HAILEY, IDAHO — Jeff Haley is president and chief executive officer of Marketron, the, Hailey, Idaho-headquartered company that is the media industry’s leading provider of business software solutions and services. Prior to joining Marketron almost a year ago, Haley served as the president and CEO of the Radio Advertising Bureau (RAB). Prior to that he served as senior vice president for Time Warner Global Marketing where he was responsible for creating marketing programs for some of the largest advertisers in the U.S. Haley worked extensively in advertising sales and marketing at Time Inc. and Children’s Television Workshop (CTW). He is on the board of directors for the Ad Council and a member of the Arbitron Radio advisory council. He also serves as co-chair of the Radio Creative Fund (RCF), the governing body of the Radio-Mercury Awards. Haley holds a Bachelor of Arts degree from the College of the Holy Cross and attended Boston University’s School of Management. The RadioInfo interview with Jeff Haley was conducted by Michael Harrison.
RI: What led you to leave the RAB and join Marketron? Erica Farber – then a recently signed-up VP of the RAB – has publically stated that she was surprised by your announcement to leave (which led to her ascending to your position). What happened to spark the decision?
JH: At the RAB, my goal was to reenergize the radio advertising business, taking advantage of all that radio does best. The time I spent there was the perfect preparation for this role – which focuses on providing stations the support they need to be as successful as possible in a new, much more competitive environment.
Miami Beach, Florida-based broadcaster Nick Michaels has been one of the most successful and respected “imaging” specialists in the radio business for years. He is a writer, narrator, and broadcaster whose voice has appeared on over a billion dollars of paid advertising for clients like Bristol-Myers, General Motors, Kellogg’s, P&G, Gillette, Kodak, Coca-Cola, and many others. As a narrator, Nick can be heard on over a dozen National Geographic Explorers and on the Bud Greenspan feature documentary “Barcelona ’92: Sixteen Days of Glory.” His writing, voice, and television commercials have helped or are helping to shape the image of some of the most influential radio stations in the country including KSWD-FM in Los Angeles, WDRV-FM in Chicago, and KCBS AM/FM in San Francisco among others. His syndicated weekend radio program, “The Deep End with Nick Michaels,” can be heard across the country on more than 30 classic rock and classic hits stations. Let’s begin by re-publishing a powerful piece written by Nick Michaels which captures the essence of his approach to radio:
Sandi Bergman, whom Michael Harrison describes as being “a dynamic rising star among today’s crop of media brokers,” is president/CEO of RadioTVDeals.com – an innovative website dedicated to bringing media outlet buyers and sellers together – and MyMediaBroker.com, a leading edge New Mexico-based national media brokerage firm. An experienced radio station owner/operator in her own right, Bergman served as president/CEO of Bergman Broadcasting Company, Inc, licensee of KSEL-AM and KSEL-FM, Portales, NM and RICKochet Communications, Inc., licensee of KSMX FM, Clovis, NM, from 1994-2002. In 1997, Bergman was recognized by the Small Business Administration as a finalist for “Small Business Person of the Year.” She is actively involved in the National Association of Media Brokers (NAMB). The following RadioInfo Interview was conducted by Michael Harrison.
SANDI BERGMAN: “You can sell a sports package for $200 with 40 spots ROS or a $300 package with 60, and give them two spots in all the games.” That was the sum total of education I received on the topic of “how to sell radio advertising” when I was handed the keys to KSEL AM & FM in Portales, NM. Fortunately, I am a quick learner!
Barring a small panic attack the night before we closed (I realized I didn’t even know how to operate the Marti unit), I was able to make it to the closing table, all for the love of radio.
However, getting into the business to begin with was “tricky”, to say the least.
There was no “sugar daddy” involved to help us get started. With seller financing, my dad did agree to allow us to mortgage his home in order to come up with the down payment. No capital was available to pay the first month’s expenses so I approached many of the existing advertisers to ask them to pre-pay the first month. Surprisingly, no one turned me down. That meant we had to practically double up on sales the following month to stay ahead in the game. Not an easy feat. We did it, and we lived to tell the story! Within a year we were able to secure an SBA loan to purchase a dark 100kW stick and put it on the air (KSMX-FM). It turned into a winner for us.