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Radio Ink Magazine July 25, 2016

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!

United States
Streamline Publishing
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14 Issues


access_time7 min.
heed this advertiser’s warning

One of the world’s largest radio advertisers came to me a couple of months ago to share some perceptions about radio. This isn’t going to be easy to hear.She came to me, actually, because she wanted me to send a message to you, the people of radio. The following quotes are almost verbatim from the notes I took during our face-to-face visit.“I’ve used radio for many, many years and nothing has changed,” she said. “It works tremendously well for my clients — it has always worked well — and yet something is dramatically different, and it concerns me.“Radio people no longer believe in themselves. They have lost their self-esteem. They have lost belief in their product. They seem deeply depressed and frightened, and act as if radio, like newspapers, has…

access_time4 min.
four kinds of ad writers

The First Kind: Do what we expect them to do, say what we expect them to say, and quickly lose our attention. Nothing new, nothing surprising, nothing different. This is the essence of boredom. And it’s exactly what these writers put in their ads. They are predictable.The Second Kind: Insert a series of “Once in a lifetime! Don’t miss this event! One week only!” exclamation points in their ads in an attempt to make them exciting. They yell at us. This makes their ads sound like ads. It also makes them easy to ignore.The Third Kind: The adjective-addicted ad writers are the most painful kind of all. They take the longest to say the least. Adjectives and adverbs are the left and right crutches used by writers unable to craft…

access_time3 min.
radio’s power people: here’s how you’ll succeed

Radio advocate and Radio Ink Chairman Eric Rhoads once posed the question “What’s the one big thing radio needs to succeed?” Examining the success of other long-term sustainable business models, the answer becomes simple.Entrepreneurs from Henry Ford to Bill Gates to Steve Jobs became billionaires even though their “business plans” were not focused on creating huge profits. Instead, their business plans focused on innovating to create value.Henry Ford’s goal was to make the automobile affordable for average Americans. Prior to Ford’s creating the assembly line to streamline production costs, only the rich could afford cars, which before that were built by hand, one at a time.Bill Gates set out to solve average people’s problems by creating user-friendly software that could be used to create small “personal” computers. And Gates continues…

access_time3 min.
hey most powerful: here’s how to get the best to want to work for you

laurie@mediastaffingnetworkcomCongratulations, you’ve built your company into a powerhouse in the radio industry! And with growth and power also come more struggles and headaches. One of the biggest challenges we hear, from large and small companies, is the problem of finding qualified sellers. This is a challenge for all companies in all industries, not just in radio. However, in many cases, radio has lagged behind in learning how to recruit, how to build a culture that is attractive for potential hires, in compensation, and in how to treat employees. Becoming an employer of choice is crucial in the war for talent. For many years national and local publications have given out awards for the “Best Companies to Work For,” and, sadly, broadcasters have not been on those lists.While there has been…

access_time4 min.
take control of your agency business

There are two kinds of ad agencies: real agencies and local agencies. Real agencies can serve local, regional, national, even global clients. They don’t need a ranker, because they subscribe. They send an avail and negotiate rates based on audience. Then, when in agreement, they send an order and a fully produced MP3 featuring out-of-market voice talent. Covet real agencies.Local agencies are competitors, not customers. They poach your clients in your coverage area, expect lower than local direct rates, demand your station’s talent write, voice, and produce their clients’ commercials, pay 90-plus days, and expect you to pay them a commission for the privilege. And oh, yeah, before they can place the next buy, they need five up-front Paul McCartney tickets with backstage passes. I think we would all agree…

access_time4 min.
10 things you’ll need to start a podcast

1. Have a defined theme for your show. ITunes breaks podcasts down into certain categories, so make sure your podcast fits in one of them, and stays on point. ITunes’ categories are: Arts & Entertainment, Audio Blogs, Business, Comedy, Education, Food, Health, International, Movies & Television, Music, News, Politics, Public Radio, Religion & Spirituality, Science, Sports, Talk Radio, Technology, Travel.Some categories are more popular than others; for example, the Comedy category is far more popular than News. But it’s important to pick a theme you enjoy talking about, so make sure it’s something you have a real passion for.The theme you decide on doesn’t have to be something you’re doing on air now. In fact, it’s better if it’s unique content that’s more specialized to an Internet audience, something that…