Why radio LOVES lawyers?
Smart News/Talk stations program "buff stuff" on the weekend.
How-to shows about home improvement, automotive, gadgets-and-guy-stuff, etc.
Many of these are nationally syndicated shows.
But -- more-often-than-not -- the call-in show about LAW is local.
Why: The law topic doesn't syndicate well.
Why: Laws vary from state to state.
So, often, attorneys will buy hours of time on local stations.
Lawyer “get” the concept of billable hours.
They don't “get” and don't-care-about Arbitron.
The only number they care about is call-count-at-the-office-on-Monday.
They're on-air to generate leads.
Lawyers don’t want spots in-show; so the station has-its-cake-and-eats-it-too.
Lawyers need spots out-of-show, to promote their weekend show.
Lawyers use Yellow Pages, so:
1. You've got a VERY warm prospect list in your drawer right now.
2. You can see how-crowded-the-field-is, and lawyers' need to cut-through-the-clutter.
3. You can see who's got the most dough, the best copy points, etc.
Done well, this is good programming.
"The lawyer is in, the meter is off."
This is also great podcasting.
You can sell the lawyer more-than-just-on-air longform/shortform.
"Listen to Ron's pre-nup checklist, at www.wxxx.com."
"Download the Lemon Law claim form at www.wxxx.com"
For more leads, and 100+ pages of handouts, come to my session "Revenue...Right Under Your Nose" (http://www.rab07.com/agenda_desc.cfm?id=309) at RAB2007 in Dallas (http://www.rab07.com/).
You'll hear:
How to EXPLODE your web site into a whole 'nother level of NTR...
How music stations can cash-in on the Talk radio mojo, without stopping the music...
Some plain talk about HD Radio...
Happy NEWS Year!
Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com
Smart News/Talk stations program "buff stuff" on the weekend.
How-to shows about home improvement, automotive, gadgets-and-guy-stuff, etc.
Many of these are nationally syndicated shows.
But -- more-often-than-not -- the call-in show about LAW is local.
Why: The law topic doesn't syndicate well.
Why: Laws vary from state to state.
So, often, attorneys will buy hours of time on local stations.
Lawyer “get” the concept of billable hours.
They don't “get” and don't-care-about Arbitron.
The only number they care about is call-count-at-the-office-on-Monday.
They're on-air to generate leads.
Lawyers don’t want spots in-show; so the station has-its-cake-and-eats-it-too.
Lawyers need spots out-of-show, to promote their weekend show.
Lawyers use Yellow Pages, so:
1. You've got a VERY warm prospect list in your drawer right now.
2. You can see how-crowded-the-field-is, and lawyers' need to cut-through-the-clutter.
3. You can see who's got the most dough, the best copy points, etc.
Done well, this is good programming.
"The lawyer is in, the meter is off."
This is also great podcasting.
You can sell the lawyer more-than-just-on-air longform/shortform.
"Listen to Ron's pre-nup checklist, at www.wxxx.com."
"Download the Lemon Law claim form at www.wxxx.com"
For more leads, and 100+ pages of handouts, come to my session "Revenue...Right Under Your Nose" (http://www.rab07.com/agenda_desc.cfm?id=309) at RAB2007 in Dallas (http://www.rab07.com/).
You'll hear:
How to EXPLODE your web site into a whole 'nother level of NTR...
How music stations can cash-in on the Talk radio mojo, without stopping the music...
Some plain talk about HD Radio...
Happy NEWS Year!
Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com