You Wouldn't Run A Radio Station Without A Production Director. So Why Don't You Have Somebody Who Does This?
June 23, 2015
Radio is a simple business model: Attract an audience by putting audio content on the air, then charge companies for exposure to that audience. In the past, this exposure has primarily come in the form of on-air commercials.
While large companies and advertising agencies might have the resources to create their own audio commercials, many local companies do not. So radio stations have producers in-house who create commercials for clients who can't create them on their own. This role is vital. Without this person, the station would be closing the door on a lot of local revenue.
As advertisers are increasingly showing interest in reaching consumers online as well as over the air, many stations are beefing up their digital inventory. They now sell ads on their websites in addition to their airwaves. In fact, Borrell Associates predicts that digital revenue for radio will hit $583 billion in 2015, up 18% from last year.
But if stations don't have the equivalent of a Production Director for this inventory, they might shut out some of the same local companies that can't produce their own in-house spots. If you are selling digital inventory, you need somebody on your staff that can perform basic tasks, like designing graphic ads, writing effective web copy, and tracking ad clicks.
You may not need to create a dedicated position for these tasks — a web-savvy sales assistant or an independent contractor may do the trick— but you need to make sure that you have reliable access to somebody with those skills. If nobody on your staff knows how to shrink a 300-dpi pdf file down to a 72-dpi jpg, chances are you're leaving money on the table.
NEXT STEP: Hire somebody who can do this stuff.