category_outlined / Business & Finance
Radio Ink MagazineRadio Ink Magazine

Radio Ink Magazine November 13, 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
SPECIAL: Save 20% on your subscription!
14 Issues


access_time8 min.
oh my, the things we reveal when we reminisce

Deborah Parenti, the publisher of Radio Ink, has been bugging me for a full year about doing an interview for Radio Ink and putting me on the cover. I was reluctant about both, because Radio Ink, and the radio industry, isn’t about me, it’s about you. I relented on the interview — but not the cover. I’m faced with a new challenge today, which is to craft a 25th-anniversary message. I’ve done a couple during the year, and there’s no need to repeat myself. When 2018 strikes at midnight on December 31, I will celebrate the start of my 49th year in the radio broadcasting business and associated fields. I started at 14, and though I feel a little wiser, a little more experienced, not much else has changed. I’m still curious,…

access_time4 min.
time to tell a story – a new story

The pages of this issue are filled with retrospectives and glimpses of the future, all centered on 25 years. That’s because “25” is a significant milestone. “Silver anniversaries” are celebrated by married couples, and 25 is often used as a marker — a quarter of a century of progress, innovation, or sometimes simply survival. And so we look at 25 as a reflection of where we’ve come and where we are going over the next 9,125 or so days. In reviewing the past 25 years, it is striking how many events have been either impacted by, or relied on, radio’s presence. As notable as the first text message — sent 25 years ago, in December of 1992 — was, radio has continued to be a primary source of connectivity. When it comes to dissemination…

access_time7 min.
cover versions: my brushes with greatness

No one ever forgets his first love, and nowhere is that truer than in the radio business. Those of us who have been lucky enough to work in this industry recall with great fondness our first connection with the AM/ FM dial — whether it was listening to a transistor radio tucked under the covers on a cold winter’s night or the soundtrack playing in the background while seeking paradise by the dashboard light. There was something magical about that electronic device that carried us far away, maybe to the pounding surf of a Southern California beach or to a sock hop that was shakin’ and rollin’ in Philadelphia. Now, as we approach the 100th anniversary of commercial radio, we can truly see how radio has opened a window to our cultural…

access_time3 min.
the secret of customer loyalty & not having to discount

1. Adrenaline is a neurotransmitter that increases blood flow to the muscles during times of excitement and creates involuntary recall of events. When there is adrenaline in the blood, you are more likely to remember the moment. This is why advertisers want to make ads sound exciting. 2. Oxytocin is a neurotransmitter that produces feelings of connectedness and bonding. This is how powerful brands are built. More than 240 years after the fact, we continue to admire John Adams and his amazing wife, Abigail, because they left behind words of bonding, both to one another and to the ideals they shared. John said, “I believe there is among our people a fund of wisdom, integrity, and humanity which will preserve their happiness.” John Adams wanted the best for us, and he believed…

access_time2 min.
my 10 programming predictions for the next 25 years

1. The big groups will start to break up once they realize that radio is a local media that needs “local care and tenderness.” Investors will lose patience, and station sales will be made to local operators. 2. Somebody will figure out radio’s next revenue model. The era of eight or 10 commercials in a row will end, and we will get into a whole new system of presenting advertisers’ messages. Long, hard-to-listen-to clusters of ads will no longer exist. 3. Radio will figure out how to monetize demos other than 25-54. Preteen stations will pop up as well as 50-plus formats. 4. Since it will be owned by local operators, radio will go back to 24/7 operation. This will increase the need for talent, and also give new talent a chance to…

access_time3 min.
my 10 sales predictions for the next 25 years

The laws of the universe are cyclical. Everything that goes around comes around. In January of 2000, when everyone was worried about the Y2K millenium bug, I wrote an unpublished article on the past, present, and future of radio. In 2005, as a panelist at the Mid-Year Radio Symposium, I reiterated my prediction publicly. It resulted in a flurry of investors cornering me in the hallway afterward, asking if they should pull out of radio. My answer was, “No, just invest in the smaller, nimbler groups.” So what was my prediction? I said then — and I stand by it now — that the super groups would collapse under their own weight. Or rather, the weight of their own debt. Here are my 10 predictions: 1. Breakup and makeup. The largest broadcast group owners…