Innholdsfortegnelse for December 12, 2022 i Radio Ink Magazine

PUBLISHER'S BEAT George Bernard Shaw supposedly once said, “Youth is wasted on the young.” The circumstances of that quote remain unclear, but it may well have been spoken out of frustration over seeing unspent opportunities at any stage in life, especially early in the journey. Shaw said something else, however, that could have been aimed at those in whose hands rest the keys to decisionmaking. “We don’t stop playing because we grow old. We grow old because we stop playing.” He could have just as easily been addressing a table of “seasoned” radio pros, sitting around, as many are wont to do, reminiscing about the good old days and taking bets on what will be the final nail in radio’s coffin. Hindsight is often a wonderful thing. And ignorance can…

New year, new business. It’s that time of the year when everyone is looking for creative ways to drive new business. And luckily, we have 10 ideas that will help you in 2023. 1. Evaluate and Optimise Your Lead Generation Strategy. Every business should have a strategy to drive prospects to their business and website and convert those visitors into leads. You should have a cohesive plan that allows you to generate both top- and bottom-of-the funnel leads that are marketing- and/or salesqualified. If you aren’t generating leads on your website currently or consistently, this is a big opportunity for growth to explore! 2. Go All In on Your Thought Leadership. Your organization and the key leaders of your company should be seen as thought leaders in your industry. This…

SALES Business owners make two common, critical mistakes with ad media. And you can benefit by guiding them away from those errors. First, these business owners create disconnected silos of activity. Advertising, marketing, selling - customer acquisition, customer retention, customer development - all unintegrated. Also, online versus offline media - unintegrated, or very poorly integrated. Individual media, like radio, TV, Every Door Direct Mail (from USPS), solo direct mail, retail signage, landing pages, websites, multimedia and multimedia followup sequences, and each one poorly integrated with the others. The leverage to be had is in integrating all these silos and all this media in two ways: as seamless processes, and as crosschannel reinforcement. CROSS-CHANNEL REINFORCEMENT Let’s say you have a client, an orthodontist with a multi-office practice, advertising on radio. The…

Four years ago, we launched an annual list of Radio's 30 and Under Superstars. We did it not only to highlight the next generation of radio stars, but to prove that young and talented men and women are joining the radio industry. They are catching the radio bug at an early age, and they are loving every minute of the career path they are on. Our young stars this year come to us from all over the country and from many different companies, and they're doing just about every job at a radio station. This year we asked our superstars why they chose radio as a career, why they love the business so much, and how they respond to the cry that radio is a dying medium - and we…

SALES MANAGEMENT “The illiterate of the 21st century are not those who cannot read and write but those who cannot learn, unlearn, and relearn.” -Alvin Toffler As I started page one of Powershift by Alvin Toffler, the cabin lights were the only illumination. Returning home from an NAB convention, the late-night flight was quiet and perfect for switching mental gears. Twenty-five years ago, the Internet was a burgeoning force in daily business use and threaded through my conversations on the convention floor. As leading consultants for yield management in broadcast, our cuttingedge company pushed the comfort zones of many radio client sales departments. Reading Powershift excited me, especially the thought-provoking views on information taking over as currency and shifting the levers of power. Once the content was produced, the end of…

Chris Forgy is ready to take the reins at Saga Communications. He was recently named the new CEO, following the death of Ed Christian in August. And Forgy is ready, for two reasons. First, he's been working toward a CEO role his entire career. And he's ready because Christian was training Forgy to be his replacement - though even Forgy didn't know it. Saga had had only one CEO in its history, since the company was created in 1986. In December of 2022, Chris Forgy became the second. Here’s how he got to this position and how he plans to lead the company. Radio Ink: How did you get started in radio? Forgy: I originally majored in pre-med to be a physical therapist. My dad, Darris Forgy, was in radio…

Emmis CEO Jeff Smulyan has had a lengthy and successful business life. He details those successes - and a few admitted missteps - along the way in his new book, Never Ride a Rollercoaster Upside Down. The radio industry, and the general public, will love this book. From his early days getting into radio, to his funny Don Imus stories, to his battle to launch WFAN in New York, anyone who loves radio will enjoy Smulyan’s storytelling. If you’re thinking about becoming an owner of radio stations, Jeff outlines what to do and not to do, how to make the right deal, and when to walk away. He also provides a blueprint for how to deal with employees to make them feel wanted and part of the team. Former Fox…