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Radio Ink Magazine

Radio Ink Magazine April 9, 2018

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14 Issues

in this issue

3 min.
rising tides

In the words of Bob Dylan, “The times they are a-changing.” As broadcasters from across the country convene for the National Association of Broadcasters’ annual convention in Las Vegas this week, there will be many bets placed on the future of the radio industry. Since last year, there has truly been a tidal wave of change. The two largest radio groups are now operating under bankruptcy, the CBS Radio stations have been folded into Entercom, and there is a new member in households by the name of Alexa or “Hey, Google.” Last year, adoption rates for smart speakers were poised to outpace both smartphones and tablets. While that has increased at-home audio consumption by 70 percent, only 8 percent of that is said to be going to AM/FM. A few weeks ago in…

3 min.
radio in perceived turbulent times

Give the media a little bad news, and they’ll milk it to death. Give them a chance to bash another media that competes for dollars, and they’ll do their best to destroy their rival. Two Chapter 11 bankruptcies for radio is a chance for other media to say… Radio is dead. Radio isn’t surviving in modern times. Radio is over — it’s so 1920s. While they kick radio with all their might, they are leaving out the rest of the story: radio is strong, healthy, making money, and not an industry in decline. What? How can that be, with bankruptcies? you ask. For those inside the industry, we know now that the 2+2=10 thinking that led to overpaying for properties was flawed. Though the women and men who dreamed up these consolidated companies had…

3 min.
the 2018 hispanic radio conference

Exhibit table and reps for Hispanic Radio Conference Gold Sponsor Univision The audience is interested and engaged. Sports radio was the topic at the “Play Ball — Hispanic Radio and Sports” panel. L-r: Univision SVP/Local Media Sales Dominic Fails, Zubi Advertising VP/Media Integration Isabella Sanchez, panel moderator Skyview Networks Hispanic Network Audio Sales Manager Blanche Joesten, and ESPN Deportes New York Manager Rich Hernandez. Hispanic radio’s leaders talked about the state of the industry at the highly anticipated Executive Leadership Roundtable. Taking part (l-r): Albert Rodriguez, COO, Spanish Broadcasting System; Jesus Lara, president of Univision Radio; Enrique Santos, chairman and chief creative officer, iHeartLatino; and Norberto Sanchez, chairman/CEO, Norsan Group. In front is panel moderator Harvey Nagler, consultant and former VP of CBS Radio News. At the “Superstars” panel, the conversation was about the…

4 min.
paint-by-number advertising and selling

People don’t paint by number as often as they did 50 years ago. My personal theory is that we came to our senses and realized paint-by-number paintings are perfectly awful. But we still see and hear a lot of advertising-by-number and sales-by-number. I blame the colleges. Paint-by-number paintings employ a template. I’m not against templates. I’ve created dozens of them. The purpose of a template is to give beginners a way to begin. The hope, of course, is that the beginner will learn to improvise, develop new techniques, and leave the template behind. But then some fool of an instructor carves the template in stone and treats it as an idol to be worshiped, a perfection to which we should all aspire, a standard to which we should all be held. Pause with me for a…

5 min.
tooth and nail

For as long as I can remember, radio has had to make do with 6-8 percent of total advertising revenues. Television, on the other hand, has historically taken more than 20 percent. Sure, television can be perceived as more glamorous, offering sight, sound, and motion. But regarding audience, both mediums reach about 90 percent of consumers. So why the disparity in revenue share? Could it be that early on, the radio-industry leaders looked at newspaper rates and then priced their stations lower to be competitive? And then television came along and, because it was newer and edgier, priced its rates much higher? Maybe. Are advertising agencies harder on radio stations than they are on TV? Possibly, perhaps probably. But I think there’s more to it than that. Back in the olden days,…

4 min.
when walking away is the best sale you can make

As media sales reps, the goal is to sell, right? But sometimes, we should walk away from the sale. Did I say “walk away from a sale”? Absolutely, when it’s the right thing to do, walk away from the sale! If done correctly, you’ll use this to your advantage for years to come. Nod your head if you have heard these words before: “I tried radio once and...” You finished the words for me, didn’t you? “...it didn’t work.” There can be many different reasons we hear this, like the ad ran on the wrong radio station, it didn’t run long enough, or it didn’t run with enough frequency. Or, simply, the ad sucked like a Hoover! When radio “didn’t work,” the blame most likely rests on the media rep’s shoulders. After all,…