Reverse Syndication

[H82BL8]

Reading some of the posts below about the improbability of syndicating a show these days, I have a commercial-free one hour show with a 12 day interval and then it starts over with new content or it can stop at one 12 day interval

At what cost and in what markets can "Reverse Syndication" be used to chop out an hour or two between the hours of 6am and 8pm?

 

[H82BL8]

Depending on the market and station ratings, I have a budget somewhere between $700-$2,600 for one, 1hr/12 day broadcast. Double that if we can go 24 days for 2 hours/day. Does that help answer the following question?

At what cost and in what markets can "Reverse Syndication" be used to chop out an hour or two between the hours of 6am and 8pm?

 

[Silkie]

Heck, I would chop out five (5) hours for you during midday every single day and pay you handsomely to do your thing. But alas, I am only a humble lady, subjected to the crush of an idiot who is just a wannabe while she serenades the air to try to convert me. Fortunately my attention span for that station only lasts about 8 seconds just to find out if they got rid of her yet.

 

[H82BL8]

Reverse Syndication!

What does that mean? Well, syndication means, 'Company A' produces programs that they then sell to 'Station B, C and D' in different markets across the country. 'Stations B, C and D' want to buy the program because it attracts an audience that helps them sell advertising, or unstaffed time.

"Reverse Syndication" means, 'Company A+' produces a program that they want stations to play commercial-free, so 'Company A+' pays 'Stations B, C and D' to play the program commercial-free. 'Company A+' pays the stations to compensate them for the money they would have earned if they had sold commercials during the program and everyone is happy.

My belief is that the Internet and Terrestrial performance royalty is going to force many stations out of the music business, which means Reverse Syndication may become a thing of the future? Opinions?

 

[TheBigA]

OK...I'll bite...where does Company A's money come from? The labels?

 

[Nostalgia]

Reverse Syndication!

What does that mean? Well, syndication means, 'Company A' produces programs that they then sell to 'Station B, C and D' in different markets across the country. 'Stations B, C and D' want to buy the program because it attracts an audience that helps them sell advertising, or unstaffed time.

"Reverse Syndication" means, 'Company A+' produces a program that they want stations to play commercial-free, so 'Company A+' pays 'Stations B, C and D' to play the program commercial-free. 'Company A+' pays the stations to compensate them for the money they would have earned if they had sold commercials during the program and everyone is happy.

My belief is that the Internet and Terrestrial performance royalty is going to force many stations out of the music business, which means Reverse Syndication may become a thing of the future? Opinions?

I am not sure how you coined the term "reverse syndication" but what you described above is your basic pay to play. You pay the radio station to play your program. Simple as that. There are lots of stations selling one hour blocks of time you can purchase to air your show. You own that hour (more often 55 minutes) so you can do whatever you want to do with it. Typically you would sell your own spots and use that money to pay the stations, hopefully having some left over at the end of the day! But you say your show is commercial free. So to repeat TheBigA's question: Where does company A's money come from? And from your own example of stations B-D wanting the program to "help them sell advertising" but airing it advertisement free doesnt make sense.

The down side of pay to play, those stations sell their hours to anyone with $$, so the hour before your show may be, to use a favorite example of our local pay to play station, an hour telling you the virtues of a clean colon, while the following hour may be polka music. You have no control over that and it surely isnt a big audience builder.

 

[H82BL8]

Okay! TheBigA...no biting allowed! ;D I would assume that anyone with content, music audible books, real estate listing or otherwise could be 'Company A+'. Pay for Play seems to be a widely accepted practice, but with broadcast performance royalties looming it seems that it may become more of a standard operating proceedure for music or the such, do you agree?

Nostalgia,

Pay for Play has such negative connotations associated with payola, bribery and fines I'm just trying to reposition the concept a little. The money to do commercial-free comes from aggregating content providers that want air time but can't afford more than a few minutes at a time, who ever they are. Audible books, informercials, local real estate offerings, etc. Does that make sense, or did I lose you?

 

[TheBigA]

Okay! TheBigA...no biting allowed! ;D I would assume that anyone with content, music audible books, real estate listing or otherwise could be 'Company A+'. Pay for Play seems to be a widely accepted practice, but with broadcast performance royalties looming it seems that it may become more of a standard operating proceedure for music or the such, do you agree?

So how does this differ from traditional syndication?

Second, do you pick up the royalty so the station doesn't have to pay? Or do you provide royalty-free music?

 

[H82BL8]

It's the opposite?

Instead of the broadcaster paying for rights to use a program, a program owner pays the broadcaster to put the program on the station.

 

[Silkie]

Reverse Syndication!

What does that mean? Well, syndication means, 'Company A' produces programs that they then sell to 'Station B, C and D' in different markets across the country. 'Stations B, C and D' want to buy the program because it attracts an audience that helps them sell advertising, or unstaffed time.

"Reverse Syndication" means, 'Company A+' produces a program that they want stations to play commercial-free, so 'Company A+' pays 'Stations B, C and D' to play the program commercial-free. 'Company A+' pays the stations to compensate them for the money they would have earned if they had sold commercials during the program and everyone is happy.

My belief is that the Internet and Terrestrial performance royalty is going to force many stations out of the music business, which means Reverse Syndication may become a thing of the future? Opinions?

