituaries or the, yes, lost pet patrol
or the training post or the, uh, thehospital admissions report, or whatever.
You know, putting somebody on theair from a small town 30 miles away
that could tell you what all washappening in that tiny town, whatever.
(11:50):
\ Think of all those things that weused to put on small town radio,
and maybe still do in some cases.
And, how can we now putthat on the website?
How can that become digital content?
High school football games, with video.
And by the way, Maybe you don'tneed to have a professional play
by play person go out and do that.
Maybe there are student crews thatcould be trusted with doing those.
(12:11):
And you could have 10 or 20 differentgames on your website on a Friday night,
and every one of them will be sponsoredand produced at a fairly low cost.
There's a station in Carrollton,Missouri near and dear to me because I
used to work there, KMZU, they createda whole website for local sports.
And so they cover all kindsof local sports over central
Missouri or Missour-ah, excuseme, I should say it right.
(12:33):
And they're serving that localcommunity with these highly
monetizable digital products.
Dave Martin (12:41):
Good stuff.
We are with Dave Beasing.
What a sharp guy.
He's the CEO of Sounds that brand.
Somebody you'd love to hear from.
We'd love to hear your suggestion.
Just email show@BRANDwidth OnDemandondemand.com or reach out
to us on social BRANDwidthPlusthat's BRANDwidthPlus.
(13:05):
On Gram, Facebook, and X.
That's BRANDwidth PLUS, BRANDwidth Plus.
Kipper (13:11):
And if you're finding this information helpful, we'd love to have
you give us a five star review to helpother people realize that BRANDwidth
On Demand might help them, too.
Dave Martin (13:24):
Coming up, Dave Beasing shares one opportunity for station
people that may be hiding in plain sight.
Spot 1 (13:31):
Musicmaster.
Less stress, more yes.
Hey, this is Dave Tyler, and maybe it'sjust me, but I love up tempo songs coming
out of the Legal ID at the top of thehour, as well as out of my stop set.
It's kind of like saying,alright, we're done with business,
let's get back to the party.
To do this, I use clock filtersin these Positions that only
choose medium up or uptempo songs.
(13:54):
Sounds great every time.
And it's easy to set up.
If you have any questions, just shootme an email at dave@musicmaster.
com Musicmaster musicscheduling the way it should be.
Keep up with what thehottest stations are doing.
Replay Radio will scheduleand record any streaming radio
station or show automatically.
And the integrated media guidemakes it easy to add a station
(14:15):
or show with a single click.
Try Replay Radio free by clickingtheir ad at brandwidthondemand.com
VO (14:21):
Opportunities, hidden and sight,,,BRANDwidth On Demand.
Dave Martin (14:27):
We're with one of radio and media's A students.
We can all learn something from him.
Dave Beasing, Dave thinkingabout it for a moment.
What's the one opportunity thatstation people may find hiding in plain
sight, that's really obvious to you.
Dave Beasing (14:44):
It's selling what you already have.
So many of your content folks aretaking the initiative and sometimes
with a nudge from management to createfantastic digital content, whether it's
a video for social media, whether it'sdoing great blogs and posts or getting
out and about doing things on the side,some places, you know, I think of the
(15:08):
morning show on KVGS in Las Vegas, likemany others, but he's an expert at it.
Doing live video of the morning showand I'm thinking of one morning
show that has a great video featureabout cool local things similar to,
uh, for Southern Californians, theywould remember the Huell Hauser show
on, , Southern California publictelevision, where he would go to
(15:28):
local landmarks and everything.
Dave Martin (15:30):
Sure.
Dave Beasing (15:31):
John Smith is doing this in Salt Lake City for 103.
5 the Arrow.
Cool stuff in Utah.
He calls it, and it's a great feature.
These things can be sold, but...itisn't vabout reach and frequency.
It isn't about the traditional spot sale.
You need to get out there and findpeople that want to be associated
(15:53):
with these features, even thoughthey have pretty big audiences.
Don't sell the audience size.
Sell the qualitative aspectsof that audience, and how great
it'll be for your brand, Mr.
or Ms.
Advertiser, to be associatedwith that content.
Dave Martin (16:07):
Our thanks to Dave Beasing.
He's terrific at the sound that brandsguy, we have links to his website,
some great blog posts, client podcasts,and more all in the show notes.
Just scroll down on your phone.
Kipper (16:21):
We want to thank our exec producer, Cindy Huber for putting
this all together and Hannah B.
who helps out with booking.
Dave Martin (16:29):
That's a wrap, Kipper.
Take control of your destiny.
It's next in One Minute Martinizingbecause it's all about your movie.
I'm Dave Martin.
Kipper (16:41):
And I'm Kipper McGee.
