Tag: "local direct retail"

Now That You’re in Sales…

| November 2, 2012

By Holland Cooke
Radio Consultant

BLOCK ISLAND, RI — Oh! You’re on-air? Not in sales? As Cher’s character hollered in Moonstruck, “SNAP OUT OF IT!”

Now more than ever – with 2013 budgets in umpteenth re-draft – tough decisions are being made, in meetings you’re not invited to. Possibly in meetings your boss is not invited to. So, as local talent, are you merely what bean-counters call an “expense?” Or when they read your name on The List of Endangered Employees, does it spell “revenue?”

Local DJ? That’s dang-near an oxymoron now. Talk show? That’s something from a syndicator, right? Not if you are responsible for what the sales department calls “local direct retail.” Translation: do-re-mi that’s not stepped-on by an agency; ads that tell shopkeepers’ stories, and bring cars into their parking lots.

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