Episode 1004
Dave Beasing's 10 Secrets to Making Sound That Brands for YOU!
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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Transcript
Broadcast dollars are shrinking.
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:How can I serve with all of this
digital content and monetize that?
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:Every heritage brand, be it newspaper,
TV, radio, what have you, should be
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:thinking, how can I take that content and
make it more on demand and more relevant?
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:Welcome to BRANDwidth On Demand,
your guide to rebooting radio.
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:My mission, my New Year's resolution,
uh, for the side hustle that I have of
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:still working with a few of my friends
in broadcast is to help them figure out
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:how to monetize the on demand content,
the digital content, because it's
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:They know how to make that content.
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:What they have not figured out is on a
local basis how to sell that content.
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:VO: BRANDwidth On Demand.
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:Rebooting radio with a different
take on all radio can be.
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:Now your guides through the
mediamorphosis, David Martin and
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:author of the book BRANDwidth On Demand
Media Branding Coach Kipper McGee.
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:Dave Martin: This time around, we hear
from a seasoned consultant, media brand
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:creator with a remarkable track record.
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:Places like MTV, VH1, ABC, CBS,
NPR, iHeart, and Lionsgate.
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:After a long run as senior consultant
and Fred Jacobs right hand guy really
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:at Jacobs Media, Dave pioneered
the use of video in social media.
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:As the architect of 100.
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:3 FM, the sound in LA.
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:Gosh, we miss that station there.
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:Now he creates Digital Audio as the
founder and CEO of Sound That Brands.
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:They produce podcasts that are part
of marketing strategies of big brands
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:like AAA Motor Club, mattress firm
Pepsi, and a popular grocery chain that
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:shall remain contractually nameless.
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:Dave Beasing: Although I will
mention that I ate a lot of Jingle
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:Jangle over the holidays, too much.
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:Dave Martin: Oh, okay.
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:Dave is still, in his heart, a radio guy.
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:He was a top broadcast strategist
and now, he can take a look at
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:the industry, that being radio,
strengths and weaknesses with a unique
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:perspective, that of a digital guy.
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:Brand with On Demand is proud to
welcome the founder of Sound Brands.
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:The very well known Dave Beasing.
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:Hey, Dave.
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:Kipper: Hey.
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:Hey,
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:Dave Beasing: thank you, Dave.
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:Thank you, Kipper.
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:It's a pleasure to be here.
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:Love what you guys do.
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:Kipper: And it's great
to have you back, Dave.
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:So we talked to you a couple of years
ago, but I guess the question now
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:that I've got is what do you see as
the state of podcasting for:
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:Dave Beasing: It's, it's good overall.
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:I mean, it's Is it difficult for the
average content creator to make a living?
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:Absolutely, but that's nothing new and
it is difficult for content creators
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:in any media to, to make a living
these days, sadly, because of the
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:long tail, but we won't get into that.
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:Internet Advertising Bureau, their
stats, they say in:
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:it's all added up, there'll be a
25 percent increase in revenue.
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:So 2.
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:3 billion for the podcast industry,
a long way to go still, but 25
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:percent year over year growth.
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:If you can find another medium that
can boast that, I want a piece of it.
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:The problem, I guess, is that the
podcast sales managers Projected
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:a 40 percent increase for 2023.
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:Some of them, and of course going
into the year, it looked that way,
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:but the podcast ad market, all of the
market was very difficult in:
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:So they had to settle for, for, for 25%.
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:Kipper: So what are they?
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:Radio sales guys?
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:Dave Beasing: Yeah, right.
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:When it's 20.
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:Yeah.
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:Well, you know, this was a
tough year for everybody.
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:And I think the radio sales
people missed their projections
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:for the most part as well.
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:Roughly 10 percent of podcast revenue
is a category called branded podcasts.
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:That's what we specialize
in at Sound of Brands.
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:And these are podcasts that are part of
a brand's Marketing strategy we start
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:with the client and then build the
content instead of the other way around.
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:Dave Martin: Well, Dave, you've
written a lot on podcast measurement
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:metrics, especially those KPIs,
the key performance indicators.
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:What do you tell your clients to look at?
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:What would make the world
different for radio station?
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:Dave Beasing: Well, the KPIs that we
look at in podcasts, and I think there
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:are some definite parallels because
broadcast as I know you want to talk
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:about, has to rethink things a bit.
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:Immediate sales is certainly a big part
of what podcasts are able to tout and what
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:we tout with the branded podcasts as well.
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:We were proud to work on a project
for iHeart for a mattress firm where
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:they were able to do some really
sophisticated research and track direct.
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:results at the cash register
at mattress firm stores.
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:Second would be brand
awareness and affinity.
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:We do a lot of research in the
podcast business about what the
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:impact of sponsoring a podcast is
on the perception of the brand.
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:So rather than think reach and
frequency, we think about impact, about
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:deeper connection with the audience.
