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Week of December 11, 2006
December 11, 2006
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Friday 12/15, 2006
How many stations are in your cluster? Trying to sell the on-line advertiser is different than selling the "on air" stations. Promote each web address as you would any major station asset. Bundle traffic figures, collect testimonials, and identify your clients link to their address. Next year your competition will be using their web site to gain an advantage over you. New competition may be more than just the station down the street. Extend your brand beyond AM & FM or suffer in 2008.
Thursday 12/14, 2006
It's time to get serious about web site sales. In 2006, over 20 BILLION in ad revenue went to on-line advertising. In 2007, it will surpass radio. Take the time to address it with your sales managers. Devote a full time person to it, and be realistic about revenues. It can no longer be a "value added" feature of the stations. (that means "free" in many stations.) Make a goal of one to three % of total revenue for 2007. It's time to get focused on the web site potential. More web site tips all this week.
Wednesday 12/13, 2006
How much time and money should you devote to your web site? More than last year, for sure. There are 230 million computers in use in the USA. Most have speakers. Many don't have radio. Streaming is an absolute must in 2007. I'm sure (if you're like me) you are getting calls about it. It's a necessary cost of doing business today. More web site tips all this week.
Tuesday 12/12, 2006
As you think about 2007, pledge that you will look at things differently. The world is changing. We can't do radio the way we did last year. PPM, HD, You Tube, Google, SWMX, WiFi, and many other new names didn't exist in your world 18 months ago. They will in 2007 for sure. More web site tips all this week.