Radio Royalty. (A Radio Sales Blog for the week of June 25 /18)

During my radio career, I’ve been lucky enough to work with some incredible talent, but surprisingly, not all of them became big. I discovered much later that the ones who became huge had a secret and that secret was that they were smart enough to know that when they found a place they would love to live, they shut it down. I’m talking about the legends who became Kings in their market, Jack Wells in Winnipeg, Ken Grant in Ottawa, Gary Todd and Cris Conner in Indianapolis, Ron Chapman in Dallas, Loren & Wally in Boston, Jim Harper in Detroit, Chuck Knapp in Minneapolis, Jeff ‘n’ Jer and Jack McCoy in San Diego, Don Bleu in San Franciso, Shotgun Tom  in LA, Russ Morley in Palm Beach, Craig Walker in Portland, Larry Ahrens in Albuquerque, and Brent Farris in Santa Rosa.
As Brent (pictured above) told me, “Over 25 years ago I discovered how much I truly loved Northern California so when I hit Sonoma County I simply stopped moving.” Brent’s been #1 there ever since and in fact, is so popular, that I’m sure he could run for mayor and win easily.
Brent’s had numerous opportunities to work in the majors but just couldn’t bring himself to leave the lifestyle he enjoys so much in Sonoma County. Brent sums it up the best when he says, “A lot of people are trying to figure out how they can live here so they too can get to enjoy the vineyard lifestyle all year round rather than just visiting. I’m already here, why would I leave?”
Over the years I’ve worked with Brent, he’s always said, “When George Johns starts talkin’ sales, I’ll know radio has come to an end.” Well, we may be nearing the end, my friend, because there’s sure a lot of it in this week’s Radio Blog.


As murky as politics are to a centrist like me, I’m amazed at how clear they are to all my liberal and conservative friends.
As true as Nielson’s statistics may be about the people they have in their sample, I have a problem with whether the folks who wear the PPM devices, really represent America’s listening habits? For example, I’m pretty sure that they don’t have many type A’s in their sample base (23% of the population) and they still miss at least 30 minutes of morning listening every day because the device is not moving. Also, I can only wonder if the people wearing the PPM devices can really hear all the radio stations the device does? 

As I look around, I don’t see much justice, so what the hell does the DOJ do?

Hey Winnipeg, do we tear up our Grey Cup tickets already?


Radio needs to get into product placement, and the only way it can do that is with endorsements. I’m not talking about live reads; I’m talking about endorsements from the station’s stars. What do you mean you got rid of them? 
Speaking of endorsements, Nike became the biggest shoe company in the world with the help of their spokesperson Michael Jordan. The thing of it though was the fact that Michael never mentioned Nike; he just wore the fucking shoes! 
The only thing that excites the listeners are their wants, not their needs. So if you give away money, it better be enough to buy something they really want. If not they’ll just use it to pay bills. Because unfortunately, they don’t brag to their friends about paying bills. 
Salespeople can always sell the stuff they like, so you better sell the salespeople first. 
The customer isn’t always right, but our job is not to let them know. 
I remember when my counterpart in sales, Dick Yancey offered his sales staff a 35% pay raise. All they had to do was work a half day on Saturdays. Nobody showed!
Most good salespeople are type A’s, but the people who participate in rating surveys ain’t so; unfortunately, we have to discount their opinions.
Some of best radio salespeople are women, and they just happen to be good looking too. 
The very best though are the smart, good-looking ones who are also a pain in the ass. 
All salespeople are fair weather listeners. You only hear from them how much they like the station after the good ratings come out. 
Do radio salespeople still claim that they pay our salaries?
Speaking of good-looking, successful sales ladies, how come they’ve never picked up on the fact that maybe they should pick up a tab or two?
I learned a long time ago that the salespeople don’t work for the station, they work for the client. We just pay them. 
When I worked at Fairbanks, it was low biller out so every quarter we had a fun new sales person to torment.
When the sales folks at WRMF in Palm Beach would ask PD Russ Morley for a sales promotion, he’d throw them the rating book.
The selling never gets any easier because the more ratings we have, the more money we want for them.

I remember a salesperson who claimed that he couldn’t sell anything because the rates were too high. The manager then asked him what rate he thought he could sell it for and when the fool told him. The GM said, “Ok you got it, that’s gonna be your exclusive rate. Just bring me everything you sell at that price, and I’ll get it on the log for you.” The salesperson, of course, brought him nothing because as we all know, the rate has little or nothing to do with it.

It’s easy to sell what can’t be got elsewhere.

During the bad times, the big just keep getting bigger.

I remember attending a sales meeting back in the day where the V/P of sales said, “Ok here’s how thhis month’s sales incentive works, the low biller will be giving the top biller a BJ.”

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