Category: Advice

Budget Season!

| October 10, 2014

By Tony Garcia
Global Media Services
Founder

 

garciatonywriterDENVER — The start of Fourth Quarter means it’s time for planning!  So many of the people I work with are so busy creating their program or their product, they don’t take the time to put some strategies in place and plan ahead.

It may seem simplistic, but the easiest way to start is with the calendar.  What are things that are coming up that impact your program?  That will depend on your program, but for example, if you are producing a movie review program, you might want to do some marketing around Oscar time in late February.  Perhaps offer a free Oscar preview segment of your show to get stations to sample it.  A show about thoroughbred racing might focus on the Triple Crown races and do something around that.  It’s much easier to think through that plan now than at the last minute.

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Get Real, Real Quickly

| September 29, 2014

Maine Association of Broadcasters convention coverage by consultant Holland Cooke

 

cookewriterPORTLAND, ME — There are more of them than there are of us.  For now, we (75 million Baby Boomers) sign checks on the front, and many of them (83 million so-called Millennials) sign them on the back.  But that’s changing soon, literally.  63% of young adults cite “care for parents in old age” among their chief concerns, according to research in a Nielsen presentation at this past weekend’s Maine Association of Broadcasters conference.

Those born 1982-2000 – alternatively referred to as “Generation Y” – are 26% of the USA population, and I’ve never heard them described better than the way Nielsen Client Service Executive Madison Zinsenheim, herself a Millennial, did:

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Local Talent Can Become Indispensable

| September 22, 2014

By Holland Cooke
Radio Consultant

 

cookewriterBLOCK ISLAND, RI — Before all the firings radio has suffered since, it might’ve seemed overstated when – four years ago — I wrote here: “tough decisions are being made, in meetings you’re not invited to.  Possibly in meetings your boss is not invited to.”

My column then declared that, “if you’re in radio, you’re in sales;” and offered tips for improving the endorsement spots that only local personalities can deliver, and other ways to become a more conspicuous contributor to your station’s revenue.  ICYMI: http://www.radio-info.com/2012/11/02/now-that-youre-in-sales/

Cutbacks since then – and, likely, still to come – only underline the need for on-air talent to be as sales-supportive as possible, if not actually carrying a list.  To that end, this guidance about writing effective commercial copy, a task talent is often better-at than station reps, whose time is better spent pounding the pavement.

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Five Steps to Effective Hiring

| September 3, 2014

By Walter Sabo
Sabo Media
CEO
sabowalterwriterNEW YORK — Since the start of my career as a C suite executive and consultant, I have hired or recommended over 1000 people. I’ve hired them at huge corporations like ABC, NBC and Sirius. I’ve hired them at smaller, successful companies such as Press Communications. Plus, I’ve launched angel funded startups and populated them with sharpies.

Modestly, I have a strong reputation for spotting talented hard workers.  Really hard workers.  People of vision and passion. It is actually difficult to deconstruct how I have been so successful at the hiring process but here are some components of the process:

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Syndicating Your Show: Behind-the-Scenes Preparation

| July 17, 2014

By Tony Garcia
Global Media Services
Founder

 

garciatonywriterDENVER — Anyone who’s been on the air knows the importance of being well prepared.  Whether its being prepared to interview a guest, handling calls or preparing for segments of your show, preparation is critical.

Unfortunately, when it comes to syndication, many don’t prepare quite as well.  That causes frustration and can ultimately lead to the failure of your project.  Here are some things to think about when you are preparing for syndication:

Finances: If you’re like me, you grew up majoring in radio and not paying too much attention to much else.  It isn’t calculus, but you should understand the costs involved in distributing your show.  Once you have established a budget, you’ll know the entire cost of syndicating your show.  Be prepared to float the show financially for at least two years in order to give the show enough time to find affiliates and audience.  The components of your financial plan should include production, distribution, and marketing.  Some of these will vary depending on the kind of show you are doing and how you plan to distribute the show.

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What’s Your Point of Difference?

| May 21, 2014

By Tony Garcia
Global Media Services
Founder

 

garciatonywriterDENVER — One of the critical factors in successful syndication is being able to discuss succinctly what your show is about and how it benefits the affiliate.  Most successful shows have a strong core of listeners in an easily defined demographic, like Women 35-54.  And while your may have proof via ratings, email or calls that your audience is broader, focus on your core, then think about your point of difference. Your point of difference needs to be targeted and engaging.

Whether you do a political talk show, morning show, music show or feature, your show has a target audience.  Since you already know what it is, start there, and from there take a look at what you are bringing to the show and to your potential affiliates that’s different from what’s already out there, or what’s unique about your approach to the material.  Take a look at your e-mail.  What do your listeners say is different about your show?  What keeps them coming back?  Ask around. Sometimes getting an outside perspective can give you some ideas.

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Syndication Reality: The Need for Measurable Audience

| April 23, 2014

By Tony Garcia
Global Media Services
Founder

garciatonywriterDENVER — I was talking with a prospective client about sponsorship and revenue generation. He was having a hard time getting his head wrapped around the whole idea of audience aggregation.

“My show is about outdoor grilling. Why wouldn’t Omaha Steaks want to sponsor it?” It’s a logical question, and one that just about everyone just starting out asks. Is it possible? Sure. Is it likely? No.

I know what you are thinking: “What about that guy who has that weekend show?” There are several shows of this nature that are very successful. But those are special cases, and their revenue comes more from supplemental revenue channels than from network advertisers. There are also some highly specialized podcasters who are making money because they target an extremely narrow niche that can’t be reached any other way. We’re talking about general appeal programming here.

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So, You Want to Be Syndicated. Love or Money?

| April 8, 2014

By Tony Garcia
Global Media Services
Founder

 

DENVER – I’ve spoken with many people who have the syndication bug.  The first question I ask is, “Love or money?”  We all love what we do, and we would all like to collect a fabulous salary for doing that which we love.  But in the syndication business, it’s a bit more complicated.

Syndication is an indirect sale.  As a program producer you provide a product that you believe can build an audience.  In order to get that audience, you have to get your program on the air.  No matter how good your show is, without affiliates, no one will ever hear it.  Another way to look at it is “shelf space,” just like products in a store.  If you don’t get on the shelves, you’ll never get consumers to try your product. Program directors are the ones responsible for stocking those shelves and they are literally bombarded with pitches on a daily basis.

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So, You Want to Be Syndicated. Why?

| March 28, 2014

By Tony Garcia
Global Media Services
Founder

 

DENVER — That’s the question I ask people who approach me about a program they want to syndicate or a concept they think would be perfect as a syndicated program or service.  Everyone wants to play on a bigger stage.  It’s natural.  It drives us to be better at what we do.  We all share a passion for radio.

Moving from a local show to a syndicated show requires much more than passion.  It requires determination, perseverance, internal strength, patience and the ability to judge oneself dispassionately.  Ask anyone who is syndicated and they are likely to tell you about the highs of signing the first affiliate and the frustration of losing affiliates.  As a good friend of mine once said, “Syndication will break your heart.”

Still want to be syndicated?

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Radio (in)Digest

| March 24, 2014

By Holland Cooke

Radio Consultant

 

cookewriterBLOCK ISLAND, RI — Like listeners dizzied by more-more-more media choices, we, inside-the-box, are bombarded by a torrent of data about our own changing media landscape.

Recently here, I summarized a real useful Edison Research/Triton Digital study: “The Infinite Dial 2014.”

ICYMI: http://www.talkers.com/2014/03/06/the-infinite-dial-2014/

And here’s the short version of more recently-released research that relates to your work, and some recommendations accordingly:

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