In the fast paced world we live in, do you ever hear someone say, “That’s not how we used to do it”? Perhaps you find yourself saying the same thing when faced with a change to your familiar routine. Well, I’m glad that’s not how we used to do it!
Spike SanteeI’m Glad That’s Not How We Used to Do It!
Questions about the viability of terrestrial radio abound. People ask me all the time what impact satellite or Internet radio has on our business. I have to respond by saying, not much. First of all, AM and FM radio listenership is at record levels. There are more people listening to AM and FM radio than at any other time in history. There are nine times more people listening to terrestrial radio than listen to satellite radio. Internet radio listening is a mere fraction of terrestrial radio. There are over 15,000 full-power commercial radio stations on the air in the United States and more being built all the time.
Recently, an experienced Radio manager was describing the relationships between the stations within his cluster by using terms like “the big dog” and “a little pea shooter”. At first, it didn’t seem like a big concern because we all tend to use words to describe the stations that make up our local cluster. But as he continued his description of his cluster, it soon became apparent that terms like “the big station” and “the small station” could mean many things to different people. It also became apparent that this line of thinking could actually be harmful to your ability to effectively sell all of the stations within your cluster.
The annual contract is the coveted achievement for the advertising sales person. Getting an annual contract from a customer signifies to some extent that the advertising sales person and the advertiser have reached a meeting of the minds on one of the most basic fundamentals of effective advertising, having a consistent plan and sticking with it for the long term.
Spike SanteeTo Sell Long Term, Don't Use Short Term Data
Package selling has been a staple of the Radio advertising business for many years. Package selling can facilitate the selling process and put money on the books quickly because packages are easier for the advertiser and the sales person to understand than trying to build a proposal from scratch.