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Radio Ink Magazine October 24, 2016

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United States
Streamline Publishing
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14 Issues


access_time3 min.
my biggest management nightmare

I cringe when I think about my management style when I was a young new manager. I was arrogant and full of myself, and didn’t understand how lucky I was to have the people who worked in my various radio stations. Most of us probably go through that. We don’t know what management is until we become managers ourselves. And if we’re not trained by great managers and made ready for the position, we can easily think management is about control, or “bossing people around.” I was blessed with a lot at a young age. I ended up owning and running three stations before I was 30. And I can remember the very day I closed on the purchase of my first station, sitting in my nice, newly remodeled office, putting my…

access_time2 min.
good times in nashville

RAB President/CEO Erica Farber with newly appointed Cox Media Group President Kim Guthrie Talking finances at the Pillsbury's Broadcast Finance Leadership Breakfast : Alpha Media CEO Larry Wilson, CMG EVP/Radio Bill Hendrich, and Beasley CFO and interim CEO Caroline Beasley. Bring on the lunch: Rolland Johnson of Three Eagles Communications, Cromwell CEO Bud Walters, and broadcast attorney John Garziglia catch up on old times before lunch is served. Radio Ink Publisher Deborah Parenti presented the Radio Ink Radio Wayne Awards at the annual Advertiser Breakfast. The highlight of the event was when Cox Media Group Tampa Market Manager Keith Lawless got up on stage to accept his award -- and thanked every person he’d ever met in his life. Pictured here are the winners: (l-r) Jeff Gonsales, Jeff Smulyan, Keith Lawless, Mike Gale,…

access_time4 min.
armchair marketing

The biggest mistake made by modern media buyers is that they pay too much of a premium for targeting. We live in an age that worships data, but what I'm about to tell you is the truth nonetheless. The best ROI for most businesses in 2016 is to buy massive reach and frequency using woefully undervalued, untargeted radio (Adults 18+) and marry it to a message that is both relevant and credible. That's right. I said untargeted radio. Adults 18+. Marc Pritchard, the chief marketing officer at Procter & Gamble, is a very smart man. In an August 9 story in the Wall Street Journal, Pritchard said, "We targeted too much and we went too narrow." The headline above that story read, "P & G to Scale Back Targeted Facebook Ads." Pritchard said P&G…

access_time6 min.
salespeople: stop asking for trouble

Selling, and this is my definition, is simply the modification of the behavior of another person, without that person’s necessarily knowing that his/her behavior is being modified, in order to arrive at a mutually beneficial conclusion. Would you go along with that? In other words, it’s practicing psychology without a license. And when media is what you’re selling, if you’re good at it and you’re involved with creative, now you’re practicing psychology without a license on a massive scale! So, if you’re into this for a living, why would you unintentionally drop bombs into your presentations that make it seriously more difficult for you to arrive at that mutually beneficial conclusion? Understand that I have hardly ever met a local direct decisionmaker who is an expert at creative, much less an expert…

access_time3 min.
how to hire your next great seller

The number one most important thing needed to hire your next great seller is: Don’t wait until you have an opening! When I hear about a company dictate to hire multiple salespeople in the next 30 days, I shake my head and wonder what in the world that corporate team is thinking. Even a dedicated team of recruiters will find that this is an impossible task. Managers, who are already stressed, try to find anyone who has any interest to hire, then train, and hope that some of them will end up staying. Not the correct way to hire great sellers. This takes us back to the early ’90s, when a major broadcaster sent out an edict to hire as many sellers as possible and see who sticks. Ouch! Not only is…

access_time3 min.
a followup call is not an appointment

One of the leading indicators for sales success is the number of appointments a salesperson has each week (this is not the only leading indicator you should be looking at, but it is one of them). The idea is that if a salesperson has a significant number of appointments each week — the kind where they are either finding needs, getting assignments, presenting solutions, or delivering a proposal — this quality sales activity will lead to good, solid revenue performance. There are other kinds of appointments, but let’s focus on those that are aimed at bringing in new business. Here’s where it breaks down: Too many salespeople are confusing “I have an appointment” with having heard the statement “Follow up with me next week.” To be clear: Hearing “Follow up with…