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Pending Business: Next

| May 24, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Ready for the next round of re-discovering audio? I hope so, because it’s arrived and ready for your sales talent. Or, are you still stuck selling 60- or 30-second packages? Wake up, smell the coffee, and read on.

Last week Amazon and Group M opened the door to a next level opportunity for audio. You know where this all winds up, right?

Reaching the consumer with audio at another touchpoint has now been expanded and it’s up to you to get with the program.

The days of passive audio engagement are rapidly ending. The days of appointment radio are waning as the listening consumer is in greater control of audio decisions. Just as Apple redefined the portability of audio, Amazon will utilize audio in ways yet to be revealed. “Alexa, play___________” will soon migrate from your home office, bedroom, and kitchen to your car. So what does this all mean to the day-to-day seller in the news/talk business? It’s all good, maybe great news. Here’s why:

  • Content is King – Separate sports talk from topical talk. Chances are you can count on your fingers the number of local talk show hosts in your market. The smaller your market, the fewer local talk radio hosts, the more influential your talent. All of these newer audio touchpoints need content and your talk radio hosts are an endless source of audio content. Do you sell the value of an engaged listener vs. passive audience?
  • Podcasts – Are on more and more buy sheets. If your talent is properly guided on content and production, the podcast is another source of revenue. Are you up to speed on how to sell this newer form of audio content differently from radio and live streaming audio?
  • Study the trend line – Learn from Nokia, Blackberry, and Pioneer. Always ask what the best competitor is working on. How do they sell more effectively than you?
  • Eat your own dog food – Listen to air checks of your personalities doing reads for your advertisers. Would you buy based on what you hear?

To paraphrase the great hockey star Wayne Gretzky when asked about his path to superstardom: ”Most players go where the puck is, I go where the puck is headed.”

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