By Steve Lapa
Lapcom Communications Corp
President
No, this isn’t about college football or New Year’s Eve. Wait, maybe it is.
This is about getting you to start the 20 benchmarks every news/talk or sports talk manager, seller, even owner should be reviewing, analyzing, and preparing on their 2023/2024 calendars.
Call me the Detail Doctor, because as we all know the dollars are in the details.
Let’s start with August:
— College Football kicks off at the end of the month and your packages are closing out.
— The NFL season kickoff is full of new competition, so close, close, close.
— Labor Day is on the way and depending on your market dynamics unique packages could swing momentum your way.
— Early 2024 upfronts should be game planned now.
— Review your recruitment profile.
September:
— Election Day is 9 weeks away. Are you ready?
— Do you finalize goals/budgets for 2024?
— The Jewish community observes High Holidays at the end of the month.
October:
— Tweak your Q4 packages.
— Thanksgiving
— Christmas. Sunday/Monday this year.
— Too early for New Year’s Eve? Sunday/Monday this year.
— Financial Category. We all want second opinions, right?
— Legal. ditto
— Lock in your 2024 goals.
— Monitor pacing for 2024 upfront.
November:
— Check your crystal ball for final 2023/early 2024 performance.
— Daylight Saving Time ends. Change those clocks!
— Start thinking Vegas, baby for the February 11, 2024 Super Bowl.
— How did those upfronts close?
December:
— Renewals for 2024 done?
— Pacing for 2024?
— Actual selling days in the month is deceptive.
— Review those wins AND losses.
— Happy New Year.
This exercise is a simple, functional start point. Every seller, manager, and owner will add, delete, or adopt this list. My hope is you will move to do something to help your 2023 income finish big and 2024 start even bigger!
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: Steve@Lapcomventures.com.