Category Archives: Radio


How WO Automation for Radio Helps One University Run Five Major Market Stations

By | Automation for Radio, Blog, Radio | No Comments

The University of Florida College of Journalism and Communications operates one of the busiest and most complex broadcasting operations in the country. In addition to its academic mission to educate the next generation of media professionals, it operates two television stations and five radio stations. Find out how WideOrbit’s WO Automation for Radio keeps every one of the College’s stations on air and sounding great

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Ad Sales Research with WO Media Sales

Using Research and WO Media Sales to Increase Ad Sales

By | Blog, Radio, TV | No Comments

Is your team using research to achieve its ad sales potential?

Great ad sales teams know that combining syndicated research and WO Media Sales is a great way to build powerful proposals. Keeping the team up to date on software and research best practices can be tricky, especially when there’s employee turnover. Without a training program, a team of high performers might be back from their full sales potential.

That’s where we can help.

Earlier this year a station group asked us to customize training sessions. It wanted to refresh their teams’ expertise on the best ways to use WO Media Sales for appealing, research-infused proposals.

“Their stations felt like they spent too much time getting proposals together and then leaving money on the table in negotiations,” said WideOrbit Sales Manager Jamie Bolton. “They knew there had to be a better way.”

In our new downloadable case study, read about how re-training sessions with WideOrbit helped this station group grow its ad revenue and sales team efficiency.

After working with us, “Account executives felt better prepared to be in front of their clients because they could create data points on their own and make better deals,” said April Keul, a WideOrbit Account Manager. “Literally, you’d have thought the gates of heaven opened up!”

Learn how a custom training session can open the gates for your team, too.

Case Study: Turning Research into Revenue with WO Media Sales

Simulcasting: Why Radio Stations Should Start Today

By | Blog, Digital Radio, Radio | No Comments

Simulcasting is rapidly becoming the preferred business model for radio stations to drive a streaming digital audio business alongside their core broadcasting business.

It’s popularity is growing fast because it frees stations to serve out-of-market listeners with different station content and ads. Stations can opt to serve its broadcast content and advertising to in-market listeners over the air or to their internet-connected devices.

Why stations should simulcast

Stations with the potential for significant listenership outside their home markets can benefit from simulcasting in three clear ways:

  1. Grow revenue by monetizing local and national audiences, either separately or in aggregate. Nielsen’s Total Line Reporting program lets stations add together their streaming and broadcast audiences for higher ratings. Station sales teams then gain the option to sell ads against their total audience or local and national audiences separately.
  2. Give advertisers more options to reach listeners and increase audio campaign efficiency. Spots are heard no matter what device a listener uses to access the station’s content. It also eliminates the potential waste of delivering ad impressions to listeners who live in areas where they can’t purchase the products or services being offered.
  3. Streamlined station operations. There’s no need for stations to hire ad traffickers to specialize in digital advertising nor will existing team members have to learn multiple workflows for trafficking different kinds of ads.

How simulcasting works

Let’s look at a scenario for a station operating in Seattle. In the illustration below, you can see that the station airs its audio from a broadcast tower to its local broadcast audience. It also streams with WideOrbit’s WO Streaming platform from servers to listeners who access its content from the internet.

Digital Radio Simulcasting - How it worksThe station’s broadcast content and ads are delivered to Seattle metro in-market listeners – represented by the dark green icons at left in the illustration – through their radios, car stereos and other traditional devices. On the right, the streaming server delivers content to devices to listeners both in Seattle and outside of the local media market. Whether the in-market Seattle audience listens from car stereos or phones, they hear the same content and same ads in the same order.

Based on its IP address, the station can make changes to the content flow to better serve non-Seattle listeners and advertisers, like replacing ads for local brands with internet-specific or national ads. This makes a more relevant and engaging listening experience for out-of-towners, who don’t get value from promotions about Seattle-based businesses and products.

How top stations are using simulcasting

Tim Murphy, VP of Digital Strategy and Enterprise Platforms at Entercom, said during a recent WideOrbit webinar, “For local sellers, simulcasting has been a win. They see an increase in ratings and get credit for people listening on different devices in different parts of the world in addition to our broadcast audience.”

“Advertisers feel good about reaching all listeners regardless of what kind of device they’re listening through. And it has simplified our operations quite a bit. We were dynamically inserting ads into the local broadcast before we switched. That created a relatively significant amount of administrative work and processing and traffic in continuity. That’s been eliminated.”

To learn more about simulcasting and how WideOrbit helps stations grow revenue and delight audiences with the latest in digital audio streaming technology, contact us at

This post was adapted from a recent WideOrbit-RAIN News webinar on simulcasting featuring executives from Entercom and Nielsen. Click here to listen to the full 60-minute presentation, including a discussion on how Nielsen’s Total Line Reporting program enables stations to monetize audiences listening online from anywhere in the world.

For Radio Stations, Making Money From Podcasts Is Getting Easier

For Radio Stations, Making Money From Podcasts is Getting Easier

By | Blog, On Demand Audio, Podcasting, Radio | No Comments

Stations already produce many bite-sized features – like morning show bits, interviews, news bites, and talk segments – that can easily be packaged as podcasts. Dynamic ad insertion technology like WO On Demand eliminates barriers to extending station content, converting it to podcasts, and making money. For stations with these kind of features, podcasting is a great opportunity to extend and monetize content without adding significant additional work for sales teams or on-air talent.

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WideOrbit Customer Spotlight: Entravision

Customer Spotlight: Entravision Runs Traffic at 100+ Stations with WideOrbit

By | Blog, Radio, Traffic, TV | No Comments

Now that the WideOrbit User Conference has passed, we thought it would be a great time to feature a client who oversees one of our biggest installations. Mildred Sibley is Vice President of Station Traffic Operations at Entravision Communications Corporation, which owns and operates one of the largest groups of Spanish-language radio and television stations in the United States. Entravision owns 58 television stations and 48 radio stations (37 FM and 11 AM), 46 of which are located in the top 50 U.S. Hispanic markets. Mildred joined Entravision in 2014, and has more than 22 years of experience in Traffic, Operations, Sales, Programming, Research and Accounting. Mildred spoke with us about Entravision’s traffic system and how it supports her company’s mission.

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Many New Features On The Horizon for WO Automation for Radio 3.7

By | Automation for Radio, Blog, Radio | No Comments

We are working hard to finish the first release of WO Automation for Radio version 3.7. The new version will have improved memory management and an updated database engine for greater system stability, an improved Sage ENDEC EAS Widget, the ability to insert Hotkeys into the Stack Widget, and major usability improvements to Audio Finder. I could go on and on, because the initial 3.7 release includes over 107 new features!

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