(COPYWRITING) Hold the Phone

4-23-2014

When was the last time you wrote down a phone number you heard on a radio commercial? I thought so. Do you really expect any other listener to do it, especially while they?re driving?

Millions of dollars in radio time are wasted each year promoting phone numbers no one responds to, and yet clients keep asking to have their numbers put in radio commercials, thinking that radio works like print. It doesn?t.

Use a phone number in a radio commercial only if a phone call is the primary (or only) response vehicle, and only if the phone number is memorable. We can?t all have 1-800-FLOWERS, but the simpler your number is to remember, the better.

First, use the spot to make listeners want to call, then make it easy for them to call. (Read that sentence again out loud).

If you have a memorable number, build the spot around it: benefit/phone number/ benefit/phone number/ benefit/phone number?

Or, challenge the listener to remember the number, or make a joke about it, or sing the number, or make it rhyme.

If you don?t have a number that?ll stick in the mind, make sure you implant the advertiser?s name, and send those listeners to the White Pages of the phone book, or, more likely, to their favorite search engine. That way, they won?t be distracted by the competitors? ads they might see in the Yellow Pages.

Above all, stop adding a phone number as an afterthought. The time spent mentioning a phone number can be used to make the commercial more compelling. If the spot is powerful enough and aired with enough frequency to get listeners to remember the name and the benefits, they?ll find the advertiser.

To get your very own free copy of ?Hedquist?s List of 328 Commercial Clich?s,? email me jeffrey@hedquist.com and I?ll send them. Guaranteed to reduce commercial effectiveness.

(4/23/2014 10:08:27 AM)
Unfortunately, there are so many poor copywriters out there that the average advertiser doesn't know any better. They have been exposed to trashy copy for so long that the stench has long since faded away. Our clients deserve better; too bad most of us can't deliver! For all your so and so needs, anyone?
(4/23/2014 9:36:53 AM)
I've often told clients that the only ones writing down phone numbers while they are driving are the idiots like us working in radio and TV looking for leads!

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Boost Mobile Phone To Include NextRadio

1-3-14

The Moto G phone by Boost Mobile will be available Tuesday, Jan. 14, at http://www.boostmobile.com/ and select Boost Mobile retail stores nationwide. The Moto G will come preloaded with the free FM radio app NextRadio. A Boost press release says, "With NextRadio, listening to FM radio on smartphones is a new type of interactive radio listening experience. When compared with streaming, NextRadio consumes about three times less battery life than other music apps. That's because the audio is coming through a built-in FM tuner instead of over the Internet."

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iHeartRadio App Launches On Windows Phone 8

7-2-13
Windows Phone 8 users will now be able to access iHeartRadio. For two weeks, iHeartRadio will be featured in Microsoft's "Summer of Appiness" campaign, which encourages customers to visit their local Microsoft retail store to experience the latest version of the app. Senior Director of Marketing and Experiences, Microsoft Retail Stores Kelly Soligon said, "We're excited to showcase the best apps available on Windows Phone 8. As part of the Summer of Appiness program, we're inviting our customers to come into their local Microsoft retail store for the opportunity to experience apps, like iHeartRadio, first hand."

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Rent a Movie...Buy A Phone

Everyone wants in on the action and excitement of the mobile phone craze. Bloomberg is reporting that Blockbuster will begin selling mobile phones in its movie-rental stores as Dish tries to break into the mobile market. Blockbuster sells phones on its website calling it ?Blockbuster Mobile.? Blockbuster has 850 retail locations where the phones will be rolled out according to this Bloomberg story.

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(LEGAL) Phone Rules? Is There Any Flexibility?

8-30-2012

The FCC has been laying down hammer quite a bit lately when it comes to violating the telephone broadcast rule. We wanted to test the waters a bit with broadcast attorney John Garziglia to see if there was any flexibility with the rule. So we asked, "What if a caller is recorded (without their knowing), then, after the call, they are told it was recorded?" The caller says, "Okay fine, air it," which is also on tape. Then, the person files an FCC complaint.

John Garziglia says:  Fines issued by the FCC recently in the range of $16,000 to $25,000 for violating the FCC?s telephone broadcast rule certainly suggest that a refresher course in the rule may be in order. 

In a nutshell, the FCC?s telephone broadcast rule, Section 73.1206, requires an explicit  notification to the other party to the call, before either broadcasting, or recording a telephone conversation for later broadcast use. There is one exception to explicit notification, that being when the other party to the call may be aware or presumed to be aware from the circumstances of the telephone conversation that the call is, or is likely to be, broadcast. 

