Radio Execs Smile Determinedly at NAB Show

Radio saw its sixteenth month of revenue declines, but four programming executives spoke of reason for hope at the National Association of Broadcasters radio show this week. Among other initiatives, they’re pinning hopes on the good moods of radio personalities and their ability to blog well.

CBS Radio’s Greg Strassell said HD radio side channels in New York and other markets are showing audience detections from the PPM for the first time. He said the company is stepping up HD efforts, because there will be more movement in that area, writes Mediaweek.

Entercom’s Pat Paxton says the company is working on advancing radio’s online efforts - the future of growth - by convincing personalities of the importance of blogging, podcasts and video.

The digital potential of radio is exciting to Lincoln Financial Media’s John Dimick, as well, who pointed out that the company recently signed with Emmis Interactive for online services. He said revenue would be made by focusing on local programming.

Border Media Partners’ Jose Santos focused on keeping a stiff upper lip. It all has to do with attitude: “Coach the talent, make them feel good. Believe in your product and have some fun.”

Santos, however, also talked about the PPM and pondered whether PPM samples are adequately representing Hispanic audiences. He professed to having a “lot of fear,” saying it is “very scary for Hispanic radio right now.” He believes the problem with the PPM will be most pronounced in markets with relatively small Hispanic populations, like Philly and Portland.