Pending Business: King Content

By Steve Lapa
Lapcom Communications


PALM BEACH GARDENS, Fla. — If “content is king,” then what is sales?

The sports world seems to be redefining how we view value and utilize king content. The trailblazer is arguably the biggest brand in sports: the National Football League.

The NFL wrote the book on how constant improvement and innovation, especially in media coverage, could drive a brand to unmatched heights in event marketing, viewership, influence, and income. It is no accident the NFL is now in the spotlight again moving the media innovation needle to 5.0.

News from numerous business publications indicates that the world’s richest company and the original disruptor, Apple, is bidding for a media partnership with NFL valued at $2 billion, maybe more. Other blue chip companies are rumored to be in the NFL bidding mix as well, but none as uniquely resourced, or as comfortable managing and profiting from change as Apple. So what is this all about and how does it relate to your daily sales?

  • Unique content can drive multiple platforms. The content the NFL provides can help Apple sell loyal football fans everything from iPhones and streaming services, to specialized apps, a supercharged Apple TV, computers, watches, merchandise, tickets and more.

With over a billion iPhones in the world today, you can see where this NFL content could be worth over $2 billion dollars to Apple.

Content may be king, but Apple’s valuation is King Kong.

  • Monetizing the content is the game changer. You can have the greatest content on the planet, but if your sales or marketing plan is underdeveloped, then king content becomes a profit-draining pawn.

Let’s hit the pause button for a moment.

Is anyone working with a local talent who is marketed as a brand? How about your radio station? Is it perceived in your community as a brand? If so, does your sales pitch include the brand concept?

Apple is 45 years old. How long has your news/talk station been around?

It’s a painful look in the mirror as we sell day-to-day in oversaturated media markets and fight the declining perception of “traditional” radio. Yet every day the air talent at news/talk radio stations generate and distribute fresh, new content consumed by thousands and in some cases millions of loyal listeners. Many of your station’s listeners are as loyal as the NFL game day fans consuming that $2 billion-plus content valuation. We just need to re-think how we monetize “king content.”

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: