Pending Business: Get Your Head Straight
By Steve Lapa
Lapcom Communications Corp
President
Are you a multiplatform juggler? If you sell or manage for a radio station, the answer is yes.
Why? Because it’s been part of the radio ad sales DNA since radio advertising shrunk to single digit growth.
Maybe someone reading this column can research or remember the last time radio industry pre-pandemic ad sales grew at double digits. It’s a tough putt, for sure.
Radio sellers were the first to reach across the aisle and “cross-sell” event sponsorships, concert tie-ins, publications, prize catalogues, bridal fairs, recruitment fairs, half-off fairs, sports and leisure tie-ins, hurricane guides, meet and greets, and it all started with a simple concept called a “remote.”
Radio ad sales strategy has come a long way since the first five-year plan had no projected double-digit growth. Even worse was the negative growth forecast for many markets. I remember that famous local market slogan “last one out, please turn off the lights.”
Those simple, linear, fun-to-present packages that required nothing more than easy-to-follow graphics, reasonable pricing, and a testimonial letter required little training, re-skilling, and new technical understanding. The toughest questions were about electrical outlets, display details, and when do we load in?
Covid killed some of those income generators, but you can add in pre-pandemic tired, low-energy sellers and managers taking concepts for granted as the final nail in the coffin.
Wait a minute. Aren’t brides still making decisions? Is inflation driving us back to coupons and looking for daily deals? Seems like sports-related advertising always thrives, right?
Some concepts will return, others will be reimagined, and a few are gone forever. Back to the future. Digital and social media sales will shape your sales future whether you like it or not. The digital/social media growth trend is moving at a non-stop, double-digit pace, pushing every competitive sales team to learn more and sell faster.
Smart, energetic thinkers are planning the next move, reshaping the past for what will sell tomorrow. It’s been almost 25 years since the first Blackberry phone. Sometimes innovation leaves iconic concepts in the dust. Here is where all of this goes. Get your attitude ready to learn and earn.
— Your glass is never full. The next time a manager introduces a new opportunity open your thinking
— Ask questions. Remember “new” is a powerful sales world door opener. Be sure YOU know how this new opportunity works. Leave your ego outside the sales meeting.
— Local advertisers like a competitive edge. Procter & Gamble built the most successful package goods marketing in the world with “New and Improved.” Learn from the legacy winners.
Managers and sellers want to win new business. Are you prepared to learn how?
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.
NPR’s “Up First” at #3, bumping Cumulus Podcast Network’s “The Ben Shapiro Show” to the #4 rank. Other commercial radio-related podcasts ranking high on this month’s chart include Cumulus Podcast Network’s “The Dan Bongino Show” (#7), Salem Podcast Network’s “The Charlie Kirk Show” (#17), and Cumulus Podcast Network’s “The Matt Walsh Show” and “Mark Levin Podcast” at #21 and #22, respectively. 
dismissed Napear’s suit last month but gave him 21 days to file an amended suit. Napear was let go after former Kings center 
expanding the “Morning XTRA” show to 6:00 am to 10:00 am. Dickey Broadcasting says, “The addition ‘The Kimmer Show’ demonstrates Dickey Broadcasting’s commitment to building a dominant and world-class news/talk radio station in Atlanta and the region and we thank our loyal advertisers and listeners for helping us build this great station.” Station morning host and content director Tug Cowart comments, “As our listenership grew, the demand for a local afternoon show grew. Our social media and phones all asked for the same thing, ‘The Kimmer Show.’ How could we go any other route? A local and iconic Atlanta talk radio voice and what our listeners wanted from us. It’s the way these decisions are supposed to made.”
There are media and there are media. There are platforms and there are platforms. Not all cultural artifacts are equal in terms of their utilitarian versus cultural value. Damn the tone-deaf corporate bean counters who are ripping the heart out of the spirit that gives humanity its life force! Marketplace obsolescence should not solely be determined by profit and loss. With all due respect to the idea of public service, what about the concept of loyalty? Shame on the automobile industry! Not only is it turning its back on the needs of millions of people, it is in the process of betraying one of its historic partners in not only commerce – but romance and glory. In other words, the automobile industry owes the radio industry a huge debt. The relationship between cars and radios goes a century deep and has been nothing less than a two-way street. Yes, auto industry, don’t be so hasty to save a few bucks by rushing AM (and then FM) radio out the door. You might just find in the long run that “radio” outlasts the private “car” as a fixture of human activity.
for the Leukemia and Lymphoma Society was also an important endeavor. I knew personally how cancer affects the lives of the patient and their families. It has been a passion and I’ve been blessed with many years of good health. I didn’t expect in 2023 that we would be having this conversation. After feeling lethargic, exhausted and experiencing some strange weight gain I had blamed it on a recent change of medication. Instead my blood work showed tremendous blood loss and levels of iron and hemoglobin that were dangerously low. We still believed that it would reveal an ulcer or a stomach tear that was being irritated by the new medication causing the bleed. We scheduled a short hospital stay to have all my tests in one day. It’s 76ers playoffs and I needed to get back to work quickly! The colonoscopy revealed the cancer and a subsequent CT Scan has given us some optimism that this cancer journey will end successfully. I have a great support system within the walls of Beasley Broadcasting from the Executive Suite to the interns. I feel blessed that everyone has already rallied behind me at ‘The Fanatic’ to make sure I succeed in this battle. My sponsors have always shown me such loyalty and support. I’m going to do my best to continue to deliver for them. I work with an excellent team on ‘The John Kincade Show’ and I’ve asked them to do everything possible to keep things as normal as possible. With our crew, normal is of course up to interpretation.” 
Rich Shertenleib had taken a sick day, so the two haven’t worked together since Toucher accused his co-workers of not reaching out to him while he dealt with what was thought to be a cancer scare. He was ultimately diagnosed with leukoplakia, something that can be caused by smoking. Toucher told his listeners, “I have two pieces of advice: Do not smoke and get a second opinion. They thought that I had cancer. If you saw pictures of the original thing they took of my throat, there was a big lump on my vocal cord, like a big lump. I wasn’t supposed to talk for two weeks. And now it just turns out to be Leukoplakia.”
the industry as a number of car manufacturers unveiled controversial intentions to eliminate AM radios from the dashboard of electric and even gas vehicles going forward. In making the announcement about this additional agenda element, TALKERS publisher Michael Harrison stated, “The automobile issue is rocking the industry and John Catsimatidis has been stepping up to the plate in defense of both radio and good sense. He brings his formidable influence into the arena and we are delighted that he will be delivering a major address to that effect on June 2 at the conference. He has become a radio hero, and this will be another key moment in his growing legacy… and hopefully in prolonging the valuable life of both the AM and FM bands.”
PricewaterhouseCoopers LLP, “quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2025.” The study says the top revenue-generating content genres are Sports (15%), Society & Culture (14%), and Comedy (14%) and have taken the lead from News and Political Opinion content (down from 19% to 12%). IAB VP, media center Eric John says, “In-person sports, lifestyle events, and in-store shopping have come back in a big way, taking the lead from news which held the top revenue genre spot since 2018. Podcasting revenue naturally reflects that shift in consumer behavior and it will be interesting to watch how the balance changes going forward.” He adds, “Both mass and niche advertisers like the audiences, targeting, and ROI along with the brand-safe and suitable environments that podcasting offers.” 
this drives people to look for alternative forms of entertainment, and an Audacy study reveals that a “majority of late-night viewers (84%) whose shows are on pause due to the Writers Guild strike are excited to try new shows, especially on Audio. And a whopping 70% are excited to catch up on their podcast shows.” She adds that for media planners this represents an opportunity to “pivot.” “Given the scale and variety of audiences Audio programs attract, it is possible to meet these people during moments when they are actually super engaged and receptive to advertising.” 
HSRP brings real-world radio skills to high school media students in each state, allowing students to curate and schedule music, record radio breaks, produce news and sports stories, interviews, and PSAs, all aired on a streaming radio station heard around the world, 24-hours a day on HighSchoolRadioProject.org, Live365, and Amazon Alexa.” They have recruited industry vendors to assist the students in their radio projects, allowing them to 
Tik-Tok is hot (largely among users too young to be heavy AM/FM listeners) and it’s in-the-news (about its possible ban). And, yes, Facebook remains T-Rex in the social media jungle. But people on Twitter seem to live there.
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.
vice president of BetQL Network. Audacy Chicago VP of programming and operations Greg Solk says, “Mitch Rosen is ‘The Score’ and has led his team for nearly two 
decades of unprecedented success. He has a keen eye for talent and has the deepest relationships in Chicago sports media. We are all excited about the future of ‘The Score’ with Mitch leading the way.” At the same time, the company promotes assistant brand manager Ryan Porth to program manager, reporting to Rosen. In this role, Porth will assume day-to-day responsibilities of the station’s programming. Rosen comments, “Ryan Porth came into “The Score Clubhouse” in January of 2022 and has fit in like a veteran. We are excited about his next step in helping to guide the future of Chicago’s sports powerhouse.”
and 2022 guiding the charitable organization to more than quadruple the amount of financial aid it distributes to radio and TV professionals in acute need from $400,000 to nearly $2 million last year. “I am very proud to have known Jim for nearly 40 years as a colleague and a friend,” said Scott Herman, chairman of the Broadcasters Foundation. “Jim believed deeply in helping others and his passion and enthusiasm for life always lit up a room. He always saw the positive in every person and every situation.” Prior to his service to the industry as president of the BFoA, Thompson had been president and CEO of Group W Radio, the second largest radio company in the country during his leadership, and along with Mike Craven was co-owner of Liberty Broadcasting, a 19-station radio group concentrated on the East Coast. He began his broadcasting career as an account executive at KYW-TV, Philadelphia in 1971, where he rose to vice president and general manager. An innovator and visionary, Thompson created the Radio-Mercury Awards to encourage and reward excellence in radio creative. He served on the boards of the Radio Advertising Bureau and the Advertising Council, was vice chairman of the Pennsylvania State Broadcasters Association and a member of numerous committees, including the NAB Radio Futures Committee. A member of the U.S. Army, Thompson served in Vietnam. The presentation will be made by talk show host Harry Hurley of WPG, Atlantic City at TALKERS 2023 on Friday, June 2 at Hofstra University on Long Island.
and “will be an exciting panel show led by Plante and will include Newsmax veteran Jenn Pellegrino along with three other regular panelists.” Newsmax says, “A seasoned television journalist and syndicated radio host, each weekday night Plante will join with ‘The Right Squad’ as his team features strong analysis with dynamic conversation and debates. ‘The Right Squad’ will talk about the major events that are impacting America — and no topic will be off-limits.” Newsmax CEO Christopher Ruddy adds, “Chris Plante is an award-winning journalist who delivers fact-based news and opinion while keeping the conversation fun and interesting.” Plante hosts a Westwood One-syndicated radio talk show based at Cumulus Media’s news/talk WMAL-FM, Washington, DC.
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.” 
part of such an outstanding class of inductees. The only thing better would have been to have my late father, George, by my side, to accept this incredible honor together in person.” Other inductees included Deborah Roberts, ABC News national senior affairs correspondent, and contributing anchor of 20/20, and her husband Al Roker, weather and feature anchor and co-host of the third hour of NBC’s “Today Show,” Matt Bond, chairman, content distribution, NBCUniversal; Ray Cole, president and chief operating officer, Citadel Communications; Frank Comerford, CRO and president, local sales, NBCUniversal Advertising & Partnerships; Ray Hopkins, president, U.S. Networks Distribution, Paramount Global; Wonya Lucas, CEO, Hallmark Media; Soledad O’Brien, CEO of SO’B Productions and host/producer of “Matter of Fact with Soledad O’Brien”; and Rachael Ray, TV food personality and host of “The Rachael Ray Show.” In addition, Jim Nantz of CBS Sports received the Lifetime Achievement Award and AMC’s “The Walking Dead” was named the Iconic Series for 2023. Late past president of the Broadcasters Foundation of America, Jim Thompson, was posthumously honored with the Chairman’s Award for his career achievements and tireless dedication to helping broadcasters in need.
which he’ll be responsible for the development and distribution of NewsNation’s audio content. He’ll also assist in news writing and NewsNation specials. Nexstar president of networks Sean Compton states, “As we recently celebrated the milestone becoming 24-hour news network weekdays, we are continually looking for ways to grow the NewsNation brand across our linear and digital platforms. I am thrilled that Lee Harris is going to be leading these efforts as we further expand the network’s reach with viewers and listeners across the country.” Harris comments, “It took an incredible opportunity to convince me to leave 1010 WINS after nearly 30 years. But Sean Compton and [president of news programming] Michael Corn showed me that at NewsNation I will be helping to fundamentally change the way news is covered and presented in this country and this is an opportunity I couldn’t pass up.” Meet Lee Harris at TALKERS 2023 on Friday, June 2 at Hofstra University on Long Island. 
“modern audiences.” According to Pemberton-Fowler, “‘The SoapKast Hour’ targets women 24-59 who are looking for daily original, high-quality drama. ‘The SoapKast Hour’ will keep audiences coming back day after day to hear the unfolding drama of ‘Kingsport,’ a story about unhappy people searching for happiness, and ‘Affairs of the Heart,’ an uneasy tale about class, wealth, and money set in a small college town.” The show will be available to stations via barter with 10 local and eight national spots per episode. Interested stations can learn more by calling 323-316-0342 or email 
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.