Radio Ink Magazine December 14, 2020

As managers often remind, “Telling is not selling.” Those four words are actually an abbreviated reflection of the ancient Greek philosopher Diogenes, who said, “We have two ears and one tongue so that we would listen more and talk less.” It’s been that kind of year. One calling for more listening and, at the very least, holding our tongues until we digest what’s been said. And there’s been much to hear. No need reiterating the litany of what we’ve been through. The list is fairly extensive. Is anyone not eager to turn the page and get on with what all hope will be a better new year? Between daily news flashes of rising pandemic numbers, economic losses, financial crises, social unrest, and non-stop political rhetoric, this year hasn’t provided many moments for…

If you are going to communicate effectively with a person, you need to know something about their beliefs. Most ad writers assume their audiences see and believe as they do. And when they knowingly write to people who believe differently, their writing often takes the tone of an argument, leaning heavily on evidence and examples, with undertones of disparagement and mischaracterization. Such writers persuade no one, but rather drive the wedge deeper. 1. To make the sale, you must win the respect of your audience. 2. Belief is never a matter of evidence; it is always a matter of choice. 3. You cannot take a person where you want them to go until you first meet them where they are. 4. Perspective: you have to see through their eyes. Empathy: feel what they feel. Use the words…

When Radio Ink Editor-in-Chief Ed Ryan asked me to write an article for Radio Ink, I told him I’d be happy to — and sarcastically added, “How about a story about going back to the office instead of working from home so I don’t have to work so hard?” But this is the new normal, whatever that means, right? Honestly, in sales you should have a different day every day, facing challenges, creating marketing plans, servicing and, most importantly, seeing clients and prospects. But in this COVID-19 world, have things changed. And they don’t just change daily, it seems like they change hourly. But how do you distinguish between what is urgent and what is necessary? Let’s not confuse activity with productivity — those are two separate things that I’ve seen blurred…

As Radio Ink focuses this issue on the best in radio age 30 and under, I have the privilege to see the best in radio age 22 and under. My role as president of College Broadcasters Inc. (CBI) allows me to see, talk to, and hear from college media students across the nation. I was able to do this during the CBI Online National Student Electronic Media Convention October 28-30. Nearly 500 college students and their advisers attended nearly 50 sessions over three days. Those students attending the convention are your next employees, and it was exciting to see their interest in and love of radio. And, just as you are navigating through a strange COVID-19 world, these college students are doing the same. Many will be entering the work world…

Housed in the Hornbake Library on the University of Maryland College Park campus is a treasure trove of history on radio broadcasting in the United States. The Library of American Broadcasting was founded in 1972 as the Broadcast Pioneers Library and was originally housed at NAB headquarters in Washington, D.C. William S. Hedges, a retired NBC executive, started the Broadcasting Pioneers Project in 1964. The collection expanded rapidly for decades — until it ran out of space and funding. In October 1994, the library’s governing board established a partnership with the University of Maryland and moved the collection to the present location. The caretakers of the collection are Laura Schnitker, curator of mass media and culture, and Michael Henry, reference specialist. Schnitker gravitated to the library when her Ph.D. work in the…

Russell Perry has taken service to community to a whole new level. Perry started his career in journalism as co-publisher of The Black Dispatch. In 1979, he became the owner and publisher of The Black Chronicle, which has grown into one of the largest paid weekly newspapers serving the state of Oklahoma. Following his success in print, Perry expanded into the radio business, growing his audio portfolio from one AM (KVSP) in 1993 to 11 stations and three translators that now cover Oklahoma, South Carolina, and Georgia. Perry is one of the most respected broadcasters in the industry today, having built his empire as a result of nothing but hard work. Urban One CEO Alfred Liggins Perry called his friend “a business icon and entrepreneurial trailblazer.” NAB CEO Gordon Smith said Perry has…