Pending Business: Don't Fight Santa | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: Don’t Fight Santa

| May 4, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — This you know: Radio reaches more people on a weekly basis than any other platform. Every piece of research you see, says every week 92% of us are touched by radio. What you don’t see? The majority of the local market ad spend. Why even raise that point, now, today when there is no normalcy in the business world?

It’s important, now more than ever, here’s why.

Your “platform”, i.e. radio station, is under intellectual attack.

Chances are you’ve seen the cartoon about how a rating point can’t buy anything. What about the pictures of empty roads, empty mall parking lots, no cars parked in those strip centers anchored by big box stores. No cars, no car radios. Those empty no car images are fighting the credibility of that 92% weekly reach. I’ll wager that YOUR radio station’s revenues probably depend on that now-absent car radio.

Local advertisers are an integral part of our world. Local decision makers see the same reduced traffic, reduced car radios we all see.

Auto sales tanked in April and local dealer ad dollars evaporated.

Years ago my biggest auto advertiser would always adjust his schedule in December, meticulous about dayparts and days. “We don’t fight Santa Claus on the radio,” he would shout every year. He knew what he saw. Traffic died down, no matter what the offer. It worked for him as the dealership became one of the top producers in the region.

So what’s the takeaway here?

  • See what your advertisers see. If your local advertiser “sees” fewer cars, work TOWARDS the opportunity he can see. Radio listening in different locations, at home on smart speakers, as people walk, ride bikes, even the car as we shorten the commute.
  • Use every resource your station can offer. From payment terms to creative help and digital assets. Teamwork, teamwork, teamwork.
  • Forget the flowery stories and go with local successes built on real-world performance. Think of the example above.

Instead of fighting the business condition, get in front of what you know is coming and have your UNIQUE solutions ready to discuss.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at: 

Tags: , , , ,

Category: Sales