May all yourBRANDwidth be wide.
Broadcast dollars are shrinking.
How can I serve with all of thisdigital content and monetize that?
Every heritage brand, be it newspaper,TV, radio, what have you, should be
thinking, how can I take that content andmake it more on demand and more relevant?
Welcome to BRANDwidth On Demand,your guide to rebooting radio.
(00:24):
My mission, my New Year's resolution,uh, for the side hustle that I have of
still working with a few of my friendsin broadcast is to help them figure out
how to monetize the on demand content,the digital content, because it's
They know how to make that content.
What they have not figured out is on alocal basis how to sell that content.
VO (00:47):
BRANDwidth On Demand.
Rebooting radio with a differenttake on all radio can be.
Now your guides through themediamorphosis, David Martin and
author of the book BRANDwidth On DemandMedia Branding Coach Kipper McGee.
Dave Martin (01:03):
This time around, we hear from a seasoned consultant, media brand
creator with a remarkable track record.
Places like MTV, VH1, ABC, CBS,NPR, iHeart, and Lionsgate.
After a long run as senior consultantand Fred Jacobs right hand guy really
at Jacobs Media, Dave pioneeredthe use of video in social media.
(01:28):
As the architect of 100.
3 FM, the sound in LA.
Gosh, we miss that station there.
Now he creates Digital Audio as thefounder and CEO of Sound That Brands.
They produce podcasts that are partof marketing strategies of big brands
like AAA Motor Club, mattress firmPepsi, and a popular grocery chain that
(01:53):
shall remain contractually nameless.
Dave Beasing (01:56):
Although I will mention that I ate a lot of Jingle
Jangle over the holidays, too much.
Dave Martin (02:01):
Oh, okay.
Dave is still, in his heart, a radio guy.
He was a top broadcast strategistand now, he can take a look at
the industry, that being radio,strengths and weaknesses with a unique
perspective, that of a digital guy.
Brand with On Demand is proud towelcome the founder of Sound Brands.
(02:22):
The very well known Dave Beasing.
Hey, Dave.
Kipper (02:25):
Hey.
Hey,
Dave Beasing (02:26):
thank you, Dave.
Thank you, Kipper.
It's a pleasure to be here.
Love what you guys do.
Kipper (02:31):
And it's great to have you back, Dave.
So we talked to you a couple of yearsago, but I guess the question now
that I've got is what do you see asthe state of podcasting for 2024?
Dave Beasing (02:43):
It's, it's good overall.
I mean, it's Is it difficult for theaverage content creator to make a living?
Absolutely, but that's nothing new andit is difficult for content creators
in any media to, to make a livingthese days, sadly, because of the
long tail, but we won't get into that.
Internet Advertising Bureau, theirstats, they say in 2023, when
(03:07):
it's all added up, there'll be a25 percent increase in revenue.
So 2.
3 billion for the podcast industry,a long way to go still, but 25
percent year over year growth.
If you can find another medium thatcan boast that, I want a piece of it.
The problem, I guess, is that thepodcast sales managers Projected
a 40 percent increase for 2023.
(03:29):
Some of them, and of course goinginto the year, it looked that way,
but the podcast ad market, all of thead market was very difficult in 2023.
So they had to settle for, for, for 25%.
Kipper (03:40):
So what are they?
Radio sales guys?
Dave Beasing (03:43):
Yeah, right.
When it's 20.
Yeah.
Well, you know, this was atough year for everybody.
And I think the radio salespeople missed their projections
for the most part as well.
Roughly 10 percent of podcast revenueis a category called branded podcasts.
That's what we specializein at Sound of Brands.
And these are podcasts that are part ofa brand's Marketing strategy we start
(04:10):
with the client and then build thecontent instead of the other way around.
Dave Martin (04:15):
Well, Dave, you've written a lot on podcast measurement
metrics, especially those KPIs,the key performance indicators.
What do you tell your clients to look at?
What would make the worlddifferent for radio station?
Dave Beasing (04:29):
Well, the KPIs that we look at in podcasts, and I think there
are some definite parallels becausebroadcast as I know you want to talk
about, has to rethink things a bit.
Immediate sales is certainly a big partof what podcasts are able to tout and what
we tout with the branded podcasts as well.
We were proud to work on a projectfor iHeart for a mattress firm where
(04:53):
they were able to do some reallysophisticated research and track direct.
results at the cash registerat mattress firm stores.
Second would be brandawareness and affinity.
We do a lot of research in thepodcast business about what the
impact of sponsoring a podcast ison the perception of the brand.
So rather than think reach andfrequency, we think about impact, about
(05:17):
deeper connection with the audience.
