category_outlined / Business & Finance
Radio Ink MagazineRadio Ink Magazine

Radio Ink Magazine June 19, 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!

United States
Streamline Publishing
Read Morekeyboard_arrow_down
14 Issues


access_time3 min.
calling all women

PUBLISHER ’S BEAT DEBORAH PARENTI EVP Streamline Publishing parenti@aol.com It’s been almost two years since I assumed the role of publisher at Radio Ink. Over that time, I have had the opportunity to sit down with everyone from leaders of some of the biggest groups to single-station operators. I’ve had conversations with managers, sellers, programmers, and a whole lot of people in between. I have walked the halls of stations, been inspired by “on air” lights flickering down hallways, and privileged to sit in on meetings full of enthusiastic radio pros. And I have seen a lot of women on these tours — more women and in more powerful positions than when I started in the business, when midday was called “housewife time.” Yes, once upon a time, that predominantly “office listening-dominated daypart” was…

access_time6 min.
will you celebrate the death of big radio?

It’s starting to get tiring. Since consolidation really began, about 20 years ago, there has been a troop of radio and ex-radio brothers and sisters who have slammed the very idea of consolidation. People clearly don’t like change It’s understandable to want to cling to the way things were because there were lots of things in the past that were more fun, like live and local personalities. Yet no one really knows if our industry could have survived if things had stayed the way they used to be. Things then were not always exactly great. The “good old days” always seem better. I love old cars and the romance of the old days, yet the idea of driving a car with no air conditioning, bad shocks, no seat belts, no navigation, and…

access_time4 min.
word parts and the music of vowels

ROY H. WILLIAMS President Wizard of Ads Inc. roy@wizardofads.com According to cognitive neuroscientists, the most important gift of the human race is our ability to attach complex meanings to sounds. The written language was developed only to make the spoken language permanent Think about it. Do babies learn to speak first, or to read first? The written word has no meaning until it has been translated into the spoken word it represents. This is why it takes the average reader 38 percent longer to understand the written word than to understand the same word when spoken. Stay with me. An understanding of this stuff will make your ads musical, memorable, and persuasive even when they’re being read silently off a computer screen or from the printed page. Phonemes are astoundingly important to radio ad writers.…

access_time4 min.
are you making a good last impression?

WAYNE ENS President ENS Media Inc. Wayne Ens is the producer of the SoundADvice radio e-marketing system. He can be reached at wayne@wensmedia.com You’ve probably heard that your customers are more concerned about the value you deliver than they are about rates or ratings. You’ve also no doubt heard about the power of first impressions. You’ve heard the old cliche “You don’t get a second chance to make a first impression,” and you know about the importance of the first three seconds when you’re introducing yourself to a prospect. But have you ever thought how important a last impression can be? It’s the last impression you create that dictates whether you’ll get a renewal and whether you’ll get a referral. If you want to succeed as a broadcast account executive, start putting as much, or more,…

access_time3 min.
why you’re the worst negotiators in the world

Have you ever wondered why we’re back at 1980s spot rates? Well, you can thank our friends at the advertising agencies, as well as our own poor negotiating skills. Imagine being present at the scene of the worst negotiation ever … between an advertising agency principle and a television general manager. Agency guy: From now on we’re going to buy you differently. Broadcast guy: What do you mean? Agency guy: From now on, we’re going to buy you based only on this single snapshot of your audience size. But if this audience size shrinks, then you owe us more commercials. Broadcast guy: Gee, OK ... so if our audience actually increases, then you owe us more money, right? Agency guy: No. Absolutely not. Broadcast guy: OK, then we’ll do it! Brilliant? Not so much. But that didn’t stop…

access_time3 min.
ux: not just another set of letters

While the new hot term UX, for “User Experience,” is mostly associated with online engagement on commercial websites, it has just as much relevance to radio — but nobody really thinks about that. Now more than ever, broadcasters must realize that user experience involves far more than just playing the music they think people want to hear. It’s about engaging in multiple ways to provide satisfaction — and more — for the time spent invested in listening. Think about how frustrating it is when you go to a website and it’s not formatted correctly for your smartphone, or every time you click on something you’re fed another pop-up you don’t want. That’s the way we live today. Is that a good user experience? No. Now think about how your station deals with its…