Pending Business: Summertime Blues
By Steve Lapa
Lapcom Communications Corp
President
When market leaders drop rates, what comes next?
We have all been there. A market leading radio station will review sales, income, profits, pacing, costs and determine the best path to increasing income and reversing a negative sales trend is to strategically reduce, repackage or simply drop rates.
Assume the position of being downstream in audience delivery, which should mirror most reading this column. This is the time of year when many news/talk operators face this never-ending strategic pricing dilemma. Unless you are fortunate enough to sell or manage for the market leader, the trickle-down effect of the market leader dropping rates in a knee-jerk reaction to slow sales can be a 90–120-day revenue and income killer for those living downstream. It can happen in any business, but ad sales are particularly vulnerable as cancellations, market business conditions and weather can often impact the delicate ecosystem of radio ad sales.
Like it or not, very few if any business decision makers wake up shouting, “Gotta buy some radio ads right now!” With Father’s Day behind us (hope you had a good one) and Labor Day in front of us, let us review some basics to help keep our collective eye on the prize and focus on delivering performance through year end.
1. Summer Sales. Like or not, the American retail world we grew up and live in today conditioned us to anticipate and respond to those great summer sales events. July 4th, Labor Day, Back to School, these are all themed marketing opportunities that most of us expect and celebrate. That “Summer Sizzler” sale is not limited to steaks, barbeques, fashion, and vacations. Be creative, go with the flow and work with your teams to be a front runner in the creative packaging opportunities department.
2. Plan to adjust. Keep an idea or two on hold until it is “break the glass” time, then pull the trigger on your adjustment and move fast!
3. Expand your prospecting universe. New business opportunities are the lifeblood of sales. That email you send asking if there is anything happening this season is a necessary evil and without anything compelling to add it is deleted as quickly as you hit send. Be different!
4. Balance your short-term sales panic button with a long-term plan. We all must deal with the uncontrollable competitive variables in our sales environment. But success belongs to those who anticipate, adjust, accommodate, and answer the challenge!
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.
California Science Center in Los Angeles tomorrow (6/18) live from 4:00 pm to 7:00 pm PT and the program will be broadcast live on C-SPAN. The event is being moderated by Smiley Audio Media chief and KBLA talk host Tavis Smiley and will feature leaders of the nation’s climate and environmental justice community. Los Angeles Mayor Karen Bass will offer remarks and Dr. Cornel West will deliver remarks on the intersection of Climate Justice and Juneteenth. 
major market sales at Paycor. iHeartMedia Minneapolis market president Greg Alexander comments, “Eric Lonnquist is a seasoned sales professional in the Minneapolis market. His extensive background in media sales, combined with his leadership roles in major market sales makes him the perfect fit for our team. We are excited to have Eric lead our sales strategy and drive our continued success across our iconic broadcast and digital platforms.” 
who will be honored at the ceremony on September 19, at the Omni Nashville Hotel. Six of the inductees were elected by a voting participant panel comprised of more than 900 industry professionals and two inductees were voted on by the Radio Hall of Fame Nominating Committee. This year’s inductees are: “The Crook & Chase Countdown” (Lorianne Crook and Charlie Chase); Lee Harris; Phil Hendrie; Jaime Jarrin; Kraig Kitchin; Barry Mayo; Mary McCoy; and Matt Siegel. 
women sports athletes and relevant programming to millions of listeners nationwide, and also unlock access to inventory and opportunities for brands to engage.” iHM chief marketing officer Gayle Troberman says, “We’re committed to championing incredible athletes and building further awareness until women’s sports reaches the kind of nationwide and international prominence it has always deserved. It’s humbling and inspiring that the first-ever, dedicated women’s sports reports will start airing with the massive reach of iHeart’s broadcast radio platform and the full-on power of collaboration between world class athletes, incredible journalists, podcasters and the fans. This is a pivotal moment for women’s sports to get heard.” Content will include: “Good Game with Sarah Spain,” and shows hosted by Sheryl Swoopes, Tisha Alyn, Madison Packer, Rennae Stubbs, Caitlin Thompson, and Khristina Williams. 
media on the costs and impacts of unintentional shootings by Black children in America. BIN president Tony Coles states, “This campaign is a shining example of the role community leaders play in the programming on the Black Information Network. This topic has been a part of so many stories we have aired, and keeping children and families safe is vital to the communities we serve. Bringing this campaign to life started with the BIN Local Roundtable and would not be possible without them.” The BIN Local Roundtable was designed as a forum for business and civic leaders from local communities across the U.S. to provide perspective and collaborate with BIN’s leadership team regarding the network’s programming and local engagement.