Let?s take up the exception first. Clearly, if the telephone call is to or from a station employee such as a newsperson phoning in a news story, prior notification to the newsperson is not required. But, if the newsperson is standing next to a news source and hands the cell phone to that source, and the source is put on the air without notification, it is possible that a violation of the FCC?s rule has occurred. Likewise, if a newsperson is calling local officials for actualities for later broadcast, a newsperson must inform the called party prior to initiating the recording of the call. 

Another exception is present for radio talk shows and request lines where the stated purpose of the telephone number is clearly for the broadcast of received telephone calls. A reasonable-person standard is used by the FCC.  Would a reasonable person expect that a telephone call to the telephone number may result in the telephone call being broadcast or recorded for later broadcast? A telephone call placed from a talk show or request line is not covered by the exception. 

So, what is not covered by the exception and what can subject a radio station to tens of thousands of dollars in FCC fines? Clearly, a contest run by many stations some years ago in which the public is advised to answer their phones ?I listen to WXXX? is not covered if the station expects to be able to broadcast the calls as they are placed. Nor are cold calls placed to contest winners, hoping to get the excited screams and gasps recorded and subsequently broadcast on the air. Even if the contest entry form advises entrants such a call might be made, there is no telling who will answer a winner?s telephone number. 

But, such benign calls are not usually the types that garner FCC complaints. Rather, most FCC telephone broadcast rule complaints involve telephone conversations that have the effect on the called or calling person of embarrassment, anger, or making the person appear to be an idiot. 

Thus, in a recent FCC rule violation, a call was broadcast by the station misrepresenting itself as a local hospital to a woman telling her that her husband had died in a motorcycle accident. Later in the call, the station informed the woman that the call was a "joke." Another fine was issued for a station call in which the morning personality broadcast a call pretended to be an intruder hiding under a called person?s bed, and a second call in which the personality pretended to be a loan shark collecting on a debt. Other FCC fines have been issued for radio stations calling competing radio stations and putting personnel from the competition on the air without their knowledge. The FCC did not see the humor in any of these calls.

It is also worth mentioning that state law may also cover the recording of telephone conversations. In a dozen or so states, if a telephone conversation is recorded even without an intention to broadcast it, all parties are required to consent, not just be notified. Each station should apprise itself of its own state law, as well as the FCC?s telephone broadcast rule, in formulating its internal policies on rolling tape (or whatever taping a call is now called in our digital age). 

With any FCC complaint proceeding, the process of responding to the FCC?s inquiry is often more expensive than the potential FCC fine levied. If the FCC receives what it deems to be a valid complaint, it will send a multi-page letter to the radio station asking for a stack of affidavits and documentary information. Failing to fully respond to the FCC?s letter is grounds for additional substantial fines, so an FCC licensee has no choice but to respond. 

Finally, in answer to Radio Ink?s question above, notification after recording is not compliance with the FCC?s rule, even if the other party to the conversation consents after-the-fact to the recording and broadcast. Also, recording the notification is also presumably not in accord with the FCC?s telephone broadcast rule as the rule prohibits recording until such notification is given, although a case might be made that a recording of the notification was not the ?recording of a telephone conversation for broadcast? as there was no intention of broadcasting the notification. For smaller station operations, it is false economy to share talk show, shopping show, or request line telephone numbers with general station business telephone numbers, as it is far too easy for a caller to be unintentionally put on the air in such circumstances. 

It is helpful to keep in mind that complaints filed with the FCC are often spurred by a member of the public who is embarrassed or insulted by the broadcast of a call. Thus, if your newsperson is going to call an official and get something other than a pabulum press release actuality, be certain your news person informs the called party in advance of the recording being made for possible broadcast. If you really want to risk allowing your personalities to do outgoing ?joke? phone calls, have a witness to each call who can swear under penalty of perjury that the called party was clearly informed that the call would be broadcast or recorded for later broadcast. Full compliance with the FCC?s telephone broadcast rule is usually the best way to avoid potential issues.

John F. Garziglia is a Communications Law Attorney with Womble Carlyle Sandridge & Rice in Washington, DC and can be reached at (202) 857-4455 or jgarziglia@wcsr.com. Have a question for our "Ask The Attorney" feature? Send to edryan@radioink.com.

