By Holland Cooke
Consultant
BLOCK ISLAND, RI — You DO regularly communicate with an email list…right? Few opportunities to engage are more powerful than the ongoing conversation you have with followers. It’s a relationship that Pandora and Spotify and SiriusXM can’t emulate and smart radio hosts exploit well.
Send a link to your latest episode, invite feedback, and (of course) “Share with a friend.”
Stonecom Cookeville has three positions open. They are seeking a broadcast journalist/news reporter who is a lover of news who wants to lead their team and do news the right way. It is radio but on-air does NOT have to be part of the job. Writing and reporting MUST be part of the job. Send writing samples,
airchecks, and salary requirements to the address below. The company also seeks an on-air talent and programming assistant to be a part of the Lite Rock 95.9, Rock 93.7, 106.9 Kicks Country, News Talk 94.1, 93-3 The Dawg, Sports Radio 104.7, 101.9 / AM 920 WLIV, 96-9 Hwy 111 Country team. Send your resume. Send an aircheck. Send two sentences describing your goal in work and why this job interests you. You must do all three. And finally, Stonecom is seeking a graphic artist who designs clean, attention-getting logos, posters, mailers and web graphics. A great opportunity to supplement your income, add additional clients to your growing repertoire, or work from home. Send at least five examples of your work – along with your resume. Reply to: Stonecom, Attn: Human Resources, 1 Stonecom Way, Cookeville, TN 38501 Or email marcia@stonecomradio.com. Stonecom is an Equal Opportunity Employer.
By Walter Sabo
Consultant, Sabo Media Partners
A.K.A. Walter M. Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
To be an expert in marketing requires expertise in how memory works. Early in my consultant practice, I studied and read every book I could find on the processes of memory. The best book is Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Put simply, how many times does a consumer have to hear a message before it has impact? The book, a collection of studies, is the foundation for every qualitative study in the field today.
Knowing the foundation studies of frequency’s impact facilitates sales, promo scheduling, topic rotation and external station marketing. No marketing budget? Mistake. The most efficient investment in a radio station’s growth is external advertising. Heightened awareness of a station increases cume, key for direct response advertisers, and makes sales calls shorter because the station is familiar to buyers, improves morale, and minimizes competition.
Key take aways from this book of secrets:
The Law of Six: For a message to have impact, it must be heard by the target six times during the length of the campaign.
The Law of Seven: Why are there seven (7) digits in phone numbers? Over a hundred years ago the phone company had to determine how many digits we could handle. They researched how many items we could remember in any product category. How many brand name soaps, tires, shampoos, deodorants. etc. Try it. Write down all the shampoo brands or tire brands you can think of. I’ve performed this magic act with large audiences around the country.
Almost no one can write down more than seven shampoo, deodorant, cereal, or tire brands. The exception is if the question asks you to write down brands of an industry in which you work. Memory activity applies to the use of presets on car radios. Analog car radios rarely fill all five or six pre-set buttons. In your digital car, even though you’re in radio, I bet the most you’ve programmed is four.
Flight or Dose? A $5,000,000 national campaign was tested for flight effectiveness. What works best? Two weeks on, two weeks off or continuous spots. Same number of spots, same budget but continuous or flighted? Two surprising answers: The flighted campaign resulted in more sales. But the continuous run actually hurt sales and after an initial positive impact, sales declined to pre-campaign levels.
Youth Matters: The younger the customer, the more often they must be exposed to the message. A young person has more distractions than an older person.
People Forget: This is the key takeaway: If a product is not advertised for nine months, customers have no memory of the message. None. They might remember that the product exists, but they have no recall of what the product does for them or why they should buy it… or listen to it. A tragic, industry-wide mistake has been made to cease advertising radio stations. Obviously not advertising is hypocritical for a medium that survives on ad dollars. The no-marketing argument is that with the PPM there is no need to remind listeners of a station’s name because the listener no longer has to write it down in a diary. How much has your city changed in nine months? How many new streams, websites, podcasts have distracted your listener from your station? External marketing of a station protects the investment made in its operation.
Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at walter@sabomedia.com and www.waltersterlingshow.com. “Sterling On Sunday,” from Talk Media Network airs 10:00 pm-1:00 ET, now in its 10th year of success.
