A recent Radio Ink article reported that iHeartMedia didn’t get the political advertising windfall it expected. Now it’s looking to programmatic buying, AI, and other technology to help drive future revenue.
Nothing wrong with that. Large-market radio groups rely heavily on national and agency advertising. That’s a different business model.
But what about radio groups in small and medium markets?
I believe one of their biggest opportunities is sitting right in their own backyards.
Local business owners.
Want more predictable revenue? Stop treating advertisers like short-term transactions. Start teaching your salespeople how to make advertising actually WORK.
Not just how to sell packages, negotiate rates, or hit monthly budgets.
Teach them how to ask better questions. How to develop long-term branding strategies. How to schedule enough commercials to make a meaningful impact. And for heaven’s sake, how to write radio ads that don’t suck!
Invest in professional sales and copywriting education. Make it ongoing. Hold actual TRAINING meetings, not another hour of “Who’s got something closing this week?”
And salespeople, you’re not off the hook either. Read books. Subscribe to newsletters. Learn from advertising experts like Roy H. Williams (the Wizard of Ads). Don’t wait for someone else to invest in your education. Invest in yourself!
Because when you sell a business owner a weak schedule and a forgettable commercial, don’t act surprised when they tell you radio doesn’t work.
You haven’t just lost this month’s billing. You may have lost YEARS of future revenue.
Think about the alternative.
Better advertising. Better results. Happier clients. Easier renewals. Larger commitments. More referrals.
And a growing foundation of advertisers who WANT to keep doing business with you.
The future of small-market radio isn’t just about finding more advertisers. It’s about becoming so good at advertising that your existing clients never want to leave.
There’s an old saying: The best time to plant a tree was 20 years ago. The second-best time is today.
The same goes for investing in your salespeople.
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