Pending Business: This Year in Review | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: This Year in Review

| January 4, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Remember getting on an airplane before TSA security measures? As we move to the 20th anniversary of 9/11, we are accustomed to the changes in our daily lives that horrific experience created. The same will hold true as we persevere through the challenges of the COVID-19 pandemic. Technology, a changed business landscape, and income reboots will dictate a smarter, more flexible seller, marketer, and manager.

“We are in this together” became the new mantra. But what did we learn together?

Here are some 2020 takeaways to consider as we head into 2021:

  • People consumed media at record levels when lockdowns forced quarantines.
  • We want to be connected to “what’s happening,” especially when the news and information is negative. We never stop listening to the tribal drums no matter how sophisticated our culture.
  • News/talk radio will lead radio listening in almost any market in the U.S., during a crisis. Keep those numbers handy.
  • Client access has been redefined.
  • Technology and selling are forever hard wired.
  • It’s easier to say “no” virtually.
  • Host reads will enjoy a resurgence. Prepare your presentations.
  • CPM and CPP will roller coaster their way through 2021 as business categories try to reignite aligning with increasingly vaccinated populations.
  • The sales workspace at your broadcast facility will feel different.
  • “No surprises” is out. “Expect the unexpected” is in.

So much will be written, documented, and shared about 2020 via every media platform, I hate to burden you with much more. Yet from facemasks becoming the norm to touchless delivery and telemedicine, we are powering through another round of adapting to a new normal, which will in turn open new marketing doors.

But along with all my newfound technology for 2021, I will still use pencils because pencils have erasers and there is always a better idea. My WFH environment is overloaded with pens because ideas have no clock. A planner book is still my back-up, because sometimes I forget to back-up and computers still crash. And legal pads? Because creativity never stops no matter what the obstacles. And speaking of 2020 obstacles, let’s raise a glass to the high achievers who always find new ways to lead the pack. Cheers!

Happy Selling, Happy New Year.

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