From category archives: Grow!

Radio

How to Avoid Sounding "Too Commercial" at Your Station

How to Avoid Sounding "Too Commercial" at Your Station

"Too commercial!" That's what the manager said about his station's air sound. He was concerned to be losing both listeners and donor income. And that's why Advocace analyzed the best practices of high-achieving listener supported radio stations. See what we discovered in this 1 minute video!

Then, give us a call at (972) 304-1100 to talk about how we can help with Business Support and Underwriting for your station.

Paul_Too Commercial

Change Your Future

Change Your Future

Every morning in the late 1960’s over 70% of the alarms in Dallas played Ken & Granny on KLIF—The Mighty 1190. It was Top 40 radio then and as a young person, I loved every second.Years later as an adult, I had the opportunity to take both Ken and Granny (both portrayed by Ken Dowe) to lunch. Although Ken had moved onto the leadership side of broadcasting, I couldn’t wait to ask him about all the lunacy I remembered from the “Ken & Granny” days.En route to lunch, I was told by his son, “I need to tell you about something before we step into the restaurant. Dad doesn’t really like to talk about the past. He is more interested about the future.”Well, that blew my conversation plan…but something better happened.It IS about the FutureDuring lunch, Ken told me what excites him. He said, “You can’t change the past, but–with a lot of work—you can change the future.”The nuggets of truth I took from that statement were:· A radio station’s past does not have to dictate its future.· A man’s past does not have to ...Read more »
Walt Disney Showed How To Move Mission

Walt Disney Showed How To Move Mission

“Around here, however, we don’t look backwards for very long. We keep moving forward, opening up new doors and doing new things, because we're curious… and curiosity keeps leading us down new paths.”  -Walt Disney Walt Disney said it well: When we know our direction—and we feel urgency about our direction—we keep moving forward. That is the test of our mission statements: Does the mission statement create urgency and unity? “Keep Moving Forward” was an animating philosophy of Walt Disney. He wanted to imaginatively pursue his mission—and encouraged others to join him with their creativity. Radio people are full of great creativity. Let’s guide that innovative energy toward the station’s mission. Disney’s early mission was simple: “Make People Happy”. And he wanted his team to keep moving forward toward that mission. Make People Happy Make People Happy permeates everything at Disney. Recently, I interviewed Jim, ...Read more »
Choose Your Underwriters Carefully

Choose Your Underwriters Carefully

This morning, Rob, the guy who owns the auto mechanic shop drove into work thinking about how to fix cars.  Sherry, a local dentist opened the office door and thought about the patients she will see today. John, the plumber, fixed a leak before the other two even opened their eyes that morning. These three were not thinking about sponsoring a radio station. Nancy runs the local, Christian radio station. She knows that Rob, Sherry, and John would be great sponsors for her station. However, she understands that business leaders generally think about operating their business more than growing their business with Christian radio sponsorship. So, how can Nancy grow profitable partnerships with these three business owners? Nancy Builds Relationships Nancy knows that starting and creating strong business relationships takes time, effort and perseverance.  Sure, a few businesspeople call the station, but often the call-ins have little ability to afford advertising or may not be a good fit for her stat ...Read more »
Giving listeners and donors a voice

Giving listeners and donors a voice

"...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 have a c ...Read more »
My First Radio: A Great Companion

My First Radio: A Great Companion

RaleighTransistorRadio_250wI 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.

The Macular Degeneration Station

The Macular Degeneration Station

"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.

Four Steps to Growth With Limited Relationship Capacity

Four Steps to Growth With Limited Relationship Capacity

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 you. ...Read more »
The power of radio and the road ahead

The power of radio and the road ahead

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 t ...Read more »
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