Author Archives: Steve Mays

Podcast monetization

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From Podcasting News:

“About.com, a New York Times property, has launched a sponsored medical podcast about heartburn and acid reflux. Each podcast will be approximately three to five minutes long and will be introduced monthly. The series –the first of its kind on About.com– is sponsored by AstraZeneca, a pharmaceutical company that makes Prilosec and Nexium heartburn and acid reflux medications.”The podcasts allow us to provide educational information to patients in a unique and creative way,” said Dana Settembrino, brand communications manager, AstraZeneca.

Topics to be covered include: What Causes Heartburn; Acid Reflux and Your Diet; How to Talk to Your Doctor about Acid Reflux; Exercising with Acid Reflux; and How Stress Affects Your Acid Reflux.

According to Marjorie Martin, general manager, ABOUT Health, “Podcasts provide an exciting new format for delivering trusted health information. Users can now choose to listen online or take the information with them. This series on heartburn and acid reflux disease should provide the millions of sufferers with the tools to better manage their condition.”

Dr. Mona Khanna, M.D., M.P.H. is the program’s host. “Dr. Mona” is a quadruple board-certified practicing physician and Emmy award-winning medical correspondent.”

We covered heartburn on the Living Healthy Podcast back in February.

I find Henry’s conversational style more to my taste than Dr. Mona’s scripted read, but I’m hardly objective. Would love to know what AsstraZeneca is paying for this and their expectations. But one can assume they think this makes more sense than 30’s and 60’s. About.com seems like a good fit. You go looking for info on heartburn…and find a podcast on the subject.

But how sustainable is this? I think sponsoring something with broader topic scope might make more sense.

Google AdSense for radio

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I’ve been intrigued (anxious?) by Google’s plans for taking AdSense to radio but can’t seem to find out much about it. A Technorati search this morning took me to the Google Operating System blog (pretty sure it’s not connected to Google), and a post featuring excerpts from Google’s Q2 2006 earnings conference call, during which Google CEO Eric Schmidt said this about AdSense for radio:

“We are in the process of introducing AdSense for radio, which is essentially the integration of the dMarc Console and management tools into our advertising network. The dMarc team itself is fully integrated. We’re expanding it both in engineering and sales. We’re also doing it worldwide, not just in the U.S. There’s a number of very, very interesting deals being negotiated. They’re on an integration schedule of about three months from now, so every week there are more milestones, and they’re working very hard.”

From that post I jumped to an earlier one:

“Schmidt thinks that “when he is listening to the radio in his car, radio ads should personally address him about his needs. For example, while driving past a clothing store, a radio ad should remind Eric that he needs a pair of pants and instruct him to turn left at the upcoming clothing store.”

The GPS system should help radios deliver targeted ads based on information about the person. Google Maps could provide details about local businesses, the ads would be audio AdSense ads, while the information about user’s needs could be obtained from the searches or from his ToDo lists (a gadget for Google Desktop and Personalized Homepage).

dMarc Broadasting, recently acquired by Google, “connects advertisers and agencies directly to radio stations with a robust advertising platform that automates everything from sales to scheduling, delivery and report”. So this company is the first brick in the development of a new breed of radio advertising.”

Here’s what the dMarc website promises advertisers:

“dMarc Media Networks brings unprecedented immediacy to radio buys. Imagine the difference. In minutes instead of days or weeks, you can now build your own custom networks, selecting from 100’s of stations in virtually any market, through a single, source.

* Real time reports generated without human intervention
* Buy individual or multiple stations in one market or many
* Buy only those stations you really want
* Monitor feedback in real time
* Be notified instantly when ads play
* Upload spots anytime, in seconds, 24/7

I have no idea if dMarc can do all of that. Or, if radio station would want them to be able to do all of that. But I’m damned sure these are the things advertisers want and –increasingly– are insisting on.

The big question would seem to be, what’s the incentive for radio stations to participate in such a “network?” Station owners must be convinced they can make more money (or more profit) with Google AdSense than they can make on their own. IF …and it’s a big if… Google could find a way to sell EVERY ONE OF MY AVAILS…EVERY DAY… at a rate that didn’t jam me up with my local sales effort… then I might try it.

I confess it’s difficult for me to imagine that. But if Google (and others) can condition advertisers to expect measurable results and accountability — and that seems to be happening — who knows. Newspapers probably could not imagine a time when some oneline service could take away their classified ad revenue.

