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Issue 69 - March 2, 2009

 

Online Workshops

 

        

      

 

 

    

     

 

 

 

Onsite Workshops

 

 

 

  

Trusted Suppliers

 

  

      

 

 

 

 

 

 

Recommended

Reading

  

 

 

 

 

Industry Links

  

  

  

   

 

   

 

    

   

 

 

 

 

Take It or Leave It

 

So far I've received 23 responses from Friday's article.  Look where 15 of them came from:

 

 

The reason for the lack of major market responses is that you folks live with this problem as a part of everyday life. (Large market responses came from LA, Tampa and Chicago, which we'll discuss in the next newsletter.)

 

The over-riding advice of the smaller market responders fell in the genre of " . . . where the sun don't shine." That's because in these markets "selling" means "direct selling" implying face-to-face contact with an actual "client."  Because of those relationships and involvement in the client's entire marketing effort - most of those small markets aren't in the leaky boat of their larger market brothers and sisters. 

 

One of the above clusters is superb at sellout. Their rates are lower now, but the station is maxed on-air and online. Since their local rates are much higher than rates offered by media buyers, they can honestly say that they can't take the business. They're not "walking" on it, but honestly saying that they'd have to kick off higher rates in order to take the buyer's offer.

 

This often infuriates buyers because they've told their client that they can buy the market at a super low cost. You know what happens. Yes, sometimes they'll buy the cheaper cluster - but (in my experience) more often than not - they'll buy the station that's all buttoned-up at the higher rate.

 

Why? The cluster was prepared for the recession. The elements are (1) ongoing client-client-client based effort and (2) watch your inventory like a hawk, staying as close to sellout as possible and (3) a calm self-assurance, the opposite of Desperation Selling.

 

Upcoming Online Workshops

 

Negotiation Skills for Tough Times

Mon, Mar 2nd & Wed, Mar 11th at 3:30pm ET. Only $99 an email address.

 

Click Here for Details & Registration.

 

Selling in a Tough Economy for Managers & Senior Sellers

Wed, Mar 4th & Tues, Mar 10th at 3:30pm ET. Only $99 an email address.

 

Click Here for Details & Registration.

 

Selling in a Tough Economy for Your Entire Staff

Thurs, Mar 5th at 3:30pm ET. Only $99 an email address.

 

Click Here for Details & Registration.

 

Paul Harvey

 

I'd imagine that 30% of you have no idea of how big this guy was. When I ran KTAR in Phoenix we became suicidal when the book came in with less than a 10.0 share. AM Drive regularly came in at 15.0, 12+. (A different time.)

 

Harvey was one of the big reasons. His newscasts (commentaries) were so good, that Jon Coleman showed us Appointment Listening - individual quarter-hours that jumped higher than others - book after book, caused by Harvey's 5-minute show. Not a day went by when we didn't get a call, "Where can I get a copy of The Rest of the Story."

 

Harvey had a several homes (mansions) one of which was on the grounds of the Arizona Biltmore. Every winter he'd broadcast from KTAR for four or five weeks, getting in the station at 3:00AM to do a live broadcast for the Eastern time zone. He came with a producer and we were required to have a certain kind of yellow paper, grease pencils and a Smith-Corona typewriter. He also liked to have a small audience actually watch him do his newscast. He'd do his newscast like a television commentator, looking up from his copy, looking at our people and actually talking to us. So when you heard him on the radio, he sounded like he was talking to you. So most mornings we'd have a small group of station people and advertisers come in, watch the news and have their picture taken with Harvey.

 

When the four weeks ended, everyone in the station that had helped him in any way received a gift and a personal note. All the ladies received flowers. He always told me that he was sorry for the intrusion and I constantly assured him that it was our pleasure. One day he did a short bit about the station and told how I was this good broadcaster and all - and did so on entire network noon news. How do you think I felt about My Best Buddy Paul after that?

 

Why Paul Harvey's Net Worth was Over $100 Million.
One day we had a client reception to meet Paul Harvey. One of our clients was a very nasty buyer who (how do I put this politely) wouldn't rank in the top five finalists of the Miss Universe Contest. Posing for the photographer, she told Harvey that she wanted to move to his left, "to get her Best Side." Harvey said, very formally, "Madam, you don't have a Bad Side." Our sales manager whispered, "That's why that guy's worth $100 million."

 

So he taught us all kinds of lessons. Talk directly to the other person, always send a personal note of thanks - and nobody has a Bad Side. Nice guy.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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