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Message from ETs
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Here is a quote from the Monday Feb 2, edition of Taylor on Radio-Info.com. (A very good newsletter that you should be reading every day.) Tom is quoting from two notes sent to him, both of which obviously written by Extra-Terrestrials.
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One manager of a mid-level combo in a top 25 market has a tale of woe about his formerly-safe niche - "The big guys here have depressed the economy so badly that it's hurting us. They're now snapping up the business that we've been surviving on. We were selling spots for $25-30, and they were at $150-175. Now - they're taking business at our rates, and it's a killer."
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From a top 10 market comes this lament - "Our competitor used to be really good about holding the line on rates, but now every time we put an offer in for an ad buy, they come in and do whatever they have to do to keep the business away from us. They're the format leader, and the agencies say 'if I can buy them for the same money as you, I'm going to take them.'"
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Both of Comments Obviously Sent by Extra-Terrestrials.
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"The big guys have depressed the economy . . ." Their problem is other Radio stations selling it cheaper than they were before. So let me get this right; You were cheap and that's how you made it - and now someone is beating you at cheap? Your business strategy is "Sell it cheaper than the other guys," and if they lower their rates, we're screwed?" Huh?
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Here on Earth, We Call this a "Re-cession."
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The big stations aren't the ones who've depressed the economy. They're trying to (repeat after me) "Stay in Business."
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The real blame should be pointed at those no-good, lousy clients who are spending less.
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The blame for that is - less people buying from them.
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One could then trace back the blame for the recession back to the first chapter of Genesis, when Adam asked Eve, "Hey, how about it?" She said "No." That's when it all started.
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Blame is a Disease
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Blame it's a mental cop-out that justifies our not dealing with the reality of the situation nor looking to ourselves for a solution. Blame is also to blame for a continuing feedback loop of negative attitude, which begets more . . .
It is healthy to ACCEPT a Recession, however it is self-defeating to OBSESS on it. The productive responses are words like Courage, Innovation, Action, and Energy.
Most broadcasters I deal with are going back to basics, back to NTR ploys of old - combined with new ideas, new ways to sell, new categories of advertisers. So tell those guys to go back to the Spaceship Conference Room and zap out a couple ideas - and get their head (or whatever they call it) back in shape.
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You Can Still Get In
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You can still join the 14 others registered for Selling in a Tough Economy for Managers & Seniors Sellers online workshop at 3:30PM ET Today. Only $99 an email address,
Click Here to Register
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Remember What the President Said
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Remember during the Obama campaign, when people would boo McCain? Obama's response
"Don't boo - Vote!" Action is the answer.
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