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(DIGITAL) Make The FM Phone Chip Irrelevant

6-15-2012

By Chris Miller

The proposed FM chip for cell phones has stirred up some controversy. Here on RadioInk.com, you've heard the head of the Consumer Electronics Association blast the idea. "You're distorting our position," says the NAB, and Radio Ink readers have weighed in with their own opinions.

No matter your opinion, here are a couple of wake-up calls. Almost none of us are in any position to do anything about getting an FM chip into phones, and yet we're still responsible for our numbers. In addition, more and more radio listening is moving online, and much of that will be done via mobile devices. No matter what the FM chip outcome is, here are productive things you can do for your own brands.

Change Your Mind

Stop seeing yourself as a radio person, or a broadcaster, or a transmitter user. You're now a purveyor of entertainment in your format for your local community, and you deliver it however they choose to consume it. Mentally separate the benefit you provide from your traditional delivery method. If you're Anytown's Best Country, picture yourself getting the best Country entertainment you can to your fans on the air, online, and even on site at events.

Clean Up Your Stream

Listen to your stream. Would you be proud for it to represent the hard work you do all day? For most of us, you would have to think the answer is "no."

Change this starting today. Confront the programming issues on your stream. What can you do to make your stream as good, if not better, than your broadcast? You can read some of my recommendations on this subject HERE.

Streaming Features = Audience Benefits

Tell your fans what makes your stream special. Maybe there's some sort of music or information you can offer on your stream that you can promote as a special benefit. Perhaps you always play more music on your stream than on the air. You could also appeal to your heavy listeners and create special :30 and :60 streaming messages about what's fresh on your website or extra hints to win contests, or just deeper, more focused information about what they come to you for every day.

Think, too, about what's special in your streaming player. No matter who provides your streaming technology, almost all of us have built-in features that aren't available to our traditional over-the-air listeners. Which of those would make a difference to promote about your brand?

Market Your Platforms

Finally, make sure you're telling your fans all the ways that they can enjoy you. "We're there for you, whether you want to listen on your radio, your computer, or on the Radio 108 app you can download for your mobile device." If you don't have a separate app, but your listeners can find you on one of the big corporate apps or TuneIn or Stitcher, link to those from your website. Remember, a key part of great 21st century radio brand management is using all your platforms to deliver what your fans love about you...no matter how they choose to experience you!

Chris Miller has been a major-market PD in Atlanta, Portland and Cleveland. He now operates Chris Miller Digital, which he launched. Visit his website at www.chrismillerdigital.com. Contact Chris via e-mail, chris@chrismillerdigital.com or 216-236-3955.

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Over 33 Million Use Mobile Phone To Shop.

According to the research from Experian Simmons, 29 percent of cell phone owners today believe their phone will be the primary device for their entertainment needs in the future. Other findings from the report include: More than nine out of 10 adults, seven out of 10 teens and one out of five kids own a mobile phone, fifty-six percent of smartphone owners access the Internet from their phone; 27 percent watch video, thirty percent of iPhone owners want to make purchases in stores using their phone, twenty percent of social networkers access their account from their phone, sixteen percent of mobile owners downloaded a mobile app last month.

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The Cell Phone FM Chip. Intel Just Joined Our Team.

June 15, 2011

The plan to get cell phone providers to open up to the idea of happily promoting FM radio chips in phones just took a positive turn for the radio industry. Two stumbling blocks radio has run into are the high cost of the chip as well as the fact that the carriers could really care less about the FM chip. SiPort is a company that develops HD radio chips. They were just purchased by Intel which gives the FM Chip movement some real clout now.

And, they have developed a chip that only costs $2.00, a price that radio executives hope convinces the carriers to let radio in. Last night we interviewed Dr. David Rolston. Rolston is the Sr. Director at Intels Digital Radio Group.

Can you give us some background on the chip for HD radio you have developed?

Intel?s SP1010 Digital Radio IC is quickly becoming the highest volume HD Radio solution shipping with popular devices like the Microsoft Zune HD media player.  The SP1010 supports worldwide digital radio standards: HD Radio (USA), DAB/DAB+/DMB (Europe, Australia, and Asia) as well as all of the digital data standards: RDS-TMC, HD Data and DAB Data.  The SP1010 receiver was fabricated at industry leader TSMC?s RF CMOS process to achieve higher performance and better sensitivity per mill watt than any competitive solutions. The key to this achievement is the deployment of a self-tunable radio technology specifically developed for mobile terrestrial digital radio use. By combining a CMOS RF tuner and a baseband receiver in a compact and low power IC, Intel is able to deliver the lowest power, smallest package, excellent performance and low price needed to receive digital audio and digital data services on a variety of portable devices such as MP3 players, personal navigation systems and mobile phones.

