Innholdsfortegnelse for January 6, 2025 i Radio Ink Magazine

Change. There is nothing more unsettling, and 2025 promises plenty of it. From a new administration and one-party control of both the House and the Senate to new leadership at the FCC, broadcasters are poised to face changes that will affect us — directly and indirectly — in very tangible ways. The economy. Social unrest. The potential for a big ad agency merger. Geopolitical turmoil. Weather and other climate-related issues. It’s enough to make you want to roll over, go back to sleep, and forget about the New Year — even if you applaud some of the changes. But we cannot do that, nor should we. Instead, we must focus on the things we can change, or at the very least work through them directly. Radio continues to be the…

Selling radio in small to midsized radio markets has challenges but great potential. A clear “Sales Growth Prescription” focused on building relationships, personalizing your approach, and providing value can lead to longterm success. Highlight radio’s local strength, use success stories and spec spots to support your pitches, and build strong client relationships to set your station apart and encourage growth. Here’s how to use this strategy in your market. EMBRACE THE POWER OF LOCAL Small and mid-sized markets thrive on community, and radio is a trusted source for local news, music, and updates. Nielsen reports that 91% of U.S. adults listen to AM/ FM radio weekly, and in smaller markets, this number is even higher. Radio engages a captive audience, driving significant sales growth and strong ROI, as noted by…

A new year brings a new, fresh time for radio to re-energize! Save this piece, and let’s see how I did a year from now. And most importantly, let’s make 2025 a banner year for radio. Podcast growth: Podcasting will continue its upward trajectory, with radio stations producing more high-quality original podcasts and integrating them seamlessly into their platforms. Radio’s digital presence: Simply put, online and app listening experiences stink! Too choppy around stopsets. Poor audio. Many sound more like MP3 versus WAV. Take the test — listen to Spotify, then listen to your stream. Which sounds better? More seamless integration with smart speakers, vehicles, and mobile devices will occur. Local personality cutbacks: Even though every piece of research points to the local personality being the most important differentiator of…

This past summer, I served as a faculty participant in the RAB’s National Radio Talent Institute at the University of Georgia in Athens. I’ve been part of this for the past 10 years, and seeing the passion the students have for the industry is invigorating and inspiring. You may think that under-25s aren’t interested in radio. Think again. I saw very interested and engaged students in Georgia who want radio as a career. They can’t be the only ones with these aspirations, and I bet you could find a reasonably sized group in your market. This has led me to wonder about radio station groups creating their own “mini-institutes” (five or six students maximum) to develop new broadcast talent in their market using station staff as faculty. Look at this…

America’s top radio station account executives use a variety of skills to help clients increase sales and build brands. You can create additional value for clients with a simple strategy I call “12 Skills in 12 Months.” When you propose an annual schedule, add 12 value-added marketing programs, one each month, at no charge. Many small-business owners work hard at their main business and may not have the knowledge to effectively use the many digital, promotional, and communications tools available to them. You and your team can share your knowledge with these clients. The end result? A more confident, successful client who can spend more on advertising and more effectively leverage its results! Plus, if your client is mostly focused on on-air advertising, additional skills training in basic online and…

“Mandatory fun.” You know what I’m talking about. Those work events that your company is always putting on to build camaraderie and a sense of belonging among the staff. Whether it’s a costume contest, a potluck, a holiday party, or even a philanthropic venture, these events elicit a range of responses from workers, and not all of them are positive. I’m now the Marketing Manager for a large corporation, and a big part of my job is assisting the HR department with staff birthdays and anniversaries, as well as holiday parties, and getting our team involved in meaningful philanthropic events. Trust me, there is nothing worse than putting an enormous amount of effort into a good cause but getting little to no interest in participation from your team. That’s why…

Digital selling is challenging. It’s complex, potential clients may think they know enough themselves without your help, and successful digital sales can mean a reduction in profit margin for your company. Most radio companies set digital sales goals; you don’t have to be in sales long to find out how much conversation is being generated around digital “opportunities.” But how to achieve them with reduced profit margins? Consider a different perspective, and maximize your opportunities by becoming an excellent digital seller. I call it “The Brian Moynihan Digital Strategy.” Mr. Moynihan is the CEO of Bank of America and tries to get his bankers consistently focused on depth of products. “We want to encourage our employees to get our customers to go at least three deep in products, so they…

The beginning of the year is an exciting time — a time to plan and strategize how to make this coming year the best one yet. Most of you reading this article will equate setting goals with your professional life. The goal may be raising your billing, getting a promotion, or learning more about the new products we can add to our toolkits. I hope that one of your goals this year is to develop a deeper relationship with your clients. Business has spent the last five years recovering, changing, and trying to figure out how to exist in the virtual and “brick and mortar” worlds. There’s also been a lot of turmoil; international and national events affect clients in even the smallest markets. Even though 2020 seems like eons…

Is there a formula for creating a winning radio station or show? The answer is yes, and the formula has three parts: • Tell the truth. • Make it matter. • Never be boring. Successful shows and stations throughout the world also share these seven essential qualities: 1. Quality Content is our strength. Listeners get their news, music, and information from many places. You need personalities who can create and deliver powerful content that can’t be gotten elsewhere. Find and hire talent who can create that great content. Real talent is rare; it exists from within, and you can’t teach it. It can only be developed or discouraged. Recognizing talent is a talent of its own. 2. Uniqueness If your listeners can get the same thing online and from other…