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Again, digital is very important to us. We
have a separate company that we formed
and have staffed out to sell both in and
beyond our markets. For a very small
operator, we could see a seven-figure
digital revenue line this year.
Perkins: It is necessary, particularly in
today’s marketing environment, to create
new revenue streams. We have diversi-
fied by creating and managing our own
events, creating marketing plans for
clients that utilize on-air, online, text-link
campaigns, and promotions that drive
specific data collection for clients. We are
working on ramping up our digital offer-
ings. For a small market, I find we are
progressive. I am open to anything that
makes sense for our company and ways
to make our clients more successful.
Stone: It is critical, and more so today
than ever before, that we find ways to
keep our audience and clients engaged.
We are experiencing higher attrition than
ever before, more heavily on the agency
side. I don’t think there is a manager in
our company that would not agree that
we must continue developing new types
of revenue to stay relevant. There is risk,
however, when we continue to add new
products and expect the same sales staff
to sell it effectively.
Digital is a great example. I am not
sure any rep will truly give digital the
focus it needs at the expense of time
spent selling our core product. I think
to get the most from both, we have to
consider hiring specialists to assist in the
process. A digital rep that has no respon-
sibilities for traditional media can make
a world of difference in the organization
in generating new digital revenue and
helping every seller superserve their cli-
ents. This often requires an investment,
a higher cost of sales, to build the staff
capable of pulling it off, something many
companies will hesitate to do.
Radio Ink: How would you advise other
independent operators to compete
against the big guys?
Davenport: We compete in the mar-
ketplace by having compelling local
programming and content. We believe in
establishing strong relationships with our
customers and being part of our commu-
nities where we are located. Good rela-
tionships and good programming are key!Becker: Keep your eye on the competi-
tion, but really you just need to focus on
what works best for you and your stations.
Every market is different, so give each
station the opportunity to be their own
radio station or stations. Our radio station
markets are like our children — not one is
like the others. Each market has different
people and community situations, so with
our markets being immersed in our com-
munities, we are able to do things the big
guys are not paying attention to.Goldsen: I have spent many years on the
NAB Radio Board, including currently serv-
ing as second vice chair on the Executive
Committee. One of the benefits of that ser-
vice is networking with folks like [Beasley
CEO] Caroline Beasley, [Entercom CEO]
David Field, and [iHeartMedia President/
Integrated Revenue Strategy] Hartley
Adkins, as well as dozens of other opera-
tors in a variety of markets.
I learn from all of them, and I believe
that independent operators have an
opportunity to band together and form a
consortium, either through existing orga-
nizations or by starting a new one, that
could help us scale some of the activi-
ties that larger groups naturally have an
advantage with, like programmatic buy-
ing, streaming platforms, website devel-
opment, and podcasting.
There are also opportunities for ven-
dors who work in those spaces to provide
a broad array of services to indepen-
dents, so I don’t have to separately con-
tract for them with different providers.Perkins: Be open to new ideas; hire some
younger folks who see things differently.
Get close to your clients! Make your cli-
ents and your listeners the most impor-
tant thing. Establish yourself as their
marketing partner in creating success for
them. Collaborate, become their go-to
person for all their marketing decisions.
We have all talked for years about
doing a Customer Needs Analysis, and,
if done properly, it is the ticket to a
solid relationship of trust, and therefore
long-term business. I don’t believe we“Live and local — it’s
everything! You have
to have a niche and
provide information
that listeners can’t get
anywhere else. It’s what
makes us unique and the
reason folks tune in.”— Steve Davenport