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Pending Business: Howdy Partner

| May 9, 2022

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Somewhere along the line someone changed the lyrics.
Our advertisers, our customers, became “partners.” Now that’s weird.

Do our advertisers (customers) really want a partnership in the true sense of the word? Or do our advertisers want what everyone else wants: maximum value at the best price?

Supermarkets don’t call shoppers partners, yet we are regular spenders seeking value for the dollar, same with the gas station. No partners at the produce section or the gas pump, just us regular customers.

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Pending Business: Reimagining How News/Talk is Sold

| March 21, 2022

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Maybe it’s time take a minute and reimagine how news/talk radio is sold. I am serious. Because your company is offering audio options like:

1) Fight clutter with less inventory.

2) Offer host-read endorsements.

3) On-demand.

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Pending Business: Survey Says…

| June 7, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Ads are ok!

Our friends at NPR just released a research piece by Edison. If you haven’t read the study, you should take the time. The study identifies six categories of listeners that are reminiscent of similar research pieces I’ve seen over the years.

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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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