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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 it's 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.
 
Lounge, in this case it sounds like you're not going to be able to count on a lot of carry-over listeners from the shows on just before you (assuming they have any at all). What you're going to need to do is a TON of grass roots marketing to get the word out about your show and build your own audience. You should have a web site that you can promote on the show and conversely you can use the site to promote the show. Get the word out on social networking sites, craigslist, message boards, where ever you can. Build an audience that you can then take to your potential sponsors. Offer your sponsors banner ads on your site in addition to spots and id's in the show so they are getting as much value as possible.

It's a lot of work but you can make it happen. The good thing is if you build your own audience...should you change stations, those listeners will follow you. Good luck!
 
This is one of those chicken and egg things, but you really can't sell it until it's been on the air for a while. Advertisers generally don't buy shows, they buy audience. Until you have one, you have nothing to sell.

Sure, I've heard of car deals who have a hard on for a certain genre of music, and they'll pay to get it on the air. But those folks are very rare.
 
I have two shows - one is M-F, and yeah - 15 mins, but it's a teaser advert for the big show - 3 hours on the weekend, with replays on the next Sat. For a starter show, the station is being very generous. Like I said - I have a GREAT contract. The good thing is that the station is a 50k watt non-directional daytime, 250 night in the #8 market.
 
I have two shows - one is M-F, and yeah - 15 mins, but it's a teaser advert for the big show - 3 hours on the weekend, with replays on the next Sat. For a starter show, the station is being very generous. Like I said - I have a GREAT contract. The good thing is that the station is a 50k watt non-directional daytime, 250 night in the #8 market.

I am essentially podcasting on the weekend, it is the internet stream that gets out after power down, and office buildings are streaming it for the lunch show.

I have started grass roots, FaceSpace and MyBook, having it stream on a college station that I teach at, meet and greets, playing live in clubs with bands I have on the station- doing whatever I can.
 
All that's great and wonderful and exactly what you should do.

However, you asked how to convince advertisers, and the answer is that all they care about is numbers. The amount the pay is directly proportional to the size of the audience. So build the fan base, and be sure to get a careful and documented accounting of exactly how many people download the podcast, visit Facebook, etc etc. Start a newsletter, and use the number of subscribers in your presentation.
 
How do you convince advertisers? Tell them that you are committed to returning the general public's phone calls about anything back instead of the damn garbage that regular radio stations have about not contacting others back! And then actually do it!
 
icycool7227 said:
How do you convince advertisers? Tell them that you are committed to returning the general public's phone calls about anything back instead of the damn garbage that regular radio stations have about not contacting others back! And then actually do it!
Click to expand...

::)

How would that help draw advertisers?
 
icycool7227 said:
How do you convince advertisers? Tell them that you are committed to returning the general public's phone calls about anything back instead of the damn garbage that regular radio stations have about not contacting others back! And then actually do it!
Click to expand...

Dang dude, you got a hangup.
 
Maybe you can invite "investors" (clients) to sponsor and buy in to your show on an introductory basis, ie a lower rate! Clearly stipulate that as the show goes upward and onward so goes it's value. As long as they get their monies worth they should be happy to sign on! Hit the road with thick skin and knock on every single door! If it takes off you can slow your sales pace and concentrate a bit more on your program! Hit the road guns blazing and believe in your product and yourself and reload as many times as it takes to win the war! Marketing is a must, put together a plan.....But ...bottom line it has to be good enough.....you have to have a great act! Do you?
 
You might hire a telephone sales company to sell 3 month contracts for you (or do it yourself). The agency WILL produce business, and you would get a few advertisers to renew.

I did this when I was 16 years old at WEAW, Evanston, IL and the (big band) brokered program paid for itself in 3 months. It lasted 4 years.

Icy said, "How do you convince advertisers? Tell them that you are committed to returning the general public's phone calls about anything back instead of the damn garbage that regular radio stations have about not contacting others back! And then actually do it!

Icy, maybe YOU should sell cellphones to businesses. You post the same poo over and over. You are certainly in a rut. I'm sure you are 11 years old.
 
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