Tag: "sales strategy"
Pending Business: New Talent, New Rules
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The race to replace Rush in syndication is shaping up and new names are filling the time period.
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?
Monday Memo: Curing the Radio Advertising Pandemic
By Holland Cooke
Consultant
BLOCK ISLAND, RI — If you’re reading this in Arizona, PLEASE be careful. As I file this week’s column on Sunday, the Active Infection rate there is 23%. Florida and Texas (14%) closed the bars, and other states that now seemed to have jumped the gun are slamming the brakes on re-opening. Wherever you are, you’re witnessing an ongoing challenge to public health…and advertiser-supported media.
“Local-Local-Local” has been the desperate plea of programmers, as corporate bloodletting whacked station staffs. Independent Texas owner Paul Gleiser, my longest-suffering client, weathered the coronavirus pandemic better than absentee-owned competitors because his sales strategy is so grassroots and focused on the service retailers deemed “essential” during the shutdown.
