With the “Bigs” getting ready to report third-quarter performance, Radio Ink is talking with independent operators, getting an early take on Q3. Carolyn Becker is the owner of Riverfront Broadcasting. The Yankton, SD-based group operates stations in South Dakota, Minnesota, and Iowa.
Radio Ink: How did Q3 come in for your company?
Becker: We have seven markets and three are up, one is flat, and three are down, so it is a mixture across our company. Overall we would be down.
Radio Ink: What was strong/weak in Q3?
Becker: Local direct sales is our strongest assest. So many companies have merged and a lot of the franchise business has gone to big agencies that do not understand marketing in a small community, which hurts our business but also hurts the community from a fundraising perspective. There was so much movement towards digital for awhile, but we are seeing that starting to come around so we continue to train our clients that you need the digital, but not at the expense of losing your radio plan which has still proven to be a better buy.
Radio Ink: What are you hearing from the local advertisers about their economy? Becker: In our area of SD, IA, and MN, local advertisers are concerned about ag business. Due to lots of flooding and the talk of worse flooding next year, since we are still wet and next spring the snow melt will be on top of saturated grounds, it can be tough to keep local advertisers optimistic. We have to continue to focus on the positives as tourism continues to be strong and many of our communities are coming together to add water parks or major improvements into their area.
Radio Ink: What are you hearing from your salespeople?
Becker: Salespeople and life are like a roller coaster. Some days are good and some days are tough. Clients are more nervous about planning long term than they used to be, so we have to continue to build relationships and be creative along with looking for different advertising categories.
Radio Ink: It seems like the national media, in recent months, are almost hoping for a recession. How does the “R” word impact the mood of sellers and local advertisers?
Becker: The national media continues to be a part of conversation, but for our markets in unrated communities, it comes back to the fact that each market is unique, just like every child is unique. We have to focus on what we can control and then make adjustments on the things handed to us that we cannot control. There will always be ups and downs in the market. We just have to focus on each individual business and their objectives along with what drives each individual community.
Radio Ink: How is Q4 looking?
Becker: I believe our 4th quarter will be the same as 3rd quarter with some markets up, some flat, and some down. For us, the big hit comes in the fall when national ag money has been much lower than predicted.
Radio Ink: What are you looking forward to in 2020?
Becker: Starting a new year is a clean slate. I work with great managers in all of our markets and we will continue to take care of our employees, listeners, and clients.
Thanks to Carolyn Becker, 605.260.8939