I am not sure how you coined the term "reverse syndication" but what you described above is your basic pay to play. You pay the radio station to play your program. Simple as that. There are lots of stations selling one hour blocks of time you can purchase to air your show. You own that hour (more often 55 minutes) so you can do whatever you want to do with it. Typically you would sell your own spots and use that money to pay the stations, hopefully having some left over at the end of the day! But you say your show is commercial free. So to repeat TheBigA's question: Where does company A's money come from? And from your own example of stations B-D wanting the program to "help them sell advertising" but airing it advertisement free doesnt make sense.

The down side of pay to play, those stations sell their hours to anyone with $$, so the hour before your show may be, to use a favorite example of our local pay to play station, an hour telling you the virtues of a clean colon, while the following hour may be polka music. You have no control over that and it surely isnt a big audience builder.

Why would anyone pay a radio station to be on their airwaves to call themselves syndicated?

 

[TheBigA]

It's the opposite?

Instead of the broadcaster paying for rights to use a program, a program owner pays the broadcaster to put the program on the station.

Only had small number of programs ask broadcasters to pay for the program. Most simply ask for the station to run a certain amount of national spots.

 

[H82BL8]

Okay, I think I understand the confusion using the term "Syndication", that's why it seemed to make sense to use "Reverse" as an adjective.

In this ever changing environment it seems logical that there would be a willing seller and a willing buyer, (a syndicate of stations) willing to sell time for paid programming to augment revenues. It also seems reasonable that there would be companies willing to pay for time as a distribution media.

Regardless, if you have to explain the intention then the ultimate objective is diluted in the explaination thereof.

 

[DoneDrinkingKoolAid]

Buddy, save yourself some time and aggravation. Call the local radio station of your choice, ask for the General Sales Manager. Someone with your enthusiasm and business savvy will go far on the sales staff.

My piece of advice for your sales career, relationships are for building not burning.

Good luck.

 

[H82BL8]

My piece of advice for your sales career, relationships are for building not burning.

KoolAid Drinker - Thank you, that's good advice for anyone! Not just sales people. Are you in sales?

 

[DoneDrinkingKoolAid]

While I have been on countless sales calls, hundreds of sales meetings, and met with more clients that I can ever remember, I have never done sales per se. I respect and admire the sales professionals that I have had the privilege of working alongside. I also appreciate the efforts provided by the sales people that have joined the staff in an attempt to work toward the goal of becoming a sales professional. The two careers are not necessarily the same.

I have dabbled in on-air, but my radio forte was marketing and promotions in a time when there were individuals on staff employed in such frivolity. Ah, the good old days!

I always believed that the role of the marketing and promotion staff was to develop the brand for the client through our outreach to the listener. As a result, I have personally interceded in hundreds of thousands of dollars worth of on-air and client focused point-of-sale promotional opportunities. I have created, planned, and implemented highly successful non-traditional revenue programs for clients that traditionally have never spent a dime on radio, leading to their recognition of the medium and their coming on board as a continued client. I have calmed many an angry client when the promotion or point-of-sale event did not meet the expectations 'promised' by a sales person (read, sales person, NOT sales professional). Yet my name was never on a sales contract nor have I ever earned a dime in commission. My heart and soul was continuing to build a brand and make the magic happen as a bridge between sales and programming. I truly consider myself fortunate for having the opportunity to work in an industry that I loved at a time that was exciting.

Throughout the course of my fifteen years in broadcasting I have come to learn a tremendous amount from the sales professional that build solid relationships with their clients. The sales call was not about a plan, rate card, or signature on a contract. The relationship was the reason for the visit and business was second, if at all discussed... yet their ever increasing sales goal was exceeded every month.

But alas, the transitions of this once great industry start taking the toll. I could no longer endure the perpetual question mark that was hovering over my desk following the transition from private company to public corporation and the continued round of layoffs that ensued. I have since transitioned to a stable career in education.

You know what they say...
Those that can do. Those that can't teach.

I can. I have. I need stability.

 

[Prais]

Up the stream, someone asked; "Why would anyone pay a radio station to be on their airwaves to call themselves syndicated?"

We had "The Great American Sports Trivia Show" on 100 stations for 104 broadcasts.

We bartered in 97 markets, but NY, Los Angeles and Chicago would not budge, so we BOUGHT time there - so lesser markets would be impressed that we were on there.

Nobody ever questioned HOW the program got on there (assuming they too were barter). Note; If they would have asked, we would have been honest.

Lots of lower markets were impressed that we were on in the big 3 and THAT helped place the program in the smaller markets.

 

[ricoontheradio]

Why would anyone pay a radio station to be on their airwaves to call themselves syndicated?

You'd be surprised how many stations are being compensated (with cash) to air certain syndicated shows. And, yes, big shows heard on 100, 200+ radio stations. Most are typically weekly niche shows; and, no, they don't pay ALL their affiliates -- just those in the top 10 markets usually. It helps with ad sales when you can talk about your clearance in the majors.

It happens more often than you think.

 

[Goat Rodeo Cowboy]

O.K. I'm sitting here on the sidelines watching this train-wreck conversation focused on symantics roll through town. I think I FINALLY understand "Reverse Syndication".

Actually, that concept may not be new... just new terminology.

It's a concept we used to call "networks"... as in NBC, CBS, etc.

 

[radiosyndicationtalk]

Ha Goat's got it right...Networks and and some syndicators do this all the time to clear national inventory on major stations...it's called compensation.