Industry Views

Pending Business: Get Your Head Straight

By Steve Lapa
Lapcom Communications Corp
President

imAre 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.

Industry News

Edison Research: Moms Flocking to TikTok

Edison Research releases its latest Moms and Media 2023 report and concludes that American moms “are spending more time on the Internet, increasingly embracing digital devices, and using TikTok more.” The report states that U.S. moms self-reported using the Internet 15 minutes more per day than they did in 2022, for aim total of four hours and 15 minutes per day. Ninety percent of moms access the internet from their mobile phones. It also says that TikTok is used by 50% of U.S. moms, up from 42% in 2022, while Facebook is used by 83% of U.S. moms, down from 88% in 2022. Edison Research VP Melissa DeCesare says, “U.S. moms are heavily engaged with social media and online audio, and their time on the Internet continues to increase with the ease of mobile phone access. They are busy with children and are taking advantage of the convenience offered by wireless headphones and smart watches.” Download the report here.

Industry News

iHeartMedia Publishes the State of Podcasting 2023

This report from iHeartMedia looks into determining where the audiences for podcasts are coming from. The company says of the State of Podcasting study: “Aside from reach, time spent listening to podcasts is up 2x in the past five years with the number of Black and Hispanic listeners jumping 30% in the past two years. Weim 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%).

Industry News

Dr. Asa Andrew Partners with NFL Alumni Health

Rising multi-platform talk media star and talk radio personality Asa Andrew, M.D. (known to his fans as Doctor Asa) is partnering with the newest division of the NFL, called NFL Alumni Health. Doctor Asa’s parent full-service media company, Asa Media is now the official media partner, outlet, and overall voice for NFL Alumni Health. Under the new agreement, Asa Media will create exclusive content for all digital, social media, reality docu-series, radio, television, and podcasts for NFL Alumni Health to tell their story. Doctor Asa, whoseim syndicated radio health-based talk show continues to gain affiliates, was recently appointed the role of “ringside physician” for Impact Wrestling which doubles as a serious medical position as well as an entertainment position. Doctor Asa tells TALKERS, “The NFL, just like combat sports, includes years of high-impact play, raising concerns for long-term wellness. Concussions, joint injuries, cardiovascular health, obesity, and neurological complications are the norm as the average career for iman NFL player is very short.” Doctor Asa will be speaking and educating as the leading health and wellness voice for NFL Franchises and Alumni with strategies for optimal health, performance, and longevity. He continues, “The NFL is a worldwide sports giant with some of the greatest athletes. The players are the ones we need to make sure are in the best position to enter the sport well and exit with their greatest win, their health. NFL Alumni Health has a passion to educate the players for better current play health and longevity choices which creates a better post-play outcome. Many former NFL Alumni Players are losing quality of life and facing serious health challenges. NFL Alumni Health is on a mission to create a better way. I’m here to be the voice, the storyteller, and catalyst to inspire the NFL and its Alumni, and influence others to reach their potential and becoming the best version of themselves.” Dr. Asa Andrew will be speaking on “The Big Picture” panel at TALKERS 2023, June 2 at Hofstra University.

Industry News

Yesterday’s (3/29) Top News/Talk Media Stories

The aftermath of the Nashville school shooting that took the lives of six; the various legal battles facing former President Donald Trump; the battle for control of Bakhmut in the Russia-Ukraine war; bank regulators are grilled during a House Financial Services Committee hearing; the fire at a migrant facility in Mexico that left 38 dead; the warning from tech leaders to halt the creation of AI systems due to “profound risks to society and humanity”; Arkansas sues social media companies claiming their products are harmful to users; and protests over Israel’s plan to reboot its judicial system were some of the most-talked-about stories in news/talk media yesterday, according to ongoing research from TALKERS magazine.

Industry News

Axios: Talk Radio Landscape Two Years After Limbaugh’s Passing

A piece by Sara Fischer in Axios looks at the state of conservative talk radio two years after the genre’s putative founding father Rush Limbaugh passed away, leaving a literal and figurative void in the industry. Talk media practitioners are aware that the occasion of Limbaugh’s passing gave rise to a number of conservative talk personalities as they battled to fill the midday radio time slot occupied for so many years on more than 600Talk radio - Radio station stations. In the bigger picture, Fischer writes, “Today, no one radio host commands the same level of power and influence that Limbaugh did, but a number of new voices are emerging — blending the reach of traditional and digital platforms — and collectively proving to be more powerful in shaping conservative opinion for younger audiences.” TALKERS magazine publisher Michael Harrison is quoted in the piece saying, “The world is changing and there are questions as to how Limbaugh, had he lived and remained healthy — based upon his mindset and his approach to the business — would have remained as pertinent as he was. He was not as flexible when it came to social media and some of the other forms that it takes right now to be a media presence as opposed to just a radio presence.” Read the entire article here.

Job Opportunity

WIOD, Miami Seeks Midday Co-Host

iHeartMedia’s “NewsRadio 610” WIOD, Miami is searching for a talk show co-host for their midday show toLogo - Graphics complement Manny Munoz. The ideal candidate will be well-rounded and well-informed. They must be passionate about South Florida, news savvy, and have a strong interest in current events, politics, and lifestyle issues affecting their target audience. A strong digital platform and social media skills are vital for this role. In addition, all candidates must be proactive and work well in a team environment.

Work experience:

  • 3-plus years of on-air radio experience required
  • Audio demo of on-air interviews, commentary, announcements, etc.

Education

  • 4-year college degree, preferably in Communications or Broadcast Journalism

You can find out more about this position and apply here.

Industry News

ESPN Digital Reports “Best Year Ever”

ESPN says that according to recently released Comscore data, ESPN set all-time records across its digital platforms in 2022, including an average of more than 108 million unique users in the U.S. each month of theGraphic design - Design year and 7.5 billion engagements on social media. ESPN adds that its ESPN app had its best year with 25.4 million average monthly unique visitors and says that that is “four times more unique visitors than its closest competitor.”

Industry News

FOX News Wraps 2022 as Tops in Multiplatform Views and Minutes

According to data from Comscore, FOX News Digital closed out 2022 as the top-performing news brand with multiplatform views and minutes. For the year, FOX News Digital secured more than 18 billion multiplatformLogo - FOX views, over 34 billion multiplatform minutes and averaged 82.7 million monthly multiplatform unique visitors. FOX News states that it was also “the most engaged news brand on social media throughout 2022, according to Emplifi, reaching over 445 million social media interactions. FOX News Digital drove 179.7 million Facebook interactions, 49.6 million Twitter interactions and 215.9 million Instagram interactions. On YouTube, FOX News delivered its best year ever, driving over 3.4 billion views, finishing first in the news competitive set.” While FOX News Digital topped rival CNN.com in the multiplatform minutes and multiplatform views category, CNN.com was the leader in multiplatform unique visitors – the digital equivalent of cume – with 124.9 million compared to NYTimes.com’s 89 million and FOX News Digital’s 82.7 million.

Industry Views

Pending Business: Package for Profit

By Steve Lapa
Lapcom Communications Corp
President

Matt Damon - PhotographyIs it just me, or has packaging become a lost art?

What was once a go-to revenue builder, has become a function of muscle memory and is presented with the enthusiasm of watching paint dry. Am I getting at least a “maybe?” If so, and you feel like the packaging treadmill is going to wearing you down, let’s regroup. For the manager and ultimately the seller, every package must answer four basic questions:

  • That is the (revenue) goal?
  • What is the timeline?
  • What is the unique factor?
  • If it fails to sell, do we drop it or revise?

Now let’s review the 10 basic packages:

  • New Business. You should have a simple new business package available each quarter that can either be sold as is or serve as a start point.
  • Event Tie-In. Like the title says, this package will help your advertiser benefit from an event your station is tied into or sponsoring.
  • New On-Air Talent. This is where you show the value-based opportunity to work with a new talent in your lineup.
  • Special Programming. Every radio format will run a special program of some kind during the year. From election coverage and exclusive interviews to countdowns, just package and sell.
  • Slow Season. Is there a special package offered on a limited basis to help power through when business hits a red light?
  • Sports. Needs no definition, just a little updated creative thinking.
  • Calendar Holidays. This is the gift that never stops giving. Mother’s Day, Christmas, Valentine’s Day, Thanksgiving, come every year. What’s new in your package?
  • Base Programming. News, Traffic, Weather, if your radio station offers the basic service elements, talk to your programming people for new packaging ideas.
  • Emergency Programming. With direct coordination of programming, emergency programming offering special weather, disaster or other community-oriented programming can always open a new door. Remember this type of programming is always a spotlight for radio’s immediacy.
  • Bundling your digital and social media assets can help move the needle with local advertisers. I’m not advocating a giveaway, just suggesting competitive thinking in the fast moving, high growth digital advertising universe.

Back to where we started. This is the simple takeaway: Packaging is the art and science of selling with a value component that easily answers the question, “Why buy now?”

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

Sales

Pending Business: When the Crystal Ball Is Foggy

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Its seems the current economic cycle is being driven by a sweeping round of cutbacks and strategic business re-focus now moving into the mainstream.

From Disney and Meta (parent of Facebook) to Walmart, the pressure is on to deliver positive performance in a cloudy economy. In plain English, it’s time to cut costs and push suppliers to share the pain. Yet prices continue to go up. Maybe it’s the fault of COVID’s unpredictable economic impact or some international collusion, or better yet, just a plain old foggy crystal ball in the CEO’s office. My vote is all of the above. But what does any of this have to do with your day-to-day sales? The short answer is: Everything.

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Advice

Monday Memo: Yes, You Need More Cume

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — “Cumulative Audience” is radio’s version of what newspapers called “Circulation,” back when there were newspapers. It’s the number of people who tune-into your station during the week. Listeners, not listening. How many, not how many “Average Quarter Hours” (AQH) consumed.

We can’t get someone who doesn’t listen at all to listen more

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Sales

Pending Business: When Controversy Strikes

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Is someone out there in talk radio land ready to help us understand the new boundaries of controversy in talk radio?

A little help here, I’m getting lost.

Abortion laws will quickly become a leading topic again as states begin to weigh in on laws. Social media is already buzzing about Brittney Griner’s sentencing and what about her stance on honoring our National Anthem? The January 6 hearings continue to produce new fodder for talkers as the Russia-Ukraine-China-Taiwan storyline is on the radar — literally. Those topics don’t touch what’s happening in your neck of the woods. Somewhere along the way one of your local talent or nationally syndicated talent will say something that will offend listeners, sponsors, or both.

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Sales

Pending Business: SiriusXM’s Chutzpah

By Steve Lapa
Lapcom Communications Corp
President

 

BLOCK ISLAND, RI — Chutzpah!

That’s the way most AM/FM radio vets reacted to the recent SiriusXM ads. By now you should know about the upheaval over the “Why waste your time with AM/FM radio?” broadside attack launched last week.

Imagine, a frenemy like satellite radio calling our baby ugly. Chutzpah! Nobody does that to the people who gave most satellite radio talent their start, right?

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Analysis

Moms and Media 2022

Webinar notes by
consultant Holland Cooke

 

BLOCK ISLAND, RI — JUST in time to remind the otherwise-forgetful that Her special day is just yonder, “The Research Moms” at Edison Research update their annual report. You can download it – or watch a video of Thursday’s narrated presentation – at EdisonResearch.com.
This survey defines “Mom” as having a child 18 or younger at home. Her average age 41. And her media habits are changed since – and because of – the pandemic.

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Sales

Pending Business: “F” is for Frequency

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Radio is about to lose a legend and if you sell local direct, maybe it’s your fault! I’m not kidding, this is as real as it gets. Your future is at stake. I’ve already done my part, and the rest is up to you, direct sellers.

Do I have your attention?

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