Pending Business: NAB – Never Assume the Basics
By Steve Lapa
Lapcom Communications Corp
President
Welcome to the NAB edition of Pending Business.
Wait, not that NAB. I am talking about the NAB that affects every manager and seller in the broadcast business, especially radio. This NAB is all about Never Assume the Basics.
Timing could not be better. Borrell and Associates just released a report that validates the Covid pandemic-driven changes in the local advertising marketplace. The shifts are so big, they most likely will change the ad world for a long time. The report shows the measurable local advertising marketplace is now at approximately $143 billion dollars. If you believe the numbers in the report, 67% of local ad dollars are placed in digital media advertising. Simple math says 33% of local ad dollars are now split, radio, TV, all print, outdoor and direct mail. Now that is a genuine showstopper!
These numbers are a tough pill to swallow, especially for those of us who remember the days when (print) newspapers were the king of the hill of local ad dollars. Whether you accept the numbers or not, the trend is your friend, and no manager or seller wants to be left behind. The major drivers behind this seismic shift in local ad dollars are the giants of social/digital media. Members of what TV personality Jim Cramer calls the FANG set – Facebook, Amazon, Google – you know what I am talking about. The shift in local dollars happened and continues happening right before our collective ears and eyes. Some of us are changing with the flow, others are still satisfied just reading a competitive radio monitor report during the Monday morning sales meeting.
Let us pause right here and get back to the danger of assuming the basics. You know what assuming can do, so let us regroup. Zoom back and take a treetop view of how you reconcile the basics of:
— local ad budgets
— sales prospecting
— packaging
What’s changed in your approach to prospecting? What NEW information and new businesses are you targeting? How has your competitive information flow adjusted to reflect local market changes? What is the newest package concept in your sales arsenal? Are you up to speed on the newer social and digital media initiatives in your local market?
Make no mistake, I am not advocating breaking the foundation. Yet we cannot ignore market dynamics. Some companies are driving change and growing in the digital/social media ad space, while others are slower. The great Teddy Roosevelt said “Lead, Follow, or Get Out of the Way!” Leadership is never easy. When it comes to sales, it should be a constant goal. Do not let anyone push you out of the way.
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.
forward by a Phoenix trial court judge. Harris and iHeartMedia appealed, arguing the case should be dismissed as Harris’ statements “were rhetorical hyperbole incapable of being proved false and protected by the First Amendment, and were therefore not actionable.” The State Supreme Court agreed unanimously. Justice William Montgomery wrote, “Under the First Amendment, apparently factual statements must be considered in light of the nature in which the speaker uttered them and the relationship of the statements to the overall context. Here, the nature of the words is colored by the context of an overtly political talk show.” But he also stated, “We do not suggest that the First Amendment provides categorical protection to anything that may be said on a political talk show,” adding a ruling from another case saying, “Candidates cannot make defamatory assertions they hope voters will believe, then, when sued for defamation, seek refuge in the defense that no one believes what politicians say.” 
Broadcasting in Hudson Valley, New York and as national sales manager for Pamal’s stations in Albany, Glenn Falls and Rutland, Vermont. 
says, “During his tenure, Mike spearheaded our company’s foray into the rapidly growing sports betting space, including his work establishing record-breaking, multi-year partnerships with FanDuel and BetMGM, acquiring BetQL and the launch of the BetQL Network. Mike approached me in February about redefining his role within 
Audacy, where he could continue contributing but free up some bandwidth to pursue other professional interests.” Regarding Murphy, Field says, “Tim has been with Audacy for 15 years, playing a critical leadership role. Early in his tenure, he was the visionary behind WEEI.com, a landmark radio digital platform that blazed a new trail of innovation for its time… Tim has led corporate business development and provided outstanding leadership with key strategic, entrepreneurial, and industry partners and customers. Tim helped lead a number of important company business initiatives and technological, digital, and enterprise enhancements, including spearheading Audacy’s expansion into the podcasting space – developing strategy, and driving the acquisitions of Cadence13, Pineapple Street, and Podcorn. He has also played an important leadership role in working in collaboration with NAB and others on industry issues.”
