[BC] how bad it is vs what we read

[Ernie Belanger]

Barry I think fundamentally there is a flaw in the thinking of Radio in 
general.

What Radio seem to have missed, with exceptions of course, is that it 
has yet to  show businesses the benefit of increasing advertising in 
tough times. Back in the day when I was active in the Radio Stations, I 
always strained my sales force to demonstrate to clients how they can 
maintain the same level of business or close to it by increasing their 
advertising Vs decreasing it. The theory has been proven time and time 
again.

Factually you have to spend more money to bring in the same amount of 
money as last year or the year before.  Why?  Because you have to sell 
your customers to part with their money when they have less to part with 
and when they are scared this will help keep the economy going and help 
it to recover.

Radio Stations, just like their customers, are in business to stay in 
business. No one is in business to go out of business. Radio is the most 
creative media we have or at least it was.  Plus it is everywhere. 
Unlike TV and ,for the moment, the internet.

At the end of the day. Radio reaches more people than Newspaper, TV or 
the internet. Radio has to sell that fact too. Rather than run around 
with heads buried in the sand or with the timid "the sky is falling" 
attitude , or big brother Satellite Radio and the Internet is stealing 
our listeners, Radio need to stop whining, grow some big ones (once 
again), stop playing victim, and kick some butt.

I know of a group owner who had a simple formula that has brought him 
months of increased sales.  It is simple. Rule #1 We're in Business to 
stay IN BUSINESS. Rule #2 Just 3 spots a day, morning, noon and 
afternoon drive is all it takes to keep your customers aware you exist, 
you have not gone out of business and don't intend to  and you want 
their business.

There is another station owner I am aware of who has consistently 
increased billings more than 10% monthly.  How, he went local and hugged 
his community. Local News, Local Sports, Live local radio shows, live 
local talk shows etc. The response was an immediate increase in both 
sales and listeners.

Keep crying poverty and it will become a self fulfilling prophet.

As someone once said..... We gotta stop "Stinkin' Thinkin'".

Barry Mishkind wrote:
> I found it interesting today to note that CBS announced that it 
> expects to match the sales for the 2008 men's basketball tournament.
>
> Apparently there still IS some business out there.
>
>