Traditional advertising template is changing quickly...

With my Radiowise Inc. clients we are focussing on understanding the demographics vs psychographics of media audiences - or 'lifestyle groups' as I call them.

Media is sold in demographics (the numbers of people who use your product) while psychographics show a clearer picture of the potential client.

For example Rosanne and Murphy Brown were on television several years back and both fit in to the same demographic cell - yet I can assure you that a stay at home Mom with bratty kids and a lazy slob of a husband probably is not going to buy the same Lincoln that the contemporary well educated downtown business woman is going to buy.

If you simply break your lifestyle groups into three tiers - the Traditionals; the Moderates; and the Digitals it's easy to show their media usage preferences.

The Traditional (usually plus 55) likes his/her newspaper in hand; watches television and likely doesn't use his PVR/DVR; and has two or three radio stations to which the bulk of his/her listening goes to.

The Moderate (usually 30 plus) is getting integrated into the digital lifesyle and likely owns a Smart phone - or Tablet - where they use approx. 50 to 60% of the technical capacity of those units. They watch television, but DVR 'most' things - skipping over television commercials - and listen to about 4 or 5 different radio stations, multi format for their diverse listening patterns, and scan through newspapers/magazines but search for interesting articles to post to their Facebook - Twitter - Pinterest - and 'email pals.'

The Digitals would rather 'text than talk' - watch NO traditional television (well ok "Jersey Shore") and listen to about 6 or 7 radio stations but leave within seconds of when a commercial comes on that station.

The Traditionals are the ones who've graduated to HD and giant screen televisions - while the digitals are happy to access their video content on their much smaller but mobile platforms.

It's a bitter reality that this 'digital shift' means if you are still buying your advertising and promoting your product in a traditional manner you've missed a great portion of the audience out there in this reality.

Another major complication with maintaining status quo in your buying patterns is that 'most' of the media across Canada now have their decision making process moved back east and by that I mean there is little local control anymore other than the exact quoto of how many spots - promo's you can run for your client is totally restricted by the rules made in the centre of the universe.

In the US cable cancellations are at an all time high. People are tired of a) paying for channels they never use and b) pissed at the price they have to pay for bundled services and c) simply watching less 'live' television and knowing that they can access their favorite shows 'digitally' and watch them whenever they please.

Lets face it. It's getting extremely expensive to have cable services especially now that you 'double pay' for analog and digital - and all those 'extra' services like movies, and sports packages.

Advertisers are trying more and more new innovative ways to get their message out to get around the aforementioned problems. Product placement is also changing. That can of Coke that sits on the American Idol tables is now old and stale.

One very neat way to make your product placement stand out is being done currently on the Ellen DeGeneres Show. If you've seen it lately she builds her clients into very goofy 'skits' that she does with her guests. A recent 'soap opera' had a guest 'die' during the skit yet everytime a key word was said his hand held up a J C PENNY sign. It appeared over and over and you just could not miss it - especially when the guests had a hard time holding their laughter when the sign hit Ellen in the face.

Giving each and every member of the audience an expensive gift from her sponsors is also a giant plus for the advertiser.


Locally what can you do now?

Negotiate to the local media strength.

Radio stations are very active over the summer months and a Street Team blitz where there are giant crowds avaiable are a gold mine. Sample your product. Do something fun/innovative. Stand out in the crowd.

In the newspaper try to get 'editorial' support. A great story about you - your product - your community service - is always a giant plus.

For television, LOCAL news.

As for the newspaper try to become that 'guest expert' so that you are the go to person/brand when they need content to support a story.

In each case you want, as often as possible, to not get into those crowded long stop sets on television and radio - and you want to get that extra 'ad libs' and 'live' coverage from the announcers, news personnel, anchors, etc.

Most traditional media have digital media to compliment their companies as well and each client should again try to find a way to reach those 'three tiers' of lifestyle groups that I've described in this blog.

If you have an Emerging Media Manager in house remind him/her that being 'in control of your own creative' is key. Film your own events if the media aren't showing up. Post the best on your own web site. Send local media brief snippets of audio/video with your media releases.

Post to Facebook - Twitter - Pinterest and thank those of your followers for their share/retweet so that the digital "rabbit theory" kicks in and your message gets shared around the globe.

Buying advertising is easy - it's a mathematical equation - but making sure that you have corporate exposure in each lifestyle groups 'comfort platform' will make a huge difference in the only way you should measure your advertising effectiveness....the good old fashioned "bums in seats" theory.