By Steve Lapa
Lapcom Communications Corp
President
It’s complicated, this whole Federal Trade Commission ruling potentially banning the non-compete. Considering where you stand on the non-compete concept, it’s really all about evaluating the five “C” profile of your media business.
Personally, I sit at a roundtable where all sides are given equal consideration. More about that roundtable later.
First the five Cs of your media business: Company, Culture, Customers, Competition, Compensation. Let us define each.
1. Company – What is the image and reputation of your Company (management) internally?
Externally? Is your Company viewed as a destination or last resort for employment?
2. Culture – Is the atmosphere on your sales team or in your talent pool upbeat, positive performance driven, supportive, with access to key management? Is there a feedback loop that makes employee voices valued in this new world of Zoom, Teams, etc.? Is achievement recognized in a positive manner? Do sellers and talent have input into goals? Are missed goals treated like broken glass or the start of a learning curve?
3. Customers – Advertisers and audience are important customers. Advertisers, the cash register of any ad-based media model, move in only three directions – increase their spend, decrease their spend, flatline spending. Audience scale is the currency of your performing talent. Audience, like advertisers, can only go in three similar directions – increase, decrease, level off. If you are a subscription-based media entity, pay close attention to overdelivering subscriber expectations and lowering churn.
4. Competition – Keep a close eye on what your competitors are paying, how they are recruiting and what they are changing.
5. Compensation – My favorite. Have the courage to pay for performance at the high end and many of your non-compete clauses may not be needed.
Check the boxes on all five Cs in the model as outlined. Now back to my roundtable.
When you consider your company’s view, the non-compete in any media business that provides training (sales, talent, and other personnel), promotional investment, exposure to confidential research and strategies, is not simple to eliminate.
Consider the following:
1. The talent/show that is backed with a six-figure promotional campaign. Should the talent/show be allowed to seek employment at a competitor who is smart enough to realize, your company invested the money to make the talent/show a success, and all the competitor needs to do is revise compensation and lift a few restrictions? Your company’s investment could never be paid back.
2. Ever sit in on a focus group project? When the participants open the perception spigot, the bucket can fill up with verbal gold. Whomever gains access to that research and the resulting strategic change in direction has their hands on confidential information that can help drive results off the charts. How is the company’s investment in that research protected? What about the employees learning how it all works?
3. Good sales training, seminars, and off-site are not cheap, and considered an investment in all sellers and management. Should you really be permitted to walk across the street with no notice and all that expensive training in your laptop?
I’m writing this column as a roundtable, considering all sides and it is still complicated.
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.
The latest duo of podcasts hosted by Benztown president Dave “Chachi” Denes have dropped. Joining Denes on the “Chachi Loves Everybody” podcast are new Radio Advertising Bureau CEO Mike Hulvey and Epic Media founder Brad Samuel. The two programs were recorded at the recent 2024 NAB Show in Las Vegas. Listen to them here.
According to a story in The Hollywood Reporter, the Writers Guild of America East has filed an unfair labor practice charge against the company’s management alleging that it has intimidated workers and encroached on their rights to discuss their working conditions and share union literature during break periods. iHeartMedia and the iHeart Podcast Union have been in negotiations for two years over the
workers’ first contract. The union says iHeartMedia has “violated Section 8(a)(1) of the National Labor Relations Act ‘by restricting protected Section 7 speech, by engaging in intimidating conduct and by interrogating employees about their support for the union.’” 
The union’s complaint adds, “When we have posted flyers about the union, management has removed these materials within the day, often within minutes… union members have received emails discouraging this activity, pointing out company policies about distributing literature in working areas, without acknowledging our federally protected right to discuss our working conditions or to distribute information about our union to our colleagues. Non-bargaining-unit employees and managers have used common work areas to openly disparage our union literature and efforts to inform unit members.” iHeartMedia has not responded publicly to the grievance. Read THR’s story here.
By Steve Lapa
Lapcom Communications Corp
President
Time to thank the lawyers in the Donald Trump trial for once again proving beyond any doubt the power of talk radio.
