Pending Business: How Would Elon Musk Price Radio?
By Steve Lapa
Lapcom Communications Corp
President
Theory vs. practice is always a fun exercise. What happens when someone is bold enough to step out and break the mold to achieve their goals? Do you stop and learn, or do you simply stay in your comfort zone and take a pass?
The headline was “Tesla Drops Prices Again” and they beat their quarterly sales goal. Do you drop your prices to make your sales goals? We are not talking about summer specials, weekend paid programming, or sports packages. Tesla made flat-out price reductions to roll the dice on volume, confident in the product and the marketplace to drive volume for the second time this year.
Ever visited a Tesla store? You will be shown a price card. Every time I asked a question, they tapped a keyboard. No real selling, just facts. Let us do a deeper Tesla-style analysis.
Why drop prices when you have nearly two-thirds of the EV market? Is it because your competition is gaining on you? Because you will miss your quarterly projections and you don’t like losing? Because an incentive to buy is about to expire (government credit)? Because you are a world class disruptor? Because you know by lowering prices you will own the news cycle? Because there is still room for old school price wars to stimulate demand and distract the competition?
Survey says, all of the above. How about the opposite? What if Tesla’s strategy was like what most of the radio managers and sellers reading this article would do? The “urgency” trigger. “Buy today, because prices will go up on ______.” The radio/audio “urgency” pitch strategy is so predictable – seasonal, political window, a change in management policy, sell-out level. Heck, Teslas are on back order and they still dropped prices. WWED? What would Elon do? Probably fire us via Twitter. Back to earth and our highly competitive radio/audio world. Here are the takeaways.
— Know your competition. My current experience in one of America’s largest radio markets is price strategy IS driving volume and helping a great radio station make goals. The higher-rated competitor is standing still as the business shifts.
— You don’t have to be loud to be a disruptor. Sitting Bull won by knowing how to sell his idea. He organized, collaborated and was patient. He won by quietly disrupting then got loud when the timing was perfect.
— Do your homework. “Urgency” as a price lever has been around since the Mad Men ran Madison Avenue. Have you ever reviewed how your urgency plan can be maximized? Or is the strategy played out?
— Who Cares? If you lower rates today until New Year’s Eve, will the rate reduction create enough local market buzz to drive the volume to beat your goals? You can always raise rates once your foundation is comfortably in place. Oops! Did I just demonstrate real world grid card selling?
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. Steve Lappa will be moderating the “Generating Revenue” panel at TALKERS 2023 on Friday, June 2 at Hofstra University.
National TV advertising sells things, local radio advertising sells services. And in 
compliance with the Nasdaq Listing Rule, the Company’s common stock will be subject to delisting. Under the Nasdaq rules, the company has 60 calendar days to file the 2022 Form 10-K or to submit to Nasdaq a plan to regain compliance with the Nasdaq Listing Rule. If Nasdaq accepts the company’s plan, then Nasdaq may grant the Company up to 180 days from the prescribed due date for filing the 2022 Form 10-K to regain compliance. If Nasdaq does not accept the company’s plan, then Urban One will have the opportunity to appeal that decision to a Nasdaq Hearings Panel. The company says it is working diligently and expects to file its 2022 Form 10-K within the 60-day period. Previously, Urban One notified the SEC that it had identified material weaknesses in its internal control over financial reporting and as a result, expected some of its internal controls over financial reporting and disclosure controls would be ineffective as of December 31, 2022. The Annual Report on Form 10-K for 2022 will describe these material weaknesses, and the company is implementing plans to remediate them.”
and play-by-play announcer for the University of Arizona. Kelly’s won five Associated Press first place honors for his work in radio. Cumulus Tucson operations manager Herb Crowe says, “I couldn’t be happier to welcome David to the Cumulus family. His experience covering all of the University of Arizona athletic programs for television, combined with his years of radio experience, make him the perfect person to lead ‘Wildcats Radio 1290.’” Kelly comments, “When I came here to Tucson 15 years ago, my hope was that I’d have the chance at some point to lead coverage of the high-profile collegiate sports program at UA. The opportunity to head programming for ‘Wildcats Radio 1290’ gives me the chance to do that, as well as set the pace for delivering the best sports, news and information to our listeners in Southern Arizona.”
