Innholdsfortegnelse for April 8, 2024 i Radio Ink Magazine

RAINMAKER PATHWAY CONSULTING There are many ideas and theories about leadership, and it’s easy to understand why: there are many different kinds of leaders. Perhaps your mother said to you what mine said to me: “You’re like a snowflake.” This wasn’t politics (you’ll be happy to hear). What she meant is that everyone on Earth is different. Our best leaders today understand these differences as they are getting the most out of the individuals on a team. We talk a lot about encouragement and accountability. Everyone loves encouragement, of course, and leaders everywhere should consider that everyone on the team wants to win. But every team needs a leader’s direction, encouragement, and accountability to perform at a higher level than they may think is possible. It may sound like just…

AMERICAN MUSIC CONCEPTS It is a natural inclination to discount podcasting as the poor stepchild of radio broadcasting. There are no rules, shaky production, and what’s with audio programs that run 13 minutes long? But the potential of podcasting for the radio business is unlimited. Let’s explore the incredible growth of sonic branding and how podcasting can open doors to hundreds of new local direct radio advertisers. Recent studies establish the power of sound, as well as the endless opportunities that await marketers willing to dive into sonic branding. Analyst Alli Romano examined this power in a column entitled “Sonic Branding: A Powerful Marketing Tool Not Well Understood.” She cites numerous studies, and radio/audio professionals, to establish the power of sound and how it can be used in marketing. She…

COUNTRY’S RADIO COACH I remember my short-lived days as a Little League baseball player, and how timid I was when I started playing. I was tentative at everything — fielding ground balls, running the bases — and just plain scared to swing at any pitch that was remotely fast. My first year in Little League was a total nightmare. My confidence was at an all-time low, and I was so afraid of failing that I left the bat on my shoulder for most of the season. There were lots of called third strikes, and lots of zeroes in my batting average. I was lucky to have a big brother who always looked out for me, including doing a little side coaching in every sport I played. Before my next season,…

Radio people are never too busy to support the communities they serve. Management, on-air talent, engineers, sales, PDs, interns: everyone gets in on the action! We love to highlight station events that raise both cash and awareness for organizations that are doing good for others.…

PRESIDENT WIZARD OF ADS INC. ROY@WIZARDOFADS.COM Traditional wisdom would suggest that a writer offering advice to radio professionals should focus on how to use radio more effectively. But traditional wisdom is usually more tradition than wisdom. True wisdom is to know how every form of advertising works, not just the media you are trying to sell. When you can identify and communicate the markers of success in every type of advertising, you become a wellspring of insight, wisdom, and advice, a sustaining resource as refreshing as cold water on a hot day. The things I am about to share with you are not focused on radio because they are not limited to radio. You have observed these things all your life; you just never took the time to organize your…

MCMEDIAONLINE.COM I just recently discovered there are services that exist to help smaller, non-metro markets and stations attract buys from national agencies and clients. I have been on the programming side of radio for the majority of my career, but even in major markets, I know it’s a crapshoot when agencies are looking for the lowest rates with the biggest bang for the buck among all the companies in town. I discovered these services when I interviewed Devon Shuman, SVP/Director of non-metro audio sales for Gen Media Partners, for Radio Ink’s “Women to Watch.” She leads a team responsible for driving national spot revenue for small-market broadcasters in trading areas outside of Nielsen’s 248 rated metros, partnering with 70% of the stations in the small market/ non-metro space and showing…

I have always understood where a radio station’s revenue came from. I’ve gone through many different cycles with sales departments and sales managers over the years. At my first full-time gig, at WPRO in Providence, the sales guys were like the James Bonds of radio. They, not the jocks, were the cool guys. They all looked great and were in and out with their fast cars, running around with their orders, and always on the phones. Looking back on it, WPRO was a very sales-friendly station. We were loaded with promotions — some good, some not so good, but we had lots of them. Since I was on the air, the salespeople were always very nice to me (and me to them), but that was about to change. I was…