1. Sellers – Get ready for Mother’s Day and Christmas rolled into one.
2. Managers – Prepare a fresh new page in your talk radio media kit.
3. On-air talk radio talent – Don’t throw away that lottery ticket, your number could come in.
4. Media consultants – Hit the brakes on making TV as an automatic first choice for your political campaigns, we’ve got a story for you.
5. Owners – Play your cards right and that talk radio format may have jumped in value.
It has been widely reported that jurors selected for the Donald Trump-Stormy Daniels trial were presented a questionnaire with the following question, “Do you listen to talk radio?” “If so, which programs?” Now wait just a minute all you jury profilers out there or fans of the TV show “Bull.” This is big, but I have a few questions of my own:
1. Why would any lawyer be interested in the radio listening habits of a (potential) juror?
2. Why specify “talk radio?”
3. What’s with the need to know about specific programs?
4. What’s the definition of “listen?” Daily? How long?
Maybe it’s time to recognize just what all this means to great talk radio talent and marketers.
I’m sure by now you have figured out where this goes – influence – as in talk radio hosts, the original influencers.
The very nature of a jury selection questionnaire screening for talk radio listening and specific programs is fascinating. Did an attorney conclude that talk radio shows influenced a potential juror’s feelings, opinions, perceptions (the very currency of talk radio) when it comes to Donald Trump or Stormy Daniels or any other key player on the legal stage?
As every seller knows, talk radio talents were the original influencers and continue to drive sales every day. To the local sellers and managers in the New York DMA pitching Sid Rosenberg, Joe Piscopo, Mark Simone and the other great local talents, imagine experienced legal teams evaluating the influence of their daily shows on potential jurors. Same for the nationally syndicated talent heard in the New York DMA. Talk radio lives and is influencing in the Big Apple!
“Do you listen to talk radio?” “If so, which programs?” that line of questioning should now become part of your daily marketing testimonial. After all, if teams of well-respected lawyers feel talk radio listening can influence the decisions of jurors in one of the most historic cases ever to be tried in our country, imagine what talk radio can do for your advertisers!
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.
By Walter Sabo
Consultant, Sabo Media Partners
A.K.A. Walter M. Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
Growing a brand is a memory game. Which message will a target consumer value, remember it and take it to the cash register? The answer is not complicated but it is complex.
A great amount of energy and brain power goes into brand names, logo design, show topics but very little study is made of how often a company should deliver information to their target. The answer to the question of “how often” is critical to landing marks in the Nielsen diary, seeking for your station online or in-car. Effective frequency is essential to everyone’s success!
“When you’re sick of the song, that’s when the listener is just hearing it…” is
about all the science any of us have been tutored in on the subject of effective frequency.
Frequency of message has, in fact, been studied for over 100 years and the answers are astonishing! The most important, useful frequency of message studies are in the book, Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness.
I bought the book in 1981 to find answers to how much external advertising does a station need to win (remember?)… how often to rotate a song promo or topic? The answers are not found in myth and legends but in hard studies conducted by companies such as Lever Brothers and Procter & Gamble.
The book was assembled by the Association of National Advertisers. It is a collection of landmark major studies on how memory is Impacted by the frequency of message exposure. Expertise on the workings of memory is obviously the most important knowledge in a Nielsen diary market and vital to growth in metered markets if a station has been starved of a promotion budget. This book was edited by the head of research for Lever Brothers, Michael J. Naples.
The next three Sabo Sez columns will highlight more actionable data from the book. For example, the studies in the book offer hard data about on how many spots your listener can tolerate, how often to state and restate the topic, phone number, your name and more. This book has, by far, offered my work the most powerful guidance of any source.
Here are a few facts you might be able to put to use right now:
1. The first and last spot in a cluster enjoys the greatest recall. Promos work equally well in either position. Spots placed first and last should be charged more.
2. Moving money out of a TV campaign and putting it into a radio campaign will neither diminish nor improve response. BUT holding the money in a TV campaign and adding money for a radio campaign will improve response.
3. Stunning: For many product categories, daypart significantly impacts the likelihood of conversion to sales. Food product commercials, according to an Ogilvy & Mather study, convert to sales significantly better in late night, fringe time than in daytime. In fact, food product ads in prime time have a negative impact on sales.
