The cross-platform nature of the radio business — and its competitors — will be very evident in the broadcast management sessions at the upcoming NAB Show.
Broadcast Management is a track in the Premium Conference. It includes 60-minute sessions in West Hall conference rooms and 30-minute talks in the TV and Radio HQ in West Hall meeting rooms.
Across the broader show we’ll hear a lot this year about artificial intelligence, the cloud, the “creator economy,” sports and streaming. Most of those topics also are likely to pop up within the broadcast sessions.
Diving in
Saturday April 5 features the popular “Small- and Medium-Market Radio Forum,” in which presentations will touch on AI, podcasting, connected cars, high school sports, data attribution and “lift” strategies.
A talk about the economic outlook by Nicole Ovadia of BIA and Justin Nielson of S&P Global Market Intelligence is likely to be well attended.
Then sessions over the next three days explore a mix of topics.
Refreshening a station’s message and delivery is the theme at “Rebranding & Revitalizing Your Station Brand.” Buzz Knight, founder of Buzz Knight Media, and Greg Strassell, executive VP of programming at Hubbard Radio, are featured.
Knight says the session will discuss strategies to upgrade a station’s brand to better connect with listeners. “We will dig into the intricacies of his thought process on rebranding and share actionable steps that can be put to use in the real world,” he told Radio World in an email.
The track will also explore ways for broadcasters to use social media to grow their radio product. David Snyder, head of digital content marketing at Beasley Media Group, leads a discussion about “Using Social Media to Develop Community.”
Edison Research says 235 million people are social media users, which includes Facebook, TikTok, Instagram and X. The session will focus on ways for air personalities to extend their interaction with listeners through real-time communication using these various social media tools.
Similarly, content and talent development are the focus of several sessions, which look at broadcasters crossing over from radio to a variety of other platforms.
“Cross-Platform Content Wins — Radio and Podcast Success Stories” will feature Bron Heussenstamm, founder/CEO of Bleav, and Colby Tyner, SVP Radio One & Research Media, discussing how to repurpose content across radio, podcasts, digital and social media to drive audience engagement and improve revenue. Strategic presentation across various platforms, they say, will be critical.
Data, analytics and more
Podcasting is again a theme. The common ground between radio and podcasting creates numerous opportunities, according to John Wordock, president of John Wordock Media LLC and host of the session “Podcasting Trends/Strategies — Tapping into Growth.”
Wordock said he plans to identify the “hot trends” in in podcasting. Wordock previously served as executive editor/SVP at the Cumulus Podcast Network and was executive producer for podcasts at The Wall Street Journal.
John Lund, president of Lund Media Group, will host “Talent Development/Managing Talent Across Platforms.”
Lund says the diversity of content platforms places importance on how talent is developed to be effective across different media.
Data collection and audience measurement intersect in several sessions.
Much has been made of Nielsen’s change this year to a three-minute qualifier, down from a five-minute threshold, updating how measurement is done in 48 Nielsen Portable People Meter markets.
In “Measurement Metrics that Matter for Radio/Podcasting,” speakers from the Radio Advertising Bureau and Nielsen will discuss this modernization and why they feel it offers a significantly more comprehensive and realistic outcome.
As Radio World has reported, some observers think the change could result in an increase in listener levels of 24% in PPM markets and 10% nationally.
Some radio advocates have lobbied for shorter commercial breaks as a way to boost ratings. In “The Need for Shorter Stopsets,” Larry Rosin, co-founder and president at Edison Research, sifts through data that shows why radio needs to make this change.
Meanwhile, “Trends and Data in Radio” with Edison Research Director of Research Laura Ivey, will delve into “Share of Ear” data including information on Gen Z radio listening and radio’s role in car.
Tech talk
Although engineers have their own conference (to be previewed next issue), the Broadcast Management sessions touch on tech too with “Engineering Success — How Engineers Impact the Bottom Line.”
NAB says although technology is the backbone of radio, it’s often overlooked, and engineers sometimes are brought into projects much later than they should.
More on the difficulties of remaining a profitable enterprise can be found at “Managing the Bottom Line,” which will navigate industry uncertainty. A panel of speakers from big and smaller stations will discuss action plans they’ve implemented on the expense and revenue sides of radio. Speakers include Rob Babin, executive VP of radio at Cox Media Group; Tricia Gallenbeck, regional VP with Cumulus Media; and Andrew Rosen, partner at Miller Kaplan.
The final day of the Broadcast Management track includes “The Latest AI Strategies for Radio/Podcasting Marketing and Programming,” which will discuss AI’s use in radio and podcasting. As Radio World has reported, AI is being adopted for a range of radio tasks like script writing, audio production and music scheduling. A panel including Dara Kalvort, corporate VP of digital sales and strategy for Spanish Broadcasting System, and John Parikhal, president of John Parikhal + Associates, will offer takeaways and strategies on what’s working for radio and podcasts.
Sidebar: Sampler
Here’s a sample of other session titles in the Broadcast Management Track:
- “Creating Your Faculty — Broadcaster Talent Pipeline”
- “Music Licensing — Broadcast Radio & TV”
- “Sports Radio and Podcasting — Where are the Big Revenue Opportunities?”
- “Music Licensing — Broadcast Radio & TV”
- “How to Perfect Your Syndication Approach and Strategies”
- “How to Successfully Sell Digital Advertising Solutions”
- “Emergency Preparedness Best Practices”
