By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — Do you remember this rule from basic sales training? Radio is a frequency medium. Radio is the more efficient way to deliver a message with high repetition to a qualified audience and for measurable results; your message needs to hit your target audience at least_____times.
How many times should a target consumer hear an audio message to generate response?
Pick a reasonable number that will trigger a purchase cycle, before the message becomes an irritant. Can’t find a number? You are not alone. I think the rules have changed faster than you realize.
By Holland Cooke
- Stations with local talent – characters familiar and visible to and interacting with listeners — are conspicuous, compared to robotic AM/FMs and digital competitors.
- Talk radio is advantaged over music radio. It’s never on-in-the-background. And at its best, it makes the audience the show. People are no longer content to merely consume media. They love selfies.
- Digital media shares SO well. When broadcasters “go viral,” users are evangelizing for us.
- Many stations’ promotional budgets are near-non-existent.
- We need revenue from digital.
Pending Business: Future Sales. Sales pro Steve Lapa, president of Lapcom Communications Corp, writes in today’s column about the numerous types of content that today’s account executives are being asked to sell – traditional on-air, streaming, podcasts, live events, and more. He says, “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.” Read his column here.
Megyn Kelly to Host Live Midday Talk Show on SiriusXM. The new 12:00 noon to 2:00 pm talk show starring former FOX News Channel and NBC News journalist Megyn Kelly will debut on SiriusXM on September 7. Kelly and the satellite radio company signed an exclusive agreement for her show to air on its Triumph channel. After exiting NBC News in 2018, Kelly launched her own podcast via her Devil May Care Media company. SiriusXM says, “Megyn Kelly is one of the most respected, accomplished journalists in the news industry. A world-class broadcaster with millions of dedicated fans, her current successful podcast has a large and passionate audience in the U.S. as well as internationally, where Kelly is one of the world’s most recognized news stars. Fans will now be able to listen to Kelly on SiriusXM – the only place to hear her live and engage with her directly. Her singular voice joins an array of talent that bolsters SiriusXM’s commitment to offering the broadest range of political and news programming in all of audio.” Beginning August 16, SiriusXM’s Triumph channel will air best-of shows from Kelly before the program’s live premiere on September 7. Kelly comments, “I’m thrilled to be taking our program to the next level by broadcasting it live for SiriusXM’s massive audience. My team and I have been grateful to see our show, in less than a year, become one of the most successful podcasts in America – proving that there is a thirst for open, honest and more meaningful conversations about current events. I can’t think of a better partner to help us expand that reach even further than a blue-chip brand like SiriusXM, which has always been a leader in predicting market trends and is perfectly positioned for the evolving manner in which Americans consume their news.” As part of the multi-platform agreement, SiriusXM subscribers will gain access to video of the show, which will be available on the SXM App and social platforms. In addition, following its premiere on the Triumph channel, “The Megyn Kelly Show” will be made available as a podcast to Kelly’s listeners on the SXM App, Pandora, Stitcher, and all other major podcast platforms. Red Seat Ventures, which previously handled production and distribution of “The Megyn Kelly Show” podcast, will continue to produce Kelly’s new SiriusXM program.
TALKERS 2021 Conference Video Posted – “Luncheon Addresses.” The fifth video, under the direction of Art Vuolo, from the TALKERS 2021 Conference that took place at Hofstra University on June 11, is posted. This relatively brief installment features welcoming remarks from Mark Lukasiewicz, dean of Hofstra’s Lawrence Herbert School of Communication and a special address by Lawrence Jones, enterprise reporter, “Fox & Friends” on the Fox News Channel. TALKERS publisher Michael Harrison provides the introductions. TALKERS will be posting a new video from TALKERS 2021 each business day until all 10 are archived and available for on-demand viewing.
TALKERS News Notes. Today (7/6), Atlanta morning personality Frank Ski led a town hall discussion about the increase in crime in the region. Ski hosts the morning drive show on Cox Media Group’s urban contemporary WALR-FM “KISS 104.1.” The program featured panelists including: Atlanta police chief Rodney Bryant, Gwinnett County sheriff Keybo Taylor, Fulton County sheriff Pat Labat, and DeKalb County sheriff Melody Maddox to get answers to questions such as What are the police doing to stop crime? And What are city officials doing to support police? Ski and panelists also took phone calls from listeners…..The USA Radio Networks nationally syndicated “Dan Sileo Show” is being added to the program lineup at JVC Media’s “Florida Man Radio” heard on WDYZ-AM/W288CJ in Orlando and WZLB-FM, Fort Walton Beach…..The “U.S. Phenomenon” program hosted by Mario Magana is being added to the program schedule at news/talk KVI, Seattle airing at 10:00 pm. Station program director Rick Van Cise says, “We are excited to welcome Mario and U.S. Phenomenon to KVI’s weekend lineup! It is a natural segue from Arts Bell’s popular “Somewhere in Time,” now giving KVI’s Saturday night listeners five hours of entertaining exploration into all things weird and unexplained.”
First Half of 2021 in Review. Media consultant and TALKERS columnist Holland Cooke devoted the Independence Day weekend installment of his RT America TV program, “The Big Picture” to looking back at the most-talked-about stories of the first half of 2021 in addition to looking ahead at what might be in store for the nation going forward. He was joined by TALKERS founder Michael Harrison who took an optimistic position in his prognostication. To see the show, please click here.
COVID-19, Fourth of July Holiday, Spike in U.S. Gun Violence, U.S. Exits Afghanistan, The Economy/Inflation, Trump Org Legal Battle, Florida Condo Demolition, and Threat of Tropical Storm Elsa Among Top News/Talk Stories Over the Weekend. The rate of COVID-19 vaccination in the U.S. and concerns about the spread of the Delta variant; observation of the Fourth of July holiday; the spike in gun-related violence in America’s big cities and the more than 150 people killed over the holiday weekend; analysis of the withdrawal of U.S. troops from Afghanistan after almost 20 years; the economy’s recovery from the pandemic and the inflation being felt by consumers; the Manhattan DA’s prosecution of the Trump Organization; the demolition of the remainder of the Surfside Condo in Florida; and the threat of Tropical Storm Elsa turning into a hurricane were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.
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: