Innholdsfortegnelse for June 6, 2022 i Radio Ink Magazine

This issue coincides with the 13th Hispanic Radio Conference. While on first blush that may sound like something of interest to only a segment of readers, it shouldn’t. Hispanics, along with other minority groups, are rapidly becoming what Rick Santos and others have dubbed “The New American Mainstream.” More than even the explosive increase in population would indicate, this new mainstream stems from the organic adoption and growing influence of Hispanic and Latin cultures on the general population. From food to music, fashion to sports and entertainment, the Hispanic and Latin cultures have made an indelible mark on American society and are projected to continue to grow and expand in influence. So yes, if you are reading this, you should sit up and take notice. Radio listeners with Hispanic ties…

An affinity group is composed of people who share an identity marker. Backpackers are an affinity group. Corvette drivers are an affinity group. If you like to sew, you are part of an affinity group. Every sports team has “fans,” an affinity group. If you like wine, you are in that affinity group. People who like science are part of an affinity group. If you would rather drive than fly, you are part of an affinity group. In a class he taught at Wizard Academy, Ryan Deiss said, “Identify a tribe. Develop the tribe. Market to the tribe.” Ryan was talking about affinity groups. Affinity groups have an affinity for — an attraction to — a particular thing. Marketing to affinity groups is a smart thing to do. Do you…

Time flies. It’s hard to believe that this year celebrates the 13th Hispanic Radio Conference and the 13th presentation of the prestigious awards that have come to symbolize excellence in Hispanic radio, the Medallas de Cortez awards. Much has happened since that first awards ceremony in San Antonio, when Irma Nicolás, daughter of Raoul Cortez, in whose honor the awards were named, was presented the first medallion with the engraving of her father’s profile that is the centerpiece of the award. Some have left. Others have returned. New talent and entities have emerged. On the broader field, there have been a multitude of leadership changes up and down the Beltway and throughout state legislatures. A global pandemic that shook humanity to the core for almost two years. Today, supply chain…

The cost of customer acquisition should already be motivating a hyper-focus on renewals. Renewals are the most valuable opportunities in sales, yet they do not always get undivided attention. A lyric from “Big Yellow Taxi” by Joni Mitchell, “You don’t know what you’ve got ’til it’s gone,” should be displayed prominently in every sales department. How can we set up measures for the best chance for renewal earlier in our customer relationships? Seven Steps to Plug the Drain These steps are in sequence relative to the customer journey and are designed to build a stronger foundation with each step. Each one carries its weight in the process, and you can emphasize one over another as you evaluate and strengthen your renewal strategy. 1. Manage expectations. Disappointment is the first crack…

The answer to the question above is a resounding yes! Podcasting is a great way to build the brands of your station, shows, and personalities, as well as another way to bring in revenue. You may have heard that before, but the question is, if the market is smaller, can podcasting really help build a brand and bring in revenue? Yes, but you need to keep a few things in mind when launching your station’s podcast strategy. Where To Start: Tech Get your tech right first. Make sure you pick an RSS feed company that will deliver your ad inventory through dynamic audio insertion (DAI). It needs to be easy to use and have a marketplace to tap into when you don’t have any ads. A good marketplace can bring…

2022 is the year we found that 2019 was no longer a reference point for radio. The pandemic was starting to become old news, the economy looked like it was in good shape, and audio was experiencing a renaissance. Every quarter we hear from radio’s big guns, the public companies eager to tell Wall Street how radio is free, far-reaching, and undervalued. And every year we like to check in with independent radio operators that do not have that big bullhorn to see how they’re doing. This year we asked our all-star roster of independent operators about being back to normal, whatever that may mean. We asked them how they felt about more deregulation. We wanted to know what their biggest success was over the last year and their biggest…