The fourth of four rounds of ratings data from Nielsen Audio’s May 2024 PPM survey has been released for 12 markets including Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. The survey covered April 25 through May 22. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeways from this group of markets. In Austin, Waterloo Media’s news/talk KLBJ-AM is steady with a 4.4 share (weekly, 6+ AQH share) and remains ranked #7, while in Raleigh, iHeartMedia’s news/talk WTKK-FM adds a full share for an 8.3 share and climbs to the #2 rank, and in Indianapolis, Urban One’s news/talk WIBC-FM rises 1.2 shares for a 6.9 share finish that lifts it to the #4 rank. In Milwaukee, iHeartMedia’s news/talk WISN posts its ninth straight #1 rank after adding 1.8 shares to finish with a 12.1 share. 
airing on Audacy talk outlets WCCO, Minneapolis and KMXB-HD3, Las Vegas “K-DAWN.” Red Apple Audio Networks distributes the show live from 1:00 am to 5:00 am nightly. Morano comments, “I’m incredibly grateful to be on both of these great radio stations. I’ve dreamt of being on the radio in Minnesota ever since Jesse Ventura ran for governor. It’s great to be on a station that has so many independent thinkers. As far as ‘K-DAWN’ goes, I’m absolutely thrilled to be on the air in Las Vegas, a 24/7 city. It’s great to talk to an audience in a city that’s up all night.”
the New York Times non-fiction bestseller list. FOX News Media says that this marks Hegseth’s fourth New York Times bestselling title and follows the runaway success of his inaugural FOX News Book, Modern Warriors: Real Stories from Real Heroes, which debuted in 2020. Hegseth says, “Publishing this book has been a moving experience from start to finish. I am honored and humbled that The War on Warriors has resonated with so many people; most especially with actively serving troops, veterans, and military families. This book is for them, and for our country. A great nation needs a great military, and I hope this book plays a role in restoring the military to its core function: deterring, fighting, and winning our wars.”
continue to host his nightly 12:00 midnight to 1:00 am show as well as his 11:00 pm to 12:00 midnight heard on Sundays. Red Apple chief John Catsimatidis says, “It is with great pleasure that I announce Dominic as our 3 to 4 pm host. Dominic is an exceptional broadcast journalist and political commentator who presents all sides of issues relevant to our listeners. He’s done an excellent job with his overnight programs and I know he will do the same with the 3:00 pm hour.” Carter comments, “I’m excited about hosting an afternoon slot and grateful for the trust that Mr. Catsimatidis and [president] Chad Lopez have shown in me. It’s an honor to serve the New York City area listeners, especially on a powerhouse station like WABC Radio, as well as WLIR 107.1, our sister station on Long Island.”
he will report directly to president Bruce Beasley and will be responsible for overseeing WMMR-FM, WMGK-FM, WXTU-FM, BEN FM, 97.5 The Fanatic, WWDB 860 and Camden’s WTMR 800. He states, “I am deeply honored and thrilled to take on the role of cluster manager for Beasley Media Philadelphia. I extend my heartfelt gratitude to the Beasley family for their unwavering trust and confidence in me. It is an incredible privilege to lead one of America’s premier groups of radio stations and digital content creators, and I look forward to continuing our tradition of excellence and innovation in the media industry.”
nearly nine years with the company. Aitken joined Cumulus Media in 2016 and has been SVP of human resources for the past two years. Cumulus CEO Mary G. Berner says, “For the past nearly eight years, Kriston has been a stand-out HR executive, and I’m delighted that she is fully ready and able to step into this important role. Given our significant focus on culture and the fact that 94% of our surveyed employees express pride in working at Cumulus, it’s crucial to have a leader genuinely invested in cultivating our culture. Kriston’s commitment to this aspect and her proven operational skills give me full confidence that she will continue to enhance the legacy that Todd leaves behind.”
bring in much-needed funds to help radio and television colleagues who are in great need. 
The best thing about attending media conferences like TALKERS 2024: Radio and Beyond, which occurred last week on June 7, is the opportunity to hear diverse viewpoints from industry experts. Gatherings like these also provide the opportunity for attendees like me to “chew” on some of the great ideas presented by the expert panelists and think about solutions to some of the challenges raised during the discussions.
discussions and analysis of local issues.” Charlottesville Radio Group operations manager and WINA program director Paul McDaniel says, “We are thrilled to extend ‘The Schilling Show’ by an hour each weekday. Rob’s ability to connect with the audience and provide insightful commentary has made the show a cornerstone of our programming. This expansion is a testament to his unparalleled work and the loyalty of his listeners.” Schilling comments, “I’m grateful for the opportunity to spend more time daily with my loyal listening audience as we further explore and examine pressing issues of the day. This additional hour will allow for more compelling guests, more in-depth analysis, and most importantly, more time for WINA listeners to engage with their community.”
made the announcement yesterday (6/11) on the program. He said, “I am retiring from daily radio. I’ve been doing this for 30-something years all told six and seven days a week and kind of decided, probably after the football season if I’m being honest… My get-into-work time has been gradually getting later and later and later. And it’s just because getting up sucks. And there’s no other show I would want to do. There’s no other thing I would want to do in media. And just decided for me that this was like the perfect time to walk away.” Klingler says he’s not retiring fully. He’ll still do Chiefs radio broadcasts and some freelance TV.