Pending Business: “Go F-Yourself”
By Steve Lapa
Lapcom Communications Corp
President
When it comes to advertisers who cancel, Elon Musk said it loud and clear at the NY Times Dealbook Summit, “Go F-Yourself.” He claimed advertisers who objected to content on X were “blackmailing him with money” by canceling ad campaigns on his X platform.
C’mon, Elon. I guess you never made the sales calls many of us have made pitching Rush Limbaugh, Howard Stern, or any of the many in talk radio who made the dreaded “no buy” list because an advertiser was alienated by their political lean, or content. Maybe Elon forgot that many advertisers feel the feedback of their customers and reflect customer input in their marketing dollars.
Many of us who made those sales calls tried to work alongside the content objections voiced by advertisers. The goal was to earn the advertiser’s dollars, not consider a cancellation as “blackmail.” A loud and clear, “Go F-Yourself,” was and still is the best way to kill the customer, torch the relationship, as your general manager, owner, stockholders, and about everyone including the wife and kids are amazed at your out-of-control rant.
Michael Richards, a.k.a. Kramer of Seinfeld fame, calls it “canceling yourself.” He should know. It seems after careful review Musk may be feeling the pain of his famous F-bomb message to “X” advertisers. Elon is now repackaging his pitch to include an A.I. component that could blunt those content objections. Will A.I. step in and keep the content compatible with the goals and objectives of those advertisers who cancelled X?
Wow, why didn’t I think of that? Eliminate good old-fashioned human judgement to understand the content the advertiser is identifying as incompatible with their goals. Maybe or maybe not. Think about how many of your advertisers listen to your talent and offer you, the seller, content feedback. Like the saying goes, many advertisers buy where they listen.
Back to the F-bomb comment. It is hard to be critical of one of the wealthiest people on the planet, but in this one instance, even a billionaire learned from his missteps. As time passed, perhaps cooler heads prevailed and those at X learned what those of us who made those early “no buy” list sales calls learned:
1. Advertisers who control budgets do not like to be told to “Go F-yourself”
2. Content cancellations are not “blackmail.” Those cancellations are based in:
a. Customer feedback
b. Advertiser culture
c. Misaligned goals
Next time you get the urge to blurt out your frustrations, remember a basic tenet of sales, “Never say anything that is too big to eat.”
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.
In case you missed it, honesty was on full display at Friday’s TALKERS 2024: Radio and Beyond conference.
also affects air personalities Andrea Darlas and Jane Clauss, but it appears Darlas will continue with the station for weekends and her podcast. WLS-AM program director Stephanie Tichenor says, “Ray has been part of the fabric of ‘The Big 89’ for years. We’re thrilled to have him back in morning drive on 890 WLS-AM.” Stevens comments, “I am beyond ecstatic to be back doing mornings at WLS and 890 in my hometown. Special thanks to Marv Nyren and Stephanie Tichenor for having faith and believing in me. Also special thanks to KCMO’s Donna Baker and Pete Mundo who’ve let me work middays at the radio station for the better part of the year. I can’t wait to get to work and be on the air at the legendary 890 WLS-AM talking NASCAR, politics, football, and everything that makes us the greatest city in the world!”
shows looking for syndication opportunities. With all the changes in our industry it was the natural progression to provide a full range of services to our clients and work with our partner Salem Radio Network. CRN’s new syndication effort will use the Westwood One Wegener system. CRN says this project came to fruition with the help of radio industry affiliate relations pro Jon Patch, who comments, “I’m proud to be working with Mike and the CRN team to offer the newest technology from Westwood One and Wegener. Most radio stations already have this technology in their racks, which brings the most success to our partners.” CRN currently syndicates “The Michael Medved Show,” “The Ron Cey Show,” “The Fred Dryer Show,” “The Conversation,” “Speaking Out America,” “What’s Cookin’ Today,” “What’s Cookin’ on Wine,” “The Lounge,” and more.
door. I sat down next to him. Seconds later an angry, half-drunk African American guy starts digging his finger into the Jewish man’s chest while yelling, ‘I aint gonna fight for you! I ain’t gonna fight for you! You genocide Jew mother*cker.’Needless to say the Jewish man was scared to death. Noticing that I stood up and proudly proclaimed, ‘I’m Jewish, too!’ I stood next to the Jewish man, arms folded, while the big-mouth bully walked to the end of the car. He continued to rant and holler but he was no longer a physical threat. The scumbag exited the train at the Brooklyn Bridge stop while I sat next to the Jewish man ‘til I got off at Wall Street. He was on his way home to Crown Heights for Shabbat. He said to me, ‘I have no doubt if you didn’t stand up that guy would’ve hurt me. I know who you are. I listen to you. I know you’re a lover of the Jews. I wish people could’ve seen this. Thank you for helping me get home safe for Shabbos. Am Yisrael Chai!’ I will fight for my people despite the potential physical harm to me. God Bless Israel and continue to protect my people!” Don’t miss Sid Rosenberg’s guest appearance on the new installment of the award-winning PodcastOne series, “The Michael Harrison Interview.” He and Harrison candidly discuss the incident and Rosenberg’s position on Israel, Hamas, Gen Z, and NYC crime. It posts tomorrow morning on Talkers.com.
Because you can? Because you aren’t doing AM/FM radio? Because you are on radio, but can’t-do-there what you can-do podcasting? Because you are making money podcasting?
mornings and late nights at the heritage station. Prior to that he served for 15 years as the local host of the evening magazine program on Seattle’s KING5 NBC. During his career on KIRO, Curley has spearheaded a number of extremely creative and high-profile charitable promotions in addition to operating an independent business as a fund-raising auctioneer for charitable causes and organizations across the nation. He raises an average of $80 million per year with this endeavor. In making the announcement, TALKERS founder Michael Harrison stated, “John Curley is a true on- and off-air original… iconoclastic, candid, and smart. His charity work as a radio personality over the years has been creative, entertaining, and effective. However, it is his remarkable skill and productivity as an auctioneer for non-profits around America that is absolutely stunning. When John gets on that stage, he raises auctioneering to a heart pounding art form and drags every ounce of generosity out of his spellbound audiences. His patter is song and his moves are dance.” 
Rogers and producing Olympic-specific episodes from some of iHeart’s existing podcasts. NBCU’s coverage on iHeartRadio’s channels is expected to include Team USA men’s and women’s basketball, soccer, and volleyball, as well as swimming, gymnastics, track & field, and more. iHeartMedia president of business development and strategic partnerships Michael Biondo comments, “We are thrilled to partner with NBCU on coverage of the Paris Olympics this summer and heighten the excitement around this year’s games. As the leading sports audio destination, it’s an honor to be able to provide our platform and our massive reach to bring further awareness and up-to-the minute coverage of NBCU’s broadcast of this year’s Olympics.”