Norman Pattiz: A Broadcasting Giant Among Giants

Norman Pattiz is an entrepreneur who revolutionized the broadcast industry. Pattiz in 1974 founded WestwoodOne, which rapidly became the largest radio network in America, providing news, talk, entertainment, sports, and traffic programs. WestwoodOne had approximately 7,700 radio stations across the United States. Before founding WestwoodOne, Pattiz worked for a Los Angeles TV station as its advertising sales executive.

WestwoodOne went public in 1984. Pattiz purchased the Mutual Broadcasting System in 1985, with the money he raised by the IPO. In 1987, Pattiz bought the NBC Radio Network. After a serious of mergers and acquisitions, WestwoodOne was under the control of CBS. Pattiz stepped down from the board, having lost control over WestwoodOne, on August 30, 2010.

With over 30 years of broadcast experience behind him, having a controlling interest in prominent broadcasting companies, Pattiz had become a well-known and highly respected person in the broadcast industry.

In 2013, Pattiz founded PodcastOne. A podcast is in an audio or video format, of various lengths, which are established as entertainment vehicles, such as a talk show. Advertisers can place uniquely styled advertising of products within a podcast.

A podcast can be recorded or live and has no time constraints. Thus, an advertiser can put its product on a compatible podcast which can be ordered from PodcastOnes’s on-demand programming. Learn more about Norman Pattiz: http://regents.universityofcalifornia.edu/about/members-and-advisors/bios/norman-pattiz.html

To verify the compatibility and the effectiveness of podcast advertising, PodcastOne employed Edison Research. Edison used well-known national brands to be tested using the standard advertising format and the specially styled or ‚Äúnatural” podcast advertising. The thesis of the research was to determine whether the listeners viewed the product brand differently when it was advertised on a podcast, as opposed to the conventional advertising production.

The parameters that Edison used in the comparison were product awareness, brand recall, and intent to purchase. Edison concluded that product placement in a podcast gave more favorable results, which established the effectiveness of podcast advertising.

According to Bloomberg, Norman Pattiz has received many honors and memberships on prominent boards. These awards include but are not limited to, the Distinguished Education Service Award, the Freedom of Speech Award, the National Radio Hall of Fame, the Giants of Broadcasting Award, and Regent of The University of California and a Board member of the Hollywood Radio & Television Society.

Presidents Clinton and Bush appointed Norman Pattiz to the U.S. Broadcasting Board of Governors. Mr. Pattiz has also served as a member of the Board of numerous business organizations.