4. Properly conducted research for consumer goods products can be successfully applied to media content development.
Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at walter@sabomedia.com and www.waltersterlingshow.com. “Sterling On Sunday,” from Talk Media Network airs 10:00 pm-1:00 ET, now in its 10th year of success.
Longtime WIBC-FM, Indianapolis talk radio host Tony Katz is entering into national syndication via Key Networks, beginning April 22. “Tony Katz Today” will air live Monday through Friday from 12:00 noon to 3:00 pm ET from Urban One’s news/talk WIBC-FM and a weekend program is also available for air on Saturday or Sunday.
iHeartMedia and Charlamagne Tha God’s The Black Effect Podcast Network announces a new original series titled, “Family Therapy: The Podcast,” hosted by psychotherapist Elliott Connie. It will document a family’s journey to healing through live group and individual therapy sessions. President of creative development and production Dollie S. Bishop says, “We are excited to announce ‘Family Therapy: The Podcast’ and share this incredible journey with listeners. Elliott Connie is a brilliant counselor, and our hope is that this series will entertain, educate and empower people to prioritize mental wellbeing and strengthen familial bonds.”
Audacy Podcasts adds a new show from Puck, the new media company focused on putting journalists at the center of its business model, with “Fashion People,” hosted by Lauren Sherman, a leading voice in the fashion community and writer of Puck’s private email “The Line Sheet.”
A new podcast from New England Public Media uses a mix of storytelling, psychological insight, and societal commentary to examine the stories we don’t tell, what they say about our world, and what they do to our minds. “The Secrets We Keep,” is hosted by veteran NEPM reporter Karen Brown and uses the lens of secrets to explore societal taboos and stigmas around sexual orientation, abortion, genetic origins, family scandals, and money – through the voices of secret-keepers, and those kept in the dark.
By Holland Cooke
Consultant
If you’re looking to jump-start – or optimize – your video interview technique, this session alone was worth the trip to Las Vegas. Washington-based video content strategist/producer/interviewer Amy DeLouise and cinematographer/gaffer Anne Saul delivered a soup-to-nuts “Boot Camp” session to an overflow crowd.
For the decks, hit AmyDeLouise.com, click Slide Decks then Real People Boot Camp, parts 1 and 2. You can devour an impressive tutorial of production techniques, including specifics about equipment and how-to-use-it.
Even if you’re just doing radio or podcast interviews, Amy offered some useful tips:
“Nervous Speaker Technique”: Before the interview, chat ‘em up, perhaps asking for a personal anecdote, i.e., “Why did you decide to become a _____?” If you are shooting video, do the B-roll and walk-and-talk shots first. Then, when they’ve gotten used to you and the set-up, start the interview. “Worst case: Let them take a break, ‘Go do some emails,’ then resume in 20 minutes.”
“The Contradict Me Technique”: Because “some speakers are very reserved, they won’t show emotion unless they feel they need to correct your misunderstanding.” So, bait them: “Isn’t A.I. just a gimmick?”
“The Shorter Answer Technique”: Some speakers have a LOT to say,’ so Amy says let them get it out of their system, THEN ask “How would I explain this to my children?”
“Two Do-Over Techniques”: If you want to re-ask a question, fib: “The part about X was really great. But we had a little bit of noise, do you mind if I ask you that one more time?” Or “lean in as if you didn’t quite hear the answer, and they will repeat it;” a ploy which “only works for the last part of what they said.”
“The Finish My Sentence Technique”: Amy says “When all else fails, ask ‘Finish this sentence: The biggest value we bring at ABC Company is…’”
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins,” and “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.
By Steve Lapa
Lapcom Communications Corp
President
The media headlines are dizzying these days, yet they all share one common thread. See if you can solve this puzzle.
1. The “Golden Batchelor” is getting divorced, three months after tying the knot.
2. Netflix is changing their film strategy, that according to The New York Times, may mean fewer big advances to stars.
3. NCAA Women’s basketball final delivered more TV viewers than UConn’s back-to-back championship finale vs. Purdue.
4. Retail media networks are real and could replace terrestrial radio as the true purchase influencer.
These headlines reflect what great radio programmers learned a long time ago, and what smart sellers practice every day. The concept is elegantly simple: give the people what they want, and the rest will take care of itself.
