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Posts in "Hot Topics"

How Important Is Reach and Frequency? Just Ask Pandora

July 16, 2015

Filed Under: Hot Topics

There are numerous elements to radio sales. Much of it comes down to the quality of the schedule. What is a quality schedule? The first element is delivery and pricing. That means GRPs and CPP – how many rating points you are going to deliver and at what cost. However, a thorough schedule evaluation does not stop there. For advertising to work, a proper balance of reach and frequency must be achieved.

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Nielsen’s Improved Survey Technique Will Help Radio

July 9, 2015

Filed Under: Hot Topics

It has been about ten years since Arbitron, now Nielsen, started their transition from a diary-based survey to PPM in the larger markets. The premise was easy to understand; if your ears can hear it, then the meter will pick it up. That worked well in 2007 when most listening was to a station’s broadcast signal and through speakers.

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What Radio Can Learn from the Airline Industry

June 25, 2015

Filed Under: Hot Topics

As long as I have been in radio, I have heard the comparison of radio inventory with airline seats. Just like empty seats on a plane that has taken off, the value of a radio spot that goes unsold is zero. There is no way to regain that inventory once the plane has taken off or the stop set has run.

Let’s take the opportunity to learn from the airline industry. How are they adjusting their sales strategy?

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Is Programmatic Selling Problematic?

June 18, 2015

Filed Under: Hot Topics

There has been a recent explosion of conversations regarding programmatic selling for the transaction of radio advertising. Recently at the Radio Ink ConVergence conference, we saw a demonstration of Marketron’s prototype for programmatic selling.

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Characteristics of Top Sales Performers

June 4, 2015

Filed Under: Hot Topics

It has always been interesting to see just how little information sales people have about what makes a top sales performer. If asked, most sales people would say that they are the best at what they do. Many would say that the key to their success is their persistence or great time management skills. Although these skills are important to one’s sales success, it has little to do with what separates top producers from mediocre producers. When looking at salespeople from various industries, the top five skills and behavior patterns that top producers possessed were identified.

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Don’t Worry. Be Happy.

May 21, 2015

Filed Under: Hot Topics

When Bobby McFerrin’s #1 song, “Don’t Worry, Be Happy,” hit the airwaves in 1988, it is doubtful that he was thinking about the medium that was playing his tune. But perhaps he should have been. A 2011 study – Media and the Mood of the Nation – conducted by Sparkler Research in the U.K., concluded that “listening to the radio makes people happier than watching TV or surfing the Internet.”

So why is this?

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7 Steps to Effective Problem Solving

May 7, 2015

Filed Under: Hot Topics

Last month I attended a leadership seminar and I returned to the office with tons of ideas. One thing that I know I’ll put to good use is a seven-step process for problem solving. This relates to both radio sales and programming.

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It’s Not What You Say, It’s How You Say It

April 24, 2015

Filed Under: Hot Topics

There is an old commonly used adage, “It’s not what you say, it’s how you say it.” In the radio business, no adage rings more true with regards to creating effective radio advertising. In order for an advertising campaign to work on the radio or in any communication medium, a few key pieces of infrastructure must be in place to be successful: a strong advertising campaign with the right amount of penetration aimed at the advertiser’s targeted demographic, good production value, and strong copywriting. The last piece of the equation is often overlooked when creating advertising material.

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Reinforcing the Basics: Sales Takeaways from My Past Week Outside of Work

April 9, 2015

Filed Under: Hot Topics

In almost any circumstance there’s an opportunity to sell. Perhaps it’s a product or service. It may be something as simple as assuring legitimacy or gaining trust. Regardless of the situation, there are most likely some selling tactics that can provide a benefit or two.

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It’s Time to Take a Long, Hard Listen to the Radio

March 27, 2015

Filed Under: Hot Topics

According to a report published by Business Insider, ad tech specialists will have more opportunities to gain a larger foothold in the realm of advertising spending as a result of less human mediated manual sales and more real real-time bidding. These are poised to dominate the advertising spending space going forward.

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