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Insights From TargetCast’s 2011 Advertising Week Panel “Phoenix Rising”

In this video interview with DGC, Steve Farella, co-founder and President, TargetCast tcm, discusses how technology is changing foundational media following TargetCast’s 2011 Advertising Week Panel “Phoenix Rising.”  In this annual  event, TargetCast execs talk to media insiders from companies like the NY Times, Hulu, and Emmis about how advertisers are using new technology to reach consumers.

Steve, whose panel focused on radio, shared the following takeaways: broadcast radio is healthy —  the revenue is there and people are listening —  and digital platforms like Pandora and iheartradio continue to enhance radio as an effective medium for advertisers.

A theme running through TargetCast’s three discussions on print, radio and video is that technology is increasing audiences overall — but the verdict is still out on how to marry scale and and targetability for some emerging technologies.

Audrey Siegel, co-founder and President of TargetCast tcm, also shared key insights from her discussion on the impact of technology on print media at “Phoenix Rising.”

Her key takeaways: content drives consumption and technology facilitates it, and there is good reason to be optimistic about the print business. Though the industry has faced challenges driven by advertising usage, readership is consistently strong, and tablet technology will only enhance that.

Paging Wolfman Jack

A sizeable portion of the adult population still has fond memories of going to the beach with family or friends and listening to a top-40 radio station on a device the size of a bible. The tinny sound quality only enhanced the ambient sound of commercial interruptions and the circus-barker voice of a disc-jockey. None of it was thought to be annoying because it was part of the sensory tapestry of a care-free summer experience that included lifeguard whistles, the boardwalk and the scent of salt water mixing with Coppertone–or the baby oil used by serious tan stalkers.

Wearing headphones to enjoy music in any setting wasn’t even a concept. Popular music on the radio was considered a shared and social experience even amidst perfect strangers. What’s a radio lover to do in the 21st century when headphones are considered as necessary as clothing? When the music-listening experience has become so solitary?

These days, words like “social” and “music” have myriad layers of meaning. Which brings us to the term “social radio,” a relatively new pairing of words in a sea of established “platforms.”

Napster, Rhapsody and Pandora have been around for several years and been written about often enough for most people to have at least heard of them. A steady stream of others are gaining prominence. Now there are, Grooveshark, Google Music and Spotify, among others.

This article from provides a helpful first step in understanding some of the basic differences among the services and embracing the newest social aspects of listening to “the radio” that have become so much more complicated.

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