Remote News Service and McVay Media announce a deal for the latter to consult the news providing organization. Remote News Service provides radio anchors and reporters for news and traffic content. McVay Media president Mike McVay says, “I was very familiar with RNS and the company that president Lesley Lotto has built. I like what they do and what they offer. Given the economic situation that media finds itself in today, the question has become how can we be cost effective without diminishing the quality of the content? Remote News Service is the answer to that question.”
By Steve Lapa
Lapcom Communications Corp
Is 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