I haven't covered OUTDOOR but it too has made a significant move to digital products which are graphically attractive and can be updated very quickly via remote access. I would like to investigate their effectiveness a bit more with an expert in that field to see if their clients are enjoying great results with this platform.

Built right - from the ground up - great radio stations last a long time!

It's anniversary year in Edmonton radio. CISN FM turns thirty years old - followed a few months later by CKNG (Joe FM) which launched as CJAX FM - and then CFBR - The Bear turns a ripe twenty years old this September.

Former 630 CHED 'legend' Bob McCord (and a LOCAL ownership group) took two kicks at the CRTC cat in the late 70's and early 80's for a new FM licence in Edmonton and the second application worked as they launched CISN FM in the spring of 1982. Over the years the station has been a perennial 'winner' of many industry awards, both in music and media, and has been at the top or near the top of the Edmonton for much of the past three decades.

Many 'great' broadcasters came and went from the station in the past three decades and it has been sold a few times over but in 'all' cases the owners/managers/program directors realized the power of the station and the format and super served the listeners. Another benchmark for CISN is community service and there just isn't enough space in a blog like this to properly recognize the many innovative and creative ways that the station has helped in the Edmonton and Alberta rural communities. OK the tractor run to the American border a few years back deserves the Forbes Radiowise Inc. award for going over and above the call of duty!

About half a year after the CISN launch I was both fortunate and unfortunate enough to have launched CJAX FM, Edmonton's Rockin' country radio station.

Fortunate because there is 'nothing' more fun and enjoyable than launching a new radio station; hiring a great motivated staff; and trying something new and innovative on the radio.

Unfortunate because Bob McCord launched a 'machine' in the market; CFCW had and still has a firm grasp on the Alberta rural AM listeners; and Maclean-Hunter was planning to get out of radio all together leaving us with less than adequate tools to really give it a go in the market.

However - lots of good things happened with CJAX.

First off we had 'great' people who went on to very successful careers in both the radio and television industry.

He'll hate me for using his high school picture, but Bell Ottawa Program Director Brian Depoe's first gig was at CJAX FM. Actually he was serving steaks at The Keg but had family roots 'deep' into the business and the taste for radio was in his blood. Since 'graduating' from Edmonton Brian has gone on to run top notch properties in Vancouver, Calgary, Toronto and Montreal. I call him one of my 'true' friends - meaning he'd be one of the first guys I'd call with the message "Bri - I need bail!"

Another almost raw rookie, Clay Hagel, (Clay St. Thomas) spent time at CJAX FM as well and has gone on to bigger and better things in Vancouver radio. I'd also like to salute some very good folks who also spent time at the station and they include PD Tom Tompkins, 630 CHED's Scott Johnson; the late Greg Sheratt; Megan Bishop; long time Edmonton broadcaster Steve Moore; and current Global Television Edmonton morning man Mike Sobel.

There were many more talented people in the building both when I was there and for several years after - but due to length I'm sorry I can't include them all.

Another good thing that came out of the CJAX lineage was the licence to flip CJAZ in Vancouver to CKKS (now CKLG/Jack) in Vancouver.

As mentioned Maclean-Hunter was not going to stay in radio and I had been working on a Soft Rock licence for almost a year when they notified me of their intent. With great fortune again, and thanks to TED FARR, off to the west coast I went with this new FM licence in hand.

Although the jazz community loved the station in Vancouver it was bleeding money and then owners Selkirk Broadcasting gave us the go ahead to 'modifiy' the licence I had developed to fit the Vancouver market and the late (great) Tom Peacock and our Programming support team also took two kicks at the CRTC cat (we were a tad out of compliance the first time around - til Analyist Peter Fleming helped guide us on to the second hearing) and "97 KISS FM" was launched.

Birth of The Bear:

Sitting in a room, twenty years ago, with the owner - GARY SLAIGHT - legendary US consultant RANDY MICHAELS - and perennial PD OF THE YEAR ERIC SAMUELS and 'building' a radio station like The Bear from the ground up was truly the highlight of my career.

Ideas were thrown up on the wall - kicked around or kicked out - and each of us put our two cents into building this new (pun intended) beast. The Station has won Canadian Music Weeks "Rock Station of the Year" a number of times and/or Program Directors Eric Samuels - Greg Diamond - or Ryan Zimmerman picked up "Rock Program Director of the Year" during the awards - and I've always viewed such recognition as acknowledgement that the entire radio station contributes to or a 'team award.'

My point of all this is the title of my blog:

"Built right - from the ground up - great radio stations last."

