Pending Business: Father’s Day
By Steve Lapa
Lapcom Communications Corp
President
You have still have six weeks to make Father’s Day your sales success. Stop taking for granted, this always undersold 100-plus-years-old celebration.
Father’s Day is a $20 billion business that rarely dominates a radio sales meeting. Did you have a full sales meeting devoted to selling into the Father’s Day gift giving cycle?
Your most valuable sales asset, your on-air personalities, can be helpful in brainstorming, collaborating, even creating unique sales opportunities. They know their audience.
The National Retail Foundation projects only an $80 difference in the average gift spends between Mother’s Day and Father’s Day. Still the typical radio ad sales team rarely takes the time necessary when it comes to brainstorming this annual opportunity. Unlike Mother’s Day where “natural” categories like flowers, candy, dinner, spa days, even jewelry make the annual target list, what does your target list look like for Father’s Day? How creative is your Father’s Day planning… especially since neckties are still out?
Could it be because Father’s Day was hatched in Spokane, Washington as a complement to its senior partner, Mother’s Day?
It really doesn’t matter. These takeaways may help guide your thinking as you approach any holiday marketing. Let’s start with a Father’s Day profile that should broaden your thinking:
— Forget the old school. Consider this: 81% of gift givers are looking for “unique” or “experience” oriented gifts. A true opportunity to open your prospecting targets. Would Dad enjoy a weekend staycation?
— Like it or not online shopping is becoming the norm, yet when it comes to Father’s Day, nearly 50% are still shopping at retail locations. Another reason to freshen up that prospecting list.
— Despite inflation, 76% of Americans will celebrate Father’s Day.
— The average spend is projected at $171. Not exactly Christmas numbers, but welcome income to any retailer.
Sellers and managers often overlook obvious income opportunities that could come easily. Chances are your local talent have a connection to Father’s Day that could make a difference on a sales call. Don’t overlook the opportunities right in front of you as you approach the next sales call.
Happy Father’s Day!
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 Lapa will be moderating the “Generating Revenue” panel at TALKERS 2023 on Friday, June 2 at Hofstra University.
recently served the company as division vice president of digital. McCrary Mitchell says, “I am honored and thrilled to be market president for Memphis & Tupelo. iHeartMedia is engrained in both communities and my stewardship will embrace our alliances and initiate partnerships to strengthen mutual community interests. It’s a privilege to lead this talented team in sharing the iHeartMedia message.”
have started The OG Live Podcast Co to operate their business. They say the new podcast program, titled, “Ovies & Giglio,” will drop three times a week – Monday, Wednesday and Thursday mornings – on a YouTube channel. Giglio tells the paper, “We’re going to try to do what we’ve been doing, only on our own. The outpouring from both listeners and from our sources — coaches, administrators, commissioners, (Canes owner) Tom Dundon — that part has been overwhelming and obviously super encouraging at a time when we obviously needed it. So that’s kinda why we thought we could do this. We hope we can make the most of the chance that we have.” 
of South Florida-based Lapcom Communications Corporation – a consultation and marketing firm that specializes in helping radio stations and program providers stay afloat financially and actually thrive in these uncertain times of digital media disruption. 
His career goes back more than four decades during which he has served in various management capacities at some of the nation’s biggest radio and television operations in addition to working with major names in talent. Harrison and Lapa engage in a productive chat about the existential challenges facing radio as well as some of the age-old techniques of sales and marketing that withstand the test of time. Lapa, who will be moderating the sales panel at the forthcoming TALKERS 2023 conference on June 2, states, “We have to get radio out of the emergency room and into recovery.” 
of the conservative Radio Mambí network of Spanish-language news/talk stations from TelevisaUnivision aggravated some conservatives who petitioned the FCC to deny the license transfers. The petition was rejected. The Radio Mambí format goes back to Amancio Víctor Suárez’s launch of programming created by anti-communist Cuban exiles in the mid-1980s. The group of 18 radio stations will gradually be turned over to Latino Media Network throughout this year. Company co-founder Jess Morales Rocketto is quoted saying, “We’re not the first business owners with our own political leanings,” while adding that they are focused on commercial success and not “imposing a political agenda.” 
anchoring and reporting work, Bartlett has also hosted talk shows on the station, including the long-running “WOR Saturday Morning Show.” He comments, “I loved my job and have been fortunate to have been part of this great station for all these years. I could have gone on much longer, but the time had come, where I just needed more free time. Sadly, this is not a job you can do only six months a year. I have been blessed to have had a caring radio ownership, extremely talented co-workers and a very loyal audience.” Bartlett and his wife have relocated to South Carolina where he looks forward to having more time for golf, seeing his grandchildren, and supporting the New York Giants. WOR program director Tom Cuddy says, “It’s rare in this business to encounter as versatile a radio personality as Joe: anchor, news director, and talk show host…not to mention an all-around nice guy. He will be missed not just by our listeners but by our staff.”
wanted to see where the listenership was coming from and based on the research it looks like Americans are making more time for podcasts mostly by reducing time spent with streaming video, streaming music and social media. Video podcasts have been a big discussion lately in the industry – whether its needed and cost effective, which is interesting because this new data sample showed that podcasts are pulling listener share primarily from YouTube’s audience – a reasonable motivation for their heightened focus on video podcasting to drive retention.” Interestingly, the study also concluded that the majority of radio listening happens out-of-home (68%), while the majority of podcast listening happens in the home (69%).
It’s the most effective tactic in marketing: Free samples. And the attorneys, financial advisors, real estate agents, veterinarians, and other ask-the-expert hosts who broker time for weekend call-in shows can drum up lots of new business…IF they execute well.
WINS. Harris, whose last day with WINS will be Friday (5/5), has been with the all-news outlet for almost 30 years, currently co-hosts the morning drive daypart with Susan Richard. He tells TALKERS magazine he’s taking on a management position with Nexstar Media Group’s cable news operation News Nation. 
previously was simulcast on 92.3 from March of 2012 through January of 2016 before the classic hits format “Big 92.3” was launched. Federated Media VP/GM Ben Saurer says, “In our most recent WOWO survey to our listeners, the desire for a stronger signal was the most mentioned adjustment suggested. We believe the addition of 92.3 FM will meet our listeners’ request while complimenting the legendary 1190 AM signal.”
findings show what we expected – AM radio across America is a diverse mix of music and talk and a vital link for millions of listeners. The goal of our station survey was three-fold. First, we wanted to confirm AM radio’s diverse landscape of formats, languages, and ownership. Second, we wanted to quantify AM radio’s crucial part in the nation’s Emergency Alert System. And third, we wanted feedback that will guide our state association response going forward.” The NASBA survey also found that “more than half of AM stations do not currently have a standalone mobile app and 40% are not currently found on radio aggregators. For many AM operators working diligently to keep their over-the-air signal on the air, providing the local news, music, entertainment, and emergency information that their communities rely upon, the expense of streaming their station and paying additional royalties is simply not realistic. The most telling survey result is that 8 in 10 respondents listed their level of concern a 10 out of 10 when it comes to AM being eliminated in the car.” 
embrace the positive impact it will have on our community. With more time to share his insightful perspective and engaging personality, Joe will continue to uplift, connect, and strengthen the bonds that make our community thrive.” Kelley comments, “I’m really excited about the opportunity given to me by WDBO to help lead on-air discussions about such vital issues during such unstable times. Instead of talking points, I’ll just bring my natural curiosity about issues and life. Instead of screaming and yelling, I’ll engage our great listeners in compelling discussion about the day’s events. Instead of calling people names, I’ll welcome all opinions and ideas equally. Most importantly, I want ‘The Joe Kelley Show’ to be fun, interesting and easy-to-listen-to.”
For the last several years, KSHSAA has opted into agreements with third parties that prevented local broadcasters from video-streaming games when the exclusive partner opted to do so. Kansas Association of Broadcasters president Allison Mazzei states, “I’m pleased that now, in post‐season, friends and families of student athletes will have access to free, quality coverage from the same broadcasters who cover their teams all season long. Local high school sports should be covered by local broadcasters. Our broadcasters depend on the revenue generated from high school sports coverage to stay on air and provide local news, weather, entertainment, and emergency alerts that communities depend on.” The KAB also notes students interested in pursuing careers in radio broadcast will also benefit from the legislation. Previously, if a local station was prohibited from video streaming a post‐season game, so were their student workers. Now, students will be able to cover all of their school’s activities regardless if it takes place in post season.