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:And you, there's a great story to
tell there in podcasting with I think
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:Signal Insights says on average from
a branded podcast like we do, 6 in
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:10 listeners are going to go away
saying, Oh, yeah, I'd have a much more
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:positive view of the sponsor of that
podcast, even though the sponsor of
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:that podcast was only subtly mentioned.
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:usually in that content.
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:And of course, the intention and
engagement and, how does it affect
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:other perceptions of the brand?
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:Earned Media the grocery store podcast
that you delicately mentioned, gets a ton
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:of earned media on the Today Show website,
on People Magazine website, you name it,
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:every time we put out a podcast for them.
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:Because, that brand Is beloved and so
it's clickbait online, but earned media
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:is certainly a possible impact as well.
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:Kipper: Well, Dave, when we were talking
a while back, you said that linear content
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:is really the next basic frontier, but can
you define what you mean by linear content
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:and also then how it might apply to radio?
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:Dave Beasing: Well, what my
mantra has been is that Heritage
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:Media is too linear, , Kipper.
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:That's the us to them effect of we put
on a show for you or we deliver this
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:and you can listen or watch or not.
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:That's going to soon be I shouldn't say
that it'll be a thing of the past, but
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:it's definitely diminishing in importance.
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:The Edison Research shows that on-
demand and digital content, audio
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:content has now the lines have crossed.
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:It is now surpassed linear
content in listenership.
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:So the traditional forms of audio, radio.
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:Even satellite radio and streaming
where you have no control whatsoever
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:over what song is next, as an
example, that's linear content.
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:And that's definitely on a decline
over the past 10, 15 years.
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:The trend is very clear.
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:So my mission, my New Year's resolution
for the side hustle that I have
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:of still working with a few of my
friends in broadcast is to help
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:them figure out how to monetize.
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:The on demand content, the
digital content, because they
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:know how to make that content.
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:What they have not figured out is on a
local basis, how to sell that content.
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:They're selling great digital
stuff that's national.
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:, they're helping local advertisers
find their way into search
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:and social and other websites.
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:But what they're struggling
with is how to get advertisers
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:on their own owned digital media.
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:Dave Martin: Dave, again, council to
station guys, what kind of on demand
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:content should they be creating the
sales issue aside for a moment...
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:What about the content itself?
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:Dave Beasing: Sports is a huge
opportunity for a lot of local brands.
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:News is too.
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:I think, uh, If you look at what KSL, the
Bonneville folks in Salt Lake City, and
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:they've done it as well, starting to do it
at least in Seattle and Phoenix with their
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:news stations, KIRO and KTAR, they're the
, big stations, Heritage Stations, they
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:are, Cheryl Worsley in Salt Lake City.
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:It has created lots of very popular
podcasts, national podcasts,
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:including two number one rated
podcasts right out of Salt Lake
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:City in the news department there.
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:They've won the Crystal Award
from the NAB for podcasts at least
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:two years in a row as I recall.
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:So those opportunities
are definitely there.
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:Yes, you can repurpose your shows
from earlier time shift them, but it's
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:the individual features it's taking.
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:If you, if you think of it as a
hub and spoke sort of a model,
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:what content are you creating?
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:That could be repackaged in
some way, a tiny piece of that
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:content might become social.
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:A tiny piece might become a podcast.
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:A tiny piece might become video.
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:How do you take all of that content
and put it out into the all these
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:different spokes away from the
initial hub of the content itself?
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:Kipper: Interesting.
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:So what would you say to the broadcast
manager or group person who is totally
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:convinced that podcasting is really
declining monetization is impossible
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:and that despite the data to the
contrary that you're talking about that
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:online revenue is going to always be
digital dimes versus broadcast dollars.
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:Dave Beasing: Broadcast
dollars are shrinking.
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:That's what I would say to them.
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:And yeah, they better
be thinking about this.
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:Those digital dimes, I think they're
up to digital half dollars by now,
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:and they're getting bigger and bigger.
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:The trend is clear.
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:Now if your plan is to retire in
two years, don't worry about it.
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:But if you need to build.
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:Something for the long haul.
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:If you have a heritage brand that
you want to continue to matter well
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:into the future, and that's where the
biggest opportunity is for these big
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:heritage brands to figure out how to
be less linear that us to them, linear
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:content, audio stream, and instead
figure out, okay, if I'm the big sports
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:station in my town, or I'm the big
news station, Or, I want to be a great
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:community servant in a smaller market...
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:how can I serve with all of this
digital content and monetize that and
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:not be a quote unquote radio station?
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:I've got nothing wrong, there's no
beef here with the term radio, but
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:every heritage brand, be it newspaper,
TV, radio, what have you, should
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:be thinking, how can I take that
content and make it more on demand
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:and more relevant for, for the future?
