Singing In Unison With Mark Lapidus

Any radio column that concludes with the recommendation to begin practicing this simple but powerful phrase: “Starting January 2014, we will stop giving away advertising of any kind, online or mobile. Instead, we will use these precious assets to generate money for our radio station” gets a "second" from me.

The Radio World promotions writer last week created a list of long-overused vehicles for mentioning client names along with routine programming elements, but the title of the article - Put Ads In Their Proper Place - rings my chimes.

Radio has no shortage of places to drop the names of advertisers within the context of what we do and listeners turn up the volume to hear.

The key question is:  are you getting enough money for the ones you currently do?  If not, why wait until January to do the right thing?