And you, there's a great story totell there in podcasting with I think
Signal Insights says on average froma branded podcast like we do, 6 in
10 listeners are going to go awaysaying, Oh, yeah, I'd have a much more
positive view of the sponsor of thatpodcast, even though the sponsor of
(05:38):
that podcast was only subtly mentioned.
usually in that content.
And of course, the intention andengagement and, how does it affect
other perceptions of the brand?
Earned Media the grocery store podcastthat you delicately mentioned, gets a ton
of earned media on the Today Show website,on People Magazine website, you name it,
(06:00):
every time we put out a podcast for them.
Because, that brand Is beloved and soit's clickbait online, but earned media
is certainly a possible impact as well.
Kipper (06:10):
Well, Dave, when we were talking a while back, you said that linear content
is really the next basic frontier, but canyou define what you mean by linear content
and also then how it might apply to radio?
Dave Beasing (06:25):
Well, what my mantra has been is that Heritage
Media is too linear, , Kipper.
That's the us to them effect of we puton a show for you or we deliver this
and you can listen or watch or not.
That's going to soon be I shouldn't saythat it'll be a thing of the past, but
(06:46):
it's definitely diminishing in importance.
The Edison Research shows that on-demand and digital content, audio
content has now the lines have crossed.
It is now surpassed linearcontent in listenership.
(07:06):
So the traditional forms of audio, radio.
Even satellite radio and streamingwhere you have no control whatsoever
over what song is next, as anexample, that's linear content.
And that's definitely on a declineover the past 10, 15 years.
The trend is very clear.
(07:26):
So my mission, my New Year's resolutionfor the side hustle that I have
of still working with a few of myfriends in broadcast is to help
them figure out how to monetize.
The on demand content, thedigital content, because they
know how to make that content.
What they have not figured out is on alocal basis, how to sell that content.
(07:50):
They're selling great digitalstuff that's national.
, they're helping local advertisersfind their way into search
and social and other websites.
But what they're strugglingwith is how to get advertisers
on their own owned digital media.
Dave Martin (08:06):
Dave, again, council to station guys, what kind of on demand
content should they be creating thesales issue aside for a moment...
What about the content itself?
Dave Beasing (08:19):
Sports is a huge opportunity for a lot of local brands.
News is too.
I think, uh, If you look at what KSL, theBonneville folks in Salt Lake City, and
they've done it as well, starting to do itat least in Seattle and Phoenix with their
news stations, KIRO and KTAR, they're the, big stations, Heritage Stations, they
(08:40):
are, Cheryl Worsley in Salt Lake City.
It has created lots of very popularpodcasts, national podcasts,
including two number one ratedpodcasts right out of Salt Lake
City in the news department there.
They've won the Crystal Awardfrom the NAB for podcasts at least
two years in a row as I recall.
So those opportunitiesare definitely there.
(09:00):
Yes, you can repurpose your showsfrom earlier time shift them, but it's
the individual features it's taking.
If you, if you think of it as ahub and spoke sort of a model,
what content are you creating?
That could be repackaged insome way, a tiny piece of that
content might become social.
(09:20):
A tiny piece might become a podcast.
A tiny piece might become video.
How do you take all of that contentand put it out into the all these
different spokes away from theinitial hub of the content itself?
Kipper (09:33):
Interesting.
So what would you say to the broadcastmanager or group person who is totally
convinced that podcasting is reallydeclining monetization is impossible
and that despite the data to thecontrary that you're talking about that
(09:53):
online revenue is going to always bedigital dimes versus broadcast dollars.
Dave Beasing (10:00):
Broadcast dollars are shrinking.
That's what I would say to them.
And yeah, they betterbe thinking about this.
Those digital dimes, I think they'reup to digital half dollars by now,
and they're getting bigger and bigger.
The trend is clear.
Now if your plan is to retire intwo years, don't worry about it.
But if you need to build.
(10:22):
Something for the long haul.
If you have a heritage brand thatyou want to continue to matter well
into the future, and that's where thebiggest opportunity is for these big
heritage brands to figure out how tobe less linear that us to them, linear
content, audio stream, and insteadfigure out, okay, if I'm the big sports
(10:44):
station in my town, or I'm the bignews station, Or, I want to be a great
community servant in a smaller market...
how can I serve with all of thisdigital content and monetize that and
not be a quote unquote radio station?
I've got nothing wrong, there's nobeef here with the term radio, but
every heritage brand, be it newspaper,TV, radio, what have you, should
(11:07):
be thinking, how can I take thatcontent and make it more on demand
and more relevant for, for the future?
And, I think having started in smalltown radio myself in Nebraska, what we
would use to do is anything that somebodywould sponsor would go on the air,
(11:29):
whether it was high school sports or theobituaries or the, yes, lost pet patrol
or the training post or the, uh, thehospital admissions report, or whatever.
