The question becomes what are the real solutions to issues facing minority radio today. At Urban Insite we received a recording of Power of Urban Radio/NABOB conference from the Wednesday session. After listening we have a few thoughts in the other direction not discussed.
We get emails every week, and here are a few very clear cut questions seeking answers for today’s radio:
- Urban radio must learn how to create appealing formats that monetize. If you’re not there you could be in the wrong format, or maybe you need changes in your sales department.
- Should local managers and sales mangers get more involved in programming? Managers should always be involved in every aspect of programming.
- Around the country market to market, what demos are important to the local urban stations to generate great sales. If you’re not getting your fair share you should rework your total game plan.
- (Common Answers) What’s the difference in a programming demo compared to sales demo (they should never be the same and there’s a long answer to the why) – programming is programming and sales is sales.
- What are the real money demos in any market with heavy ethnic percentages? This is a question every single programmer and manger must answer.
- (A single demo position) Which station from a competitive situation owns the core demos of the market?
- Analyze why a stations (primary competitors) is doing well in a money demo and you’re not.
- Define secondary and out of market competitors if any.
- Figure out what the “money-making” stations are doing that you are not. Self-examination is a good thing.
- Is there room for a “flanking” format, or is the market too crowded. Why not create something different, but research it first. The right answers always can generate new income.
- In most markets you can build you format based on available ethnic demos. If you haven’t tried it, do it.
- Your local digital plan. This should be a hot topic in house at any radio station. Devices are in and are not going away.
Without good decisions in today’s radio many are working hard not knowing that their efforts are following a misguided principal and their result is despite the effort, they become nobody’s favorite in programming or sales. If your ratings are low you should be able to relate. With the right adjustments that can be corrected and the success you desire can happen.
We welcome your comments. Email us: firstname.lastname@example.org.