Industry Views

Pending Business: You’re Halfway Home

By Steve Lapa
Lapcom Communications Corp

imCongratulations! You’ve made to the halfway point this year.

Stand by to prepare for the second half of the year like you never have before. This upcoming second half could be so confusing even WAZE may not get you home.

The economy is sending so many mixed signals it is almost impossible to distinguish flashing warning signs from healthy growth curves. From home sales to new car sales, prices are holding as mortgage rates are at a 15-year high and new car prices redefine sticker shock.

Hiring in many categories was robust over the last few months, signaling a better economy ahead. Here comes the tricky part. For most in the news/talk sales world, the next quarter isn’t exactly on fire and as usual precious few sellers and managers are working on Q4 as they wrestle with the headwinds they now face.

Sorry to report there is no fast fix or instant solution. But let’s at least try to review some basic game planning:

— Are you still spraying and praying, or have you zeroed in on growth targets? Every survey says, “revenge travel” and dining out are big factors in local economies this year. What’s on your target list?

— Open your eyes. What’s hot and what’s not? Here in Florida, there are two Peloton stores in two major malls as well as a full display in our local Dick’s Sporting goods. All three venues are forever uncrowded – as in empty. Yet have you checked out the price of bicycles, golf clubs, or leisure wear? The consumer is spending, but not where you may think.

— Back to the basics. Medical, dental and general wellness should always be on your radar as most of us are ready to invest in health and happiness. Does the category profile show on your target list?

— Unpredictable economies require smarter financial and legal plans. Are your listeners ready for a financial check-up? Laws change and staying current with tax and estate laws is always a challenge. The news/talk audience always over-indexes on financial qualitative.

— How is your competitive periscope? Are you aware of any new media competition that may be carving into budgets? Have you come to terms with the growth in local digital marketing or is your head still in the sand?

The second half of this year is up to you. Make it or break it, it’s your call.

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: