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Radio Ink MagazineRadio Ink Magazine

Radio Ink Magazine January 16, 2017

Don't let the Radio revolution pass you by. Get your digital subscription to Radio Ink Magazine. Published 14 times per year, your annual subscription includes these popular issues: The 40 Most Powerful People in Radio The Executive of the Year Issue The Best Program Directors in America The 25 Most Influential Women in Radio The 20 Most Successful African-Americans in Radio Subscribe to the digital Radio Ink and save 50% off the print version!

Country:
United States
Language:
English
Publisher:
Streamline Publishing
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14 Issues

IN THIS ISSUE

access_time9 min.
i always said i’d retire when radio ink turned 25

I“I’ve got good news and bad news,” said my accountant, David. “The bad news is that you’ll be bankrupt in three weeks.” “What’s the good news?” I asked. “If you let everyone go now, you can give them all two weeks’ notice and have a week of operating capital left.” Radio Ink had grown to a staff of nearly 40 people. Because I did not know publishing, I’d hired a very capable and experienced publisher, and she hired some top-tier magazine people from New York. But with that staff came a giant cash burn rate, and we couldn’t sustain it. It was a somber day when I let her and all but four people go, including my accountant, who should have alerted me months earlier. In hindsight, I should have been fired, too. Radio…

access_time3 min.
25 radio ink years 1992-2017

In 2017, Radio Ink turns 25 years of age. In each issue this year, we will flash back through pages of previous issues to see what was going on and who said what along the way. Our first Radio Executive of the Year was then-RAB President/CEO Gary Fries, back in 1993. In this issue we’ve scrolled back through our interviews with former Executives of the Year to see what they had to say back then. Here’s a montage from those key radio industry players. In the January 2, 1995 issue of Radio Ink, NAB President/CEO and Radio Ink Executive of the Year Eddie Fritts said: “Be involved in the governmental process, understand it, know that it plays an important part in the business life of every radio station. Understand that if the industry…

access_time4 min.
fiction in advertising

Norman Rockwell was an illustrator of fiction. He never showed us America as it really was, but America as it could have been, should have been, might have been. His images caused an entire generation to vividly remember experiences we never had. Rockwell showed us a fictional America, and we believed in it. I don’t want to mention client names and I’m sure you’ll understand why, but my most successful ad campaigns have been built on exactly that kind of fiction. Not lies. Fiction. There’s a difference. Fiction is romanticized reality, showing us possible futures and the best of the past, leaving out the dreary, the mundane, and the forgettable. It is a powerful tool of bonding. Properly used, fictional characters can attract new customers and deepen customer loyalties. But predictable characters hold no…

access_time3 min.
start on your client’s 20-yard line instead of your own

paulweyland.com Don’t Fumble the Ball Don’t lose control by asking the client dumb questions like, “What’s your budget for this?” or, “What do you want to say in your commercial?” We know now that the local direct client is not qualified to write his or her own creative. We need control over the client’s creative. We also need control over the client’s budget. We should be coaching them on how much they should be spending, not the other way around. Don’t Allow an Interception Always, always ask for long-term business. It’s good for the client, and it’s good for you. What a shame to do all that work and then see the account taken away by a media competitor or a crappy little advertising agency because you failed to protect your work with a…

access_time4 min.
focus on the future: following the money

BIA/Kelsey has provided resources to the media industry for over 30 years. Their insight into the local advertising and marketing marketplace offers trends and analyses that impact local revenue dollars as well as detailing other important indicators. Tom Buono, the company’s founder and CEO, participated in the annual investment session at last November’s Forecast. He presented some interesting projections that we agreed were well worth sharing with our readers here. Between 2016 and 2021, it is anticipated that the local advertising market will yield a 3.8 percent CAGR consistent growth pattern, driven primarily by increases in mobile and social advertising. In terms of hard numbers, how does that break down? We project total local advertising revenue to increase from $148.8 billion in 2017 to $174.9 billion by 2021, a $26.2 billion increase.…

access_time3 min.
radio sales: what business are we really in?

The radio industry does a great job of teaching people how to sell, and how to sell our medium. We don’t always do as good a job teaching them how to make it work. Let’s start with the answer to the burning question posed above. What business are we reallyin? Not the one you think. You are in the business of selling the client’s inventory, not yours. Salespeople are often told, “Just get the order; let the agency worry about the copy and the schedule.” Wrong, wrong, wrong. Unless you want to churn and burn advertisers and have to prospect forever, we have to pull out the stops, give each and every campaign a full court press, and make it work. That’s the only way to build a base of satisfied repeat…

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