Tag: "creative"

Local Talent Can Become Indispensable

| September 22, 2014

By Holland Cooke
Radio Consultant

 

cookewriterBLOCK ISLAND, RI — Before all the firings radio has suffered since, it might’ve seemed overstated when – four years ago — I wrote here: “tough decisions are being made, in meetings you’re not invited to.  Possibly in meetings your boss is not invited to.”

My column then declared that, “if you’re in radio, you’re in sales;” and offered tips for improving the endorsement spots that only local personalities can deliver, and other ways to become a more conspicuous contributor to your station’s revenue.  ICYMI: http://www.radio-info.com/2012/11/02/now-that-youre-in-sales/

Cutbacks since then – and, likely, still to come – only underline the need for on-air talent to be as sales-supportive as possible, if not actually carrying a list.  To that end, this guidance about writing effective commercial copy, a task talent is often better-at than station reps, whose time is better spent pounding the pavement.

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