“Selling Low-commercial Load Station Time Is Easy”

That’s what Bill Moyes, Dan Vallie, Mike McVay, Jerry Lee and others started exemplifying when strategic research dominated major market radio in the 80’s and early 90’s.

“In this era of increasing clutter, the only way for an advertiser to stand apart is to use a radio station which limits advertising to a certain number of messages an hour.  By selling the idea that you have an environment of integrity,” McVay taught me, “And then framing each advertising message by surrounding it with music, you make it stand out from the crowd.”

Lee's More-FM, Philadelphia, still stands up for (and seems to prove it still works!) making use of low commercial limits to keep rates high to make sure you can showcase a marketer’s message.

This selling idea should be a primary weapon of a low-load station’s sales arsenal.  Position spots as an adjacency to entertainment.

However, with the arrival of consolidation in the mid-90’s, another, even "easier" way to sell emerged:   add more and shorter units and lower your rates, pricing for revenue share. 

Once upon a time radio’s total revenues were some $19-million and 40% of radio stations were losing money.  Now, radio’s combined top line has been climbing back up to $17.6 billion after falling precipitously in the early 2000's, creating a need to cut costs in order to sustain and grow profits while paying off the debt incurred in pursuit of a maximum allowable share of market dollars.

Cutting commercial loads was never easy, requiring tremendous courage and excellent execution.  Not everyone can accomplish it, but those who do have the potential for completely dominating weaker facilities.

The smartest among us, as they convene in Indianapolis, need to be thinking and talking about that with their investment bankers and corporate boards.


And, if you as an owner are lucky enough not to have to answer to those things, you're in an awesome position to get aggressive and press your advantage.

It’s time to do things differently.  And, the past has a lot to teach us all if we learn from it.

Give Your Team A Bonus

I know.  No budget.

There are things any leader can do using barter and very little budget that improve morale and improve the attitude of everyone.

1.  Pre-book dinner with all personalities with limo transport to and from the restaurant
2.  A public meeting with the entire staff or even at an event where the audience is present to award trophies to air staff and other employees for their achievements.
3.  Snail mail a letter to their home thanking them for all they do when someone does something truly outstanding. That way, their whole family will know you appreciate their dedication.
4.  Send flowers to spouses and then let the air staff know you did so and made the flowers “from them.”
5.  In mid-summer, take everyone to an indoor location for a (machine-made) snowball fight or in the middle of winter to an indoor pool for a pool party.
6.  “Staff” jackets for the air staff with their name on them.
7.  Old fashioned telegrams to individual air staff saluting them for the “above and beyond” things they do.
8.  Conduct a “war college” at the local military base or reserve post.  Go to the local Army-Navy store and equip everyone with fatigues, show pieces from “Patton,” and psyche up your warriors.
9.  Do a meeting in the locker room of a competitive college or pro team and have the coach talk about motivation and winning.

And, finally, 10.  Stage an amazing annual Christmas Party.

And,  an admission:  I learned a lot of these tactics over many years of working with Mike McVay, who with his business-and-life partner Doris took the definition of “Holiday Party” to a new level each year with an amazing staff dinner at the nicest hotel downtown and concluded with a party game of “wheel of McVay,” which was a fun way of giving everyone who works together all year with an impressive gift and a feeling they all work for a generous, winning organization.

Maybe that's why, after all these years, A&O&B still retains an association with the McVays.  They know how to motivate and retain people.

Me? Consultant Of The Week? Why, THANKS, Mike McVay!

I have been reading the great interviews with the McVay Media Advisors Alliance team and learning a lot. Now, next week, I know I won't learn a thing, since Mike tossed the questions at me this time.

Here's a preview:

Mike McVay: What is the one thing that is universally concerning when you start a new relationship with a radio client?

