Dave Ramsey
Sean Hannity
Category: Sales
A Bowlful of Dollars
Al Herskovitz
President
H-and-H Broadcasting
BRADENTON, Fla. – This year’s Super Bowl is over. And they’re still talking about it. Not the game, but the commercials!
The money spent on Super Bowl advertising is always a clue as to how media sales are going to be in this relatively New Year. Some 22 different companies bought time in the game at an estimated $ 3.5 million for each 30-second spot. Just think of it in these terms: That’s more than $1,000 per second!
Getting that Renewal
Al Herskovitz
President
H-and-H Broadcasting
BRADENTON, Fla. –– It would be a unique surprise to find a salesperson who isn’t somewhat elated after getting a major order with visions of a dandy commission. Someone too cool to enjoy the moment would have to be pretty darn jaded. Very early in the dawn of my novice years, after making a fairly big sale to an important furniture retailer, my suppressed excitement caused me, as I was leaving, to walk smack into the plate glass store door with a resounding clang. Naturally the entire staff of the store was stunned at the sound and turned to stare at the befuddled, reeling individual trying to get out of the building. Despite the noisy attempt at departure I was far more embarrassed than seriously injured.
But there is a vital lesson here. The salesperson’s responsibility doesn’t end with the signing of the start order. Some thought must be given to a renewal even as there is that walk out the front door. Broadcast sales history has shown us that many times a renewal is harder to achieve than the original contract.
It’s a Jungle Out There
By Al Herskovitz
President
H-and-H Broadcasting
Bradenton, Fla. — The title of this piece is borrowed from the theme song of the popular TV series “Monk.” Massive and new changes in conditions in the United States have brought about a jungle of changes in the talk advertising landscape. The thickets and the vines have been closing in on us making it harder and harder to hack through the brush. These cataclysmic events causing all of this should send a strong message to those who toil in the talk advertising vineyards.
The financial crisis industry is booming
We all are well-aware of the current sad economic status. However, this has given rise to a spate of goods and services specifically aimed at addressing the resulting issues. Talk stations and syndicated fare are loaded with an avalanche of commercials for investment advisors, financial gurus, tax helpers, debt consolidators, legal firms, mortgage specialists and precious metal companies. I even heard one offering an investment in colored diamonds as savings protection. Talk radio’s foreground nature and attentive listening audience make it an excellent vehicle to carry these types of messages.
A media wedding
Al Herskovitz
President
H-and-H Broadcasting
BRADENTON, Fla. –– There is an old farmer who sells watermelons from the back of his rusted ’98 Ford pick-up parked in an empty lot in my neighborhood. He has a large piece of cardboard leaning against the front of the vintage vehicle. Rather messily spraypainted on it is the phrase “www.pitchpit.com” (Names have been changed to protect the innocent.) Well, this certainly tells me just about everybody in the world now has a website.
I asked the venerable Hiram one day if the site did his fruit business any good. “Not much,” he told me, “but my nephew told me I have to have one”.
We all know the reason. And it’s not because there is anything wrong with his melons. It’s because the web universe is jammed with a near uncountable number of sites. So how is this ancient Hiram going to attract eyes?
The ballot box begets bucks
Al Herskovitz
President
H-and-H Broadcasting
BRADENTON, Fla. –– One of the most contentious national election campaigns in recent memory is looming ahead of us. In fact, in many regions of the country it is already underway. Add to this the redistricting that is re-drawing numerous congressional districts. In a bit over a year from now we’ll be choosing a president, all the members of the House of Representatives, a good number of Senate seats and countless state-wide and local offices. To some key observers it will not be an election campaign, but an all-out, full-blown, advertising war.
Office aspirants are in the midst of raising the huge gobs of cash that are vital to fuel their political goals. President Obama’s campaign, for example, has come to the conclusion that it needs $1 billion for his reelection effort, $255 million more than last time. And he doesn’t have an opponent yet. Democrats have 23 of the 33 Senate seats up for election in 2012, after losing six in 2010. And they lost control of the House. All of this adds up to the fact that the spending of money for advertising will be prodigious.
Iowa, New Hampshire, Nevada, South Carolina and Florida have scheduled their primaries in January. In these states the early heavy spending is about to start. Then the rest of the country, state by state, follows right through to the beginning of June.
Noshing and Schmoozing at the NMS
By Al Herskovitz
President
H&H Communications
BRADENTON, Fla. –– One of the many delights in attending the New Media Seminar is the opportunity between panel sessions to gather near the snack table, sample a little piece of spice cake, sip some coffee and discuss with your peers the sales challenges to the talk format. And these certainly are sales-challenged times.
Under discussion were those who are suffering the most –– those independently produced, self-syndicated shows. You know the ones we mean…those weekend hours or short-form daily features on specialized subjects such as the law, finance, health, travel, home repair, automotive, gardening, etc. The question that kept popping up is, “Why can’t I get a major advertiser to buy spots in my show?” The show hosts and producers have confidence in their programs, telling us about the great listener response and calls they get and the high-profile, well-known guests who willingly appear.
The Mystery of the Goof
By Al Herskovitz
President
H&H Communications
BRADENTON, Fla. –– It drives me bananas! And it keeps on happening. Here’s a perfect recent example. It’s the Saturday before Mother’s Day (just a few weeks ago), and a commercial for “flowers for mom” is airing. But the announced deadline for ordering is Friday. Which Friday? The Friday before Mother’s Day 2012? Using the Etruscan calendar?
It wouldn’t be too bad if it were an occasional goof. But the spot was heard several times. Isn’t anyone paying attention? This is a terrible reflection on the station, a disservice to the advertiser and, at the very least, confusing to the listener.
Finding Talk Radio Salespeople
By Al Herskovitz
President
H&H Communications
BRADENTON, Fla. –– Some years ago there was a hit TV sitcom about a radio station –– “WKRP in Cincinnati.” The series had a a clear sense of authenticity since it was created and largely written by a real, veteran radio program director. Of course, for comedy reasons most of the characters were portrayed in an exaggerated manner. The station’s salesman took an especially hard beating as a gaudy plaid-jacketed, dim-witted buffoon who was the target of many of the witty barbs. Not particularly flattering to our profession, but I have to admit I did spot some of his characteristics among those with whom I have worked over the years.
