Not A Nielsen Subscriber, No Problem …

There is always “More than one way to skin a cat." I’m not sure where that term originated. I should probably Google it before using it again. But I thought the saying would fit this week’s column.

It’s Not Easy …
It’s tough out here. So many radio stations don’t have a budget for research and in some cases, they don’t have the money to be a Nielsen Audio subscriber. There’s a work around that could provide some qualitative information and cast a wide net marketing wise.

I took a call from a personality/PD who works in a medium market for a station that does not buy Nielsen and obviously can't use the ratings to sell advertising.

Air Talent: I have the title of PD, but this is a real small company, and we have a shoestring budget. I don't have much experience, but sometimes people around here measure how good we are doing by request line calls, texts, and page hits on our Facebook page. Sam, we can't keep a salesperson because this place is hard to sell.

Coach: Without telling me how you know, how well is your station doing in the ratings?

Air Talent: I have heard we are in the top 10.

Coach: How many minutes or units an hour do you run?

Air Talent: The max is 18 minutes an hour and we are never even near that. Sometimes we barely make payroll. If nothing else, the company is very honest about our circumstances.

Coach: Does management send salespeople to sales seminars or belong to the Radio Advertising Bureau (RAB) or the National Association Of Broadcasters (NAB) ?

Air Talent: Before the pandemic we would if the seminar was local. And over the last couple of years there have been some Zoom sales seminars. Nope, we don't belong to any outside organizations. It's rough, Sam, how can this place make some money? Our GM is asking all of the staff for suggestions.

Coach: I am not an expert salesperson, but I can tell you some of the things non-Nielsen subscribers have done. I remember going to a convention and listening to a guy talk about a non-subscribing station back in the early 90s that put together a 24-page booklet. I think it was called "Our Ratings." The brochure was divided into sections and included station profile, a coverage map (a list of neighborhoods and communities), and quotes from people about the station. They got statements from media people, educators, military leaders, politicians, policeman, business leaders, firemen, artists, and entertainers. The station stayed away from comments in certain situations, like charities they had raised money for. The brochure gave a brief description of programming and the rates. The whole idea was to show off how connected the station is to the community.

Air Talent: Wow, that's cool, how many quotes did they use?

Coach: I’m not sure, but I would suggest getting at least 100. You’ll have enough to freshen up the pamphlet periodically. And keep the number of words in the quote to something someone would read or listen to. Also, add a page to the station's website based on the pamphlet. And post on Facebook.

By pamphlet, website, or social media, you’ll have something you can share with advertisers and agencies. By the way, if you get some of the quotes in person or by phone, record them for promos and drops to use on the air too.

Air Talent: What about distribution and cost?

Coach: I would suggest you distribute through every available avenue. For example, find out who on your staff attends church and see if they can talk their church secretary into getting the pamphlets into the hands of church members. That’s just one example. I’ll leave that up to you and your staff. Cost wise, you can do quality brochures with programs like Photoshop. I am sure you have people at your station who have Photoshop or know someone who does.

Air Talent: I know our sales assistant puts together presentations with it.

Coach: There you go. So, get busy and get with your GM.

Air Talent: I think an idea like this will help us with sales and give us some other ideas how to sell without having access to Nielsen numbers.

There's Always a Way ...
Regardless of your non-Nielsen status, you still must sell advertising. Sometimes we have to reach back into our archives and find things that still apply. I believe the saying for that is “It’s so old it’s new again.” Good luck to every non ratings subscriber in your efforts to keep the advertising dollars coming in.