JA: Establishing credibility and trust. Of course, it's impossible for someone you hire for their objectivity to get an honest and "can see the forest for the trees" view of your situation because they are an outsider who feels free to point out the things that "insiders" may not either be aware of or feel free to discuss to ever - by definition - be fully accepted as a company employee would,

Thus, sometimes, being politically-incorrect within an organization can be a reason why a consultant is brought it. Yet, the goal is to create long term success not just to shake things up. The more I can learn about the history and people involved and become a full partner, the more assistance I can be.

I work hard from the outset to strike that balance and understand exactly what the company that hires me wants from our relationship.

MM: What has changed about the way you program today from the days when you started as a consultant?

JA: Once upon a time, the consultant would set the agenda as a detailed action plan and expect the client to do most of the work involved. Now, I actually have more backup and support than many of the programmers and managers I work with. Thus, we provide prep, assist with researching the audience if you have no other way to do it internally, coach, create, brainstorm, write and produce. Though this change would not have been foreseen when I first went to work for Drake-Chenault in Los Angeles almost thirty years ago, but I like the much more hands-on approach a lot. It used to be that you'd meet, write a report and then move on, wondering if the client was executing your agreed-upon vision as well as possible. Now, I find myself much more involved on a daily basis and that is very gratifying, let alone being much more productive.

MM: What are the three things that broadcasters should be focusing on ... that they're ignoring or unaware of?

JA: 1. The quality of our streaming content. A&O's "Roadmap 2011" national perceptual study of country radio core users are gravitating to our streams especially on their fast-growing use of mobile media and they are aware that the quality of online audio is inferior to what they hear on FM and AM. They want to use us more online, and find our poor quality control of streams an impediment to doing so.

2. Building authentic personal brands which execute consistently and creatively and thus enhance the station brand. Leverage them across all platforms. Your "position" is no longer what you claim you do, it's what you actually do in real time.

3. Focusing on what goes between the songs as much as on the quality of the music. In the 80's, air personalities were told to shut up and play the hits. In the last decade, we taught them that what we want from them is as many voice tracked hours in as little time as possible. Tomorrow's audience can get music with little or no talk in many places, and will remain loyal to radio only if we understand how important fresh, topical, relevant, well-written, tightly-edited content is as well.

MM: You're viewed as a successful programmer ... what is the ONE thing that you're most proud of (to date) in your career as a broadcaster and consultant to the broadcast industry?

JA: Attending the annual Pre-Country Radio Seminar Country Radio Hall Of Fame induction ceremonies and seeing so many longtime friends and clients being enshrined in the Hall, based on work that we have done together. It's such an honor to be among the plaques hanging on that wall, surrounded by people who have been my heroes.

MM: What would you like to be known for as a broadcaster?

JA: A mentor, an effective trainer and motivator.

MM: What advice would you share with a 1st time program director who is entering your format of expertise?

JA: Listen. Thanks to streaming audio, it's now possible to hear every great radio station and personality in the world in real time. Don't become so busy in your daily life that you fail to listen carefully to the people you work with, compete with and admire.

MM: Anything that you'd like to add?

JA: If you're good and want to get better, I'd love to get to know you. Call, txt or email me, especially if you have content you're proud of that you'd like to share.

Getting To Know You (And Me Too)

A&O has been a member of Mike McVay's Advisor's Alliance for many years, offering our clients many additional resources. We love being able to turn to friends for advice as needed, as do our clients.

McVay is always thinking and challenging his associates, as this set of questions he just emailed to all of his consultants demonstrates:

What is the one thing that is universally concerning when you start a new relationship with a radio client?

JA: Establishing credibility and trust. Of course, it's impossible for someone you hire for their objectivity to get an honest and "can see the forest for the trees" view of your situation because they are an outsider who feels free to point out the things that "insiders" may not either be aware of or feel free to discuss to ever - by definition - be fully accepted as a company employee would. Nor, should they try to be. Thus, sometimes, being politically-incorrect within an organization can be a reason why a consultant is brought in. Doing so, and retaining trust and credibility can be a delicate balancing act.

Yet, the goal is to create long term success not just to shake things up. The more I can learn about the history and people involved and become a full partner, the more assistance I can be.

