Tag Archives: Issue 49

Are You Doing the Same Thing the Same Old Way? Break Out!

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Debbie Kenyon

By: Debbie Kenyon, MAB Chairman and Senior VP/Market Manager, CBS Radio Detroit

Break out of the old mold!  Be sure you register for the Great Lakes Broadcasting Conference and Expo (GLBC) March 7-8 in Lansing.

As I mentioned in the personal email I sent last week, few of us get to attend national conferences anymore.  GLBC is a moderately priced local event with a national reputation drawing some of the top speakers from around the nation on subjects of importance to our industry. You also get to see new equipment and speak with suppliers one on one.

“Reframe Your Perspective” with new, first time speakers at GLBC. Pick up new tips on doing business better. The broadcasting business has changed. Have you changed your approach? Albert Einstein said “Insanity is doing the same thing over and over and expecting different results.” Attend GLBC and pick up some new ideas that you can put to work right away at your station.

The two-day conference offers special tracts for the different positions at your stations, Engineering, Sales, Production, Journalism and more. The keynote speaker is Phll Gwoke from BridgeWorks. Phil will discuss the challenges of and offer answers to managing a multi-generational work force and how to entice millennials to enter the broadcasting industry and then how to manage them once they join your team. Smart Broadcasters want to know the latest in business techniques!

Be in the know by attending GLBC.  Send your staff…and don’t forget to stay for the Legislative Reception.  Lawmakers want to meet you.

Plan to register your staff today.  Early Bird rate has been extended through this Friday, February 24.

Even if your company can’t pay for your registration, pay the moderate registration fee on your own. It may be the best personal investment you make in your career.

Have questions contact the MAB at 800.968.7622.

More information visit http://bit.ly/GLBConference

Meet Your lawmakers: Attend the MAB Legislative Reception!

Legislative_400-300x200Over 40 Michigan legislators and staff have already RSVP’d to attend the MAB Legislative Reception on March 8 from 5:30 – 7:00 p.m. at the Lansing Center. They are coming to see you – their constituents!

Please make plans to attend and/or make sure that someone from your station is represented. Michigan lawmakers affect our industry when it comes to the issues of taxes, FOIA, public notice reform and drone use regulations. Don’t miss this chance to connect with your legislators! There are over 40 new state representatives this legislative session who will make decisions that will affect your bottom line.

You can help by personally calling your legislator and telling him/her that you will be attending and you hope to see them there. List of lawmakers and their contact information can be found here.

We look forward to seeing you at the MAB Legislative Reception!

On Point Visits WDET

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On Point host Tom Ashbrook at WDET.

On February 17, WDET-FM (Detroit) hosted NPR and WBUR Public Radio’s On Point  program, as host Tom Ashbrook broadcast 2-hour program live from WDET’s Midtown Detroit studios.

The program airs on 290 stations nationwide.

During the broadcast, host Tom Ashbrook spoke with a number of guests from in and around Detroit, including local politicians, activists and business leaders about how the city is doing.  Those guests included Kim Trent, a writer and former journalist from Detroit who sits on the Wayne State University Board of Governors, state Sen. Bert Johnson (D-Highland Park), former state Senate Majority Leader Randy Richardville (R-Monroe), and Shinola CEO Tom Lewand.

In addition, Stephen Henderson, host of WDET’s Detroit Today and Created Equal, participated in a discussion about the week’s news and the state of national politics.

A podcast and video feed of the broadcast is available here.

Here’s What Your Radio Station Should Put in Its Website Sidebars

Seth Resler
Seth Resler

By: Seth Resler
Jacobs Media Strategies

Over the last several weeks, I’ve been explaining how we rebuilt the Jacobs Media website last year to take advantage of the same Content Marketing strategy that we recommend to our clients. In less than a year, it has — among other things — enabled us to grow our email list by nearly 500%. This strategy can produce similar results for your radio station.

You may want to go back and read some of the past columns if you have not already:

How we set goals for our digital strategy.
Why we’re using a Content Management System for our website.
How we’re going to connect our website to all the other tools in our digital strategy.
How we decided what pages to put on our website.

The Sidebar: Desktop vs. Mobile
The sidebar is an extremely important component of the desktop version of your radio station’s website. It become less important on the mobile version of your site because if you’re using a mobile-responsive website, it will probably get pushed farther down the page to collapse the site into a single column for smartphones.

