Tag: owners

Industry Views

A Thank You to TALKERS and the Voices Behind the Mic

By TALKERS | by TALKERS

By Jessica Crotty
CEO
C. Crane

imgRadio has always been about connection, the feeling of belonging to something larger than yourself, of being drawn into a story told by a voice you trust. Perhaps, that’s why you tune in as well. There is little that is more rewarding for us than finding a way to connect you to what you want to hear, whether that’s your favorite jazz station, a particular show, or your former alma mater’s student-run station. It’s why we do what we do, and why we show up for the people who keep those stories alive.

If you’ve ever wondered where the people who make talk radio gather – the hosts, station owners, program directors, engineers, the visionaries behind the scenes and in front of the mic – look no further than TALKERS. TALKERS magazine’s annual conference is one of the industry’s premier meeting grounds, where talk radio and the evolving world of spoken-word media get taken seriously as a craft, a business, and a cultural force. Talk radio: The original influencer.

Michael Harrison has spent decades as one of radio’s most honest champions. He has consistently pushed the industry to think harder, challenge the status quo, and defend the freedom of speech that gives every great story room to breathe.

Crane was part of that world very early on, when we attended our first TALKERS conference in New York. We’ve been back many times since as attendees and sponsors, and Michael and the TALKERS crew have always been genuinely good to us. We make the radios people use to listen to radio, and being welcomed into the room where those stories get made is something we don’t take for granted.

Over the years, those rooms have introduced us to some extraordinary people. Gene Burns was a favorite long before seeing him at TALKERS. C. Crane had advertised with him on KGO, and his gift for drawing you in came through in everything he did. He hosted many shows over his career; “Dining Around with Gene Burns” was a personal favorite, and Gene and his producer Joel Riddell could point you to the best restaurant in almost any city and just nail it. The speech Gene gave on freedom of speech was one of the best I’ve ever heard, a fierce and passionate defense that stayed with you long after it ended. I also remember the head engineer ar WOR (at the time), Thomas Ray, taking the time to walk me through the mechanics of radio towers while I was manning our booth. That kind of generous, unguarded knowledge sharing is something you don’t forget.

We’ll be back in New York again this year for TALKERS 2026: Radio’s Next Chapter. The landscape continues to change, but what hasn’t changed is the seriousness with which the people in that room take their craft, and their commitment to the stories only radio tells. We’re proud to be part of it. Thank you, TALKERS. Thank you to everyone in that room, past and present, who continues to show up for this event and for radio. We certainly wouldn’t be the company we are without you.

Jessica Crotty is the CEO of C. Crane, a major manufacturer and distributor of radios and radio-oriented devices.  She can be reached via email at jcrotty@ccrane.com. Meet her at TALKERS 2026 on June 5 at Hofstra University.

Industry Views

Pending Business: What Will You Focus on Today?

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

imSimple question, tricky answer. Unless you are organized.

If you are a professional athlete, you are paid to put points on the board or stop the opponent from scoring. Did you ever watch a competitive body builder work in the gym? Some have a journal and a tripod to mount their mobile phones recording technique as they work through their routine, carefully blending form and precision. The professional entertainer? Paid to sell tickets. Professional politicians? Easy, get the most votes.

Professional ad seller? You get paid to close business.

Is the better question, “What business will you close today?” Of course, it is. Wait, most sellers never start every day with the stomach-churning question, “What business will I close today?” Maybe that question is a little too focused. After all it drills down the process to the very measurable result of being organized, skilled, and focused. Just like that high achieving athlete or getting a ticket to that sold-out performance, someone was ready to answer that elegantly simple question, “What will you focus on today?”

Let’s start the process of learning how to better sharpen our focus skills. Suppose we start with an easy how-to, as in how-to prioritize your call activity. Your sales calls will fall into five major categories:

— New Business. The lifeblood, the very oxygen of the radio business. Remember this: radio advertising, when measured honestly (political ads, COVID economics adjusted) is a single digit growth business. Unless you are making developmental calls, attrition, competition, and the wobbles in the economy will overwhelm you. Make the developmental calls a priority.

— Renewals. The most efficient sale you will make is the business you currently have. Work on renewals when timely.

— Service. My experience is this is the number #1 weakness of most radio ad sellers. Learn how to follow-up, check-in and listen without looking for a transaction. It’s about making sure your rapport is healthy and ready.

— Collections. Do you need an explanation? Just be sure of your numbers and documentation before you make the call or send the email.

— Internal. Collaboration with management, programming, production, or biz ops starts here.

Simple enough. Five columns to list, prioritize and budget your daily call activity. Owners and managers who are reading this, help your sellers when they get distracted. What will you focus on today?

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.