I work hard from the outset to strike that balance and understand exactly what the company that hires me wants from our relationship.

What has changed about the way you program today from the days when you started as a consultant?

JA: Once upon a time, the consultant would set the agenda as a detailed action plan and expect the client to do most of the work involved. Now, I actually have more backup and support from A+ people than many of the programmers and managers I work with!

Thus, we provide prep, assist with researching the audience if you have no other way to do it internally, coach, create, brainstorm, write and produce.

Though this change would not have been foreseen when I first went to work for Drake-Chenault in Los Angeles almost thirty years ago, I like the much more hands-on approach a lot.

It used to be that you'd meet, write a report and then move on, wondering if the client was executing your agreed-upon vision as well as possible. Now, I find myself much more involved on a daily basis and that is very gratifying, let alone being much more productive.

What are the three things that broadcasters should be focusing on ... that they're ignoring or unaware of?

JA:

1. The quality of our streaming content. A&O's "Roadmap 2011" national perceptual study of country radio core users are gravitating to our streams especially on their fast-growing use of mobile media and they are aware that the quality of online audio is inferior to what they hear on FM and AM. They want to use us more online, and find our poor quality control of streams an impediment to doing so.

2. Building authentic personal brands which execute consistently and creatively and thus enhance the station brand. Leverage them across all platforms. Your "position" is no longer what you claim you do, it's what you actually do in real time.

3. Focusing on what goes between the songs as much as on the quality of the music. In the 80's, air personalities were told to shut up and play the hits. In the last decade, we taught them that what we want from them is as many voice tracked hours in as little time as possible. Tomorrow's audience can get music with little or no talk in many places, and will remain loyal to radio only if we understand how important fresh, topical, relevant, well-written, tightly-edited content is as well.

You're viewed as a successful programmer ... what is the ONE thing that you're most proud of (to date) in your career as a broadcaster and consultant to the broadcast industry?

JA: Attending the annual Pre-Country Radio Seminar Country Radio Hall Of Fame induction ceremonies and seeing so many longtime friends and clients being enshrined in the Hall, based on work that we have done together. It's such an honor to be among the plaques hanging on that wall, surrounded by people who have been my heroes.

What would you like to be known for as a broadcaster?

JA: A mentor, an effective trainer and motivator.

What advice would you share with a 1st time program director who is entering your format of expertise?

JA: Listen. Thanks to streaming audio, it's now possible to hear every great radio station and personality in the world in real time. Don't become so busy in your daily life that you fail to listen carefully to the people you work with, compete with and admire.

Anything that you'd like to add?

JA: If you're good and want to get better, I'd love to get to know you. Call, txt (206-498-6261) or email me, especially if you have content you're proud of that you'd like to share.

PS - I'll be checking online to see what the other McVay Alliance members have to add from their perspectives as well.

Conflict

Although Entertainment Weekly gushes, "Simon who? Steven Tyler and Jennifer Lopez join Randy Jackson for an upbeat, friendlier season 10 premiere," Donnie Osmond begs to differ after watching the new American Idol.

Thanks to Citadel Media and Mike McVay I got an early listen to some of today's Donnie Osmond radio show and (click here to listen to it - mp3) his take comes from a very smart, experienced entertainer and applies to your radio show too.

Is their any conflict?

"Conflict is what makes things interesting." - Donny Osmond

"Friendly" may be "nice," but conflict is an essential building block of engagement and entertainment.

"Brevity" Isn't As Good As "Efficiency"

It's the season of giving, and hats off to the always-innovative Mike McVay for giving talent and programmers a daily video Talent Tip gift on his website.

Will Christmas Music Take Another Fall Book Toll On The Country Format?

As A&O clients received our 48-page Christmas 2009 package this week, we started it off by resurrecting a Mark Ramsey quote from last year’s hear2.0, saying that, with the extreme turbulence in our economy today, this will be the biggest year for Christmas music on the radio EVER.