The “Golden Batchelor” was targeted at the 55+ audience. The biggest demographic watching traditional TV. The finale drew over 6 million viewers and gave millions of seniors hope for romance at any age. Give the people what they want, and the audience and advertisers followed. The breakup, well maybe that leans more Dr. Phil, and he is starting his own network!
Netflix has a new film boss, Dan Lin, and according to a recent article in The New York Times, he wants the Netflix film lineup to have a wider appeal to more of us 260 million Netflix subscribers. Sound familiar? Give a bigger share of the audience more of what they want.
Pioneering radio programmers learned that strategy before Netflix was a business model.
Start with Top 40 music radio, go to the all-news model and park your pick on your favorite pioneering talk radio talent. Listeners got what they wanted, as audience and advertisers followed.
Nearly 19 million watched as Caitlin Clark tried one last time to drive her team to victory. Her final push wasn’t enough to defeat a determined South Carolina team. It didn’t matter to the millions who tuned in and the advertisers who were smart enough to jump on board. Give the fans a superstar from Iowa named Caitlin and an audience of millions will follow.
Don’t look now, but that old-school pitch of radio being the final purchase influencer as the radio plays in the car on the way to the store, is fading fast. I can’t tell you how many times I made that classic pitch, until I heard “Attention ______ shoppers” as I pushed my cart down the aisle.
Retail media networks are now online as well as “on-the-air” in store, and we are spending more and more time shopping online.
What does it all mean to you, the seller? Simple! Just find what your advertisers want and sell it!
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.
By Steve Lapa
Lapcom Communications Corp
President
The work-life balance concept is up for a new spin. Let us start in California.
A recent article in the LA Times discussed the California “right-to-disconnect” bill, “guaranteeing workers the right to ignore after-hours call, emails and texts from employers.” It is not a law yet, but if Assemblyman Matt Haney has his way, the workday could be redefined, again.
We have moved from being overworked and underpaid to the covid-driven culture of work from home and working remotely. Dress codes took on a new meaning as we Zoomed and Teamed our way through meetings, calls, and brainstorming sessions.
As the total remote work concept is being revisited by many media companies we have moved towards a hybrid of the number of in-office days vs. total remote days. Many ad agencies and rep firms are getting increasingly comfortable leaning into mainly remote work as commercial office space vacancies hit all-time highs in many cities.
With the warp speed advances of communication in the digital world, we now have the 24/7/365 always-on mindset. Some companies hire sales and customer service reps in all time zones to align unique sales and marketing with a heightened level of customer expectations.
How disappointed do you get when you hear, “our normal business hours are_____, please call back.” Are you kidding me with “normal?” One contract required my own company, considered a small business, to maintain production teams on both the East and West Coasts to adhere to final edits and posting deadlines.
The new world truly is business unusual. The “right-to-disconnect” does have a key place in the blurred workplace. The question is how to manage such a unique concept as not answering the phone when caller ID says, “Boss.”
Let us complicate the picture with my favorite growing trend, “The 4-day Work Week.” If you are in sales or marketing, you could be drooling at the opportunity this will create. No, not more time AT the beach or golf course for you the seller. I am thinking about the new opportunities to talk to the marketing director of the resort, golf course, family get-away or any other leisure activity that could make that long weekend a permanent lifestyle fixture. Some phenomenally successful businesspeople have already placed their bets. As we redefine the work-life balance, new categories will open right in front of you. Stay focused. Pickleball, anyone?
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.
Benztown and P1 Media Group are hosting a free webinar for radio professionals around the globe on Thursday (4/11) titled, “Up Close and Personal with Scott Shannon: Radio G.O.A.T.” The 40-minute webinar will be hosted by Benztown CEO Andreas Sannemann and P1Media Group partner Ken Benson. Shannon will address issues including what skill sets are essential for radio and television talent compared to those needed for podcast hosts and new media personalities, and much more. Register for the webinar here.
