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Radio Ink June 10, 2024 (Digital)

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16 Articles

3 min.

Tribalism

Tribalism. Since the beginning of history, humans have formed small, close-knit groups for survival and support. While we no longer need to form tribes to hunt and gather, tribalism is woven into the fabric of society on many levels, including the workplace. By fostering a strong sense of community and belonging among employees, businesses hope tribalism translates to higher employee morale and stronger team dynamics as individuals feel more connected and committed to their group’s goals. By turning individuals into a group, it can also promote diverse cultural perspectives that enhance creativity and innovation. As written on the dollar bill, E pluribus unum — “out of many, one.” But workplace tribalism has downsides. That same unification can also lead to an “us versus them” mentality, where individuals outside the tribe are viewed…

3 min.

Write Tight

As you increase your word count, you decrease your impact. If you communicate big ideas in short sentences, those ideas will be remembered, and you will, too. Shorter hits harder. I met a man who is a deep thinker, a great strategist, and a good writer. His strengths are that he can identify, organize, and communicate key ideas. But those ideas would hit harder if he could write tighter. Tight writers: 1. Reject unnecessary modifiers. 2. Reduce the word count. 3. Use active voice. Modifiers Adjectives and adverbs are fatty foods. They give energy to your story when used sparingly but cause your sentences to feel bloated, sluggish, and fat if you overindulge. Adjectives are less dangerous, like good cholesterol, and adverbs are more dangerous, like bad cholesterol, but a steady diet of these modifiers will clog the…

3 min.

How Radio Companies Are Succeeding At Lead Generation

When it comes to lead generation in the radio industry, the biggest names have a few tricks up their sleeves. Let’s dive into the strategies that are helping these radio companies stay ahead in lead generation. By generating valuable leads, radio stations are able to attract advertisers and establish long-term partnerships. These leads not only drive revenue for the radio companies themselves, they provide businesses with the opportunity to connect with their target audience in a meaningful way. One of the main advantages of radio is its ability to create a personal and intimate connection with listeners. Unlike other forms of advertising, radio allows businesses to speak directly to their target audience, building trust and establishing a sense of loyalty. This personal connection is instrumental in generating quality leads and driving business…

3 min.

Emotional Radio Makes Uncommon Sense

Radio advertising can accomplish the unexpected. Common sense would tell us that no matter how you try to advertise to them, people won’t be motivated to purchase unless they have a perceived need — some event or change in their lives that generates the “I need a…” response. That assumes the advertising is informative and reaches people on a conscious intellectual level. Unfortunately, many radio commercials are designed to do just that, ignoring the fact that we make our buying decisions emotionally. So, create commercials that engage us emotionally. Events = New Choices Kids returning to school, marriage, birth, graduation, retirement, and moving to a new home are all major events that generate needs for stuff (or help). It is then that our shopping habits become … flexible. Studies show that when someone marries,…

3 min.

WHAT'S RIGHT ABOUT RADIO

Since my early years in New York listening to WABC and WMCA, I have been fascinated with radio. I knew radio was for me after my parents took me to a remote for WMGM/New York where Peter Tripp was broadcasting live from the Marine recruiting booth in Times Square. I watched him from the other side of the glass with wonder. My parents, on the other hand, didn’t take me too seriously. My mom said, “We don’t know anybody who can help you with that.” Still, I knew radio was my destiny. I love radio every bit as much as I did back then. As a jock, PD, ops manager, and now consultant, I’ve seen it all. But since COVID, it seems all I read are articles about what’s wrong with radio and…

3 min.

What Happened To Common Courtesy?

Whatever happened to common courtesy? Nowadays, I find myself shaking my head at the behavior of people often. I think to myself, “Who raised these people, and what happened to basic human decency?” Sadly, I see a lot of this in the broadcast industry, because everyone’s working two or more jobs for less money, and most have a hard time remembering they could be digging ditches instead of playing music and entertaining people for a living. This is a big motivation-killer if you are in a leadership position. Your attitude always trickles down to the people who play on your team or the people who look up to you because you are in a position of power. These people are ultimately responsible for making you look good or bad, or they…

3 min.

Persistent Or Pushy?

It’s 2024, and I can’t believe we are still having this discussion. I was part of a panel for students presented by the Broadcast Educators Association at the NAB. Our job was to guide them on how to get a job in our business. Although most of the students wanted to be on air, there were a few who were searching for a position in sales. Hallelujah! They do exist! One young woman raised her hand with a question. She had been furiously taking notes, hanging on every word uttered by the panel. Here was her question for me: “I have been told that I am pushy. I was also advised not to enter the radio sales business as radio is dying and sales would not be a stable occupation.” She went…

3 min.

The Case For Law Firm Annuals

We’re creating more music jingles for law firms than ever before. It’s one of the hottest business categories for radio advertising and an easy target for 52-week annuals. At some point, everyone is going to need the assistance of a local law firm, so 100% of your audience is in their demo. Who do people call when they fall into the market for legal services? People tend to pick attorneys they’ve heard of before, someone they are familiar with, and someone they trust — and radio builds name familiarity better than any other medium. I grew up in North Jersey and was raised on New York City radio. I loved listening to Bob Grant on WABC 77, Scott Muni on WNEW 102.7, New York Knicks on WOR, Jim Kerr on WPLJ, Howard…

3 min.

ARE YOU REALLY LISTENING?

