Innholdsfortegnelse for December 16, 2024 i Radio Ink Magazine

Sales forecasting isn't just a numbers game; it sets your business up for success. By using the right techniques, aligning resources effectively, and anticipating potential challenges, businesses can make smarter decisions that lead to growth and profitability. The Importance of Sales Forecasting Accurate sales forecasting plays a vital role in the success of a business. Here's why: 1. Resource Allocation: Knowing how much sales are expected helps companies allocate resources like inventory, staffing, and marketing efforts. 2. Financial Planning: Forecasting is critical for budgeting and financial planning. Sales forecasts give businesses a clear picture of expected cash flow, allowing for better management of expenses and investments. 3. Goal-Setting and Strategy: Sales forecasts serve as a benchmark for setting performance goals and creating actionable strategies. 4. Risk Mitigation: Identifying potential dips…

It's that time of year when things feel very melancholy for a lot of radio people. The holidays make some people sad and lonely, and early darkness and cold weather contribute to seasonal depression. Other, industry-specific factors include recent massive layoffs, as well as empty studios and offices thanks to the industry shutting down for a good three weeks at the end of the year. For many, it feels like 2020 again, when the pandemic had us stuck at home, mostly alone and only communicating via Facetime or Zoom. I only work in the industry part-time (my full-time job is with the world's largest spa), and I still get a little anxious and depressed occasionally. The good news is, after 25-plus years in the industry, I am pretty good at…

You're putting in the hard work: dialing, meeting, pitching, and pushing to hit ambitious targets. Sometimes, though, it feels like all that effort should be producing more in return. Here are some strategies that have made a difference for me — and I think they might do the same for you: Lead With Intention Success in sales starts with a clear, intentional strategy. I've seen how having a plan keeps teams grounded and focused, even when the numbers are tough. Whether you're balancing radio and digital or focusing on either one, a game plan drives results. Become a Matchmaker Who's tuning in — and why — makes all the difference. This means understanding your station's core audience and thinking about what types of businesses will be a good fit —…

When I win or lose an agreement, I do a forensic analysis of what went right or wrong. What did I do well that resulted in the “win”? If I experienced a loss, what could I have done better that would have resulted in a different outcome? Now is a good time to stop, look back at 2024, and plan forward for the new year. What elements of our process do we need to become better at to accomplish our goals? Now is the time: 2025 is the year! 1. Time management is self-management. Log your daily activities for a week, tracking how you spent your billable hours in 15-minute increments. Then categorize them into prospecting, CNAs, presenting, administrative work, and other. It's an eye-opener. 2. Set personal and professional…

Ready to work smarter, not harder? While your station may not have enterprise AI tools, if you have an internet connection (and who doesn't?), you've got powerful AI assistants at your fingertips. Free tools like ChatGPT, Claude, and Gemini can transform your sales game without complex software or costly subscriptions. These tools are getting smarter every day, and the basic versions are free. You don't need to wait for your company to invest in expensive software — you can start using AI to work smarter today. View AI as your brainstorming partner: feed it information about your market, client, or challenge, and let it generate ideas that you can enhance with your expertise. DAILY SALES BOOSTERS AI assistants can help you: • Write customized prospecting e-mails in your voice •…

“People don't buy stuff, they buy people.” Grace Agostino has spent three decades in the radio industry and now serves as VP of Network Sales for Nueva Network, the largest independent and minority-certified Spanish-language audio network in the United States. A graduate of NYU, Grace initially planned a career as a forensic pathologist but ended up catching the radio bug while still in school. Before joining Nueva Network in 2023, she spent time at Katz Media Group, SBS, and Gen Media Partners. Known on Instagram as “The Radio Lady,” Grace is a champion of getting brands to see the value in small markets and multicultural programming. During our conversation, she emphasized the value of social media, the importance of developing strong relationships with advertisers, and the necessity of mentoring new…

Presented by Radio Ink and Radio + Television Business Report, Forecast provides unparalleled opportunities for developing a deep understanding of the state of broadcast media in the United States and what the industry can expect over the coming year. With new leadership in the White House and at the FCC, this year's presentations and panels were challenging, lively, and thoughtful. At the end of the day, attendees, panelists, presenters, Radio Ink‘s 40 Most Powerful People in Radio, and Radio + Television Business Report‘s Broadcast Television Best Leaders honorees had an opportunity to relax and meet with friends and colleagues at the Broadcast Leadership Reception in Harvard Hall. Please join us on November 12, 2025, at the Manhattan Harvard Club for Forecast 2026!…

Sales is psychology … and math. This isn't news. If you think you are not subject to falling prey to psychology in your selling process, you are vulnerable right now. Your sales manager may have a goal for you, but you need to set your own goal, and it should be higher. This is where you do the math to set quantitative sales goals. You need to establish numbers for prospect calls, CNAs, meetings, and sales dollars. They don't have to be fixed (you can opt for a range), but you need actual numbers to work with. Selling Isn't Luck Getting sellers to focus on consistent activities known to uncover client needs, bring creative solutions, and watch their math in the selling process will lend some certainty to their achieving…

McDonald's learned the art of the cross-sell early on: once someone buys a burger and a shake, it's easy to persuade that customer to add hot, fresh fries to their order. The same is true in radio advertising sales. Overlooked Overnights Overnights, the 12 a.m.-6 a.m. inventory block, is radio's most misunderstood daypart. Sales teams tend to give this inventory away, while programming doesn't give it the time of day (pun intended). The truth is, however, that overnights are valuable inventory that offers additional exposure to your clients. (Art Bell brought overnight radio to the forefront, and George Noory now carries the mantle for the power of overnights with his popular 1-5 a.m. Coast to Coast AM.) Evening & Night Shift Workers The U.S. Department of Labor's most recent statistics…

Despite the challenging landscape for radio, local personalities bring many advantages to a station, helping it maintain relevance and a strong connection to the community. In an era of increasing media homogenization and the growth of streaming services, the human connection offered by your station can be its strongest asset. Authenticity and Relatability A local voice resonates with the audience because it feels familiar and genuine. These personalities often reflect the community's values, slang, and humor, making the station more relatable. By sharing personal stories or engaging in local conversations, they create a deeper emotional bond with listeners and advertisers as well. Promoting Local Businesses Local personalities can enhance advertising effectiveness by endorsing local businesses. Their established trust and connection with the audience make their recommendations more impactful than generic…