Auddia Inc. receives a U.S. Patent for the core AI technology it is using in its flagship faidr app to deliver ad-free AM/FM radio stations to paid subscribers. Auddia CEO Michael Lawless says, “As the technology landscape continues to accelerate, we continue to evaluate new technologies to determine how we can use them to introduce unique capabilities and experiences for creators and consumers within the audio space. We look forward to continued validation from the U.S. Patent and Trademark Office as we continue to innovate and invent.”
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
It seems every hour Nielsen and Pierre Bouvard of Cumulus fame (formerly of Westwood One) put out a release stating that radio is just fine, thank you. Radio is more persuasive than TV, direct mail, streaming and print. Radio is a proven success for over 100 years. Most of the buildings housing Procter & Gamble were built on radio – not TV – advertising success. Happily, P&G realized radio’s clout and is now a dominant radio advertiser – again!
Audience data, facts, do little, if any, good. Based on the facts, radio should be the number one local advertising medium. It’s not, direct mail wins. Value Pack.
Every year radio’s revenue goes down. Many stations deliver consistent ratings and consistent product – yet they are going down in billing. Selling hard numbers, provable numbers, is not growing the industry.
Why do you buy stuff? Quantitative numbers are not driving revenue. What’s an option? Why do you buy… anything? If you’re buying an essential item like milk, the purchase is price driven. But radio is not an essential ad buy, yet the sales challenge is met by lowering spot rates. That hasn’t solved anything. Lower spot rates make overall revenue worse by lowering perceived value.
Your non-essential purchases are determined by price and emotion. Do you need that? No, but you want it. What does radio provide to a listener? EMOTION. Music and talk radio elicit emotional responses. Profound, deep, emotional responses. Why do clients cancel talk radio? Because they are offended, embarrassed or angry. Why do clients cancel a music station? Because they hate, can’t stand or are offended by the songs. Media buyer emotions drive capricious, rapid ad campaign cancellations. (Why do you get fired even though your numbers are just fine? Because you offended somebody.)
If numbers don’t maintain a buy, what would compel a buy?
Tangibles plus on-air emotion. Tell you a secret. Most TV media buys are for shows, not audience. Right. Math-driven media buying services buy TV shows they like.
Suggest we look to move off the spreadsheet, the programmatic, and enter the warmth of emotional selling, selling to a buyer’s personal likes. (Jingle Ball – genius!) Personal likes. The numbers aren’t serving the need for revenue growth. Soft drivers: Concert tickets, prize winners, food, free tracks, buyer names on air, parties, gift for kids. Old school? No. Proven school. New school isn’t working. Turn radio’s air into tangible, shiny objects. Radio elicits emotional responses, let’s sell to them. That’s powerful! More powerful than time spent listening.
Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at walter@sabomedia.com and www.waltersterlingshow.com. “Sterling On Sunday,” from Talk Media Network airs 10:00 pm-1:00 ET, now in its 10th year of success.
By Steve Lapa
Lapcom Communications Corp
President
The thing about outstanding performance is there is one key trait in the performer we can all agree on. It was on full display in front of millions during the past two weeks. It shows up every time an athlete takes the game to new levels, or an artist moves us out of our seats and collective comfort zone.
This trait is different from the energetic enthusiasm or the excitement we see from even entry-level performers. This trait takes time, experience, discipline and coaching before you can call it your own. We all need to pause a minute and make sure it is part of the developmental skill set being sharpened every day. Because you, the seller, cannot measure it on your own. You will need feedback from a trusted manager to be sure you are developing this part of your skill set to a level that will lead you to perform at peak efficiency.
Have you filled in the missing blank?
The trait is confidence. Not to be confused with arrogance, stubbornness, or being uncoachable. There is a difference between being so gifted that the student outgrows the teacher and sheer confidence. Confidence is that measured poise that shows your focus on the goals at hand, the calm you have under pressure, the ability to lead by example and the flexibility to adjust style and strategy. Confidence is one game changer that comes through whether working remotely or on in-person calls. Confidence is defined by proven experience as opposed to years on the job. Confidence is built by holding yourself to a standard that may be higher than what others expect. Confidence is developed when you set goals and stretch goals and through determination you achieve and exceed your goals. Confidence is recognized fastest when your performance leads by example and helps others achieve their goals. How do you begin developing confidence in your own performance?
