While Primedia Broadcasting is best known for its radio, the group has many more offerings, which it revealed at a session with PR companies today. Michael Bratt went along to find out more.
Taryn Hood, media strategy manager at Primedia Broadcasting, says the purpose of the gathering was, “To really connect with PR agencies, it’s not a part of the industry we have really been communicating with so they’re not familiar with the products that we do have available. So it’s really to start the conversation with them”.
Hood took attendees through these offerings, which include live streaming, podcasting, sponsored online content, outside broadcasts and eventing – all methods she says step away from traditional advertising. “PR companies are starting to move into spaces where they are being forced to do more content and eventing and it’s really to support their business,” Hood says.
Radio, she says, is an emotional amplifier, which has more impact on happiness and energy scores than any other channel. Coupled with that is how well the medium does when paired with digital.
“There are channels that can’t be ignored anymore when you are looking at the total ecosystem of audience,” Hood says, which is reflected in the impressive numbers that Primedia has racked up for its alternative offerings. These include 420 000 streaming listeners, 3.5 million website users and four million video views a month (equating to over 76 000 hours of video viewing), and 255 000 newsletter subscribers.
A quote by Jonathan Perelman, VP of agency strategy at BuzzFeed, sums up Primedia’s approach: “Content is king, but distribution is queen, and she wears the pants.”
Hood adds, “Beautiful pieces of great content are being delivered but has not been seen because it hasn’t been given the opportunity to really get into market”.
Podcasting and power spots
Primedia has seen significant growth in podcasting over the past year, recording over 4 000 000 downloads in total and seeing 721 000 in May. These comprise repackaged radio content as well as original podcast series. Power spots are another opportunity for advertisers, being purchased on-air commercial space but, unlike a live read which can feel forced at times, is a bullet point structure of key points which the on-air talent then delivers in their natural way, rather than being read word for word.
Sponsored online content and events
Hood believes sponsored online content goes beyond simply written articles to include video and photography. She punts Primedia’s award-winning journalists as those who would be involved in the creation of the content. Hood also touched on Primedia’s successful events including the 702 Walk the Talk, 947 Cycle Challenge and KFM’s K Day, emphasising that Primedia offers both large-scale as well as intimate event solutions.
The personalities behind the content
A large portion of the presentation was spent punting Primedia talent. “Talent is a key part of our business and we are employing more and more talent with diversified skills, not just radio, including TV presenting and social media skills,” Hood explains. The big names are all aligned with the brand’s values and a dedicated talent brand, Prime Talent, books and manages the talents internal and external commitments. Talent highlighted at the event included Greg and Lucky, Bruce Whitfield, Sechaba G, and Aki Anastasiou.
When asked why Primedia needed to move away from simply radio to other offerings Hood says audience consumption is changing and “we’ve got to be able to grow with our audiences; if all we did was stay in a terrestrial radio environment we would eventually lose the game. And this is the future of radio”.
Here are some photos from the event:
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