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Grow! by Paul Martin

Posts Tagged 'Radio'

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What High-Performing Stations Do That Others Don’t

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Both the Station Manager, Jake and the Chairman of the Board, Micah wanted to do what was best for the radio station. But, when I spoke with them privately, the chasm between how the two individuals viewed the station’s success became clear. “My board just doesn’t understand radio,” Jake said as he began to justify his disobedience to their directives. “Why does Jake always bring money problems to the board?” Micah exclaimed as he started to justify replacing Jake with somebody else. The board, composed mostly of local business people and a pastor, understood economics. Jake understood programming and operations, but he could not articulate the economics of the radio station in a way the business people could understand. Unless the board and the manager started connecting on common business and organization issues, the board would likely disconnect the Jake from the radio station. Jake and the Economics of Christian Radio When Jake saw The Listener-Supported Radio Development Outlook, he quickly deeme ...

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Giving listeners and donors a voice

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"...people who ignore research are as dangerous as generals who ignore decodes of enemy signals". - David Ogilvy In radio, we like research. Research is like the facial expressions of a congregation to the pastor at the pulpit, it gives our listeners a communication path back to us.  That’s the way we hear a representative sample of our listeners. Whether perceptual research, music research, quantitative or qualitative research, research chronicles the history of our listener preferences.  Research can become our digest of history for our listeners. What about the voice of our donors? Over the last several years, Advocace studied donors from Christian radio stations in personal interviews with our team, as well as online, telephone and mail surveys.  The discoveries from these research studies shape the interactions we plan with donors.  For instance, in our meetings with hundreds of donors to Christian radio stations, we discovered that a majority of large-gift donors do not ha ...

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My First Radio: A Great Companion

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I have fond memories of listening to Dallas' KLIF the Mighty 1190 through my Raleigh transistor radio. I took that little transistor companion with me on family vacations and listened to KHJ in Los Angeles and KJR in Seattle.

Although today's technology delivers convenience better selection and sound quality, it doesn't bring the companionship that great personalities do.

My friend Chuck Gratner when he led KOJO in Dallas during the 80s said it well:

At its' best, each medium has its' advantages:
At its' best, television entertains best.
At its' best, newspapers inform best.
At its' best, radio companions best.

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“The only way this station will grow is to go outside these walls."

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We were in one of those tense meetings that is unique to radio stations. The station manager, sales manager and program director looked at the Arbitron numbers and then at the station revenues, provoking the typical high-stress conversation about ratings and revenue. The station manager let the conversation wind its way around and then let the room get a little quiet. He spoke as the colonel in a World War II movie would say, "Gentlemen, this radio station is a great station, but it has problems...and whether we need more listeners or more money, the only way this station will grow is to go outside these walls." Radio is a relationship business. Our Raison d'être is to communicate with an enormous number of people. Outreach is our oxygen. That's what the legendary stations of the 60's, 70's and 80's did well: They engaged listeners in creative ways. The real power of radio is in the number of people we reach every day...and the only way to build that reach is spending time reaching-out into the comm ...

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The Macular Degeneration Station

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"I'm just too busy running the station to have a vision."

Did that station manager actually say what I thought I heard on the phone? He basically confirmed it when he went on to say that he was having problems:

  • Increasing income to hire more people
  • Getting donors to understand why the station needed a new facility
  • Keeping his staff motivated and heading the same direction
  • Waking up excited about leading his station

These issues are common among managers who don't take a few moments to breathe, envision and write a plan--usually with a trusted counselor.

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Four Steps to Growth With Limited Relationship Capacity

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As the manager detailed that his business development efforts were not meeting his expectations, I asked him how many people his reps could handle at a time. He looked puzzled—then his eyes lit up.  He got it.  It was simple math. Advocace’s research shows that a successful business development representative can have about 17 active accounts per month.  During the fourth quarter, the number might go up a bit, but it will go down about the same amount shortly thereafter as the active account count regresses to the mean. Growing 17 Active Accounts So, how do you make the most of those 17 accounts? Have a deep relationship with prospects and clients.  Find out the real issues they face and provide a solution with your products and services. Grow your average customer spend.  Ask prospects to participate in new promotions and increased service levels.  Offer something new to each account each month—even those who make an annual commitment with yo ...

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The power of radio and the road ahead

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Success follows those adept at preserving the substance of the past by clothing it in the forms of the future. Dee Hock Founder and CEO, Visa International All those opinions on the future of traditional media are dizzying: newspapers are old news; television has no vision; radio--well, few talk of radio. Maybe that is because radio is a part of our past that will continue to be a part of our future.  But even radio isn't immune to the dramatic changes in the media scene. There are just about as many radio listeners as any time in modern history. There are just fewer radio advertisers than any time in modern history. Even still, radio powers consumer awareness and consumption of the events, the services and the products America purchases. Sure, online venues (social media, blogs, micro-blogs, search engines, email marketing--to name a few) are growing new viewers and increasing time spent with media.  But new media seem to be getting their minutes fr ...

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STAR 99.1fm on The Rachel Ray Show

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What happens when a station staffer connects with a national female-targetted television show?

Take a look at this clip from The Rachel Ray Show...you'll see contemporary Christian station WAWZ/STAR 99.1fm and mid-day host Beth Bacall.

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Ramsey: Moving beyond radio to become a local media company

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Mark Ramsey sees many radio stations across the country ideally positioned to be local media companies that engage large groups of people through any media necessary. He says we have hundreds of thousands of audience relationships already and we can grow far beyond with social media (Facebook, MySpace, twitter, et al), web, email--and I'll add direct mail and promotions to the list.

In essence: The more exclusive and vibrant the relationship, the more valuable the group becomes when you desire to appropriately monetize the relationship.

Ramsey spoke at the Christian Music Broadcasters meetings duirng GMA week in Nashville. Here's a video of his speech. It is truly worth every minute.

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Top 5 Under Radioed Designated Market Areas (and Over-Radioed, too)

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We recently analyzed the competitive landscape for radio stations and discovered that certain Designated Market Areas (DMAs) have a much more competitive climate than others. The results actually surprised us. What do you think? Top 5 Under-Radioed Markets (markets with the most households per station) DMA HHs Stations HHs/Station New York 7,788,145 256 30,422 San Diego 1,040,131 37 28,112 Detroit 1,978,208 76 26,029 Los Angeles 5,544,481 216 25,669 Baltimore 1,126,228 54 20,856 Top 5 Over-Radioed Markets (markets with the least households pe ...

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