Twenty years later and thirty years later respectively both THE BEAR and CISN are still thriving while CJAX has turned over staff many many times - changed call letters a few times - changed formats several times - and it took several years before it landed as the now very stable JOE FM.

Compared to todays format flips where stations are often launched with 'no announcers' both CISN and The Bear launched with 'very well known' and 'high profile' staff, both on and off the air. I would love to go back now to add up the 'years of experience' we had in the building at the outset of those launches compared to today's radio stations debuts.

Both stations were also launched with not only substantial advertising budgets but highly creative promotional plans and over the top 'stunts.'

Both stations were launced with an 'immense' respect for community and to this day operate very successful internal public service projects like The Bear's Children's Fund - or the endless amount of work that CISN pours into a variety of public service needs. "Millions of dollars" of CASH go to places like the Stollery Children's Hospital and other very worthwhile organizations.

The staff of these stations all 'rowed in the same direction.'

Each of the guys/ladies on the air were so good at their various positions that they worked up to the highest level they possible could which rubbed off on the 'junior' staff, many of whom are the stars of todays "Edmonton Radio." Guys like Yukon Jack - Chris Scheetz...etc etc. who all worked their way up from the bottom to the top of their respective fields.

Great radio stations attract great talent to be part of the success of the operation and help sustain that success for many years to come.

In the same market some of the other operators have changed formats up to as many as five or six times often displacing the entire on air staff or 'starting over again' while the heritage stations always find ways to add a tweak here - make a minor change there - and bingo - continue to be market leaders in their respective formats.

You'll find similar success stories in places like Vancouver with CHQM - Toronto with CHFI and CHUM FM - and Calgary with CJAY - to name just a few.

So Happy Anniversary to CISN FM - great job Bob McCord and to all those that followed at CISN.

Ditto to my pals at The Bear both past and present.

We all shared something very special and often it takes a milestone achievement like 'time' to stop, take a breath, and realize we did something very special in the world of radio - for which many others will benefit from down the road.

**PS: the "Marty Forbes Way" picture is courtesy ex Op's Manager Ryan Zimmerman who named the 'hallway' in the Standard (now Astral and soon to be Bell building) as a parady of the streets allready named after my late father Jerry Forbes in Edmonton. A very fun and appreciated tribute.**

Thoughts on getting old(er)

I'm at a point in my life when years seem like months - months seem like weeks - weeks seem like days - days seem like hours - and hours can often seem like seconds.

Father time can often play cruel tricks on your mind when you think "that really happened 9 years ago...it seemed just like yesterday."

I was never one of those guys that had 'benchmark changes' in my life - like those turning 30, 40, 50, 60 thoughts that those birthdays bring to people often.

I do, however, seem to be having flashback memories to certain points in my life more often than usual lately.

As such, as I 'mature' (I hate the term age...it's something physically out of your control but very much IN your control how old you 'act') I wonder about the aging process and the benefits of my current situation.


As I scoot towards my 'seventies' I'm as playful as when I was in my second and third decades...and I intend to stay that way forever!

In age I now see 'beauty' - eyes that reflect experience and history.

I see 'respect' for people who have lived many many years often under difficult situations.

I see 'love' as they're the ones who actually have time to stop and smell the roses - they're the ones who don't care that their hair looks like or that their way of dress is less than perfect - they're the ones who still hold doors open for women and 'older' people or give up their seat on the bus even though their fragile legs aren't what they used to be themselves.

I now smile and say hi to babies...in fact every baby that comes anywhere near me.

I hope I'm not scaring the Mothers because this used to be very normal in my lifetime.

There's nothing more beautiful to me than getting that return little precious smile as the Pumpkin grabs hold of Mom's leg knowing he/she isn't supposed to acknowledge strangers.

At my age I am so happy that I can say things without anybody firing me now - and I feel so sorry for people that I know that are so trapped in jobs, careers or even relationships that they publicly state 'they hate.'

At my age I'm really missing several of my good friends that passed away 'way too soon' - and especially for their living parents, or children, who never got to spend as much time as I do with my extended family.

Through health problems or tragic suicide I have lost several people who passed away 'way too soon' and "if I had only known" there was a time clock on each and every one of us for our time on earth I would have spent way more time with these beautiful people or offered 'whatever help they needed' at the time.

As I dream each night 'reflection' means so much more to me now as some of those precious memories from my past simply fade away and I start to wonder 'what if' in my thoughts.

What if my Mom and Dad didn't divorce in 1961? - I wonder what this years Family reunion would feel like with them spending time with my brothers and sister; my children; and our wives.