promotional opportunities by way of advertising campaigns and on-air interviews with the podcast host or contributors.” Company founder and CEO Gerry Edwards adds, “This is a natural extension of what we do. We’ve made our own Podcast Radio Originals for some time, but we now want to extend our extensive production skills to brand partners as well.” Podcast Radio intends to take podcast content to radio listeners. It plans to begin distributing a 24/7 American version of its programming to radio stations and groups across the US beginning soon. To that end, it has partnered with New York-based KMG Networks to syndicate the programming.
NPR has responded to the new label saying it is “inaccurate and misleading, given that NPR is a private, nonprofit company with editorial independence. It receives less than 1 percent of its $300 million annual budget from the federally funded Corporation for Public Broadcasting.” NPR CEO John Lansing is quoted saying the company is “protecting its credibility and its ability to produce journalism without a shadow of negativity. The downside, whatever the downside, doesn’t change that fact. I would never have our content go anywhere that would risk our credibility.” 
platforms since 2021. Outkick founder Clay Travis says, “Dan has been instrumental in the success of OutKick and I’m thrilled to have him on board. Every day his high energy, humor, and bold opinions drive fans to the platform and create awareness of the great content produced by OutKick.” Dakich comments, “I’ve had so much fun hosting my show with OutKick and am excited to keep it rolling. The team is tremendous and allows me to not only speak my mind but shed light on the most compelling sports news of the day. I can’t thank OutKick enough for giving me this platform.”
Yesterday (4/10), his on-air partner Rich Shertenlieb read a statement from Toucher on the program that read: “My voice has been messed up for a long time. I had been going to doctors and they didn’t seem overly concerned. However, a listener heard me and put me in touch with a doctor he works with. I went and things didn’t go great. He found some things in my throat that concerned him. He told me not to worry because he could fix all of it. Not to sound dramatic but it is possible a listener saved my life by setting up that appointment.” Toucher also said via social media that he plans to be back but is under a “no talking” order from the doctor and adds, “To that, I am grateful, even though the doctor doesn’t take insurance. Between this and my divorce, I’m f—ed financially! Sorry kids – Christmas is going to look a lot different this year.”
decades. He started in Atlanta and worked with a young Bill Drake. His Susquehanna Broadcasting tenure started at WICE-AM in Providence, Rhode Island. That led to a promotion to the company headquarters in York, PA. He led the early FM expansion for the company with stations in Toledo, Cincinnati, Canton, and Indianapolis. He and I worked together in York for three years before starting our own Fairfield Broadcasting Company.” In the 1980s, Trivers and Wertz also partnered in beautiful music format syndicator Kalamusic.
National TV advertising sells things, local radio advertising sells services. And in 
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.
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.”
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.’”
Ask any sales manager what the #1 challenge they face is and nine times out of 10 the surprise answer is not “more business.” Generating more business takes a well-oiled machine that starts and ends with a focused, well-trained sales team. And therein lies the challenge question I hear every week. “Where can I find more good salespeople?”
In Dominion Voting Systems’ $1.6 billion lawsuit, testimony and internal communications demonstrate that FOX News management and talent privately doubted election fraud claims they were broadcasting. Tucker Carlson messaged Laura Ingraham: “Sidney Powell is lying by the way. I caught her. It’s insane.”
