Best state/ market to start in the business of radio

[broadcastguy]

I was a programmer "wannabe" and found that the only way I could program in a nice size market (around 1,000,000) was to build a new station and put on a format that had never been done by any of the 30-some existing stations.

Before coming to the US I managed two different stations in a mid size city (1,500,000) and in both stations we did pretty well, on my last one everything seemed fine until the owner decided to put his son as MD because "he is a dj". I don't need to tell you the rest of the story but let's say that by 6:30 AM we would air a mix by Carl Cox and then Tracy Chapman.

The kind of rejection you deal with is illustrated by one big client that had a sign in his reception area that said, "If your business is advertising, my door is closed" I got one of those 3-foot-high miniature doors that hardware stores have to demonstrate locksets, and made a card that said, "If your business is sales, our door is always open". It was delivered to him by messenger. I got an appointment and a sale. But it takes a lot of "glass is half full" perspective to deal with tough cookies like that.

This is brilliant, years ago I had a situation with a guy that had a sparkling water distribution, his excuse was "I only sell water", my answer was "I only sell air", after a few knocks at his door, a few unanswered calls and a couple of gifts (nothing fancy, a glass, a mouse pad and a couple of T-shirts with the station's logo in it) he bought.

 

[davideduardo]

LOL. Meridian Ms. is my market, and yes you would be eaten alive. Don't know about Denver to Sheridan. When I was in the Keys we had a few City Folks migrate from Miami. That was sometimes a hit or miss. They realized the culture and pace was much slower. You didn't wear a suit around town or residents thought you were the IRS or FBI, and wanted nothing to do with you.

Yeah, the Conch Republic is unique.

When I was at WJMO in Cleveland in the very early 60's a bunch of us on the staff went to Newton, MS, to register voters. In so many ways we went through culture shock. I never got into Mrid'yn but was pretty close!

 

[FreddyE1977]

You will spend most of your time on the street networking
Sales experience is a must. If you are a programmer or a DJ who wants a radio station, take the money to the race track. You will get a better return.
Be prepared to get doors shut in your face, but also there will be bright spots too.
There will be weeks that you will lose one or two BIG clients (I had one client who shut the doors, and another lost in a fire), and you will scramble to pick up the lost revenue.

Superb advice! The ability to sell spots is ultimately what will make or break you.
We had a very nice, tightly programmed little AM here which the owners just had to sell because they could
not put sufficient time and energy into generating revenue.

Also true that you lose great clients due to circumstances totally beyond your control.
In my current endeavor I tend to lose them through mergers and acquisitions. My client gets bought
up by some larger company who determines that we are too small to be worth their while.