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Milestones: CRN International
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Business New Haven
11/24/2003
By: Lisa MiCali
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CRN International
One Circular Avenue
Hamden, CT 06514
Tel: 203-288-2002
Fax: 203-265-1957
Web: www.crnradio.com
Ownership: Barry Berman, founder & president; S. Richard Kalt, executive vice president & partner
Milestone: 30 years
Timeline: From his childhood bedroom in his parents' home in Westville, Barry Berman, a fresh faced University of Connecticut graduate, booked guests for weekly shows he persuaded local radio stations to carry. Before long he syndicated his shows, and that's how the Connecticut Radio Network, a start-up news, sports and information network, was born.
Berman wanted to do something area radio stations couldn't do on their own by syndicating or networking local content to the stations. Today, Connecticut Radio Network is still pulling strong in local markets; CRN International, the company's marketing arm, focuses on strategic planning, campaign development and execution, trade marketing programs and lifestyle programming.
In 1975 Berman went skiing for the first time at Killington and nearly broke his neck. The slopes were icy but the ski reports he had relied on reported altogether something else. That's how the idea for a live report from local skiers not affiliated with the ski resorts was conceived. Dubbed "The New England Ski Watch," some 20 Connecticut stations carried it, and a big-name sponsor (Maxwell House Coffee) actually put up some dough.
Soon, larger markets such as Boston wanted a customized, local show, too. Maxwell House (a division of General Foods) decided that the show was a good value for its marketing dollars and wanted to go national.
"The next thing you know, CRN is a nationwide, local, high-customized radio network in every major ski market across the country - 150-plus radio stations - literally overnight," says Berman. But it was the customized promotions such as giving away ski trips that put the network on the map as a national broadcast marketer, establishing a new niche for Berman's young firm.
Achievements and Accomplishments: Over the decades, CRN has earned its share of awards such as Adweek magazine's "Most Creative use of Media Award" or, the Spire Award for Promotion of the Year, the highest accolade from the American Marketing Association. But the biggest achievement, according to Berman, is the passion, dedication and commitment demonstrated by his staff of 60.
"Our biggest achievement is being known as a creative leader in our niche. Or is it that we sell more Snickers at convenience stores than anywhere else in America? That's okay," muses Berman. "But I like to think we've created something very special here at CRN. Not only have we reached many successes over the years but we're still growing, innovating and have great enthusiasm. Without our fantastic employees, we couldn't maintain this excellence. That's a huge source of pride."
Looking Back on a Changing Industry: The disappearance of local ownership and consolidation in the radio industry is the most significant trend in the industry over the last 30 years. Major corporate interests now dominate the airwaves - often to the detriment of local programming.
On the marketing side, Berman has observed three business cycles in the industry. In the beginning were the "one-stop shop" ad agencies, then boutiques sprouted up, only to be subsequently gobbled up by large ad agencies. Clients today, says Berman, want the best service, and that means being innovative and delivering the best product if you're going to succeed.
What's next for the radio personality? He's working on ways to converge radio and the Internet through Web applications, and sees some potential in television. "They're starved for content," he observes.
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