Jerry Lee, a much respected broadcasters, seems to think the SiPort chip is the next big thing. Is it? Why?

Jerry Lee, a much respected broadcaster, correctly points out that digital radio needs to be seamlessly represented on the fastest growing consumer market segments: Handsets and Tablets.  The key to integration of digital radio on handsets and tablets are the four Ps: Power, Package, Performance and Price.  Intel?s roadmap of digital radio ICs represent the best of class power, package, performance and price solutions that are enabling the adoption of digital radio on handsets and other fast growing mobile market segments.

He also believes the SiPort chip will replace streaming for radio stations. Do you agree?

We believe that terrestrial broadcast radio and streaming radio will co-exist to meet the diverse needs of consumers.  There are data download cost factors associated with streaming radio and this is a very important consideration as service providers are moving away from ?all-you-can-eat? data plans due to severe congestion on the cellular networks.  Terrestrial Digital Radio broadcast uses radio spectrum much more efficiently and delivers the music and data services to the consumer without taxing the cellular network.

The Radio industry has been having a hard time convincing the cell industry this is something they should embrace. Why will the SiPort chip improve that dilemma?

The high cost of components and the lack of solutions that meet the power and package requirements of mobile platforms such as handsets and tablets were preventing the adoption of digital radio solutions.  Digital radio provides compelling value to the consumer in terms of Album Art, Tagging, New content, emergency alerts etc. while at the same time providing service providers new revenue streams in terms of music tagging & purchase, coupon & advertisement delivery etc.  Intel is working very closely with the service providers, handset makers as well as the broadcasters to enable the eco system that delivers the true value of digital radio broadcasting to mobile platforms.

SiPort was just purchased by Intel. Do you think that brings more clout to what can be done with the chip in terms of convincing people this is a must have?

Digital radio is poised to become an important ingredient for handsets and other mobile devices as broadcast radio transitions from analog to digital. Intel?s acquisition of SiPort enhances our abilities to continue as the leading provider of low power, single-chip CMOS solutions enabling wide spread adoption of broadcast digital radio. The digital radio business will  also take advantage of Intel?s global footprint and technology leadership to provide best-in-class digital radio solutions.

(6/15/2011 7:03:05 PM)
The key here is really not the cost of the chip so much as it is about bandwith usages. Carriers are abandoning their unlimited plans because they are finding they do not have the bandwith as the penetration of smart phones continues to grow. The HD chip is an opportunity for carriers to relieve some of their load on their bandwith, market a differentiating feature, and prevent anger from customers who start getting charged or throttled for their bandwith usage.
(6/15/2011 2:35:16 PM)
What a load of crap this article is. FM radio for $2.00 as the catalyst for carriers to adopt radio??? It's been free for years in combo chips. Stated correctly, is $2.00 the right price to catalyze digital radio into handsets? No. Wrong again. It's about how they make money on the service supported by the chip, and importantly, how they make money they wouldn't otherwise make using the billions in infrastructure they have bought and deployed. Intel's acquisition of Siport does nothing on this front, and this article proves that once again, Intel is completely missing the point of how to use IP it buys. Good luck Siport. See you in a few years after you work with the crack Intel Combo team in Israel.
(6/15/2011 12:44:07 PM)
SiPort can use Intel's fab expertise and marketing clout to drive down costs.

Intel is going to be a big player in the smart phone market when they take advantage of their Nvidia cross-license and begin selling a system-on-a-chip with an ARM core.

There are two driving factors for radio on smart phones. First is for emergency notifications. Second is for music and news. As cell carriers all move away from unlimited data,subscribers will no longer waste money on data to stream music.

(6/15/2011 11:35:23 AM)
I'd be cautious about pinning much hope on HD being the savior. According to wikipedia, a recent (Oct 2010) canvassing of local electronic stores like Sears, Best Buy, and Radio Shack, finds no HD radios in stock due to lack of demand as consumers are favoring the more popular Internet radio options.

I'd also be reluctant to divert battery resources to power yet another radio chip inside my phone, when my already present data connection can provide me with the stream.

As Gregory pointed out below, there's an app for that.

(6/15/2011 11:30:34 AM)
I guess I'll be labeled a hater, but it should be noted that Intel is a non-factor in the cellphone industry. They are desperately trying to penetrate the business, but they don't power a single smartphone currently in the market.

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