1. Start with the one person you can control: You!
2. Prepare to Win. How much time do you spend preparing your calls? It takes 10 years of medical school education to accurately diagnose a one-second heartbeat.
3. A little positive self-talk helps. Think positive as in “I can do this.”
4. Invoke the great Charlie Munger theory. Get rid of the toxic influences in your (sales) world.
5. Learn from your wins and losses. When you win business the learning curve is simple. Very few managers teach sellers how to manage a competitive loss. Ask for the type of feedback that will help you improve.
6. Collaborate. The smartest people I know constantly ask questions.
7. Expand your knowledge base, experience base, and contact base every day.
Confidence is one universal trait in every champion. What is in your planner to help build your confidence?
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.
Gunhill Road, the timeless band that has been creating multi-genre rock and pop music spanning more than five decades, has released a stunning new song and video titled, “Damn Scammers (Get Off My Phone).” The piece – which is a no-holds-barred attack on the rise of scams and fraud in our society – is an advance release from the band’s forthcoming fifth album. Gunhill Road has developed a unique niche in recent years attracting tens of thousands of internet followers powered, in large part, by the attention and airplay given it on talk radio. New songs by the group typically debut on hundreds of radio talk shows sparking conversation about today’s pressing topics of news and social concern. The compositions feature clever, candid lyrics delivered in a highly musical and original way. The band consists of co-founding member/pianist/vocalist Steve Goldrich, longtime guitarist/vocalist Paul Reisch, noted Broadway theater instrumentalist/guitarist/vocalist Brian Koonin, and TALKERS publisher/vocalist Michael Harrison. The provocative video for “Damn Scammers (Get Off My Phone)” was produced by Matthew B. Harrison. The song, a powerful rocker marked by driving guitars, riveting keyboards, an exuberant group chorus and a compelling lead vocal by Brian Koonin, expresses the frustration we all face in an increasingly dangerous environment marked by the rising corruption of identity theft, charity scams, grandparent scams, imposter scams, mail fraud, romance scams, lottery scams, crypto scams, blackmail, phishing, and disingenuous institutions. Click here scammersvideo.com to see the video. To arrange an interview with Michael Harrison to discuss the scam crisis, please email info@talkers.com.
By Steve Lapa
Lapcom Communications Corp
President
Will video save the radio star? I hope so.
The tea leaves have become abundantly clear. Start understanding the impact of stand-alone video offered by your radio station or forever consider yourself outdated. Are you listening, all you great programming and production gurus out there in talk radio land. The up-and-coming generation is in line to take over and we had better start shifting the development wheels into hyper-gear today.
Everything new is new and everything old is suspect. Think about this:
1. How many times have you logged into Facetime or your favorite video platform purely for the sake of staying in touch? An entire generation is being raised on video calls and remote work. Can linear talk radio carve out a future in this video intense environment?
2. I can hear the old school managers barking, “There will always be in-car listening.” True, but commute times and days are changing regularly with remote work becoming the norm. In-car audio listening is changing before your very ears.
3. Have you digested the most recent research metrics? Sorry old schoolers, the days of 95% of homes listening to terrestrial radio are over. Ever watch the preschoolers ask Alexa or Google to read them a book?
4. Young parents under 40 are now limiting “screen time.” The key word is “limit.” Doesn’t that speak volumes?
How do we turn video integration into a sales winner for radio?
1. Stop denying the trend. Embrace the wave and ride it to profitability.
2. Focus on what sells. That “security camera” look in the on-air studio is embarrassing. Start having a real dialogue internally about what it takes to win dollars in this newly competitive world.
3. Reinvent yourself. Do not be slow to move forward. This video world moves at hyper speed and leaves laggards in the dust.
4. Not everyone will make the cut. Some of your talent will work better in the video world than others. Remember this is all relatively new to terrestrial radio. As your team navigates the way through these uncharted waters communication is critical.
