The 2016 Radio Show, produced by the Radio Advertising Bureau (RAB) and the National Association of Broadcasters (NAB), continued on Thursday in Nashville.
The show, which brings radio broadcasters and industry colleagues together to share knowledge, discover the latest innovations and network with industry leaders, is being attended by 2272 participants, up from 2170 last year.
Day two opened with the annual Advertiser Breakfast session which spotlighted Lifelock’s success with radio advertising in a session that included music from Kevin Griffin.
Parallel sessions included a look at the future of the digital dashboard, a sales panel on the agency-radio relationship, and Megatrax’s panel on programming with guests including moderator Sean Ross, CMT’s Cody Alan, Radio Disney’s Phil Guerini, Iheartmedia’s Tony Coles and IMGR’s Chris Nicoll.
At the programming panel, when asked how radio can sell itself to listeners, Guerini said that the key is to create memorable programming that is “additive” to listeners’ days.
Social media strategy was the topic at a panel hosted by Univision’s Haz Montana and featuring presentations by ABC’s Dr. Jennifer Ashton and Linda Lopez, Flama’s Stephanie Ramirez and Cumulus’ Lori Lewis.
Lewis advised that “social is personal” and that talent emulating listeners’ use of social will come across as more genuine, although radio talent, initially attracted to the idea of being alone in a room talking through a mic, may not be naturally social.
At the same time, Cumulus and Westwood One Chief Insights Officer Pierre Bouvard led a panel on changing clients’ mistaken perceptions of radio, there was more talk about programmatic with the RAB’s Erica Farber and Beasley Media Group’s Georgia Beasley led a panel on integrated sales and marketing. A panel on radio regulation was introduced by FCC Commissioner Ajit Pai, calling broadcast radio “the original universal service,” and revisiting his push for AM revitalization and expanding the availability of FM translators.
Podcasting took the stage at a lunchtime primer on the medium offered by Jacobs Media and All Access’ Seth Resler and the NAB’s Josh Miely.