Esayian: A Focus on Digital Is ‘Imperative’
which provides business software solutions and services for the media
industry, recently named Deborah Esayian chief revenue officer,
adding to her duties as co-president of Marketron Interactive. She
will thus oversee the sales and business development operations of
all three of Marketron’s product lines including radio traffic,
mobile and interactive. She has19 years of experience in advertising,
media and software technology; she founded Next Generation Radio, a
new business development enterprise, and has managed radio stations
and sales teams.
part of a series of interviews for our sister website Connect
2 Media & Entertainment, I asked Esayian about trends in the
business. (Visit the site for lots more interesting content; find it
What is the single biggest challenge facing U.S. radio commercial
companies right now?
Balancing the need to invest in the future with the financial
challenges of today’s environment.
You’ve been named chief revenue officer of Marketron. How does this
change your current responsibilities; and why is this change
For close to a year we’ve been working to consolidate our
efforts across all three of our product lines — Traffic,
Interactive and Mobile. This change allows us to carry the ball
further down the field in working as one team to holistically address
the needs of our clients.
is important because our clients have limited time and resources —
our products and services drive efficiencies, productivity and
revenue — all for a great value. The more our customers work with
all of our software applications, the more efficient and lucrative
their operations become.
How has Marketron’s corporate culture and approach to business
changed since Jeff Haley started as CEO a year and a half ago?
Jeff has a client-focused style in which he fosters partnership
and creative solutions. He is a terrific relationship builder and has
set the tone that nothing is unachievable or impossible.
Mobile is part of your purview, and Marketron has put a lot of
emphasis on that in recent years. Assess how well the industry has
integrated mobile into its business strategy.
We’re seeing greater and greater interest in mobile as the
consumption on mobile devices continues to skyrocket. Stations want
the capability to stream, podcast, offer apps to their audiences and
present content and experiences on mobile devices. Marketron Mobile
has launched two products — mSite, our mobile website software that
empowers stations to make and create mobile sites for clients, and
Scratch and Win, our mobile gaming solution, which offers
broadcasters a sophisticated advertising solution for their clients.
You also have held the title co-president of Marketron Interactive.
The digital arena is one piece of the commercial revenue picture that
has shown consistent growth, on a percentage basis; yet it remains a
small part of our industry’s revenue pie. How can radio grow the
digital piece more dramatically?
I remember when industry executives would say to me “I can’t
focus on digital — it’s only 3 percent of my revenue.” As the
years passed, the 3 percent became 5 percent, then 7 percent and now
is 10–15 percent at many companies.
worked with hundreds of stations helping them develop their digital
businesses, and the one consistent driver of success has been having
an internal change agent leading the charge and marketing the
opportunities internally as well as externally. Companies must give
their internal change agent an environment in which to succeed, which
means they must incent the desired behavior change across all
personnel, not just sales, and provide the resources they need to
succeed — good technology, training and management support. There
is an investment required — but with a sound revenue generating
plan, that investment should pay out within 12–18 months.
Given that we’re
experiencing a monumental sea change in our industry, it’s
imperative that all broadcasters put a serious focus on digital.
How is the radio industry doing at providing ad verification and
I believe the industry has always shown extraordinary
accountability to the advertising community. Today, the software
exists to provide even more transparency. Our Proof of Performance
service, for example, provides scheduled, aired, posted and invoiced
spot information that can be emailed to advertisers and agencies on
demand or on a pre-determined schedule.
What is the “Marketron Triple Play”?
Customers who use products from all three of our Marketron
product lines — traffic, interactive and mobile — will enjoy
loyalty discounts and holistic customer service.
Anything else we should know about Marketron’s current direction
I think you will see more and more integration of our product
lines over time. The benefit will be sharper, consolidated and more
actionable data about customers and listeners coming from an
affordable, customizable, easy-to-manage software system everyone at
a station will use.