It’s no secret that radio and television stations face an ever-growing amount of competition for ears and eyeballs.  They’re also facing an expanding array of advertising competition – mainly in the digital realm.  What are stations doing to adapt to this new environment? One Cape Cod cluster is meeting this challenge head on by offering their own digital marketing solutions to radio and non-radio clients alike… and it’s more than billboards on their website.

CCB Media, formerly Cape Cod Broadcasting, owns four stations on Cape Cod: 99.9 “The Q,” Cape Country 104, Cape Classical 107.5 and Ocean 104.7.  They also run CapeCod.com a regional information site for locals and visitors.  Two years ago, they made the leap from selling digital strictly on their website to offering a complete suite of digital marketing products from display advertising across the web to remarketing campaigns, social media advertising and everything in between.

The cluster partnered with Vici Media and hasn’t looked back.  Local and Digital Sales Manager Melinda Baker says that offering more than radio spots helps CCB marketing consultants, “it broadens our solutions and enhances our consultative approach with a client” and makes for a better partner for local businesses.

CCB-Media General Manager Bev Tilden

With a graphic designer in the building, able to produce all the necessary graphics for digital campaigns, CCB is set up to be an in-house agency of sorts for their local small and medium sized business clients.  Station General Manager Bev Tilden added that the Cape is a perfect place to offer these services as so little of the radio business comes from large regional or national advertisers.  “Many of the local advertisers have a Facebook page, may have “boosted” a post or two but had little in the way of more complex digital campaigns.  This partnership allows radio to be a great activator for digital as the campaigns blend seamlessly.”

Local and Digital Sales Manager Melinda Baker

Baker credited an incredible training partner in Vici for their digital success and helping them integrate digital into a true consultative approach.  She also pointed out that the addition of digital advertising has brought in revenue that the group would never have seen with radio alone.  An example being a restaurant owner on the Cape who used digital advertising for his other restaurants in Westborough and Foxboro – areas not served by CCB’s over-the-air signals.

As we head into 2017, we encourage all MBA members to innovate and think outside the box.  The future of radio and television depend on it!  Doing something above and beyond?  Let us know about it!  Email [email protected]

CAPE COD BROADCASTING MEDIA CELEBRATES WQRC’S 45 YEARS ON CAPE COD

Summer 2015 –– Celebrating 45 years as one of Cape Cod’s heritage radio stations, over the years WQRC evolved to reflect the times and tastes of Cape Codders. 99.9 WQRC began as a local news, weather, information and beautiful music station in 1970 and is now 99-9 the Q, “Cape Cod’s Fresh Mix” of contemporary artists and their music and part of CCB Media’s family of four locally owned and operated radio stations and CapeCod.com, the Cape’s community news and information website.

While still known to most on the Cape as the “go to” place for local information, especially storm coverage, today the music is geared to the 25+ audience that loves the new music of artists like Adam Levine, Maroon 5, Taylor Swift, Bruno Mars and Kelly Clarkson.

“We play today’s hits,” said Program Director, Jerry McKenna, “but we also play the hits of the last 15 years or so, too, so songs don’t get as repetitive. It appeals to young and old alike. We also believe the station should reflect the fun life of Cape Cod with contests and ‘music that picks you up and makes you feel good.’ That’s what the Q is all about!”

Reflecting today’s information world, the Q news is briefer headlines and supplemented on-line at CCB Media’s local news website, CapeCod.com. “Today listeners get their news in lots of ways,” explained CCB Media General Manager, Beverly Tilden. “There are so many news sources. People want news where they want it, when they want it and we strive to meet the demands of our audience on-air and online. You can even subscribe to daily news updates so you never miss an important local Cape story.”

“CapeCod.com has a foundation in local news, but also connects residents and visitors to all that’s happening on the Cape…and it’s free,” Tilden continued. “We brought back Matt Pitta as News Director to focus on more extensive newscasts on Ocean 104.7 and add a comprehensive hour of news at 6am on WFCC 107.5.”

Gregory Bone, owner since 1979, has been an influential champion of WQRC’s evolution and Cape Cod Broadcasting’s growth and ongoing commitment to the community over the years.

“I have been working alongside Greg for almost 20 years and have seen our company expand from one radio station to four stations and CapeCod.com,” said CCB Media Operations Manager, Wayne White. “Through it all, one thing has never changed and that is Greg’s commitment to local and quality. Our company is constantly recognized for its role in the community, providing important and relevant news and information surrounded by quality music programming.”

Gregory Bone credits the staff of 99.9 the Q (WQRC) and Cape Cod Broadcasting for its past and continued success. He notes, “The local staff has consistently reflected the original vision of our company. Cape Cod is such a vibrant, active, and involved community that it is critical to have a staff that is as engaged in the community as much as our station and company names.” Bone went on to say simply, “It’s our “good neighbor” approach and it works, especially in a community as connected as Cape Cod.”

Cape Cod Broadcasting is locally owned and operated. CCB Media includes:
99-9 the Q, Cape Cod’s Fresh Mix; Ocean 104.7, Crafted for the Cape; Cape Country 104, Today’s Country and the Legends; and Cape Classical 107.5, Something Finer; are the radio stations along with CapeCod.com, the Cape’s fastest growing local community news site.