BROKERED RADIO ON FM

[MP1]

Hello,

I didn't know where to post this question, so I will try here.

My father in law has a 5kw FM in a small market (Arbritron 230+) that is dying a slow and painful death. Billing is down to about $2000 per month. In the last 5 years he has tried three satellite formats (talk, urban, and hispanic) but nothing catches on. My father in law refuses to sell because the value of the station has dropped dramatically in the last couple of years, so he wants to ride the economic downturn and hope he can make a profit if he sells in a few years.

I have heard that brokered programming does well financially (although it would not be something I would listen to), and today he agreed to basically try anything to maintain the station alive financially. He is currently losing about $5k per month.

My question is, how does one go about selling blocks of programming, besides putting up a website with the rates and hope someone finds it?

The market already has every other imaginable format either locally or beaming in from other cities. Is there a new format out there that would be easy to sell?

At this point my wife and I are the only ones working the station, doing everything from production to billing and taking out the trash at night, and we are willing to work even harder if we have to, but it would be nice to be able to afford paying at least someone to answer the phones (in case they ever ring).

Is brokered block programming a feasible alternative for a station just wanting to make a buck?

 

[gunterm]

If brokered is what I think you're talking about (meaning others pay for airtime), then yes there should be lots of opportunities.

The advice I have gotten from station owners in two VERY small markets (I don't even think there is arbitron there), a station in Franklin, Louisiana and DeRidder near the army base...

Basically contact all the churches in the area, there is big money in running their ministries especially on Sundays. I was told there is large demand for this especially when there are few stations in the market.

As far as the other brokered programming, I would imagine there is an agency that sells those nationally because I've seen the same "shows" run on many different stations in different areas.

Please take my comments with a grain of salt though, I am an internet operator only and my advice comes from other friends who have told me about things in the terrestrial side...

Good luck with your operation, don't let others tell you that radio is dying, that is only major markets! Small markets are alive and well because they are LOCAL!

 

[12 In a Row]

Been there, done that. Some hard work in the beginning pays off big time.

A few avenues to explore.
Excellent advise on the local churches.
Also, local investment firms LOVE to be on the radio and will pay for it.
(I had 2 local guys that bought 9a-11a, Mon-Friday and paid 4 grand a month.)
Every city and town has vocal political types with massive egos who LOVE to hear themselves talk. Sell it to them!
Their political buddies are more than happy to write checks to keep the show on the air.
(I had 3 shows going at one time. One was Mon.-Fri. 11a-Noon, the other 2 were on the weekends.) VERY good money!
I simply had a recorded message at the beginning of the shows saying, "The views expressed, etc. etc."

High school sports play by play. Great money and you sell it like you're selling the school yearbook. Support your team by sponsoring the games.

National infomercials. There are a few brokers out there looking for 30 minute time slots and willing to pay in advance.
Let them know you have time available.

Look into p.i., per inquiry. Sears and many other national advertisers do these.

You run their ads, they give you a special 800 number. If your station is responsible for a sale, you get a breakdown and a check every month. I would air at least 2 of these an hour. Dollars from heaven.

With some upfront work you can easily bring in 20 thousand a month.

Hope this helps and best of luck.

 

[radioboy]

Michael,

Good advice here - I've sent you an email with a couple more ideas -

Like 12 in a Row, I've been there, done that, and made it work. And kept an audience.

 

[12 In a Row]

Here is some inspiration for you.

I took over a dog of a station, no revenue/no ratings.

Simply applying programming 101-good imaging, and a great producer, we not only made money but between the financial guys friends, clients and the polical talking head wannabees, we attracted listeners and positive press.

Go get em!

 

[MP1]

Thank you all for your posts and emails. I have gotten some great advice so far. We are out of town for another week or so, but when we get back we'll start working on some changes.

Any thoughts on using Christmas music as a segway to a new format? Since the issue right now is billing, will an all Christmas format for November and December bring in decent revenue right away, or is Christmas music a tough sell?

The region's top biller is a soft AC station that goes all Xmas around November 15, so I'm wondering if by getting an early jump on them we'll be able to ring up the cash registers.

 

[gunterm]

This reminds me of something interesting, terrestrial station go wall to wall as soon as possible because it increases their ratings I assume? (Otherwise they wouldn't do it right?) However on the internet side I will point out I did the experiment with several stations I have control over and they have MUCH higher ratings NOT playing wall to wall christmas music, just 1 or 2 per hour starting in December...