Not a day goes by where I don’t hear about people losing their jobs, programming cutbacks, or stations struggling to meet budget. Revenues are down drastically, and it’s not an isolated issue. It’s everywhere.

By no means do I claim to be a sales expert, but as a long-term programmer, I feel compelled to come up with some ideas that we can implement today, quickly, to help our on-the-street sales forces close more business. What I’m about to suggest may seem simple, maybe even a little old-school, but at least it’s something we can do right now to help stem this revenue problem.

Right now, this isn’t about a “product problem.” It’s a revenue problem. And maybe it’s time for programmers to step in and help fix it.

We spend our days creating compelling content, connecting with listeners, and positioning our stations as trusted, familiar voices in the community. Maybe it’s time to put that same skill to work for the sales team, and for the advertisers who need to reach those listeners.

Think about it: every day, we tell our audience how much they can trust us. They wake up with us, drive home with us, and let us into their lives. Our on-air personalities aren’t just “voices.” They’re local friends, people listeners know by name. That kind of trust is gold for advertisers.

So why aren’t we using our airwaves to remind the business community that radio still works, and it works powerfully? It’s not about reinventing the medium. It’s about demonstrating, in real time, the connection and impact we already have.

Imagine promos that talk directly to business owners, like: “One in five people in our community listen to us every week. When we talk about your business, people listen.”
“You’re hearing this message right now, imagine how many of your potential customers are, too.”

Or try one of the oldest tricks in the book, talk about your advertisers and potential advertisers on the air. After all, it’s almost a guarantee: mention their name, and someone will tell them, “Hey, I heard your name on the radio today.”

When I was PD at WROR in Boston, we started a simple top-of-the-hour segment that became a hit. We’d say, “If you see John Smith today, tell him to have a great day from his friends at WROR, Boston.” That’s it. Short, simple, and incredibly effective.

It caught on fast. Listeners began asking us to wish them a good day on the air. Sales loved it, because I used names they gave me, clients, prospects, business owners. It got to the point where salespeople would call me from appointments and say, “Hey, can you give a shoutout to the client I’m meeting with right now?” Imagine sitting in that meeting when suddenly, your name is mentioned live on the air. Talk about impact!

And here’s a big one: we must stop firing the people listeners like the most, our personalities. That tactic will get us nowhere. If radio is going to survive and thrive, the local, high-touch feel of our personalities is what will lead the way.

Radio people are smart, resourceful, and savvy. We know how to communicate. Let’s use those skills to help our sales departments convince advertisers that radio isn’t just a viable advertising tool, it’s an effective one that delivers real results.

Programmers know how to tell stories and make people feel something. It’s time we use that same magic to rebuild our revenue. Radio listeners don’t scroll past ads, they listen. And when they hear something that interests them, they act on it. That’s the power of radio. The solution isn’t outside the building, it’s already on the air.

Gary Berkowitz is a programming consultant specializing in AC and Classic Hits formats. Reach Gary at gary@garyberk.com or (248) 737-3727. www.garyberk.com 

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