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The Power of Talk Radio Has Never Been Stronger

| June 23, 2021

By Kathy Carr
The Howie Carr Radio Network
President

 

BOSTON — Legendary Boston talk show host Jerry Williams said it best when he told people he was in the advertising business. He was correct.

I still feel that radio, combined with more contemporary marketing methods, continues to be the most effective marketing medium out there today.

The thrill of closing a sale or getting that commission check will never come close to the praise you receive from a client when he tells you how important you have been in growing their business. It just never gets old and is probably the biggest reason I still love being in radio sales.

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Pending Business: New and Improved

| April 12, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — New and Improved — two of the most powerful words in marketing so effective that the world’s biggest packaged goods marketers use the sell line over and over, generation after generation. So, why is it that when we introduce a new talent to our advertisers we stop at describing “product” (your NEW talent’s) features, skipping over what this NEW talent brings to your advertisers’ investment?

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Pending Business: Value

| January 25, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Value is one of the most difficult concepts for any professional seller to advance, but easily one of the most important. Presenting the value proposition is a never-ending challenge, especially for the broadcast seller. I’ve seen too many sellers get hung up on product features that are station-centric, important to management, talent, and the seller. The truth is the advertiser doesn’t see it the same way.

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Sports/Talk Expanding Commercial Envelope as Traditional Norms Fade Away

| October 23, 2013

By Al Herskovitz
H&H Communications
President

BRADENTON — Of all the subsets of talk radio, sports/talk appears to be the most innovative and pioneering when it comes to finding new and appropriate sales opportunities. After you think you have heard it all a category comes along from out of the blue that really throws you.  It’s a relatively new category of commercials that currently is most prevalent on sports/talk stations.  The category – “Strip Joints”…euphemistically referred to as “Gentlemen’s Clubs.” The spots primarily are voiced by females using seductive tones as they list the club’s attractions through indirection. Considering the  sports/talks audience make-up, it does make a great deal of sense.

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