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Peak Broadcasting goes waaaay beyond just selling spots

from rbr.com

As we mentioned on Sept. 17 , Friedman’s Home Improvement and Maverick Media Santa Rosa (CA) provided a great example of using your digital resources to their fullest potential. This was a grass-roots, local idea drummed up between the station and advertiser. Remember how that used to work? Well now it HAS to work with the web presence as well. Train AEs and station staff as if you were a website first, then a radio station. The rest will follow.

The next perfect example of this is Peak Broadcasting’s Fresno cluster. They go to the client and film a professional video on location. Most are better than local TV spots; the time is longer and the price much cheaper. Drive listeners to your site with a special offer on-air, where they can check out the video. Perhaps a certain word or code will provide a discount or freebie at the client(s)’ location.

Check this out—(http://peakbroadcasting.com/pages/webcasts)--it contains web spots from peak’s Y-101, KISS Country and KMJ-FM Fresno. Retailers include The Laundry Room, Cigars, LTD, Akeena Solar, Advance Acura, Heroes Bar and Restaurant, 4G Wireless and Ethan Allen. Platformic is the backbone/platform for this, but they are all YouTube videos to save bandwidth and money! All hosts on these videos are on-air talent at the stations.

Peak President of Operations Bill Figenshu tells RBR-TVBR we’re not going to make a living just selling radio spots anymore. “We’ve got to be able to offer a full package of on-air, online, video, audio, etc. Advertisers want a full horizontal and vertical plan today.”

However, they didn’t do the whole thing in-house. Said Fig: “We hired a professional. He’s very sharp, out of UCLA film. We gave him the department. He’s got a couple of people in there. He does all of the graphics, we’re doing our own websites and video. Platformic is only giving us the backbone. We realize if we don’t, we’re not going to be in control here. We’ve got to take control of our own destiny. Nobody ever said anything about when we cut our own radio spots, we had our own guy in production. We can’t be expected to do video and not have somebody doing that.”

Bottom line, they treat their stations as a brand. “KMJ Now is a brand; KMJ-AM is a brand; KMJ-FM is a brand; CalAg.com is a brand, for example,” said Fig. “We think the future is going to be in this local and regional revenue. I can’t wait for national to come back—it’s not happening. So we can either sit around and lament about how bad the market is or we can go out there and get it.”

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