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(By Marc Greenspan) In the world of transactional business, it is all GRP, CPP, and Gross Impressions. In new business development, most salespeople rely on their station or cluster Cume to show how many consumers they have the potential of reaching.

(By Marc Greenspan) Successful radio stations have done a tremendous job of building unique brands in their market. Whether it is “more music,” “great giveaways,” or the “news source,” these brands let listeners know what to expect. Delivering on this expectation is another issue.

(By Marc Greenspan) Radio is going through a tremendous transition. People have a vast number of options for their audio entertainment. This gives radio station management opportunities to increase their top line by focusing on new revenue opportunities.

(By Marc Greenspan) Go where the money is: If the advertiser is not actively targeting this “forgotten generation” in their radio campaigns at the moment and is instead running away from Boomers faster than a cat on a mouse, try convincing them of the real potential for increasing their ROI in 2023.

(By Marc Greenspan) Some of the categories expected to be strong in 2023 include education, technology, healthcare, and auto repair. Are you ready to show advertisers the value of partnering with your station(s) to help them grow their business?

(By Marc Greenspan) Each fall, Nielsen Scarborough releases their second survey of the year. This release includes several new categories and updated answer choices. This year, it is packed with some exciting enhancements!

(By Marc Greenspan) It is to an advertiser’s advantage to treat all advertising outlets the same. Advertising is not a commodity and cannot be successfully sold that way. It is imperative that the radio industry explain this to potential advertisers on two fronts.

(By Marc Greenspan) We have always emphasized the value of knowing your market’s profile. Understanding and communicating the population composition to potential advertisers can help you position your audience as an essential part of an advertising buy.

(By Marc Greenspan)How often have you lost business because of false perceptions about your listeners? You most likely won’t be able to change the minds of these buyers — so, what can you do?

(By Marc Greenspan) We've reached a milestone. This week’s edition of Growing the Radio Pie is our 100th posting. Why, it seems like only yesterday that The Ratings Experts from Research Director, Inc. began this series.