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

Pending Business: Be Thankful

| November 22, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. —  With some COVID-consciousness, this the time of year we pause and give thanks. For many of us, food, family, friends and maybe football will dominate Thanksgiving Day.

To all the heroes and their families who protect our health, safety and freedom let’s all start this holiday with a collective Thank You.

As our post-pandemic lives recover, off we go to the shopping races on line or on location. The numbers crunchers will be ready with the results of the first U.S. post-pandemic recovery Black Friday. Now there’s a mouthful! Where will the consumer show up, pre-pandemic levels, recovery moderate, or post pandemic all clear, all out performance?  Let the spin begin, it’s all waiting for you on every news and business channel as well as your station hourly newscasts. The beauty of the news and talk format is we always have something topical to say, a reason for listeners to log in and connect to share good news or bad. So let’s take a moment and look at what makes this post-pandemic Thanksgiving different and better. Some thought starters for your next sales call, sales meeting, and sales planning session:

1)    Families are gathering, again. Facemask or not, most families are getting together to share the joy and most advertising is once again spreading the vibe.

2)    Traffic flow is picking up and parking lots are getting fuller. The car commute is coming back and that is great news for radio/audio and every seller representing the medium.

3)    Bumper to bumper at the airport. Been there done that. It’s back where I live and that means we are traveling carefully and ready to feed the local economy.

4)     Supermarkets are busy. We are shopping smarter, more conscious of distance and hygiene, but stores are filling up, items are moving off shelves and its not just toilet paper!

5)    Take a closer look at the fans in the stands this year. More fans, real sounds, it’s feeling like college football again and that’s good news for sportstalk talent and sellers.

Slowly, safely, steadily, the radio/audio business is recovering and in some cases growing. Take a moment to thank the talents and technicians who will be working this holiday to keep the momentum going. And last but not least, thank you for spending a few minutes each week with me.

Happy Thanksgiving.

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:

Category: Sales