Innholdsfortegnelse for February 19, 2018 i Radio Ink Magazine

Watch the news at just about any moment in time these days and you'll find issues of immigration and the Hispanic population dominating. At the very beginning of this trend, when millions of Hispanics hit the streets of the USA's major cities — driven primarily by one single radio DJ — it became clear that Radio Ink needed to create a dialogue about the issues facing the Hispanic population as it relates to the radio industry. From that seed of an idea, we launched the Hispanic Radio Conference, where the icons and leadership of Hispanic radio gather. And it takes place again next month, March 13-14 in Fort Lauderdale. Whether or not you're broadcasting Latino-targeted programming, the issues of concern to Latino people are high on the topic list of…

Radio is a proven megaphone for word-of-mouth advertising! Every day you meet with businesses to discuss how to help them connect to their consumer using your powerful medium. How do you succeed at this? By creating simple and memorable marketing campaigns with emotion. The more memorable you can make a business in the consumer’s mind, the more memorable you will become to your client. I thought it would be interesting to compare the marketing of presidential campaigns to that of other organizations. What I discovered was the campaign slogans that connected with voters were similar to successful businesses’ most memorable marketing campaigns. The message was simple to remember, yet it emotionally inspired voters to take action. It positioned candidates’ political brand and appeared to give the candidates a competitive advantage…

Nothing hurts an organization worse than a sulking employee, or an employee working against you behind the scenes. And there could be many reasons this scenario is playing out at your station. You may feel that person is not doing the job. That person may feel like he or she is overworked and getting no credit from you as a manager. Communicating expectations to your team is as important as keeping the transmitter up and running. To succeed, you need people working for you who understand what you expect of them — and also understand the repercussions for not performing. What’s the best way to make sure you and everyone working for you are on the same page? Radio Ink reached out to a handful of managers who made our…

“Almost every single company in our country is looking for growth, and population segments that can be a growth lever. Let me tell you about the single largest growth opportunity that exists today. This population accounts for 100 percent of the adult population growth and 74 percent of the labor force growth over the next 10 years. It drives growth across every single category from automotive to QSR to electronics to retail and technology, to name just a few. They are 61 million strong — one out of five Americans. Their spending power will surpass $1.7 trillion by 2019. This is the United States Hispanic population.OK, now that I have your attention: Marketing to Hispanics is a must. Some believe they effectively reach Hispanics with English campaigns, but exposure is…

William Prettyman’s Studio Center offers customized commercial, web, and video production to stations of all sizes. Jerry Lee is a radio legend with a passion for the science behind successful radio advertising. These two visionaries have combined forces to transform an often-neglected element into a tool that significantly increases revenue, and, more importantly, retains listeners in a very crowded media landscape. Krantz: William, first off, congratulations on Studio Center's celebrating its 50th year! When did you become involved? Prettyman: I started in radio in 1986 in Virginia, then spent 10 years with Saga, ran my own business for a few years, worked for Clear Channel (now iHeartMedia) as a trading zone VP. Finally, in 2002, I left to do what’s now become Studio Center. Krantz: What was the impetus for…

A number of marketing's oldest ideas are getting repackaged and renamed by the online marketing crowd. Among these new names are transparency, engagement, and the Zero Moment of Truth. What is transparency, really? One clothing store says, "We have the biggest selection, the highest quality, the best service, and the lowest prices." Yawn. Another clothing store says, "Sure, we're more expensive. But looking good costs money. How good do you want to look?" Which clothing store do you believe? The more expensive clothing store admitted the downside and won your admiration and your trust. Transparency = They're not going to believe the upside until you admit the downside. Do you have the humility and the courage to let the public see the real you? Few companies do. None of this…

A couple of years ago in this very publication I came up with a new word for little bitty accounts with acorn-sized budgets that run you crazy and take up all of your time. I call them squirrels, and there's a reason for that. It's because they're fascinating, but if you let them, they'll monopolize all of your valuable time and drive you crazy. Squirrel chasers are busy, busy, busy! They have to be, because it's always the tiniest accounts that require the majority of your time. Although they're small, squirrels bark the loudest. They may seem nice, but they are usually the hardest accounts to please. They fight you on rate. They complain the most about the times their commercials are running. They cancel for no reason at all.…

In 2007, Radio Ink launched the first Hispanic Radio Conference. It was an idea that sprang from a news story receiving widespread coverage across broadcast and cable news networks. Massive (peaceful) crowds had taken to the streets in Los Angeles and elsewhere during the spring of 2006 to demonstrate against an immigration bill that was then pending in Congress. Funny how much, and yet how little, has changed. Eric Rhoads was inspired to act by something he knew instinctively. Nonetheless, he was mesmerized by seeing it in action once again. It was the power of radio — its ability to persuade and move listeners. In this particular instance, Eddie "Piolin" Sotelo and other popular Hispanic radio personalities had engaged their audiences across the country in a common cause. That joint…

When you consider all the time and effort that go into prospecting and presenting, it's understandable that some salespeople think of "the close" as the end of a complex selling process. But professional radio marketing consultants understand that the close is really just the beginning of a solid, sustainable relationship with their clients. Regular wrap-up reports and post-campaign analysis are two tools you can use to reinforce your role, and radio's role, in your advertisers' success. Your wrap-up report can begin with an outline of the goals your advertiser agreed to when you made your presentation, and can include: • Copies of your radio scripts • Audio copies of commercials • Videos or photos of customer activity or lineups during the campaign or event • Perhaps a recording of a…

2018 is here! Whether you're a sales rep or in management, many of you have probably made a resolution to bring in more revenue at your respective stations. How do you go about doing that? My suggestion: follow the money. A quick Google search for "ad spend by medium in 2018" will provide you with a number of articles covering where advertisers are placing their dollars. As you'll see, and have consistently read in the Radio Ink headlines, digital will continue to be a focal point for local advertisers looking to get the best bang for their buck. How do you find the right prospects in a hyper-competitive digital space? Here are the tools that will help you win more digital dollars in 2018. Become a "plumbing inspector." Not a…

The Medallas de Cortez awards were named in honor of Raoul Cortez, founder of the first Spanish-language radio station in the United States, KCOR, in 1946. Being first is always an impressive feat, but it’s the story behind Cortez’s station acquisition that captures the true nature of those who dare to dream. It is a fascinating, rich, and inspiring story of an entrepreneurial visionary who was also a smart, savvy businessperson. And it is one that laid the foundation for Hispanic radio in this country. Born in Veracruz, Mexico, Raoul Cortez sold eggs to buy time on local radio stations, where he produced a variety show on which he sold advertising. After immigrating to San Antonio with his parents and eight siblings, he took odd jobs so he could continue…