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My Problem With Your Rate Hike Story

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(1/3/2013 3:14:23 AM)   Flag as inappropriate content
MK6MFf <a href="">mqjszhtrofiw</a>, [url=]yvyadtngbktx[/url], [link=]fktgdxnhexvz[/link],
- NY
(8/10/2012 9:42:26 PM)   Flag as inappropriate content
Radio needs to get back to the basics. Stop going to the same radio users and start calling on businesses not on the air. What most radio sellers seem to forget that we sell an can't touch or hold a radio spot, a spec commercial makes radio tangible. Clients want to be on the air when they hear a commercial. The more spec commercials you play the more $$$ we all make. Stop pretending to sell by checking your email for orders and hit the streets with in person sales calls
- John Fuller
(8/10/2012 12:44:23 PM)   Flag as inappropriate content
In all our years in radio, has it ever occurred to anyone that perhaps 7% is pretty much the average percentage of advertising budgets that our audio-only broadcast medium should optimally be at? We always tell clients truthfully that we have many more listeners than they have customers, so our job together is to convert and deliver as many of them as possible.

Let's properly define what we mean when we say, "Radio has to do a better job." And if we do that, rather than raising rates and grubbing for money to meet budgets dictated by corporate suits, we may even grow beyond 7%, as many clients already illustrate with notable success.

I hear too many ads on the air that are an absolute embarrassment to our industry, but there are plenty of gurus who know how to create effective ads. That's where we might focus. It's all about the customer's customer.

- Dennis Jackson
(8/9/2012 7:40:21 PM)   Flag as inappropriate content
If you are a value illustrator and really know motivation beyond the CCP of local consumers and have taken the time and effort to establish a client bond rather than just taking a 25 year old agency buyer's order for your rated station. You will get higher rates. Unfortunately, for all too long, we in radio, have been lazy and taken the easy way. Make it cheap and throw in free stuff
- Daniel Mitchell
(8/9/2012 1:42:05 PM)   Flag as inappropriate content
If John Dickey is serious about addressing this out-of-control problem, I give him lots of credit. Radio really cannot ever attain it's revenue potential while salespeople are empowered to price it's only product. Only ownership can determine pricing since only ownership has all the factors involved in determining the company's profit picture. John, do this:
Have a rate card for each Cumulus station. Issue a directive to all managers that deviation from each card is no longer allowed as of Monday. Have all managers schedule a Saturday morning meeting with their sales staff to explain the policy. Order each manager to fire the first person to violate this written corporate policy. Fire the first person and allow the remaining staff to be aware of the dismissal. It's goos for survivors to see a corpse, occasionally. John, one further thought: A lot of Cumulus stockholders read this publication and are counting on you.

- Phil
(8/9/2012 10:30:43 AM)   Flag as inappropriate content
Unfortunately, radio changed forever when the business of radio became a commodity. When LMGs came into being the game was over. Stations lost sight of the fact that a radio station's best asset was it's position in a market driven by its personalities and format.
Stations became over the top cost conscious and began looking for ways to make radio a commodity. GRPs were all that mattered and the industry became a quantity rather than quality product.

- Radio Veteran
(8/9/2012 9:47:50 AM)   Flag as inappropriate content
No one has mentioned program content. People will gladly purchase worthwhile program content.
- Paul Ford

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