Here’s what the sidebar looks like on the desktop version of our site:
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For comparison, here’s what the same page looks like on a smartphone. As you can see, the sidebar gets pushed to the bottom of the page, and a visitor has to scroll all the way to the bottom to see it (which they are less likely to do):
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What Goes In The Sidebar

Before we started building the website, we first laid out our digital goals. For Jacobs Media, we decided the most important goals of our website were (1) to explain to potential clients what we do, and (2) to build our email list. Your radio station’s website may have several goals, including getting people to stream the station, sign up for the email list, enter a contest, etc.

So what is the goal of the sidebar? Things that directly accomplish one of our website’s goals.

The first item in the sidebar on our website is a link to the About Us page. The reason we have given this top spot in the sidebar to this link is because it accomplishes the first goal of our website; it explains to potential clients who we are and what we do.
Jacobs-3The second item in our sidebar asks people for their email address, which accomplishes our second digital goal. Sometimes, all you have to do to get people to give you their email address is ask. However, it is important to explain to them exactly what they will get in return. Notice how we clearly indicate what we will be sending them (Fred’s blog) and how often they can expect to receive emails from us. In fact, we give people a choice — they can receive the blog daily or weekly.
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Every other item in the sidebar — Research Results, Guide & Tools, and Webinar Recordings — links to a piece of content that is only accessible if you fill out a form giving us your email address. (If you’re on a smartphone, we’ll only ask for your email address before allowing you to access the content; if you’re on a desktop, you will need to fill out a longer form.)
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What to Leave Out of the Sidebar

Once people come to our website, we want them to do certain things, such as sign up for our email list. To maximize the number of people who do this, we remove all of the other options. Take note of what we do not include in our sidebar:

  1. Our Latest Blogposts: The point of the blog is to create content that attracts people to the site from somewhere else, such as Facebook, Twitter, Google, or an email. Once people are on the site, we don’t want to send them to another blogpost. Instead, we want to send them to a page with a form so we can capture their contact info. This way, we can email them new blogposts on a regular basis, encouraging them to return to the site multiple times. If we send them to another blogpost and then they leave without giving us their email address, there’s an increased risk that they will be a one-time visitor. But if we capture their email address, we increase the chances of turning them into a repeat visitor.
  2. Our Latest Social Media Posts: Many sites put a “Latest Tweets” or “Latest Facebook Posts” widget in their sidebar. This wastes valuable real estate in the sidebar, and can drive down the number of goal conversions your website produces. You want to drive people from social media to your website, where they can accomplish one of your digital goals. Once they’re on your website, you don’t want to send them back to a social network without accomplishing one of your goals. Don’t put a social media widget in your sidebar.

What Should Your Radio Station Put in the Sidebar?
The short answer is this: Feature items that directly encourage visitors to accomplish one of your digital goals in the sidebar. Leave out anything that does not directly lead to the completion of one of your digital goals. As you can see, this is why it’s so important to know the goals of your station’s website.

Let’s assume that the goals of your website are to get visitors to:

  1. Stream the station.
  2. Join the email club.
  3. Enter a contest.

You may decide to skip your first goal in the sidebar if you’ve already put your “Stream Live” button in the top right corner of your website header. Instead, you’l start with the second goal: Use a box that asks people to sign up for your station’s email club. Be sure to tell them what you’ll be emailing them and how often they can expect to receive emails. In short, what’s in it for them?

Beneath that, you can include a generic link to the Contests page. Even better, include a link to each of the contests that are currently running; this decreases the number of clicks the visitor needs to make before giving you their email address.

What else? If these are your station’s only three digital goals, then nothing. Quit while you’re ahead. If you have additional digital goals, such as encouraging visitors to click on an advertisement, then add that to the sidebar. But don’t fill the sidebar with extra stuff just to fill space. You’ll increase your website’s goal conversion rate by providing less options, not more.

Your website’s sidebar is a powerful part of your radio station’s overall digital strategy. Be sure to think carefully about how you use it.

For more assistance on digital or social media, contact MAB Member Services at mab@michmab.com or 1-800-968-7622.

The Robinson Report – Same As It Ever Was

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson will be speaking at this year’s Great Lakes Broadcasting Conference (GLBC), March 7-8, 2017 in Lansing.  Kevin will present two sessions: “Coaching The Coaches” and “#Branding – in a Social Media Age.”  More information and registration here.

KevinRobBy: Kevin Robinson
Robinson Media

“…Same as it Ever Was…” Talking Heads – Once In A Lifetime

When you pack for a move, stumbling over old files in musty boxes is the order of the day.

