Let's Talk Radio!
BCAB’s 68th Annual Conference were exposed to thought-provoking
views and opinions from Canada’s broadcasting leaders. Lisa LaFlamme, CTV’s chief anchor and senior
editor of CTV National News moderated a lively discussion between the
industry’s brain trust that included Bill Evanov, President & CEO of Evanov
Communications Inc.; Chris Gordon, President of Radio & Local TV at Bell
Media; Patrick Grierson , President Canadian Broadcast Sales; David Murray, COO
at Newcap Radio and Paul Larsen, President of Clear Sky Radio.
conversation covered a variety of topical subjects that are top-of-mind to
today’s broadcasting industry. Regarding the state of today’s radio landscape, there
was agreement amongst the panelists that radio is guilty of beating each other
up which in turn drive rates down and one key to holding rate is developing
better sales skills at the local level. ‘All’ broadcasters undervalue the
product. The future health of radio lies in great content transmitted via a
variety of technologies ultimately delivering a great client experience through
engagement and brand building. Over the air broadcasters will have to fight for
their position within the emerging connected car and it was suggested that the
CRTC should get involved. As well, the industry has to do a better job in
promoting the amazing ‘creative’ it produces.
consensus that broadcasters must invest in capital but not at the expense of
content. If you have irresistible content, listeners will listen. As new
technologies emerge, radio must be proactive across all channels &
platforms and must be ‘everywhere’ listeners are. As consumption through
digital platforms increase, it may be conceivable that companies such as Tune
In start charging broadcasters coverage fees.
does not move the needle on product consumption however studies show the
positive impact of radio within multi-media campaigns. ROI studies also show
the value when products are marketed using both radio and TV. Smaller broadcast
companies have different digital strategies than some of the larger media
companies and as one example created their own in-house digital agency. The
moderator added that currently there is no metric to measure social media’s
impact on CTV’s National newscast viewership.
country, the vast majority of agency buys are targeted to the A25-54 demo which
is an agency strategy to lower the cost per point. Talks are in progress to re-launch
a new industry body to promote radio although the reincarnation will look very
different than the previous Radio Marketing Bureau.
all in all radio is still an extremely relevant medium but must work harder
moving forward to keep its relevance to both consumers and