Pending Business: Future Sales | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business: Future Sales

| July 6, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — The caption on the screen during a CNBC report read, “The Future is Audio.” The CNBC anchors were breaking down the recent audio integrations on Facebook. Last week another large radio group blended traditional programming and digital content into one executive position.

Agree or disagree with combining is not for us to debate here. As a talk radio seller or sales manager, the real task is to get a better understanding of what’s ahead. The good news in this upcoming convergence is you should be well positioned to sell into a reboot of the talk radio/audio sales landscape. Think about the different ways the talk radio/audio audience engages with the content your on-air talent is creating. Let’s start with the distribution platforms:

  • Still have that plug-in radio at our bedside in your home?
  • Car radio
  • Smart Phone
  • Smart Speakers
  • Computer
  • Battery powered portable ready for storms, beach or patio?

Now, add in real time listening vs. time shifted on-demand listening.

As you present multiple distribution platforms to your advertisers, the goal is to show the impact your talent makes with the audience. Sometimes you are positioned to sell the total distribution and sometimes specialists step in. Maybe you also sell podcasts that are re-purposed radio shows or maybe you sell original content podcasts (now commanding high audio CPM).

No matter what your sales role, stay focused on what makes your value proposition different and better than your competitor.

The future look is shaping up with apps like Clubhouse and Mark Cuban’s Fireside. Facebook launched Sound Bites, Messenger, Groups, Twitter has Spaces, and Amazon has already logged into the audio space.

How is your knowledge in this sea of sound? Have you been invited to join?

Some of us were around when MTV started as a music video service. Cynics considered it a fad and missed a huge opening. This round will be different as audio developers and consumers have newer, better distribution platforms.

So what to do as a talk radio/audio seller or manager?

  • Stay current. No matter what form of talk radio/audio you sell, content will be developed and delivered in exciting new ways.
  • Be smart about packaging and pricing. Sometimes you just have to be flexible.
  • Step out. Try these newer platforms yourself. Enhance your sales skills with anecdotal dialogue that helps build your credibility.

The future is audio, and if properly prepared, your future looks bright!

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