Opening a particular years-old container, the musty aroma enveloped the closet.

You know the smell – a combination of your grandmother’s basement and an elementary school gym.

Shifting through the yellowing pages, one old memo stood out.

Entitled ‘What Makes A Great Jock’, points included:

1.  A distinguishable, warm voice

2.  Good judgment on content

3.  Sounds like they are having fun

4.  Contemporary thinker

5.  Ability to envision their show in their mind

6.  Good on-air rap with listeners, traffic, news and others in studio

7.  They realize the necessity of public appearances

8.  They follow directions well

9.  They have an appreciation of all aspects of the radio station

10.  They understand that THEY work for the station, not the other way around

October 1985 – Kent Burkhart

Embellishments and further articulation to these basic points have evolved.

However, the basics never change.

Every convention agenda will table the need for improved ‘content’.

Yet talent seem more intoxicated with the content delivery systems (iPhone, Internet, Social Media) than actual content.

It’s not the speakers – it’s what comes through the speakers.

Same As It Ever Was.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

40 Years Later Sales Managers Are Still Making This Silly Mistake

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

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Chris Lytle

By: Chris Lytle, Content Developer
InstantSalesTraining.com

Special for MAB members:

Chris is giving away his “Supercharged Sales Management” video. An Australian consultancy commissioned it for a video keynote a couple of years ago. Take a look at it here

As a young sales manager, I actually said this in a sales meeting: “We have a new salesperson starting next week. Her name is Andrea. I need all of you to give up five accounts from your lists so I can create a new list for her.”

Nobody complained. They smiled knowingly and gave up the accounts they found impossible to sell:

  • The mean ones
  • The small ones
  • The slow paying ones
  • The ones who’d had a “bad experience” with our station

And our brand new hire began her Radio career with an account list that our veterans couldn’t survive on The Charles Darwin Account List.

In this free Webinar. I describe exactly how I learned to get salespeople to willingly pare down their account lists and thrive.

Plus, I reduced turnover by having accounts with real potential to give to the new salesperson.

This is mission critical “stuff.”

Don’t miss it.

And please let me know what you think: Chris.lytle@InstantSalesTraining.com

Reprinted by permission

WIOG Raises Over $50k for Children’s Miracle Network

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(L-R) WIOG’s Nate, April (of Nate & April in the Morning) and Bob Moore.

On February 9 and 10, Cumulus Media’s WIOG-FM (Saginaw) held The WIOG Cares for Kids Radiothon, live from Hurley Children’s Hospital in Flint from 6 a.m. to 6 p.m. each day.  All in all, $56,756 was raised during the 2-day event.

The live broadcast, hosted by WIOG’s Nate and Rachel in the Morning, featured stories and interviews with area miracle families and kids.

$32,500 for St. Jude’s at WYTZ/Benton Harbor!

Y975_700Last week, Midwest Family Broadcasting’s WYTZ-FM (975YCountry Benton Harbor) raised $32,500 in its annual Country Cares Radiothon for St. Jude Children’s Research Hospital.

The two-day radiothon wrapped up on Friday Night (2/17) with a brand new record, and  station staff thanked all of its partners in hope who contributed money to help.

The station supplemented it on-air fundraising with Facebook Live video.

WNWN Raises $65k for St. Jude’s

WNWN_judeOn February 2-3, Midwest Communication’s WNWN-FM (Win98.5 Battle Creek) raised $65,110 for St. Jude Children’s Research Hospital during the station’s annual Radiothon.

Listeners were encouraged to call in and become a “Partner In Hope” for St. Jude kids, donating $20 a month.  In addition, the station aired stories of patients of the hospital throughout the 2-day event.

CBS Sells No Full-Powered Stations in Auction

With the quiet period lifted, broadcast groups from around the country are slowly announcing their profits (or not) from the recently completed FCC Reverse Spectrum Auction.

We covered a few broadcast groups in our last newsletter here.  As of this writing, only one Michigan full-power station announcing that it will go off the air as a result of the auction.

Last week, CBS announced that it did not sell any full-powered television stations.  COO Joe Ianniello told securities analysts and investors “As the auction continued to drop rapidly in value, it just didn’t make sense for us to participate because we make so much more money by broadcasting in the highest standards possible. So, that’s our bread and butter.”

In Detroit, CBS owns WWJ-TV and WKBD-TV.