When you run a station that’s working every day to stand out, succeed, and make money, it’s tempting to cut staff, cut news, just … cut. RebuildLocalNews.org, a nonprofit, nonpartisan organization working to revitalize local news and advertising, reports that 1,800 communities now lack local news coverage. Not only are local news outlets dying off in small towns in the United States, major and medium markets are losing local news coverage as well. But local news can be the root system that feeds the growth and supports the health of your entire operation. It may seem obvious, but it’s worth saying: local news is one thing you have that is completely yours. You are embedded in the community. You (or your staff) know the territory, the players, and the businesses…

What are your hobbies? I am a Formula 1 (F1) racing fanatic. I usually travel to at least one race a year and I watch all the races live on TV, even if they’re broadcast at 3 o’clock in the morning. I root for Ferrari, but I also root for Fernando Alonso, who currently drives for Aston Martin. Who is/was your role model, and why? My role model was Ernest Gallo. He was an entrepreneur who knew the value of a dollar and who fearlessly followed his instincts. He was no pushover — you had to convince him that your recommendation was in his best interest, and he didn’t mind telling you when he disagreed. What are you reading right now? Oath and Honor by Liz Cheney. What is your…

CEO BRYSON BROADCASTING PAT@PATBRYSON.COM Getting prospects to sign on the dotted line (you know this as “authorizing the agreement”) does not always go according to your plan. At the moment of truth, your prospect may back off. You may hear the dreaded “I want to think about it.” You might hear “No.” You might hear, “I need to run this by my [fill in the blank] before we move forward.” What went wrong? Closing is a process, not a single event. Getting a positive conclusion to your “ask” starts way before you present a schedule or idea. It starts from the very first contact you have with a prospect. Do you present yourself as a marketing source, not someone with the “package du jour”? Do you look professional? Are you…

WWW.CPR-PROMOTIONS.COM One of my favorite Canadian market managers was Carly Caverly at Harvard in Saskatoon. What made Carly the best? The decision was made to launch a new CHR called Wired, and the launch stunt would be “Santa-FM.” An all-Christmas format — in March. Under a cloak of secrecy, staff was hired, a logo was designed, and everything was set to go. And 72 hours before launch, we had to slam on the brakes. Someone at corporate had forgotten to submit a form to the Canadian Broadcasting Corporation. Everything stopped. While maintaining that cloak of secrecy, Carly let the entire airstaff crash at her place for two months, until they could get on the air. That’s cool. Carly once asked me, “You work with all of these successful stations. What…

SENIOR CONSULTANT THE CENTER FOR SALES STRATEGY Successful salespeople and sales leaders understand that success isn’t just about closing deals today — it’s about laying the groundwork for future growth. This balance between pending management (near-term opportunities) and pipeline management (all accounts in your sales funnel) is critical for the long-term health of a sales organization. Balance is key. Placing a heightened focus on the pipeline and neglecting the pending deals can stall momentum and lead to lost opportunities. On the other hand, focusing too much on the pending deals can lead to a lack of focus and cause your business development efforts to stall for extended periods. Having processes in place to manage both the pipeline and pending deals will help ensure the sales team is not wasting time…

I’ve been at this talent management game for most of my adult life, as a manager of talent and being managed as talent. What I’ve learned along the way, not to be too cliched, is to try to be cool, calm, and collected. I’ve not been those things on every occasion, and that’s where support and curiosity come in. Many years ago, when my company was quite young, I got a call from Jenny (not her real name) as I was leaving the gym. But it wasn’t Jenny actually calling. I just heard her screaming: “I’m bleeding! I’m bleeding!” Her partner had dialed from their kitchen after Jenny broke a coffeepot. He said she wouldn’t be making it to work that day. So I drove home, decidedly distracted, and got…

The success of every industry, including radio, relies on strong leadership. Since 2017, Radio Ink has recognized our industry’s leaders by including them in this list. To be considered, each nominee must be active in the industry and have been so for at least five years. Those who appeared in the previous year’s 40 Most Powerful People in Radio are not eligible for the Top Leaders list. Beyond those qualifications, inclusion on this list reflects an honoree’s commitment to our industry. They are radio’s champions: innovating, mentoring, and looking ahead to the next generation. This year, we asked these leaders to reflect on developing leaders, marketing radio to new audiences, and attracting young people to the industry. Each response provides food for thought and action. We are proud to present…