Impact looks to live up to its nameDon @ IdahoRadioNews | April 25, 2009
Impact Radio continues to beef up its stations and hopes to take a tough economy and make it work to its advantage. As we’ve chronicled here, the other three major Boise station groups have all let employees go – but Impact has continued to add programming staff, with ten hires over the past six months.
Company senior VP Elliot Klein tells Idaho Radio News that the company is changing its promotional approach to the market — with efforts to promote the stations every month, not just during Arbitron rating periods.
“Most of my experience has been in markets that were surveyed continuously anyway and that’s the way Impact is going to promote its stations in Boise, on a 24/7/365 basis,” he said. “We can’t afford not to!”
A big piece of that promotional puzzle is a year-round contract with Lamar Outdoor Advertising for billboards. You’ve likely seen the electronic signs that promote KSRV/96.1 Bob FM, KWYD/Wild 101, KPDA/La Poderosa 100.7 and KQLZ/99.1 Idaho’s True Oldies Channel. The electronic nature of the boards allows Impact to be nimble with marketing messages and change up the approach quickly.
Klein says another digital approach is also paying dividends — text messaging. More than 12,000 listeners have opted into text messaging products — and he says that’s generating non-traditional revenue for the group.
“On WILD we are receiving more than 160,000 incoming texts per month from our listeners,” Klein said.
Each station is also working in social media applications like Twitter, Facebook and MySpace.
While the stations are emphasizing new ideas, the approach is old-school – with people who focus on broadcasting first, with the hope that the business end will pencil out by doing radio right.
“Impact is now being run by broadcasters not CFOs or CPAs,” he said.