Ch-ch-ch-ch-Changes are going on everywhere within our industry. Citadel Broadcasting is poised to drop 1.2 billion dollars in debt through a prearranged bankruptcy agreement. This should put Citadel in a good position to regain market share in underperforming markets at the expense of other financially challenged groups that have yet to restructure. 2010 could be a banner year for them–who would have guessed. As for changes, much more is on horizon, but let’s take a look at what should change right now.

Does your website work?

Ever really look at your station’s website and wonder as I do, why any mention of advertising is buried either in a dropdown off of the top line navigation bar or at the bottom of the site. It’s curious. We’re in the advertising business and the money we make comes from selling advertising, of course. So why do we make it secondary or an afterthought on our website. Why? Do we think our listeners would be offended by an obvious outreach for potential advertisers? Hell, many of our listeners are potential or existing advertisers.

Radio should look to Fortune 500

For over two years now I’ve paid close attention to the way Fortune 500 companies use sales and marketing to reach and convert prospects into sales. We’ve worked with a few and have seen great results that have far exceeded the solutions they previously used. Radio has the potential, to at the very least, be as successful as these companies with one very large caveat. Radio continues to have little idea as to how to merge its core competencies into the digital world for anything more than a token presence for our listeners.

Radio sales and marketing solution

Radio uses its airwaves to market to both listeners and potential advertisers. Radio reps are out daily canvassing for new business. Good, but by no means the most effective sales and marketing strategy to reach and convert advertising prospects. There is a better solution, a better way for radio and most other traditional media included, to market effectively using both offline and online strategies to aggressively garner advertising sales and revenue. The solutions have been proven day after day by those Fortune 500 companies that understand the new world of media.

Who wants to be the first, local thought leader?

You’ve heard the expression content is king. Most of you would agree, but relate this statement as “radio” content is king—programming, music, etc. The content that I am talking about is specifically designed to educate and garner a reaction from potential advertisers. Radio can be the local marketing thought leader and people will seek us out. We need to speak to our advertisers through carefully orchestrated online and offline efforts that will get them reaching out to us. This is a solution for radio. Who wants to lead the way? If you’d like more information or would like to contact me directly, send an email to corwin@higherratings.com or call 877-219-9495.