10:00 pm program for the past 13 years. In a Facebook post, Mangino calls the KDKA gig his “dream job” and says, “I couldn’t be more thankful to program director Marshall Adams and GM/VP Michael Young, who brought me on at KDKA; to Jim Graci, who kept me around all of those years and Dave Labrozzi & Michael Spacciocoli, who helped keep my dream alive. And finally, there’s PJ Kumanchik, who was integral in bringing me to KDKA, he was there during my entire ride and in the process became one of my dearest friends.”
close out Women’s History Month, it is important to remember the legacy of Gracie Allen, the inspiration behind these esteemed awards. This year’s recipients exemplify Gracie Allen’s spirit through their exceptional talent, innovation, and vision. Their steadfast dedication to their craft and their tenacious resolve to break boundaries serve as a compelling testament to the essential role women play in molding the cultural landscape. We eagerly anticipate celebrating their outstanding accomplishments.” Winners in the radio category (national and local) in commercial news or talk formats include: Jai Kershner, “Good Day Show,” Outstanding News Anchor; Mandy Connell, iHeartMedia, Host Non‐Morning Drive; Christina Musson, KMJ AM/FM Fresno, Co‐host (Talk/Personality) Small/Medium Market; Marcy Williams, WSB-AM/WSBB-FM, Atlanta, Outstanding News Reporter; “Talking Golf with Ann Liguori,” WFAN, New York, Talk Show ‐ Sports; and “The Gee and Ursula Show,” KIRO-FM, Seattle, Talk Show ‐ Talk. 
will air from 10:00 am to 11:00 am ET. “FOX News Rundown” will “offer the previous week’s best stories, with a deep focus on the biggest stories emanating out of the nation’s capital.” It will be hosted by various FOX News political reporters including Jared Halpern and Chad Pergram. FOX says “The Bret Baier Show” provides listeners with the best of the week from “The Bret Baier Podcast.” 
and news in the growth and development of new original podcast content for podcast studio 2400Sports and across Audacy’s 28 local newsrooms in top U.S. markets. Audacy chief digital officer and president, podcast and streaming J.D. Crowley says, “As we commit to accelerating our digital growth and enhancing performance, we’re thrilled to expand Jenna’s role to further unify and streamline our content and business efforts across our leading podcast portfolio, enabling even more rapid development of new and original IP and better leveraging our talent across the entire Audacy portfolio. Jenna’s strong leadership and deep industry relationships will propel us forward on our mission to be a leading partner of audio creators, while super-serving listeners of all backgrounds and interests and enabling our sales teams to better serve our customers and partners with unique and compelling podcast opportunities.” 
Rich Zeoli, Nick Kayal, Dom Giordano, Dawn Stensland and special guest Ryan Manion, Gold Star Sister and president of the Travis Manion Foundation, along with the team at the organization. Audacy Philadelphia SVP and market manager David Yadgaroff states, “Our WPHT listeners are extremely passionate and generous and it’s so gratifying when our friends, neighbors and advertisers rally together for a great cause. Our Philadelphia brands are long supporters of Travis Manion Foundation and the great work they do for veterans and families of the fallen in our local community and we’re pleased to team up with them once again to support their mission.”
combined with total day and primetime viewers and the A25-54 demo for the seventh consecutive quarter. FOX News Channel reports that its total primetime viewers for March 2023 was 2,094,000 (down 27% from March 2022), while CNN’s total primetime viewers was 473,000 (down 61% from March 2022) and MSNBC’s total primetime viewers was 1,135,000 total viewers (down 12% from March 2022). 
live from 3:00 pm to 6:00 pm ET daily on OutKick.com and across all OutKick social platforms. Withrow says, “Our listeners can expect the same brand of honest, authentic, and fearless sports talk we’ve always brought to the table. We are excited to get this new branding rolling as OutKick continues to grow and expand its audience.” Hutton adds, “Hot Mic will be the agenda-free sports talk show for true sports fans. No fake debates. Authentic reactions and analysis that everyone should expect from OutKick.”
February 2023 PPM Data – Information for the February 2023 survey period has been released for Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford.
last Friday (3/24) at 8:00 pm. Titled, “State of the City, State and Nation,” the show allowed Cuomo to offer his takes on the job his former Lieutenant Governor Kathy Hochul is doing, as well as his thoughts on other political issues. WABC says Cuomo, who has been hosting a podcast of his own, requested the time on WABC and owner John Catsimatidis replied via a press release, “Let him speak! I have said many times that 77 WABC is about truth and hearing from all sides. Let the listeners decide.”