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Pending Business: Some Good News

| April 5, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Last week’s employment news was encouraging. Over 900,000 new jobs and counting. The biggest increase we’ve seen in more than six months.

Although surrounded by some controversy baseball is back.  For 100 years baseball and radio have enjoyed a legendary partnership. This year streaming will play a major role with flagship radio stations around the country. Hopefully baseball fans, sponsors, and the businesses that depend on game day are feeling a lift.

Early rumors are the NFL and some college football teams will open their gates even wider for the 2021 season. Hopefully some equally good news for football fans, sponsors and the businesses that depend on game day.

Are we finally seeing the planning and numbers that point to possible economic recovery? Are you ready for local business leaning into a recovery mode?

The smart managers and sellers will be prepared with plans and packages that show advertisers the flexibility and creativity that only radio can offer. That means opportunities with affordable spend levels in key categories along with a simple way for advertisers to participate in the newer platforms you can integrate. The seller’s challenge will be obvious — the battle of decision maker access in the hybrid sales and sometimes work from home environment. So now more than ever easier to digest proposals that spell out efficient opportunity are mission critical.

Here are five checkpoints:

  • Does your packaging stand apart from your competitors?
  • Do you have a simple “WOW” factor as you try and light the sales flame with your advertisers?
  • Has your on-air lineup evolved over the past few months? If so, what is the value proposition for the advertiser?
  • Can you offer an incentive that shows your local advertiser the support needed to compete in the early rounds?
  • Do you share successes from the start of the pandemic slowdown until now?

Most managers and sellers are still in the “make-the-month” mode. The 30 days from disaster thinking needs to go on the shelf as you plan for Mother’s Day, Graduations, Father’s Day, and summer.  The calendar is now friendly again, with a brighter looking 30-day, 60-day, and 90-day window ahead.

Happy Selling!

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:

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Category: Sales