You know, putting somebody on theair from a small town 30 miles away
that could tell you what all washappening in that tiny town, whatever.
(11:50):
\ Think of all those things that weused to put on small town radio,
and maybe still do in some cases.
And, how can we now putthat on the website?
How can that become digital content?
High school football games, with video.
And by the way, Maybe you don'tneed to have a professional play
by play person go out and do that.
Maybe there are student crews thatcould be trusted with doing those.
(12:11):
And you could have 10 or 20 differentgames on your website on a Friday night,
and every one of them will be sponsoredand produced at a fairly low cost.
There's a station in Carrollton,Missouri near and dear to me because I
used to work there, KMZU, they createda whole website for local sports.
And so they cover all kindsof local sports over central
Missouri or Missour-ah, excuseme, I should say it right.
(12:33):
And they're serving that localcommunity with these highly
monetizable digital products.
Dave Martin (12:41):
Good stuff.
We are with Dave Beasing.
What a sharp guy.
He's the CEO of Sounds that brand.
Somebody you'd love to hear from.
We'd love to hear your suggestion.
Just email show@BRANDwidth OnDemandondemand.com or reach out
to us on social BRANDwidthPlusthat's BRANDwidthPlus.
(13:05):
On Gram, Facebook, and X.
That's BRANDwidth PLUS, BRANDwidth Plus.
Kipper (13:11):
And if you're finding this information helpful, we'd love to have
you give us a five star review to helpother people realize that BRANDwidth
On Demand might help them, too.
Dave Martin (13:24):
Coming up, Dave Beasing shares one opportunity for station
people that may be hiding in plain sight.
Spot 1 (13:31):
Musicmaster.
Less stress, more yes.
Hey, this is Dave Tyler, and maybe it'sjust me, but I love up tempo songs coming
out of the Legal ID at the top of thehour, as well as out of my stop set.
It's kind of like saying,alright, we're done with business,
let's get back to the party.
To do this, I use clock filtersin these Positions that only
choose medium up or uptempo songs.
(13:54):
Sounds great every time.
And it's easy to set up.
If you have any questions, just shootme an email at dave@musicmaster.
com Musicmaster musicscheduling the way it should be.
Keep up with what thehottest stations are doing.
Replay Radio will scheduleand record any streaming radio
station or show automatically.
And the integrated media guidemakes it easy to add a station
(14:15):
or show with a single click.
Try Replay Radio free by clickingtheir ad at brandwidthondemand.com
VO (14:21):
Opportunities, hidden and sight,,,BRANDwidth On Demand.
Dave Martin (14:27):
We're with one of radio and media's A students.
We can all learn something from him.
Dave Beasing, Dave thinkingabout it for a moment.
What's the one opportunity thatstation people may find hiding in plain
sight, that's really obvious to you.
Dave Beasing (14:44):
It's selling what you already have.
So many of your content folks aretaking the initiative and sometimes
with a nudge from management to createfantastic digital content, whether it's
a video for social media, whether it'sdoing great blogs and posts or getting
out and about doing things on the side,some places, you know, I think of the
(15:08):
morning show on KVGS in Las Vegas, likemany others, but he's an expert at it.
Doing live video of the morning showand I'm thinking of one morning
show that has a great video featureabout cool local things similar to,
uh, for Southern Californians, theywould remember the Huell Hauser show
on, , Southern California publictelevision, where he would go to
(15:28):
local landmarks and everything.
Dave Martin (15:30):
Sure.
Dave Beasing (15:31):
John Smith is doing this in Salt Lake City for 103.
5 the Arrow.
Cool stuff in Utah.
He calls it, and it's a great feature.
These things can be sold, but...itisn't vabout reach and frequency.
It isn't about the traditional spot sale.
You need to get out there and findpeople that want to be associated
(15:53):
with these features, even thoughthey have pretty big audiences.
Don't sell the audience size.
Sell the qualitative aspectsof that audience, and how great
it'll be for your brand, Mr.
or Ms.
Advertiser, to be associatedwith that content.
Dave Martin (16:07):
Our thanks to Dave Beasing.
He's terrific at the sound that brandsguy, we have links to his website,
some great blog posts, client podcasts,and more all in the show notes.
Just scroll down on your phone.
Kipper (16:21):
We want to thank our exec producer, Cindy Huber for putting
this all together and Hannah B.
who helps out with booking.
Dave Martin (16:29):
That's a wrap, Kipper.
Take control of your destiny.
It's next in One Minute Martinizingbecause it's all about your movie.
I'm Dave Martin.
Kipper (16:41):
And I'm Kipper McGee.
May all yourBRANDwidth be wide.
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