assets, digital audio and tentpole events. In addition, Kurland will oversee the company’s entertainment legal functions across podcasts, live events, and new media initiatives as well as its music licensing strategy, including maintaining and renewing all music industry licenses for iHeartRadio’s digital services and performance licenses through PRO agencies. iHeartMedia EVP and general counsel Jordan Fasbender says, “Jon’s vast experience and dealmaking skills in the audio industry will be incredibly valuable as we continue to innovate and expand our partnerships and opportunities that leverage and enhance iHeartMedia’s position as the leading audio company in the U.S.” Kurland joins iHeartMedia from Amazon, where he served as senior corporate counsel in the Global Media & Entertainment group.
understanding of the media industry, coupled with a passion for innovation and excellence. As VP of content and digital strategy, Michele will continue to work with our content and digital teams while collaborating with each local market’s leaders to drive our company’s vision forward. Her extensive experience in digital strategy, content creation, and audience engagement will prove invaluable as we continue to grow our business and adapt to an ever-changing media landscape.” Mitchell says, “I am honored to take on this new role and continue working alongside the talented teams at Neuhoff Media. I am excited to bring my experience and passion for content creation and digital strategy to this new position, and I look forward to helping Neuhoff Media continue to thrive.”
order): Heather Cohen, SVP, The Weiss Agency; Steve Goldstein, CEO, Amplifi Media; Ron Hartenbaum, managing partner, WYD Media; Chris Oliviero, market president, Audacy New York; David Pakman, talk show host/commentator, The David Pakman Show; and Larry Young, talk show host, The Larry Young Podcast.
Carton Show” weekdays from 7:00 am to 9:30 am on FS1 since September of last year in addition to the daily WFAN afternoon drive show he does alongside Evan Roberts. As Marchand writes, doing both shows is time consuming. Carton is up in the middle of the night to get to Midtown for the FS1 show, then does the WFAN show and gets home around 8:30 in the evening. Marchand also speculates that FS1 might believe that Carton’s TV show would draw more viewers if he wasn’t also on “The Fan.” It’s reported that Carton’s contract with Audacy expires later this year so WFAN would like to know what Carton’s plans are sooner rather than later. 
wont, the rest of the cast toasted – and roasted – her after she announced the engagement on the nationally syndicated show. 
Grey DeLisle as Louisa Adams. The podcast tells the story of how John Quincy Adams went from a failed one-term president to an extraordinary ex-president. Additional voice talent includes filmmaker Ken Burns, CNN anchor John King, radio and CNN host Michael Smerconish, musician Scott Avett, and others. Crawford – who recently got his Master of Arts in History – says, “John Quincy Adams is THE most important historical figure that no one knows about. He is the bridge between Washington and Lincoln. The man who stood in the gap and kept the promise of American democracy alive when the Slavocracy sought to undermine it. I have dreamed about making a series about John Quincy Adams for years and am so grateful to iHeartPodcasts, Curiosity, and School of Humans for helping bring America’s sixth president to life.”
price requirement set forth in Nasdaq Listing Rule 5550(a)(2). The notice indicated that it is a result of the closing bid price of the company’s common stock having been at least $1.00 per share for a minimum required number of consecutive business days. Separately, today (4/7) is the date that LiveOne has set for spinning out PodcastOne as its own publicly traded company.
content through financial resources, direct or indirect political pressures, and/or control over production and distribution.” Twitter owner Elon Musk replied to NPR’s protestations with two words – “Seems accurate.” NPR president and CEO John Lansing said the company was disturbed to see the “state-affiliated Media” tag slapped on its tweets and calls it “unacceptable for Twitter to label us this way.” 
Harris tells the Tampa Bay Times that there is interest from other broadcasters but the six-month non-compete in his iHeart contract prevents him from working elsewhere right away. Harris says he didn’t get the chance to do a farewell show – something iHeartMedia West Florida president Chris Soechtig denies. Salem Media Group says it’s offered to host a farewell show on its crosstown news/talk WGUL “AM860 The Answer,” but also doesn’t want Harris to get into a legal tussle. 
outspoken opinions about contemporary issues.” Celente is a longtime forecaster of economic, political and social trends and has been a guest voice familiar to the hosts and audiences of talk radio and television for decades. Based in historic Kingston, New York, he publishes a magazine called Trends Journal, co-hosts a podcast with noted media figure Judge Andrew Napolitano, promotes rallies for peace, and has even launched a non- sectarian entity called the Universal Church of Freedom Peace and Justice from which – as its deacon – he delivers a weekly YouTube sermon denouncing America’s role in foreign wars… a position that has cost him a number of former allies in business and the media. Celente describes himself as a “political atheist.” 
