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New radio show -and I need some advice...

L

LoungeLizard2

I know I'm opening myself to a load of trouble, but I decided that the way to make it in radio today was to try the syndication route. You know - come up with the novel idea, test it for a few years, massage, then try to find a station that you could either buy cheap time or barter it. You own it, you build the network, you rise or fall. I'm no neophyte to radio, but something does confuse me greatly.

I found a station that had just changed formats, but is still holding onto remnants (dollar-a-holla preachers) of the previous one. This heritage station wants to be an entertainment/variety station, and they filled an obvious hole in a major market trying to cater to an artsier city crowd. They started with OTR/30/40/50's Big Band/Sinatra/Doo-Wop, and now they have moved up the year clock to 50's/60's/70's, but doo-wop in the afternoons, OTR on weekends, preachers in mornings, jazz at night.

I did get offered a great contract for a new and untried self-contained program (M-F 12:15-12:30p, Sundays 8p).

Now the station is adjusting its format after I come on board. I am told by the owners/GM/PD that they all love the show, it is a direction they want to grow into...yada yada yada... I am confused how to appeal to advertisers/sponsors. My question is - how do I sell it??

At times my show is at odds with the format at other times I am a complete fit like Legos stacked together. I am now following a dollar-a-holla on weekdays and as a lead in to either mortgage brokers (2x a week) or music (jazz/Doo-wop/lounge OR 70's R&B/soft rock). Weekends I follow an hour of OTR by a local theater group -actually quite good show quality - with my programming, then into OTR style programming with jazz/big band for the overnight.

How do I convince advertisers that with the station adjusting its sound that it is still a good fit for them.

Just in need of helping hands - this is one poor widow's son that could use a bit of enlightenment.
 
I feel for you man. But, I'm in a Top 75 market and I didn't even know there were still sold-block stations that drew an audience. It's been about 35 years since I worked in a market that had one and what I recall is that it is ONLY about the money. There are no numbers to sell. It is bought by those who love and support the theme of the show. I would probably put an appeal near the end of every show stating that "if you have a business that wants to reach a specialized audience who is passionate about this program, call for details" etc.
 
You are concerning yourself with the format. Commercials are sold on results. The client doesn't care about format. I think you're offering a small group of a larger audience here. The idea is you are reaching, say, an auditorium of people and you're giving the advertiser the stage to 'sell' your listeners. It's not the numbers or format...it's making their business a household name with your listeners. Any business could never service a whole city, so you offer a group of the size their business can handle while not being overwhelmed by the masses to the point the product or service the business offer suffers...and you're much more affordable. Look for Mom and Pop small businesses.
 
All right...I'm a little confused...you're on from 12:15p-12:30p? 15 minutes...? Is that right...?

I'm going to assume either it's a typo, or there is something else going on that I don't know about: The poster above me has some sound reasoning and I'll take it another step: Sell those times you've snagged! You have a lazy Sunday evening and lunch time!

As bturner stated, you're selling on results and times-wise, you've got it. It sounds like the station fills an interesting niche, no matter what exactly is being played - compare it to other stations and point out that it's the only one like it (I presume it is, anyway). Then narrow the pitch to your show and its time slot, focusing on the time slot unless you have some reason to think that person or business in particular is interested in your show. Let the advertiser know what you're doing to further promote some already great time slots (build their confidence).

If your show is up a particular business' alley, offer a trade: Play my show in your business and I'll give you a 50% discount (or whatever...something significant enough to make the business stop and think about it).

My thoughts. :)
 
Id think the best way to look at it is your show doesn't change. While the station may make some shifts what you're doing isn't different and focus on that. Your station could flip to death metal, but if you still have listeners that like your program, they are still the same target audience... even if they happen to like death metal as well LOL
 
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