And during the 17 years I called on radio station managers, the #1 problem (at least in the small and medium markets) was finding good sales people. Owners have automated everything else at the radio station, why not sales?

Can any of you radio guys out there educate me on the dMarc thing?

Update: I received this explanation from a small market PD here in Missouri. Name and some particulars withheld by request.

“We operate Scott Studio’s for on-air. All hard drive audio music, liners, jingles, and commercials…with touch-screen operator computers. dMarc bought Scott Studios, and the primary commercial scheduling software Scott recommended for their system. Then Google bought dMarc.

We build our logs with our local commercials, then they can fill unused avails with their commercials. They fill the avails and upload spots all from their end, we never touch them….other than play them. I believe we have some controll over what hours they can fill, I know they don’t fill in 7a, 8a, 9a, 4p or 5p. They are :60’s and for refinancing, insurance, music collections (surfin USA the best of the beach, and stuff). Right now the clients aren’t any major chains or local businesses.

At the end of the month they send us a check for what they have run. How much I’m not sure per spots but I’ve been told the monthly check is around $X,000.

They run a lot of them in the evenings when we don’t usually have a lot of commercials scheduled. We carry Royals baseball. The 4 hour broadcast has 20 minutes available, they will fill several minutes of that and we get paid. When logs are lighter there are more in midday and afternoon.

The commercial content is not terribly exciting, it’s more spots, but it’s income that comes from unsold inventory mostly in evenings. Not a lot different than the ad’s that used to run where you are paid if someone calls and 800 number and buys Hooked on Phonics or something. I know I should probably understand this better as PD but this comes from a small station where the owner is here and does mornings/logs, etc.”

No, I think you understand (and explain) it just fine. Easy for the station. Easy for the advertiser. And I suspect the Google influence has yet to kick in. Classic Long Tail example. And I’m betting there are thousands of advertisers that will buy this time (if it’s easy enough and the price is right) without ever treading on local sales. If there’s a loser in this equation, I fear it might be programming vendors that operate on a barter basis.

Fictional passwords: Western concept of Self

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John Burdett’s second novel, Bangkok Tattoo, was as good as his first (Bangkok 8). Both stories are set in (you guessed it) Bangkok, where Thai police detective Sonchai Jitpleecheep solves bizarre murders. Sonchai is a devout Buddhist and the plot is laced with Eastern religion. I especially liked this description of the Western concept of Self:

“…a ramshackle collection of coincidences held together by a desperate and irrational clinging, there is no center at all, everything depends on everything else, your body depends on the environment, your thoughts depend on whatever junk floats in from the media, your emotions are largely from the reptilian end of your DNA, your intellect is a chemical computer that can’t add up a zillionth as fast as a pocket calculator, and even your best side is a superficial piece of social programming that will fall apart just as soon as your spouse leaves with the kids and the money in the joint account, or the economy starts to fail and you get the sack, or you get conscripted into some idiot’s war, or they give you the news about your brain tumor.”

Ouch. The wannabe geek in me also enjoyed this password to a CIA online database:

AQ82860136574X-Halifax nineteen [lowercase] Oklahoma twenty-2 BLUE WHALE [all uppercase] Amerika stop 783

Won’t even fit on a Post-It note.

Clyde’s Tips for Success

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“Throw yourself into your job. Learn it very well. Show your superiors you’re grateful to have work — many don’t. Be inquisitive about Learfield, about what all is going on around you. Ask about things you don’t understand; push for answers. Feel free to offer suggestions. Don’t feel hurt if your great ideas are scuttled; push for reasons why. Go to lunch, or otherwise find outside social opportunities to be with associates — all of whom probably outrank you. Arrive early and stay late. Walk briskly with your head erect. Dress better than average. Remain quiet –not outspoken– in departmental meetings. Become involved in a community of friends outside of work. Be respectful, but not intimidated, by management; feel free to email or stop by our offices anytime. Expect to advance and be bold in seeking new opportunities. And, read my blog everyday!”

Bill Gates hanging it up

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Microsoft Chairman Bill Gates announced today that he will transition from day-to-day responsibilities at the company he co-founded to concentrate on charitable work…but will continue as the company’s chairman after transferring his duties over a two-year period. That has a familiar ring to it.

Impossible not to wonder if Bill doesn’t see some writing on the wall for MS and wants to step down before the company looses it’s place in The Great Digital Scheme of Things. Or, maybe it’s just time to do something different. Why not?