dysfunctional families in America and how they are tearing our country apart.” SXM Media, the combined advertising sales group from SiriusXM Holdings Inc., has exclusive global ad sales rights for “Dr. Laura’s Deep Dive.” Dr. Laura says, “I’m excited to go deep into topics that are so important to the everyday life of my listeners. Focusing on one topic per episode gives me time and space to analyze the challenges, demonstrate real world examples, and share solutions on how to navigate out of the muck and mud of bad decisions and wrong-headed analysis and achieve a fulfilling life.” Dr. Laura Schlessinger’s “Dr. Laura Program” is in its 13th year on the SiriusXM platform. 
working with clients in the Atlanta, Athens and Jacksonville markets. CMG VP of national sales Jodi Rainey comments, “We are thrilled to have Andrea join our team. Her expertise and leadership will be instrumental in driving growth and innovation across our national sales efforts.” Clay says. “I am honored to join the team at CMG and look forward to contributing to the company’s continued success. I am excited to work with CMG’s talented national sales team and partner to deliver results for our clients.” 
with Community Broadcasters in Florence, South Carolina as marketing and promotions director. He’s also served in a similar capacity with Cumulus Media, CBS Radio, and Flinn Broadcasting. Lyons says, “I am excited to join the SummitMedia Omaha team. I have heard great things about the company for years and I look forward to the opportunities these stations present. I’m energized by the great team here and ready to have some fun!”
WCBS Radio in New York City as a reporter and later as an assistant news director. He joined CBS News as a correspondent in 1981. In 1985, he became anchor of “World News Roundup” – a position he would hold until 1999. Current “World News Roundup” anchor Steve Kathan says, “His booming voice and punchy writing style set him apart. He read and knew so much about so many issues and so many places. Bill Lynch was an influence on me and so many others who aimed to do what he could do.”
A shocking number of highly qualified broadcasters have lost their jobs. The venture capitalists that financed the big radio companies are the people who should be fired, but that’s the next column. Let’s get you a job.
planners). Suchman writes that this argument “is among the ultimate tussles between media planners and publishers. While some may lean more heavily toward video, we at Audacy respectfully disagree.” He makes a five-point argument in audio’s favor saying it wins in reach, time spent using, is more immersive, activates all senses, and drives recall. 
sales leadership and has produced consistent share growth and exceeded revenue goals across multiple CMG markets.” CMG Radio EVP Rob Babin comments, “Jodi is an outstanding leader and strategic thinker, and she’s passionate about delivering results for our clients. She has a deep understanding of our business and our clients, and I’m confident she’ll continue to deliver exceptional results while leading our national sales team.” Rainey says, “I’m honored to have the opportunity to work with an already successful team that includes talented and experienced leaders. We’ll continue to be laser-focused on delivering results for our clients, creating growth for CMG, and positively impacting the listeners and communities across our markets.”
deeper understanding of market performance immediately after Nielsen’s data release.” Company CEO Marc Greenspan says, “We’re excited to leverage Nikki’s extensive radio industry knowledge and experience, both on-air and behind-the-scenes, to fuel our growth in helping radio stations across the U.S. maximize the value of data to improve both their ratings and their revenue. She joins our team at a pivotal time as we look to showcase our unique ability to help clients improve their programming effectiveness and sales success.”
recently regional digital sales manager for Summit Media in Knoxville. She says, “I am beyond excited to join the Beasley Tampa team. I look forward to partnering with the sales team and their clients to create custom campaigns that drive results!” Beasley Tampa VP and market manager Ron deCastro comments, “I look forward to having such a talented digital sales manager as Stacie join our outstanding Tampa cluster. Beasley has invested in best-in-class digital products and Stacie will help our team better solve our clients’ needs.”
this generation has ever faced. Despite the pandemic pushing people into overload, creators like Jay Shetty have opened up their heart, mind and platform to reinforce today’s greatest lesson – that vulnerability is a great strength and that people are stronger together.” Shetty comments, “‘On Purpose’ is on a journey to help make people happier, healthier and more healed. Through insightful and vulnerable conversations with icons, experts and cultural figures and weekly workshops, ‘On Purpose’ is dedicated to giving our community the habits and tools to live a more fulfilling life. I’m so grateful for our loyal and ever-growing community who come back every day to listen, learn and grow. As the podcast has scaled globally it made perfect sense to join together with the number one podcast publisher – iHeartMedia. We are so excited for this new chapter for ‘On Purpose.’”