He said, “I don’t mean just the number of stations doing it. I mean the volume of listeners finding safe refuge in it.”

AC Consultant Mike McVay notes that 100000watts.com and M Street counted 418 stations which went all Christmas last December and states

“We expect all of these and at least another 50 this year. Obviously, there are another 1,000 radio stations that play partial XMAS music or go to 100% Christmas a few days before 12-25. Most every radio station will play "some" Christmas music before 12-25. That includes news/talk stations.”

But, he also takes issue with Ramsey:

“I hope that Mark is right. We consult more AC stations than anyone else, so it behooves me if he is right, but I think that the Christmas following 9-11 was the biggest ever. Having said that, it is difficult to compare apples-to-apples, since the PPM is now a part of our world.”

Listeners Take Control Of The Radio

Cleveland area broadcasters Lee Zapis, Daniel Anstandig, and Mike McVay are hoping to empower broadcasters to become what they are calling "crowdcasters.©"

The listeners become the Music Director and the On-Air Talent with Listener Driven Radio. The software allows listeners to go on-line and offer their input into what plays ALMOST IMMEDIATELY on the radio station. LDR is constantly absorbing listener input, their song votes, and comments on a radio station’s music, and automatically adapting programming in real-time. Your audience can control the stations on-air product … within the parameters that the PD creates.

Meet your new weekend 'jock!'

McVay New Media President and LDR architect Daniel Anstandig:

“This is a new way of programming radio and growing your brand-community. Imagine being able to improve your product while decreasing the cost of programming.”

Zapis Capital CEO Lee Zapis:

“The software we’ve developed will allow the listener to truly take control of their radio. So many of us in broadcasting have been concerned about the competition we face from the Internet, Satellite and social networking. LDR diminishes those concerns and takes what’s best about the Internet and puts it on the air on your radio station.”

McVay Media President, Mike McVay:

“It’s time that radio operators get over their inferiority complex and embrace new technologies. The times have changed, and God willing, they’ll keep changing. Listener Driven Radio is the first application that marries the consumer’s wants with the PD’s desires … and that equals great and entertaining programming that’s good for any daypart.”

The for-barter service, according to their press release:

• Turns your listeners into collaborators. Constant research generated from active listener interaction. Listener’s log-on, click-to-pick their favorite songs and then sit back and enjoy hearing what they … and other listeners … selected to play on the air.
• The PD selects the universe from which the listener’s click-to-pick. Your station will still be “SAFE” while allowing the audience to program the music that you play.
• LDR makes it possible for listeners to vote for songs, request songs, pick which song should play next, and upload and vote for new music through radio station websites, iPhones, and Facebook.
• The radio station will NOW be CONNECTED to the social networking platforms used most by your audience. Turn your radio station into a community. Your listeners will communicate on line using the LDR Connection and will be encouraged to repeat visit and repeat listen to your station.
• LDR feeds Twitter automatically for radio stations, helping them to increase tune-in. LDR harnesses the marketing capabilities of social media.
• LDR engages listeners, constantly absorbing their input, votes, and comments about your station’s music. This creates a community around a radio station’s brand.
• LDR ties in directly to radio automation systems and instantly adapts a radio station’s programming based on listener feedback and parameters preset by the Program Director.
• LDR takes a four-pronged approach to reaching listeners. LDR is software that enables listener interaction via Mobile/iPhone, Widget (embeddable on any site), Your Station Website, and Social Networks (including Facebook, MySpace, and Twitter). Then, listener input drives your on air programming and music scheduling in real time.
• LDR empowers your audience and gives them ownership over your programming, integrating their feedback into your music scheduling in real-time. Listeners can also comment and vote on new songs, giving them the power to elect new songs for airplay.
• LDR enables you to change your playlist in real time based on listener input. The end result is programming that adapts to your target audience. The LDR software is also fully adaptable to your branding and look-and-feel, seamlessly integrating into your radio station website.

For info, call 877-221-7979, or e-mail Anstandig.

I think you'll be impressed. I was.