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By Steve Lapa
Lapcom Communications Corp
How’s your sales strategy working?
Every market situation will have it’s own nuance, but there will be universal strategies that need to be in place as you roll out. This round will be different as many stations try and replace a proven ratings winner with new talent, never before tested in the time period in your market. An audience that has been built up over years may start dial surfing with a newfound curiosity. What happens if audience levels wobble through the short term as your competitor pushes the emergency stop button?
By Steve Lapa
Lapcom Communications Corp
This is the perfect time of year to review proposals that sold through and which ones missed.
When I began my journey through the sales maze of the broadcast business, my first sales manager would always remind me, “We’ve got plenty of paper but not enough of you. What makes your proposals different and better TODAY?” His words were so on point the message guided me for over 40 years. The concept goes to the foundation of sales: maintain strong relationships every day throughout the process.
Pending Business: Sales Lessons from the Election Cycle. Sales and marketing pro Steve Lapa, president of Lapcom Communications Corp, writes in today’s column that presenting a concise, targeted message of your station’s benefits to prospects is crucial to making the sale and is ultimately more important than how many prospects you toss into the hopper. Read his column here.
Biden Declared 46th President/Trump Refuses to Concede, Georgia Runoff Elections, COVID-19 Stats & Projections/Vaccine, the Economy/Stimulus Deal, Tropical Storm Eta, and Alex Trebek Dies Among Top News/Talk Stories Over the Weekend. Democratic challenger Joe Biden is declared the winner of the 2020 presidential election and President Trump’s refusal to concede the election; the January run-off elections for Georgia’s two U.S. Senate seats; the rising number of COVID cases in the U.S. and Europe, projections for the fall and winter months, and Pfizer’s announcement that its COVID vaccine appears to be 90% effective; the state of the U.S. economy and anticipation of a new stimulus deal; the arrival of Tropical Storm Eta in Florida; and longtime “Jeopardy!” host Alex Trebek dies among top news/talk stories over the weekend, according to ongoing research from TALKERS magazine.
Monday Memo: 20-20 News. With the holidays looming, and as we are prepping perennial year-end retrospectives, it’s easy to wonder what-the-heck-NEXT? In this week’s column, consultant Holland Cooke offers a wider-angle shot, and simple suggestion for radio. Read it here.
Townsquare Media Q3 Net Revenue Down 15.3%. Third quarter earnings from Townsquare Media indicate the company is weathering the COVID-19 pandemic better than some of radio’s larger firms. Net revenue for the third quarter of 2020 was $95.4 million, a decrease of 15.3% from the same period in 2019. While advertising revenue was down $16 million or 17.2%, Townsquare Interactive net subscription revenue increased $2.3 million, or 14.5%, to $18.2 million. For obvious reasons, live events net revenue decreased $3.5 million, or 98.2%, to $0.1 million. Townsquare was able to post net income of $1.3 million for the quarter (compared to the $7.3 million in net income in Q3 2019) whereas many broadcasting companies are posting losses for the quarter. Townsquare CEO Bill Wilson says, “I am proud to share with you today that Townsquare’s third quarter results exceeded our expectations, driven by sequential net revenue improvement throughout the quarter as our business continued to accelerate despite the impact of the COVID-19 pandemic. Third quarter net revenue improved to a decline of -15.3%, as compared to the third quarter of the prior year, which was up from a decline of -34.5% in the second quarter. This translated to a strong increase in Adjusted EBITDA from $2.1 million in the second quarter to $17.5 million in the third quarter. Our better than anticipated third quarter results were due to gains in both our Townsquare Interactive and Advertising segments. Townsquare Interactive, our digital marketing subscription business, has delivered net subscription revenue and subscriber growth each and every month of 2020, demonstrating its recession-resistant characteristics and proving to be valuable and a tremendous resource to local businesses. In the third quarter, Townsquare Interactive’s net revenue increased 14.5% over the prior year period, at an Adjusted Operating Income margin in excess of 30%, and added approximately 1,150 net subscribers, marking the 10th consecutive quarter of 850 (or more) net subscriber additions and the most quarterly net subscriber adds in nearly six years. Improvement across our Advertising segment was broad based, as revenue declines improved from -37.5% in the second quarter to -17.2% in the third quarter, each as compared to the prior year. Broadcast advertising net revenue sequentially improved throughout the quarter, with and without political revenue, and digital advertising net revenue returned to growth in the third quarter, driven by positive net revenue growth from Townsquare Ignite (+10% year over year), our digital programmatic advertising solution, and AMPED (+9% year over year), advertising revenue associated with our owned and operated local websites. In total, our digital net revenue exceeded 44% of our total net revenue in Q3 2020, and we remain confident that Townsquare Interactive and Townsquare Ignite will each generate $100 million of annual net revenue in two to three years… Although 2020 has been a challenging year, we are proud that we did not need to alter our core strategy. Rather, we believe the pandemic has allowed us to separate from our local media peers by placing a spotlight on the success of our strategy. Our focus on underserved small and mid-sized local markets, our investment and commitment to our ‘Local First strategy, and our investment in world class personnel, technology and infrastructure that allowed us to build a strong digital platform with best of breed products, services and solutions that contributes 44% of our total revenue, have all contributed to our ability to mitigate revenue declines and manage quite effectively through this downturn. We believe these actions will position Townsquare to quickly emerge from this crisis and return to our market leading performance quickly once this crisis abates.”
