Basin Mediactive, LLC

09/27/2022

The Basin Mediactive Crew hit the links Monday. We tore up the mini golf course at the Running Y Ranch Resort.
From Left to Right
Clinton Woodham, Scott Hoffman, Amber Whitley, Melissa Tolbert, Rob Siems, Scott Allen, Josh Eldredge, Jay Davis, Evelynn Perlman

07/15/2021

Radio Has Biggest Listening Numbers In 15 Months Says Nielsen.

American life looking more normal is proving to be a boost for radio listening. “From a weekly reach perspective, audience levels are at their highest levels in 15 months,” said Nielsen VP of Audience Insights Jon Miller. The ratings company says radio in PPM-measured markets reached 122.1 million consumers during May, an eight percent increase from a year ago and the biggest number since March 2020.

More vaccines in Americans’ arms and a return to activities sidelined since the arrival of COVID could not have come at a better time. May is the biggest month for radio listening. Miller said during a webinar Wednesday that radio’s average quarter-hour (AQH) audience peaked at 7.8 million people in PPM markets in May 2021. That was a 20% increase from a year ago.

The PPM market data shows the gains were across all age and ethnic demos, said Miller. “This year we are anywhere from six to eight percent above where we were last year,” he said. The data shows slightly larger increases among younger listeners.

In a signal that listening is similar to pre-pandemic, Nielsen said in the PPM markets the format share trends are showing familiar themes seen through the years with the ebbs and flows of the news cycle and sports calendar reflected in radio listening.

News-Talk is the top format in PPM markets and that remained the case in May, although its 12.6% share was a decline from January when news events pushed the format up to a 15.2% share.

In other cases, some formats are riding a wave. The Urban AC/R&B format’s share in May hit 4.9%. “It is having some of the biggest months in many years,” said Miller.

In the Continuous Diary Measurement (CDM) markets, Miller said the data shows a “very stable” performance for radio which he attributes to Nielsen’s aggregating data from three months. “The range from the high point to the low point is not that big,” he said. “It’s been very consistent over the last 16-books.”

Radio listening often slips during the summer as regular commuting habits are disrupted by vacations and school break. Miller said it is tough to predict what will happen in 2021. “This summer may be a little softer than May because that’s what normally happens, but it’s been hard to predict what’s going to happen during this pandemic and the recovery.” Miller pointed out that last fall is when Nielsen started to see some gains in radio listening, and that may happen again this year.

Arbitron Senior VP Bill Rose said a lot could also depend on what happens with the pandemic itself, as vaccinations slow and a coronavirus variant spreads.

The Media Rating Council determined that Nielsen understated local TV audience estimates during the pandemic. Rose told Nielsen clients Wednesday that similar problems were not found in radio’s PPM and diary markets. For radio a quarter of PPM recruitment is done in-person, except in Houston where most panelists are recruited by Nielsen reps going door-to-door to people’s homes.

“The measurement processes were consistent,” said Rose. “In fact, we were remarkably successful having panelists in PPM continue to be part of the panel. If anything, they cooperated a little bit better during the peak of COVID.”

05/12/2020

http://mybasin.com/community-marketing-grants/

Every week Basin Mediactive, LLC reaches 60,200* loyal radio listeners in Southern Oregon and beyond. In addition to the most listened to radio stations and online streaming content, we offer the most views social media pages, and the most trusted digital news and information portals in the communit...

04/13/2017

Within the next sixty days, the Klamath Basin will have a brand new radio station! Stay tuned, we will let you know more soon!

04/13/2017

If you are in business, you should be advertising on the radio!

Erwin Ephron, considered to be the father of modern media planning, famously said that advertising’s job is to remind people of the brands they know when they have a need.

04/21/2016

More than three-fourths of American drivers (77%) listen to AM/FM radio in the car at least weekly. That total dwarfs all other audio options, including CD players (41%), connecting a

07/03/2015

A week ago (NET NEWS 6/24), CUMULUS MEDIA/WESTWOOD ONE CMO PIERRE BOUVARD crunched the data from the NIELSEN Q1 2015 Total Audience Report on radio listening (NET NEWS, 6/23) and found plenty of positive indicators. Chief among them is radio resiliency in the new digital era -- especially compared t…

04/17/2015

TEN ESSENTIAL MARKETING TIPS FOR EVERYONE
Follow these ten easy easy wins for an instant marketing boost...