My kids never got to meet my Dad - but get to hear his voice on CHED every Christmas when they play the Santas Anonymous "Creature" - and they love love love both of their Grandmothers - and I'd love THEM to hear from my parents about THEIR lives so they get to know them better and especially that all too important family tree that I know so little about.

As I get older I like spending more time with Gen "C" too (connected) and I love to listen to their opinions and thoughts on the world. These kids keep ME young - keep ME in touch - and help push me to continue to learn so that I don't turn into one of those old boring people who stop growing and learning as they age.

And I feel sad that most of us often 'don't' listen to these kids or dismiss their ideas as 'dumb'....because they ARE our future and when they question WHY we do things often they are very correct in their observations!

I like to apologize to them for the things MY generation are responsible for that affect their lives.

We made up a) too many rules b) have too many traffic lights c) make really crappy products d) have too many chain stores e) are way too greedy f) don't share enough g) really screwed up the environment h) work way too hard/long, i) fought too many wars; j) hold too much hate for others simply being 'different' from us; oh I could go on and on and on....And...

....Yes I acknowledge the fact that we did a bunch of really good things in our lives too but in the OVER/UNDER on good vs bad I think you know where I sit.

Finally as I grow old I never take it for granted how 'lucky' I have been in my life.

I have so much to be proud about - and so happy with my accomplishments in the time I have spent on this earth.

Mostly...

I'm glad I learned from mistakes.

I'm glad I took chances because that's where the risk/reward thing really benefits people who do great things.

I'm glad I have my children - for they are 'everything in the world to me'

I'm glad I was born into a family who defines craziness - each of us in a very different manner but we laugh long and often for which I am so very grateful for when you see other families and people.

I am so extremly proud of my brothers; my kids; and my wife that it is hard to describe. They are all talented and beautiful caring people!

I'm glad I got to travel as much as I did - and I have every intention of continuing because it makes up for me not paying attention to teachers in school.

There is nothing more amazing than touching the Eiffel Tower - starring at the Mona Lisa - talking to a guy in Prague about Communism in his life - standing on a mountain in the Swiss Alps - strolling through the Tower of London - touring through the Arizona Memorial at Pearl Harbour - or even just having a pensive moment with a cigar in the middle of the majestic Rocky Mountains between Banff and Jasper.

Yes I guess that's what aging is really all about.

Stopping down for a few moments to smell the roses - to enjoy your life and accomplishments - and to truly reflect how lucky you are to be alive in this crazy world.

As I'm now 61 years old I guess this is what a 'mid life crisis' is all about then eh?

I wonder how I'll feel on my hundredth birthday!

I'll be sure to let you know!

Random thoughts....

SPORTS!

I think I've found the definition of "SPORTS." "Those who can't spend a hell of a lot of money watching those that can!" I do respect their talents but MAN is it getting expensive to watch you gents/ladies perform.

AIR CANADA:

I've never been a big fan of unions, but I do understand why some businesses need them. (Read: Bad management) I am, however, mystified why somebody as smart as a pilot is stupid enough to play 'sick games' with International travelers.

Mom's with little children; students stuck on a spring break; businessmen delayed getting to important meetings; it really doesn't matter but you Pilots just became the same as a guy who stands on a corner with a sign slamming the people who pay your very salary while he warms up around a burning barrel.

Let YOUR guys get in a room with THEIR guys - throw a sandwich in every day or so - but pretend you're a JURY and get an agreement before an entire country goes wacko on the cockpit door.

AB vs AZ:

A 'hand done' car wash in Phoenix Arizona is priced - on average - at about "$6.00 plus tip" and I think I just paid $39 here for a machine done 'basic' car wash.

An oil change is - again on average - $19.00 compared to $50 plus here in Edmonton.

Competion is everything, as is the odd 'recession' to help keep prices down.

In contrast, however, is car registrations in Arizona which are about $285 for a new car compared to around $85 for ours. They DO have amazing highways and 'no potholes' however. Just sayin'

POLITICS:

Watching the current GOP (I still find it hard to call it the "Grand Old Party") search for a leader is one of the strangest things I've ever seen. Again seemingly really smart people argue about things in public forums for over a year til finally one of them wins the right to take on President Obama this fall.

At this point there still isn't a 'clear' winner in the Curly Larry and Moe sweepstakes.

MEDIA/bricks:

The Province of Alberta has close to 3 million people. It's one of the most vibrant Provinces in Canada and certainly it's impact on the WORLD through our vast resoures puts us in high regard throughout the globe.