iHeartMedia Cuts Hit WLW, Cincinnati’s Steve Sommers. WVXU, Cincinnati’s John Kiesewetter reports that longtime “America’s Truckin’ Network” host Steve Sommers is a victim of the current downsizing taking place at iHeartMedia. The overnight program has aired on WLW, Cincinnati since it was launched by Sommers’ father, Dale “Truckin’ Bozo” Sommers, in 1984. As Kiesewetter notes, Steve Sommers joined his father on the program in 1996 and took over the program in 2004. Sommers posted to Facebook: “I have been DISMISSED from I-Heart Radio… I’m sorry my friends… 2020 is a bitch!!! I will not have a chance to say GOOD-BYE!!! Thanks for 25 years of friendship!!” It’s unclear what the status of the overnight program is as the “America’s Truckin’ Network” – along with Sommers’ photo – is still listed on the WLW website.
TALKERS News Notes. Washington, DC’s WTOP is partnering with longtime market crime reporter Paul Wagner for a new podcast titled, “Murder in a Safe Place.” Wagner has worked for WTTG-TV “FOX5 News” for the past 20 years covering cases including the murder of Congressional intern Chandra Levy to the Mansion Murders and the police-involved shooting of motorcyclist Terrence Sterling. He served as a reporter at WTOP from 1989 to 1999. In this series, Wagner examines a local cold case from 22 years ago: the murder of Sherry Crandell, a 50-year-old hospital worker who was brutally assaulted and later found dead in her office at Prince George’s Hospital Center. WTOP director of news and programming Julia Ziegler says, “Paul is a part of the WTOP family, and we are so excited to partner with him on this project. This 22-year-old cold case is a horrific and baffling one that will have listeners asking questions. Our hope is that through the reach of this podcast, we can bring closure to this case and the Crandell family.”…..iHeartMedia and the Malcolm Gladwell and Jacob Weisberg-co-founded Pushkin Industries enter into a co-production and distribution agreement that will make iHeartMedia the exclusive sales partner for Pushkin’s catalog of podcasts that includes “Revisionist History,” “Broken Record,” “The Happiness Lab with Laurie Santos,” and many others. As part of this deal, iHeartMedia and Pushkin Industries will co-produce a slate of new, original podcasts over the next two years. Gladwell says, “We started Pushkin to share the joy Jacob and I have found in creating and producing podcasts. Working with the team at iHeart will allow us to spread this joy at an even bigger scale.”…..AdLarge Media and National Sports Network unveil their slate of NCAA basketball games for the 2020-2021 season for radio. Last month, AdLarge was announced as the exclusive ad sales partner for the NCAA basketball games on the National Sports Network. The networks will air the Creighton Bluejays vs the Kansas Jayhawks on December 8 and the Gonzaga Bulldogs taking on the Iowa Hawkeyes on December 19.
Music Radio News and Career Moves. Programming pro Zannie Glover, a.k.a. Zannie K, is named program director for Beasley Media Group’s hip hop WMGC “105.1 the BOUNCE” and urban contemporary WDMK “105.9 KISS-FM,” effective December 1. Zannie K was most recently program director at non-commercial KMOJ-FM, Minneapolis as well as was the associate program director and nationwide night talent for Westwood One’s classic hip hop format…..Urban One Columbus enters into a Local Marketing Agreement with Southern Ohio Broadcasting to operate WWCD-FM, Columbus and launches a regional Mexican/tropical format branded as “La Grande 102.5 FM.” Urban One RVP Eddie Harrell Jr. says, “We are pleased to expand our footprint again in Central Ohio by reaching the fastest growing segment of the population, inclusive of the Mexican community and growing Central and South American communities. Combined with our African American targeted radio/television assets, we are now the largest single source provider of content to African Americans and Spanish speaking residents in Central Ohio.”…..Entercom’s rock outlet KISW-FM, Seattle is presenting the sixth annual “Live Day” tomorrow (11/10). This year’s completely live, virtual event will feature broadcasts of the station’s morning show “BJ & Migs” and afternoon show “The Men’s Room” with no recorded commercials, sound effects or music. Fifteen bands from across the Northwest and multiple voices from across the country will perform throughout the 12-hour program. KISW brand manager Dave Richards says, “For the KISW audience, 2020 wouldn’t be complete without the annual entertainment spectacular, ‘Live Day.’ This year, every artist and performer will participate virtually and distanced. Thank you, technology.”
By Steve Lapa
Lapcom Communications Corp
This week I encountered four different managers in top 20 markets who all started an email with, ”Sorry about…”
We are all human, we all make mistakes, and sometimes we all want to dial back the send button. But when the managers start getting sloppy, what’s next?