Most of my past columns have dealt with some form of coaching and/or leadership. Through the past year, I have learned that there is one trait that is common and crucial to both: listening! I recently read an amazing book by Kate Murphy called You’re Not Listening: What You’re Missing and Why It Matters. I picked it up on a recommendation to sharpen my own listening skills, but after finishing the book, I could see where this could help managers, radio programmers, and on-air talent alike. How good a listener do you think you are right now? I can tell you that, before reading this book, I thought I was pretty darn good, but … not so much now. The author is adamant about a few attributes you must have for good…

3 min.

Show Biz Sells

Four percent. That’s the stat I always hear when people reference the percentage of the audience that plays our reindeer games. That’s pretty pathetic, if you think about it. Our contesting has become synonymous with wallpaper. So, if you asked me the number one reason only 4% will be motivated to take action and try to win $1,000, a trip, or amazing concert tickets, it would be that those things sound boring. “Enter your e-mail to try to win Pink tickets” doesn’t exactly leap from the speakers, grab you by the ears, and shake you vigorously. It lacks any passion. It lacks excitement. It’s clinical and devoid of soul. Conversely, AMP in Calgary had 20 people living in pink unitards for a month for a trip to see Pink, and it turned the…

12 min.

THE INDEPENDENT ADVANTAGE

For owners of independent and small-market stations, localism isn’t just a buzzword. It’s a way of life and doing business. Every year we turn to these owners and ask them to share their perspectives with us: their triumphs, their challenges, and their insights into where the industry is now and where its current trajectory will take it. The battle to keep AM radio in car dashboards brought our industry together in an unprecedented way and has brought attention to the power and importance of free, local radio. How are you using this moment to engage new and existing listeners? Carolyn Becker: It should not be just at this moment, but ongoing that we continue to remind listeners, advertisers, and our communities that radio is here for them. We keep you informed, safe,…

3 min.

The Importance Of The Hispanic Radio Future

I was fortunate to attend the very first Radio Ink Hispanic Radio Conference, in 2007. It was an interesting time in history. The beginning of smartphones with the iPhone, and of modern social media with Facebook, were bringing the “technology century” to the public in a very real way. The population was also adjusting. Consider that in 1980, Hispanics made up only 7% of the U.S. population. Today Hispanics account for more than 19%. California, Texas, Florida, New York, and Arizona lead the way, but the influence of the Hispanic population is being felt all over the U.S. In 2007 I was the division head for a company that was marketing for radio all across the U.S., and we knew from our own data how big the wave of coming Hispanic…

10 min.

CONNECTION & COMMUNITY: TALKING RADIO WITH FCC COMMISSIONER ANNA GOMEZ

“Radio and local broadcasting are so important to communities. The essence of radio is connecting with listeners.” Inspired by a law school professor, FCC Commissioner Anna Gomez’s career in telecommunications law has spanned three decades. A passionate advocate for providing communities and individuals with access to telephone, broadband Internet, and broadcast media, Gomez has worked in both the private and public sectors, holding positions within the Department of State and the FCC. Her confirmation as an FCC commissioner in September of 2023 gave the regulatory body a full slate for the first time in years, allowing it to move forward on issues critical to radio and other telecommunications industries. Gomez’s schedule has been nonstop ever since, so we were delighted that she was able to spend some time in conversation about her…

2 min.

Sidelines

What are your hobbies? In my free time, I enjoy reading, watching basketball and baseball, playing with my dog, and traveling. Who is/was your role model, and why? My role model is Terrell McSweeny. She served as Deputy Assistant to the President and Domestic Policy Advisor to the Vice President during the Obama-Biden administration, and she went on to serve as a commissioner of the Federal Trade Commission. I especially admired her leadership in the creation of FirstNet as one of the White House aides advocating for the use of a communications network dedicated to public safety. She is smart, insightful, and strategic and stays calm under pressure — all qualities that I strive to emulate as a commissioner. What are you reading right now? I’m currently reading Lessons in Chemistry by Bonnie Garmus. What is…

3 min.

Spanish-Language Radio: Connecting Cultures and Communities

When Harker Bos Group started doing radio research in the late 1980s, talking to a station’s listeners was invigorating. There was a tangible connection between listeners and their chosen stations. Listeners were part of the club — they participated in station events, went to concerts promoted by the station, called in, and revered the DJs. Times have changed, and the proliferation of media choices has dulled the excitement to some degree. Radio stations must work harder than ever to engage with their listeners and create a connection. But there is a silver lining … or should we say, “rayo de luz”? That sense of community, that element of buzz, is alive and well in Spanish-language radio. In May 2024, Harker Bos Group conducted the “State of Spanish-language Media Report,” a comprehensive look at…

23 min.

2024 Medallas De Cortez FINALISTS

Hispanic radio has been and remains a critical resource for communities all around the United States. This is why Radio Ink recognizes the industry’s top marketers, salespeople, managers, on-air talent, programmers, and owners with the Medallas de Cortez Awards. For 15 years, these awards — named for Raoul Cortez, founder of KCOR-AM/San Antonio, the first Hispanicowned Spanish-language radio station in the United States — have honored those whose professionalism, inspiration, and leadership have impacted not only the stations they work for, but the radio industry as a whole. Each year we ask our finalists to offer insights into current industry challenges and opportunities. Their answers to our questions, as you’ll find on the following pages, reflect their commitment, thoughtfulness, and years of experience. They also provide all of us with ideas for…

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Radio Ink June 10, 2024 (Digital)

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