Mega Media Group, Inc. (MMDA.OB) has concentrated on creating significant strides in marketing their subsidiary, Pulse 87 FM, this summer. The key driver was to get the word out about the station to the New York area.
The station’s new website, www.pulse87.com, launched in May to be more in tune with a target audience of 18- to 49-year-olds. The site now allows listeners to get the latest entertainment news and updates on events, as well as listen to live broadcasts and send in music requests. As most consumers are on the computer daily, the ability to have access to the station via the web will only increase the station’s listener-base.
Along with the new website, Pulse 87 launched a lineup of weekly shows that highlight some of the most popular DJ’s and producers in the business. The new lineup seems to be bringing in additional listeners. As we all know, marketing dollars are spent in places where advertisers can get ‘the biggest bang for the buck’. Mega Media has recently completed negotiations with several major brands, including Jive Records, Ultra Records, NY Minute Group, Sobe Life Water Brand, Paragon Honda, and Major Auto World, as well as other local advertisers. The increase in advertisers with Mega Media is a great indicator that Pulse 87 is reaching a larger audience.
Alex Shvarts, CEO of Mega Media, stated, “We are very excited that Pulse 87 is starting to see increases in audience listening and recognition in our market. As a result of this growing popularity we are starting to see more recognized brands advertise on the station.”
Mega Media realizes that one of the best methods to reach new listeners is to participate in community events. On June 1st, Pulse 87 was the exclusive radio station for the 5th Avenue Festival held in Brooklyn. The station brought its radio personalities to the stage to meet listeners and to host the event, which included performances by artists and celebrities. It was estimated that over 150,000 people attended this year’s annual event.
Event manager Chip Cafiero said, “We are excited to have Pulse 87 as the Radio Station for this event, Pulse 87 has quickly become a favorite in Brooklyn and their presence at this event should further increase the attendance and the success of the festival this year.”
“Festivals and events such as the 5th Avenue Festival increase listener ratings and attract sponsorship dollars from larger brands looking for local exposure, sponsorship revenue is a substantial revenue stream for Radio Stations which our marketing and sales team is tapping into,” stated Shvarts.
Latest estimates show that Pulse 87 has a weekly audience of over 450,000 listeners. The website alone had over 60,000 visits, 19 million hits, and over 125,000 Live Streaming Sessions following the major re-launch of the site in May. This fall, New York will see the launch of the Arbitron personal people meter (PPM) system. This system will track consumers’ exposure to media and entertainment by recording inaudible codes that are embedded into a broadcast signal. Pulse 87 is looking forward to the launch of the PPM system so that it can get a better indicator of the footprint it has in the New York region.
Shvarts concluded, “Pulse 87 is a new multi-cultural voice for the New York tri-state area. After three months we are quite pleased with the reaction our format is generating; we are striving to attain a much larger audience by the September roll out of PPM. Only PPM is able to provide us with this data on this new voice in the market.”
Pulse 87 has made significant strides this summer. Mega Media and its investors should be happy with the progress the station has seen these past couple of months. More listeners equals more advertisers equals more revenue.
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