Radio Ink Magazine September 12, 2022

DEBORAH PARENTI PRESIDENT/PUBLISHER STREAMLINE PUBLISHING DPARENTI@STREAMLINEPUBLISHING.COM “While times and toolbox tactics have changed, there's something fundamental about the human aspect of the sales process.” “I've always believed that you should cultivate relationships before you need them. That way, you're prepared if a problem arises. You're not dealing with an adversary. You're dealing with a friend. All things being equal, people like to buy from their friends. All things being unequal, people like to buy from their friends. When you make your customers feel they are longterm friends, you not only enhance the relationship, but you also cement the business opportunity.” – Bill “Be Fabulous” Burton Some reading this may not be familiar with Bill Burton. That's a shame. For decades, he was one of radio's biggest cheerleaders and a truly fabulous, passionate, and attention-getting presenter. He…

ROY H. WILLIAMS PRESIDENT WIZARD OF ADS INC. ROY@WIZARDOFADS.COM Predictability is the silent assassin of persuasion. When static electricity saturates the sky, lift the lightning rod of the new, the surprising, and the different, and let the concert begin. The booming of the big bass drum will make the draperies tremble as the lasers light up the night. Give that anxious electricity something to focus on. Win the attention of the storm. Don't tell us, “It was a dark and stormy night.” Light it up. When your jagged blade rips a gash in the sky and makes the darkness cry, we will lift our faces into the wet and laugh until the grass is green again. Light it up. We rarely raise our faces from these glittering screens because you rarely have anything new to say. We stare at the…

MATTY STAUDT EVP/PODCASTING AMAZE MEDIA LABS A branded podcast is produced by a company to reach a targeted audience. Branded podcasts are not sales-driven; they are marketing tools to enhance a brand's value and connect with customers and colleagues in a new way. Most large brands are in the space, but there is plenty of room to sell and produce these for clients in your market. Thought Leadership: These podcasts feature hosts or guests associated with the company. These work incredibly well for finance, legal, health care, and any vertical that specializes in expert advice. I have personally seen CMOS and CEOs raise their value and that of their companies by doing these. Conversational: Note that I did not say “interview.” A good podcast is a conversation, and for a branded podcast, that can…

ALEC DRAKE ALECDRAKE.COM What balance should we strike in gathering leads to support customer acquisition and revenue growth? Managers should reexamine the salesperson's role and how leads are created, measured, and converted. Lead generation has evolved since my early years in sales to a multi-faceted process, combining robust software tools and communication platforms. What lead strategy is right for your stations and market? Let's consider where leads have come from, and what the future requires. Can You Hear Me Knocking? My first lead-generation experience in radio entailed walking down the city's main streets and entering any business with a sign out front. Lead generation and prospecting were about knocking on doors. You'd introduce yourself to the owner/manager, or leave your business card if you missed a decisionmaker. I would jot down a few notes on…

In June of 2022, Latino Media Networks made a big splash in radio with the purchase of 18 radio stations in 10 cities from Televisaunivision in a $60 million all-cash deal. The co-founders of the new company are Stephanie Valencia and Jess Morales Rocketto. Valencia and Morales Rocketto plan to use radio and other platforms, especially YouTube, to provide another voice for growing Latino communities around the country. They are emphasizing local content. And, even though they are launching in 10 cities, they expect and want to add more radio markets moving forward. They did not launch without controversy, as some conservative commentators were immediately worried that the network would slant to the more liberal side. Valencia and Morales Rocketto are being backed by $80 million in funding from Lakestar Finance, an…

What are your hobbies? JMR: Reading romance novels, Peloton, makeup and fashion history. SV: Hiking, trying new recipes. Who is/was your role model, and why? JMR: Saint Peter, because he is one of the first leaders I ever encountered. What are you reading right now? JMR: And The Cloud Yelled Back, by our coach, Alicia Bassuk. SV: Milagro Beanfield War, a New Mexico classic. Also, The Brain's Way of Healing – a book about brain plasticity and how to rewire the brain. What is your favorite movie? JMR: It's a tie between Fools Rush In and You've Got Mail. SV: Life is Beautiful and City of God. What is your favorite TV show? JMR: We just finished The Bear. I love behind-the-scenes of everything and competence in every form. SV: Currently enjoying Yellowstone and Better Call Saul. Always love Latino-led shows: Generified, Vida,…