1. UNDERSTAND YOUR CUSTOMERS
Getting to know your customers is the most important stage of marketing process. The more accurate your information and knowledge, the more effective you will be at selling. Use all the information at your disposal to understand customer's behavior, demographics, and requirements. This information should steer your major business decisions and allow you to write a marketing plan.

2. OBSERVE THE MARKETING ENVIRONMENT
Knowing your customer is vital, but there may also be business opportunities which emerge as a result of changing global circumstances. For example, in recession budget brands such as camp sites or cheap food stores tend to flourish as people dial down their annual spending. Emerging technologies may make new products possible, and new legislation may shift consumers behaviors - a good example is the reduction in road tax for low polluting cars. Make sure you regularly 'scan' the external environment for opportunities (and threats).

3. DESIGN YOUR PRODUCT OR SERVICE AROUND THE CUSTOMER
Once you have a marketing plan in place, you need to make sure your product or service is tailored to your customers - from the packaging to the way it is promoted. Entrepreneurs often fall into the trap of making the product they want to sell, rather than designing and presenting things in the way the customer wants.

4. ENSURE YOU ARE SMOOTH AND EFFICIENT
The process of conducting your business is almost as important as the product itself - make sure delivery is quick, returns are dealt with courteously, your staff greet customers with a smile and a cup of coffee. Surprise and delight your customers by going above and beyond the call of duty for them. Word of mouth is a powerful selling tool and this is exactly the way to generate it.

5. DESIGN TARGETING ADVERTISING & CUSTOMER COMMUNICATIONS
Placing a few ads just isn't enough to get noticed any more. Consumers are bombarded with hundreds of marketing messages every day of their lives and take less and less notice. You need to do something pretty special to stand out, so make sure your messages are clear and appeal to exactly the people you are trying to sell to. Use both emotional and rational arguments to demonstrate what you are selling and why they need it.

6. INVEST IN YOUR PEOPLE
Your staff are your most precious asset - look after them and give them the training they need to do their jobs well. From your receptionist to your salesmen, make sure they are motivated, have the tools they need and understand their role in the business plan. If everyone works together, your business will look after itself.

7. MAKE SURE YOUR SHOP FRONT IS IMMACULATE
Good presentation is a huge influencing tool, it generates trust, motivates your staff and makes customers comfortable with their decision. If your front of house is messy, what does that say about your warehouse or filing systems? Even if things are chaotic behind the scenes, never lower the standards of your customer facing areas

8. HAVE A PRICING STRATEGY
Don't just set a price based on production costs plus a margin. Pricing is a powerful tool to achieve your goals - decide what you are trying to achieve and what message you're giving out by setting your price at a certain level. High prices mean you're likely to sell less, but can give the impression of a premium product. Low prices can allow you to break into or dominate a particular market, although this may mean low profitability in the short term. Ensure pricing is part of a greater strategy, and include this in your marketing plan.

9. RESPOND TO COMPLAINTS WELL
Every complaint is an opportunity to turn around a dissatisfied customer - respond quickly and positively. Remember your brand is easily damaged, and the last thing you want is for people to be actively spreading bad stories about your business. A complaint that is dealt with well can often result in a loyal customer, they will have refreshed trust in your brand and the confidence to buy again knowing that if things do go wrong they will be sorted out quickly.

10. WRITE A MARKETING PLAN
Develop your strategy in the form of a written marketing plan, as this will ensure all members of your business understand the company direction. The plan is a comprehensive and well researched document which covers all essential aspects of taking your products to the customer, including the points listed above. When developing the plan, ask yourself the following questions.
Where are we now?
Where do we want to be?
What opportunities exist in the environment?
How will we get there?
Who will do what?
How will we know we've arrived?
See also: Writing a marketing plan

05/21/2014

Radio has been called the most visual medium. Because your audience is creating the pictures with their imaginations, a radio commercial provides the perfect opportunity for brand comparisons, coupons, product demonstrations, even statistics...because listeners can see more clearly with their minds' eyes.

