Radio Ink Magazine March 6, 2023

DPARENTI@STREAMLINEPUBLISHING.COM It appears we are mired in a repetitive cycle that becomes increasingly frustrating with each passing year. How many times are we going to talk about content, and why that element is so key to radio’s future success against its competitors? Not to mention one that is so frequently touted as an age-old asset. Name me any person who says content is not of critical importance. Everybody gets on the bandwagon when it’s time to talk. But what happens when the talk is supposed to turn to walk? Who’s walking the talk, and who has checked out of the conversation when it comes time to step up to the plate? Yes, it’s frustrating, because while there are many reasons, mostly economic, hands are tied when it comes to delivering local content in the…

ROY@WIZARDOFADS.COM Here are a couple of things I've seen during more than 40 years of consulting business owners and writing ads: You are rolling down the road when you wonder, “If I turn off the engine and quit burning fuel, how far can I coast?” If your thought was to save fuel, you have made a costly mistake. The fuel you will burn to regain your speed is a lot more than you would have burned to maintain your speed. This isn’t just a common mistake. It is an “extremely very” common mistake. But you were wondering how far you could coast, so I will answer your question. Your ability to coast will be determined by: 1. Speed 2. Mass 3. Friction 4. Gravity Advertising is the fuel that energizes your business. 1. Speed of growth is determined…

LISA@JVCBROADCCAASTING.COM The foundation of most business partnerships is the relationship. That means people work with, and ultimately buy from, people they like and trust - and that doesn’t usually come immediately. We have to work to gain the prospect’s attention, interest, and trust. They have to know we genuinely care about their goals and challenges and are dedicated to helping them achieve a higher level of success. Calling on a new client means taking the time to get to know them, their business, and what’s important to them, and making them feel our commitment is valid and worthy. So, although it is certainly a different vertical than an actual dating protocol, the basics are similar. You meet a new client, and you want to put your best foot forward. That means being dressed…

There have been many questions and much concern about the Country format’s rating erosion over the last couple of years. Despite some individual stations remaining strong and showing their durability, the format has, until just recently, been on a four-year eroding trend. There was a time when several Country radio stations in the largest markets in America had a cume over 1 million listeners. No more. We even saw Country radio again leave Manhattan. The rating erosion led to much fingerpointing. “It’s the music,” “It’s the rating sample size,” “The market makeup has changed,” “Too many choices and more competition for listeners,” “No marketing from corporate,” “The labels push us to change our music too quickly,” “Radio has become boring,” “Country music is too pop,” “Country music is too country,” “The…

What do you think is the single most important habit for a successful salesperson? That’s a trick question - you’d be correct if you said there is more than one. Here are eight winning sales habits to help you create success every day. 1. Prepare well. Set aside time in your calendar to prepare. “Proper planning prevents poor performance” is a saying that holds true in many situations. Top salespeople always prepare for every customer meeting. It isn’t skill in “talking on the fly” that makes salespeople succeed, it’s preparation. Being prepared helps you meet challenges or inspire customers to think differently or in a new way. By being prepared, you’re more able to anticipate customer questions and better able to meet their expectations. 2. Qualify - be picky about which opportunities…

Johnny Chiang hardly knew who Garth Brooks was when he first became a Country radio programmer back in 2004. But those in charge at Cox Media Group at the time saw the leadership qualities in Chiang and knew he was the right person to lead their station to greatness, as he wound up doing for many years. Chiang was a member of Radio Ink’s Best PDs in Country Radio list for 13 consecutive years, taking the top spot for four of those years. He was not only respected within his company and in Nashville, but also by other Country radio PDs across the country. And KKBQ/Houston was smokin’ hot under his leadership. In 2022, Chiang decided it was time for a new challenge. Pandora came calling, with an opportunity to be responsible…