At last count out of ALL media - radio, television, and newspapers - I cannot find ONE media that is owned and operated locally.

That simply is "sad!"

Recently several media companies have let go 'long time - highly respected General Managers' and have hired "Supervisors" to report back to Toronto on the stations activities.

I can't think of anything more disrespectful to their employees AND to the people who read, view or listen to their products in our dynamic cities!

A recent National newspaper article also says that Vancouver and Toronto find us "cocky and arrogrant." I'm ok with that!

AND...

MEDIA/bouquets:

Finally a big thank you to Sun Media.

As I have well chronicled over the past two years my daughter Rayanne is fighting a strange and seemingly endless disease (Graves!) and one of the most positive things you can give somebody who is fighting this is a giant 'positive' at the end of the fight to help keep their spirits up.

As such SUN MEDIA have offered to mentor her in Journalism and if you've read www.rayannesthoughts.blogspot.com you'll see her 'way with words' is quite natural; creative; and interesting.

She cannot work a full time job while going through this so an opportunity to learn from some of the best in the business is a supeb opportunity for which I say a giant THANK YOU to Gordon Norrie; Jose Rodriguez, Steve Serviss, Donna Harker and any other Edmonton Sun staff who may help Rayanne out ever the next few months.

It is 'greatly' appreciated!

I wish I was as tough as....my kid!

Both my daughters, Lauren and Rayanne are proud when I teach them things - but in reality - I'm twice as proud because I learn things FROM them too.

First off, because she's the oldest, LAUREN.

Lauren's a 'rock' - strong, confident, knows where she is going in life, kind, warm, and gentle.

She's always the one to point out a new band to me - she loves hockey and football - and motorcycles.

Wonder where she got that from eh?

I just want to say 'thank you' to Lauren for all her support through what we're going through with her sister because you're always there for Rayanne. Not only are the girls 'sisters' but they're 'best friends' and I know a whole bunch of families who don't share such a tightness.

Love you Lauren!

Then there's RAYANNE:

Rayanne's teaching me 'toughness' with her fight against Graves Disease.

Gawd I cry like a baby just to have my teeth cleaned and here's this kid that hasn't had a normal day in the past two years with 3 surgeries so far - and a few more to go - and the uncertainty of what this stupid disease will do to you as we go along.

Her 'entire' focus is on helping others from her experiences with this - and her blogs are truly inspiring and overwhelming.

There has not been one "poor me" since the day this thing was discovered other than just trying to understand 'why me?' - for what she has had to endure.

Please read and share. The more the 'read count' grows the more it makes Rayanne happy that others my benefit from what she is learning and passing along to others...

www.rayannesthoughts.blogspot.com

Next a 'thank you' to the MANY Doctors that we are dealing with. You people are the most special types of people in the world and I truly respect what you do for us.

Every time I see an athelete whine or complain about 'anything' while making obscene and ridiculous salaries to simply 'play a game' it often makes me reflect on the medical industry and how dedicated you are to 'helping others.'

THANK YOU!

Next the Nurses.

Ditto on the THANK YOU thing.

You're surrounded by sickness and pain for extremely long periods of time....watching people enduring suffering that is almost immeasureable yet you are always there helping others as well.

I can't imagine how you feel when you go home at the end of the day to be with 'your' family!

We've met many of you over the past two years who were extremely helpful in easing Rayanne's pain and helping us understand the magnitude of the sickness.

I know you don't get thanked enough so....

THANK YOU THANK YOU THANK YOU.

Rayanne in her last blog also pointed out that 'writing' is her therapy, for which I totally concur. Sometimes it's just too damn hard to put into words 'verbally' what you go through as a parent dealing with sickness and to be able to jot down a few words of thanks truly helps release some of the pent up pressure you feel as you go through the seemingly endless process of just trying to 'get well.'

So to my girls, Lauren and Rayanne, thanks for teaching Dad some of the more important things in life - and I can safely and proudly say about both of my daughters.... it's all wrapped up in one simple little word.

LOVE!

And to ALL of our friends our sincere thanks for your support too.

Through your nice notes - "likes" on Facebook - and emails - it really has helped us continue with the intent of sharing this awful experience so that other families may garner some benefit from what WE have learned with our fight against Graves Disease.

We have very special friends and having your support has also been overwhelming to us from the start.

THANK YOU!

More surgery is scheduled down the road - but with each one the FORBES FAMILY is getting tougher - and 'closer' than you can ever imagine.