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Turn Digital Disappointment into Direct Success

| July 6, 2015

By Holland Cooke
Radio Consultant

 

cookewriterBLOCK ISLAND, RI — This past month, I presented at two state broadcasters’ association conventions: Illinois and Iowa.  My topics: “The Six Most-Dreaded Words in Sales: ‘Radio Doesn’t Work,’” specific techniques for creating commercial copy that produces better results; “How Millennials Use Media”; and “Quick, Actionable Sales Ideas to Make Money Selling Digital.”

Here are the common threads from all three sessions…

Recent years’ radio revenue data has many shrugging that “flat is the new up.”  Less so in small and medium markets, where local direct retail comprises more of radio’s income than in big markets where transactional business is the ball game.  And in every market, digital is the shiny object sucking dollars away from legacy media.  Especially ours.  Ask car stores: Detroit is telling them to move radio money online.

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