Brand comparisons: Ask your audience to examine the brand on the left and the brand on the right. Use music, sound effects, audience reactions, announcer inflections, or contrasting voices to show the differences. This of course works in stereo but it also works in mono.

Coupons: Get your audience to visualize a coupon. Use the sounds of a knife, scissors, tearing, or a chainsaw to cut it out, or the sound of a pen or pencil if you want them to create their own "radio coupons." Caveat: Make sure that coupon gets them something huge, meaningful or dramatic, because you're asking them to take an extra step, not just clip something out of a publication.

Product demonstrations: Show changes by using audience reactions, music slowing down or speeding up, noise or silence.

Charts, graphs, statistics: Play rising or falling tones, orchestra hits for large, a tiny bell for small, a chorus of voices for many, a handful of voices for few, a tuba for old, a power chord for new.

Distorted muffled sound for impaired vision. Crisply equalized sound for clear vision. Dark music or light music for different shades.

Get your audience involved. Help them see. The possibilities are endless.

Pick the most visual thing you can think of -- something that MUST be done in print or on TV, and do it on radio. It'll be the most powerful thing your listeners have ever seen.

Source: Veteran radio creative consultant Jeffrey Hedquist. To get your very own free copy of "Hedquist's List of 325 Commercial Cliches," email Jeffrey at [email protected].

05/07/2014

CHARLOTTESVILLE, Va. — For the first time since the Great Recession, births are trending upwards in 2014, according to the April edition of the U.S. Fertility Forecast from Demographic Intelligence released Wednesday. Driven by improvements in the economic climate, births will rise in 2014 from a fifteen-year low of 3.9 million in 2013. The Total Fertility Rate in the U.S. is also predicted to rise from a 25-year low of 1.9 children per woman in 2013 to 2 in 2014 (it was 2.1 per children per woman in 2007). Births among better-educated and older women are driving the rebound.

“The post-recession birth decline is finally over,” stated Sam Sturgeon,president of Demographic Intelligence. “The birth recovery has begun and — as with so many family trends — we are seeing the birth recovery take hold only among better-educated, more affluent and older women. These women have been most insulated from the fallout of the Great Recession and now are benefiting the most from the recovery and they are having more babies.”

By contrast, births have fallen markedly among less-educated, younger (including teen) mothers and unmarried women. “Young adults and less-educated adults have been hit particularly hard by the fallout of the Great Recession,” Sturgeon said. “This is why fertility has fallen precipitously among the most vulnerable women in our society. Indeed, one reason that the rate of nonmarital childbearing has fallen since 2007 is that younger and less educated women are having fewer children.”

Drawing on an extensive analysis of demographic, economic, and cultural trends, the new report from DI provides detailed projections of U.S. birth trends in 2014, 2015, and 2016. Among the trends highlighted by DI:

The share of births to women with at least some college education rose from 50% in 2007 to 58% in 2013. In 2014, births to women with at least some college education will rise from their 2013 levels;
The share of births to women with a high school degree or less fell from 50% in 2007 to 42% in 2013. In 2014, births to women with a high school degree or less will fall from their 2013 levels;
The number and share of births to Hispanic women fell from 2007 to 2013 and has now leveled off at 23% of births. In 2014, births to Hispanic women will be about the same as they were in 2013; and
Even though the number of unmarried women of childbearing age has risen since 2007, the share of births to unmarried women has remained constant at 41%. This is because the rate of childbearing among unmarried women has fallen since 2007, and because the rate of childbearing among married women has risen since 2010.
“What we are seeing in fertility is paralleling to a degree what we are seeing in marriage trends in America. Americans with more education, better job opportunities and more resources are marrying in greater numbers and they are also having more children. But family formation is down for less-educated, less-affluent and younger Americans,” Sturgeon said.