Brand Extension

An Off-Air Challenge

There's been a lot of talk lately about Urban radio's qualitative and the fact that arguably our formats reach a much-desired audience in those markets where they have the signal and resources to really compete. Our Urban Adult stations reach grown folks who are forward-thinking, have active lifestyles and are extremely loyal. Our straightahead Urban stations do a similar job with a younger audience. Together they offer some of the best revenue to ratings power ratios in the industry. This is the message we need to bring to agencies and local advertisers.

Advertisers have been scrambling to catch up with the consumer, spreading their dollars out in new and different ways -- to include database mining, specialty programming on side-channel streams, podcasts of exclusive station content, text messaging, buzz and street marketing and elaborate websites. These advertisers are desperate to cut through the cacophony of daily marketing messages in an effort to stay one step ahead of savvy consumers who have more tools than ever to avoid those very marketing messages. They are looking for ways to stand out amid the clutter.

With all the new ways our audience is consuming media and purchasing music, we now have to be aware of everything that's going on in the digital platform as well as in the music industry. We have to make certain our brands are ready to be used on whatever audio devices people are listening to. Doing this means we need to have an understanding of delivery channels and how consumerism is evolving. Today, while radio is still all about having fun and hearing something that makes us smile, more than ever, brand extension has now got to be part of the plan. Urban radio has to join other music formats in extending its brand by taking full advantage of the Internet, text messaging, Facebook, e-mail marketing and database mining.

In addition to social networking and blogging, we also have to look at a more effective use of our station's website. Websites are no longer just value-added propositions. They're now part of the station's main mission. Not only does the site need to be an extension of the station, but we need to produce a lot of different content just for the Web. We want a very high-trafficking site. The trick is figuring out what resources are available to create the content. We can all agree that in today's economy, every station is overworked and understaffed. Still we want the advantage to accrue to our side of the board.

There's a tendency with most stations, because of budget constraints, to try to use someone already on staff to also do the website. Often, while it may save money, this concept just doesn't work. Stations need to hire people who are ingrained in the Web and its culture. Then the programmer can say with confidence, "Here's my vision. Here's what it's got to do. Now go make it happen." We've still got to find a way to get it done.

In the end, it's still all about the listeners. Listeners want to see and know more about the talent. They want to hear what the air personalities think about various issues. Jocks can put extra content online that they couldn't say on the air. It also creates a community online, connecting people to their favorite station with our brand in the center. That's extremely valuable.

Next, let's clear up a myth. There's a misguided notion that those who listen to older formats, like Urban AC, are not interested in going online to check out their stations. That's simply not true. They'll come to your site if there's compelling information. Many stations don't see the need or the value in investing in their sites so the numbers aren't there and so it becomes a self-fulfilling prophecy.

It's also important to claim ownership of the artists and music we play. That doesn't mean every current, recurrent or gold, but look for the jams that set us apart from other formats.

With the holidays approaching and attention to the AC stations in your market going all-Christmas and turning into ratings juggernauts, brand extension is an excellent way to counter-program, especially if your station becomes more personality-based, which we recommend.

Finally, Urban radio is well-poised to evolve as rapid changes in music, media, technology and advertising occur. We can choose to learn, adapt and change ahead of the branding curve. But a word of caution: We can do the best branding in the world, but if it doesn't matter to the listener, it's just in the way.

Word.