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:And, I think having started in small
town radio myself in Nebraska, what we
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:would use to do is anything that somebody
would sponsor would go on the air,
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:whether it was high school sports or the
obituaries or the, yes, lost pet patrol
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:or the training post or the, uh, the
hospital admissions report, or whatever.
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:You know, putting somebody on the
air from a small town 30 miles away
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:that could tell you what all was
happening in that tiny town, whatever.
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:\ Think of all those things that we
used to put on small town radio,
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:and maybe still do in some cases.
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:And, how can we now put
that on the website?
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:How can that become digital content?
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:High school football games, with video.
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:And by the way, Maybe you don't
need to have a professional play
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:by play person go out and do that.
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:Maybe there are student crews that
could be trusted with doing those.
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:And you could have 10 or 20 different
games on your website on a Friday night,
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:and every one of them will be sponsored
and produced at a fairly low cost.
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:There's a station in Carrollton,
Missouri near and dear to me because I
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:used to work there, KMZU, they created
a whole website for local sports.
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:And so they cover all kinds
of local sports over central
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:Missouri or Missour-ah, excuse
me, I should say it right.
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:And they're serving that local
community with these highly
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:monetizable digital products.
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:Dave Martin: Good stuff.
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:We are with Dave Beasing.
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:What a sharp guy.
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:He's the CEO of Sounds that brand.
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:Somebody you'd love to hear from.
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:We'd love to hear your suggestion.
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:Just email show@BRANDwidth On
Demandondemand.com or reach out
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:to us on social BRANDwidthPlus
that's BRANDwidthPlus.
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:On Gram, Facebook, and X.
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:That's BRANDwidth PLUS, BRANDwidth Plus.
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:Kipper: And if you're finding this
information helpful, we'd love to have
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:you give us a five star review to help
other people realize that BRANDwidth
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:On Demand might help them, too.
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:Dave Martin: Coming up, Dave Beasing
shares one opportunity for station
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:people that may be hiding in plain sight.
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:Spot 1: Musicmaster.
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:Less stress, more yes.
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:Hey, this is Dave Tyler, and maybe it's
just me, but I love up tempo songs coming
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:out of the Legal ID at the top of the
hour, as well as out of my stop set.
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:It's kind of like saying,
alright, we're done with business,
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:let's get back to the party.
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:To do this, I use clock filters
in these Positions that only
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:choose medium up or uptempo songs.
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:Sounds great every time.
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:And it's easy to set up.
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:If you have any questions, just shoot
me an email at dave@musicmaster.
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:com Musicmaster music
scheduling the way it should be.
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:Keep up with what the
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:Replay Radio will schedule
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:station or show automatically.
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:And the integrated media guide
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:or show with a single click.
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:VO: Opportunities, hidden and
sight,,,BRANDwidth On Demand.
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:Dave Martin: We're with one of
radio and media's A students.
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:We can all learn something from him.
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:Dave Beasing, Dave thinking
about it for a moment.
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:What's the one opportunity that
station people may find hiding in plain
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:sight, that's really obvious to you.
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:Dave Beasing: It's selling
what you already have.
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:So many of your content folks are
taking the initiative and sometimes
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:with a nudge from management to create
fantastic digital content, whether it's
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:a video for social media, whether it's
doing great blogs and posts or getting
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:out and about doing things on the side,
some places, you know, I think of the
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:morning show on KVGS in Las Vegas, like
many others, but he's an expert at it.
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:Doing live video of the morning show
and I'm thinking of one morning
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:show that has a great video feature
about cool local things similar to,
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:uh, for Southern Californians, they
would remember the Huell Hauser show
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:on, , Southern California public
television, where he would go to
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:local landmarks and everything.
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:Dave Martin: Sure.
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:Dave Beasing: John Smith is doing
this in Salt Lake City for 103.
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:5 the Arrow.
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:Cool stuff in Utah.
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:He calls it, and it's a great feature.
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:These things can be sold, but...it
isn't vabout reach and frequency.
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:It isn't about the traditional spot sale.
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:You need to get out there and find
people that want to be associated
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:with these features, even though
they have pretty big audiences.
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:Don't sell the audience size.
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:Sell the qualitative aspects
of that audience, and how great
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:it'll be for your brand, Mr.
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:or Ms.
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:Advertiser, to be associated
with that content.
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:Dave Martin: Our thanks to Dave Beasing.
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:He's terrific at the sound that brands
guy, we have links to his website,
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:some great blog posts, client podcasts,
and more all in the show notes.
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:Just scroll down on your phone.
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:Kipper: We want to thank our exec
producer, Cindy Huber for putting
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:this all together and Hannah B.
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:who helps out with booking.
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:Dave Martin: That's a wrap, Kipper.
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:Take control of your destiny.
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:It's next in One Minute Martinizing
because it's all about your movie.
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:I'm Dave Martin.
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:Kipper: And I'm Kipper McGee.
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:May all yourBRANDwidth be wide.