The foundation is still solid. Many advertisers are comfortable with radio/audio that delivers the results they expect. Those advertisers are the rock-solid foundation every radio station needs. But eyes on the future are important as we all deal with single digit growth in competitive sales markets around the country.
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.
By Ted Bridis
University of Florida
Professor
The headlines haven’t been kind to journalism lately. That recent New York Times piece declaring its demise? It wasn’t exactly a morale booster. The Messenger, created to revitalize journalism in the digital age, shut down after just one year. Sports Illustrated was on the cutting block until Minute Media came onto the field with a Hail Mary to save the 70-year-old publication. The Wall Street Journal laid off a slew of talented reporters despite record profits. Yet, some of these decisions have nothing to do with the state of journalism but are based on balance sheets, declining advertising buys, and changing tastes in media consumption.
David S. Levine of the Times of Israel has written, “Journalism is dead. You are on your own.” But here’s the thing: I’m not buying it.
As a journalism professor at the University of Florida with more than 35 years in the industry, I’ve seen my fair share of ups and downs. Remember the rough economic patches of 2001 and 2008? The internet’s constant disruption? We’ve weathered those storms, and we’ll weather this one, too.
In fact, universities like mine are leading the charge in a new era of journalism. The investigative, political journalism and public policy reporting classes that I teach feed directly into something near and dear to me: credibly holding powerful institutions accountable. And we’re building partnerships to help sustain the industry.
Our Fresh Take Florida news service distributes significant reporting by our undergraduate journalism students to major news outlets across Florida. Newsrooms receive high-quality content for their readers, viewers, and listeners. Students earn real-world experience covering challenging subjects and gain exposure with editors and news directors who hire them when they graduate. Every semester, sadly, my classes of young reporters dwarf the size of many professional newsrooms in some of Florida’s biggest cities.
Talk media is especially vulnerable as our journalism industry works its way through these latest challenges. It relies on journalists to unearth those hard-hitting stories, identify credible sources, and separate fact from fiction.
Here’s the truth: Talk media can’t function without a healthy investigative journalism ecosystem. They need that next generation of journalists I’m training — reporters who are not just trustworthy and credible, but efficient and effective in getting the story out quickly. After all, in today’s fast-paced world, talk radio often relies on journalists for its content.
This is precisely why investigative journalism programs around the country and the Collier Prize for State Government Accountability are so crucial. The $25,000 Collier Prize, established at the University of Florida with a generous gift from Nathan Collier, a descendent of the family that founded the pioneering investigative journalism magazine Collier’s in the late 1880s, is one of the largest journalism awards in the country. It recognizes and celebrates the very kind of investigative reporting that underpins strong talk media.
We’re fostering a new breed of investigative journalists who can seamlessly serve the needs of both traditional and talk media. They understand the importance of speed and accuracy, the ability to distill complex issues into digestible segments, and the value of unearthing stories that spark conversation and hold power to account.
The future of journalism isn’t about flashy headlines or clickbait. It’s about dedicated professionals committed to truth, transparency, and giving a voice to the voiceless. It’s about investigative reporting that illuminates injustice and empowers citizens. And it’s about demonstrating to readers, viewers, and listeners that objective, hard-hitting journalism is worth paying for, after a generation where we gave it away free online.
Talk media is dependent to a degree on the success of the rest of the ecosystem, which is an important point. We highlight and identify credible sources who then become guests on programs that can go into a lot more depth than they can with a quote in a 1,000-word story. Talk radio very much has a stake in the success of journalism. They need this next generation of journalists to be better than ever — credible, trustworthy, and ethical but also efficient and effective — working expediently to get the story told because in a lot of cases talk radio is getting its content from journalists.
We are never not going to need journalists. That’s the silver lining — democracy needs journalists. It needs trustworthy, independent, independently minded journalists who seek the truth and report it. That sentiment is alive and well, and talk media needs this kind of journalism now more than ever.
Award-winning investigative journalist Ted Bridis led the Associated Press’ Pulitzer Prize-winning team before joining the University of Florida. He’s known for his expertise in source protection, FOIA law, and uncovering high-profile stories like the Clinton email server and Paul Manafort’s foreign lobbying. Previously, he analyzed national elections for the AP and covered technology, hackers, and national security.