While it’s difficult to imagine a world in which Microsoft isn’t a major player, I can remember watching nuke-laden B-52’s skimming over Kennett on their way to the SAC base at Blytheville, Arkansas. Couldn’t imagine a world without the USSR. Then, one day, it was just gone. Poof. What? You think comparing Microsoft and the fall of the Soviet Union is a stretch? Maybe it’s just the effect of resting my wrists on this Mac Book.

Personally, I’m grateful that Mr. Gates came along and gave us Windows. He made computing easier and more fun for smays. I wish him well.

Google spreadsheets

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When I bought the MacBook, I decided not to purchase Microsoft Office. I can’t remember the last time I felt the need to write something in Office. And few things make me go nuts faster than getting an email that says “see attached Word doc” in the body…and the Word doc has two lines of crap that could just as easily have been written in the body of the email (Get a clue you ignorant hillbilly!). What was my point? Oh yeah, MS Office…

Don’t need it. Don’t need Powerpoint. And –as of tomorrow– I don’t need Excel.
Google is set to launch a Web-based spreadsheet program that will allow people to view and simultaneously edit data while conducting “in-document” chat and supports the import and export of documents in the .xls format used in Excel and the .csv (comma-separated values) format.

I’m not a heavy spreadsheet user and I’m guessing the folks in our finance and accounting department couldn’t get by with the new Google spreadsheet. But I’m doing fine without Office and finer tomorrow.

Mark Cuban: “Blogging is personal, traditional media is corporate.”

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“Traditional media has become almost exclusively corporate while blogging remains almost exclusively personal. (People in traditional media) get hired for a specific job and they have to do that job. They get hired by a corporation that is most likely public, which means their senior management , the people they ultimately report to, have to put getting the stock price up above all else. That is really what blogging vs traditional media in 2006 has come down to. Bloggers drive blogs, share price drives traditional media. Blogging is personal, traditional media is corporate. Which is exactly why blog readership is going up, while traditional media is consolidating, if not contracting. Traditional media goes to work, bloggers live their work.”

I encourage you to read Mr. Cuban’s full post. Say what you will, Mark Cuban has always been about five minutes ahead on the old “Information Highway.” And he understands blogging as only a blogger can. [via Scripting.com]

WSJ’s Walt Mossberg on Internet and Radio

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One of the highlights of this week’s NAB 2006 Las Vegas convention was the keynote speaker at Tuesday’s Radio Luncheon, the Wall Street Journal’s technology columnist, Walt Mossberg. Some of his comments, as reported by Kurt Hanson:

“Internet” won’t be an “activity” in a few years. Currently, we talk about ‘surfing the Web’ or ‘being on the Internet’ or ‘I’m going online tonight’ as a discreet activity we perform on a PC, but in ten years, those phrases will sound absurd. When you watch TV, you may be on the Internet; when you listen to radio, you may be on the Internet. The Internet will not be an activity you do on a PC – it will be like the electrical grid. It will be all around you! I predict that talking about the Internet will fade, as we talk instead about devices, about software, and about services and content.

On the effect of iPods on radio:

“We passed a milestone: There are now 50 million iPods out there. My music tastes don’t fit into the little boxes that Clear Channel in my market has decided I need to fit into. Your job is not just to string together a bunch of songs in a row, but to put on exciting new programming to attract new listeners and beat the iPod.”

I wonder what Walt would say to the upcoming meeting of StateNets, the trade group that represents state networks (like the ones Learfield owns). A co-worker in the office next to mine helps organize the event. I’ll ask if they have a keynote speaker. Props to the NAB guys for inviting Mossberg.

Always connected

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Sitting in the Coffee Zone, slurping some Rocket Fuel, connected to the world. The way it was meant to be. In all fairness, I rarely lugged my Thinkpad around. Just too heavy. Not IBM’s (at the time) fault. I bought one of the heaviest models they offered. No idea why. But on the few occasions I took the thing on the road and attempted to connect wirelessly, it was usually something of a chore. Again, probably not the fault of Microsoft or IBM. I just never took the time to learn how to make it all work. It was too much trouble.

This morning I fired up the new Mac…it saw the open hotspots…I picked one…and here we are. All things in life should be so easy. Why wouldn’t a boy just keep his laptop with him all the time? Stay tuned.