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Week of February 25, 2008
February 25, 2008
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Friday 2/29, 2008
Happy leap day! Here's a tip as rare as the calendar date. Yesterday we were discussing the value of relationships. It got me thinking about the air staff. We have all read about the air staffs that have been let go over the past few months. I never like to see anyone being laid off, fired or have their job eliminated. But in a declining business, staff cuts are a fact of life. But ... before you decide who goes on the chopping block; add one more attribute to your decision. Besides money, work ethic, professionalism and creativity, consider the contribution your air personality makes to the community. Show me a jock who is wired into the community with high-level relationships in raising money, helping the unfortunate, or connected politically, and I will show you a person whose value means more than ratings. Jocks who "just do four and hit the door" are very different than the years an air personality has spent making friends on behalf of the station/company. Lay off the wrong one and you will quickly find out the error in judgment you made. All cuts are NOT created equal. Have a great weekend!
Thursday 2/28, 2008
Yesterday we discussed the sales people who should be let go. It got me thinking about the most valuable of the salespeople you DO HAVE! Let's call them the "A" level sales people. In my opinion, they are worth every penny you are paying them. Why? They usually do a lot of the business because of relationships. Relationships are something that you can buy. Either you have them or you don't and in many cases, it takes years to develop. Tomorrow, we will leap to discuss the value of these relationships and the one other area of a radio station that needs them.
Wednesday 2/27, 2008
I was concerned last week when I learned of a major radio company laying off salespeople. Huh? Why cut off the money or the hand that feeds you? Upon further reflection, however, it did make sense only if you have a few salespeople on staff who are not making their draw, not making four to five calls per day, and not believing in your station air product. In other words, "C" level sales people should be weeded out. On the other hand, if you are laying off salespeople because they are making too much money, I would have serious concerns about your own career future.
Tuesday 2/26, 2008
Selling web advertising is different than selling radio time. This past week I spoke to a manager who had sold a banner ad on his station website for a fixed monthly amount. This is NOT the way to sell Internet advertising. Fixed dollar amounts do not take into account the web traffic your site generates. Make sure you do your homework on website revenue generation. It's a different language and important that you learn it.
Monday 2/25, 2008
Good morning! Was it me, or were the Oscars a snoozer last night? As I watched I realized how important it was for the people in the theater in L.A., yet it meant little to me. There are days I think we are in the same situation. We in radio may have to look at the bigger picture or we stand a chance of becoming less relevant. Let's keep an eye on the bigger picture...or else! BTW, I just realized that 2008 is a leap year. February 29th only comes along every four years and it's this Friday. Is there a promotion you can scramble quickly? Offer it to your best advertisers first. Making them feel like an "insider" will mean additional revenue through up selling all year long. Now more than ever, your biggest advertisers are your most valuable asset when it comes to making the year.
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