(By Charese Fruge’) Jennifer Butt is the new Local Sales Manager of WNHM 103.3 in Laconia, NH, and Regional Key Account Manager for other Costa Eagle Media properties. Before she moved into radio, she had a prosperous career in Cosmetology. “During that time, a client of mine recognized that my personality was well-suited for broadcast sales,” she says. “They decided to hire and train me to excel in this field, ultimately helping me become a top performer.
“I then embarked on a seven-year journey with a broadcast group, starting in 2016 and concluding in 2023. This group comprised a TV station and eleven radio stations, which operated across five markets spanning two states. Following that, I transitioned to my current role with a media group that caters to the broader Boston market.
“My journey so far has involved mastering the dynamic broadcast industry and observing the shift from traditional advertising methods to a blend of digital platforms and the enduring influence of radio, which continues to reach 93% of Americans through AM and FM channels each week,” says Butt. “Overcoming the challenges was significant, and the outcomes have been remarkable as I successfully applied my knowledge to provide effective business solutions to clients from a wide range of industries. This was a major accomplishment for me. Despite the unique aspects of each industry, the fundamental principles of marketing proved to be a universal key to success.”
Butt’s success hasn’t come without the challenges of an ever-changing business. “As I expanded my client base, it became essential to stay updated on the evolving trends within their respective industries to maintain my status as a valuable resource,” she says. “This entailed conducting ongoing research in their fields to consistently generate fresh ideas and innovative solutions. This challenge remains highly relevant today and, in my view, will persist as a collective challenge in the future.”
Another evolving trend impacting the business quickly is AI, which Butt says can be very useful. “While there are both advantages and disadvantages to this technology, AI has shown itself to be a valuable tool for tasks such as crafting proposals and conducting research, generating written content, recording voiceovers, and even enhancing visuals, particularly for websites.”
As far as attracting a younger audience for the continued growth of the industry, Butt says, “That has always been a difficult challenge. Every radio station aspires to cater to a broad audience, but the reality is more complex. We need continued growth among younger audiences to keep the industry alive and expand its opportunities. This is why we have various formats designed to appeal to specific demographics, psychographics, and geographical regions. I believe that if we, as ‘broadcasters’, unite as an industry and continue offering a wide range of content, including music, sports, news, and talk shows, we can find a way to meet the preferences of every generation.
“That being said, I believe that the future shining stars of the industry are our current interns. The significance of having an exceptional mentor is undeniable, and if these mentors stay up-to-date and relevant in the ever-evolving media landscape, it’s thanks to the contributions of their interns. We can all learn from the younger generation the same way they learn from us.
“As far as Diversity, Equity, and Inclusion, we as an industry have made a significant impact in the last few years, and this is the primary motivation behind my decision to join Costa Eagle Media in the Boston market. The Hispanic market is the most rapidly expanding segment in the United States. Costa Eagle Media’s flagship station, POWER 800/102.9 FM WNNW, is a well-established radio station in the Boston market and has been dedicated to serving the Hispanic community for over 27 years. Pat Costa, the owner, was recently honored with induction into the Massachusetts Broadcasters Hall of Fame this past summer for recognizing this opportunity decades ago, while other markets and stations overlooked the demand.”
While Butt stays busy working with many different properties and formats, she does manage to find some balance. “For me, it comes from the support of my daughter who is also a successful working professional in the music industry, family, friends, and working out. I prefer solo workouts, setting my phone to ‘do not disturb,’ and listening to my favorite playlist. I find this provides a sense of clarity, possibly due to the endorphin release, allowing me to focus on my thoughts and seek resolutions.”
As far as what’s ahead for Butt, “My next big project consists of three phases,” she says. “First, I will focus on nurturing my current clients by presenting them with fresh opportunities and innovative ideas. Second, I aim to expand within the Costa Eagle Media framework, catering to four distinct audiences through four radio stations, digital platforms, and podcasts. Lastly, I plan to recruit and mentor the next generation of broadcasting professionals who can eventually step into our roles.
“You can find me on LinkedIn, and I’ll maintain a level of activity on the social media and website platforms of the four Costa Eagle Media stations. You can also always send me an email at [email protected].”
Charese Fruge’ is an award-winning Content, Broadcast, and Marketing executive with over 20 years of experience in markets like Los Angeles, San Francisco, Houston, San Diego, and Las Vegas. As the owner of MC Media, she works with radio brands and individual talents, especially young women, helping them grow their brands and negotiate on their own behalf. Find her at @MCMediaOnline. See more Women to Watch here.
