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.
Monday Memo: On the Air, In the Air. Repetition is a powerful radio tactic. As billion-plus-dollar lawsuits and corporate censorship edicts throttle toxic talk post-January 6, consultant Holland Cooke asks, “Should it take that?” In this week’s column, he cautions that credibility is on thin ice. Read it here.
Pending Business: Stop Fighting, Start Selling. Sales and marketing pro Steve Lapa, president of Lapcom Communications Corp, writes in today’s column that the natural reaction from sellers who face objections is to fight. “Your overwhelming instinct is to defend the pitch as designed and sidestep the objections. The poise and discipline you’ve practiced when physically face-to-face with your advertiser is lost in the current fast-moving, rapid-response world of email and text. You push your point instead of ‘listening’ to the voice behind the words in the email, text, or other digital reply.” Read Lapa’s six steps for overcoming this urge here.
Round Four of January PPM Ratings Survey Released. The fourth and final round of ratings data from Nielsen Audio’s January PPM survey has been released for 12 markets including: Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. Nielsen’s January 2021 survey covered January 7 – February 3. TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Austin, Waterloo Media’s news/talk KLBJ-AM rises 1.5 shares to finish with a 5.7 share and the #4 rank in the market. iHeartMedia’s news/talk WTKK-FM, Raleigh jumps from #5 to #3 after tacking on 1.6 shares for a 7.0 share finish. In Indianapolis, Emmis Communications’ news/talk WIBC-FM jumps to #1 after adding 1.3 shares to finish the survey with an 8.9 share. And in Milwaukee, iHeartMedia’s WISN-AM takes over the #1 rank after adding 2.8 shares for an 11.0 share, while Good Karma Brands’ crosstown news/talk WTMJ-AM rises a half share to a 6.5 share good for the #3 rank. See Mike Kinosian’s complete Ratings Takeaways report for this group of markets here.
John Fredericks Expands Radio Network into Atlanta. In a Local Marketing Agreement deal with WMLB-AM, Avondale Estates, Georgia owner Delmarva Educational Association, the Richmond, Virginia-based John Fredericks Radio Network begins programming the station and launches a conservative talk format. Talk host and CEO John Fredericks says, “News/talk radio is the last bastion of free and unencumbered speech in America. It’s our final frontier of free speech, and it’s a community devoid of the cancel culture now stifling and squashing free and open discussion in our country. We are honored to bring our fresh and dynamic brand of news/talk radio and cutting-edge commentary to our Atlanta metro listeners.” In conjunction with the launch of the format, John Fredericks Radio Network announces the launch of the daily “Doug Collins Show” hosted by the former Georgia Congressman. It will air from 3:00 pm to 4:00 pm on WMLB-AM. Fredericks adds, “We are very excited to have Doug as part of our radio syndicated network and I believe his show will become immediate must-listen radio not only in Georgia but nationally. Doug has always had his finger on the pulse of America.” Collins’ show will also air live on Fredericks-owned stations in WJFN-AM/W224EB, Chester, Virginia and WJFN-FM, Goochland, Virginia.
Entercom Makes Lineup Changes at Portland’s ‘1080 The Fan’; Brings AJ McCord Aboard as Midday Co-Host. Portland sports talk outlet KFXX-AM, Portland, “1080 The Fan” announces the addition of KOIN-TV sportscaster AJ McCord to the 12:00 noon to 3:00 pm show alongside Dusty Harrah for the “AJ and Dusty” show. Harrah moves from morning drive as the midday “Dirt and Sprague” show with Andy “Dirt” Johnson and Brandon Sprague shifts to morning drive. FOX Sports Radio’s “The Herd with Colin Cowherd” continues in the 9:00 am to 12:00 pm slot and “Primetime with Isaac and Suke” featuring Isaac Ropp and Jason Scukanec continues in the 3:00 pm to 7:00 pm daypart. Entercom Portland SVP and market manager Kim Martinez says, “I’m so excited about this enhanced lineup. With Dirt and Sprague making the well-deserved move to mornings and the addition of AJ McCord in middays, ‘1080 The Fan’ will continue to provide the best content and entertainment for our listeners, and results for our advertisers.”
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Morning Radio Host Russ Martin Dead at 60. Dallas morning drive personality Russ Martin – host of the “Russ Martin Show” on iHeartMedia’s classic rock KEGL-FM, Dallas “97.1 The Eagle” – was found unresponsive at his home in Frisco, Texas early Saturday morning after a friend performed a wellness check. Authorities say the cause of death has not been determined but say that at this point, there is no foul play suspected. Martin was a longtime North Texas radio personality. He hosted an eponymous show on then-CBS Radio’s “Free FM” hot talk format on then KLLI-FM prior to its flip to sports talk as KRLD-FM “The Fan” in 2008. He joined KEGL in 2010.
Key Networks Launches ‘Bloomberg Business of Sports’ on 100 SportsMap Radio Affiliates. The radio show “Bloomberg Business of Sports,” hosted by Michael Barr, is debuting today on 100 SportsMap Radio affiliate stations across the country. Key Networks is syndicating the program that “takes listeners inside the business end of the sports world and explains what it means to fans and their pocketbooks. The show follows the money in the world of sports and the decisions that power the multi-billion-dollar industry. From media and technology to finance and real estate, leagues and teams across the globe have matured into far more than just back-page entertainment. The show reports on sports trades, salaries, endorsements, contracts, collective bargaining and more – all from an insider’s perspective and explains the money behind the final score.” Key Networks chief revenue officer Dennis Green says, “In today’s world, sports and business align more than ever. There is no brand better equipped than Bloomberg to report on the news and events that impact the business side of sports. We are delighted to bring this content to the SportsMap network and their affiliates around the country.”
iHeartMedia Launches ‘FOX Sports 1230 The Gambler’ in Toledo. WCWA-AM, Toledo is now “FOX Sports 1230 The Gambler.” Station owner iHeartMedia announces the programming lineup will consist of content from FOX Sports Radio and VSiN (Vegas Stats and Information Network). The company says the lineup will offer listeners betting guides, handicapping and strategies plus signature programming from FOX Sports Radio, including “The Dan Patrick Show” and “The Herd with Colin Cowherd,” as well as highly respected Toledo sportscaster Anthony Bellino on weekday mornings. iHeartMedia Ohio and West Virginia SVP of programming Scott Sands says, “‘FOX Sports 1230 The Gambler’ is the future of sports radio. We are thrilled to bring this hot new format to Northwest Ohio and Southeast Michigan, assisting our growing audience in navigating the ever-growing world of sports wagering.”
Trump at CPAC, COVID-19 Stats & Vaccines, Biden’s Stimulus Bill/Minimum Wage Issue, Cuomo Allegations, Virginia Legalizes Pot, Myanmar Protests, and Golden Globe Awards Among Top News/Talk Stories Over the Weekend. Former President Donald Trump speaks at the final day of the CPAC in Orlando; the falling number of COVID-19 cases in the U.S., Johnson & Johnson’s vaccine is approved, and concerns about variants; President Joe Biden’s $1.9 trillion stimulus package passes the House and the battle over the $15/hour minimum wage proposal; the allegations of sexual harassment against New York Governor Andrew Cuomo and increasing calls for his resignation; Virginia becomes the 16th state to legalize marijuana; more violent protests break out in Myanmar; and Sunday night’s virtual Golden Globe Awards were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.