Radio advertising has many advantages. That is why, even in this age of digital (online) advertising, we still have many people advertising on radio.
Firstly, it is to be appreciated that radio advertising tends to reach many people simultaneously. Thus, for instance, if a company like the one behind the electronic benefits transfer card systems that are accessible at ebtaccount.jpmorgan.com wants to convince as many people in as short a duration of time as possible to register at www.ebtedge.com it is best advised to use radio advertising.
Secondly, it is to be appreciated that radio advertising tends to be quite cheap. True, the figures per advertising spot may seem high, but they turn out to be extremely reasonable if they are considered against the numbers of people reached simultaneously. In the final analysis, compared to TV advertising or online advertising, radio advertising is always cost-effective.
Thirdly, it is to be appreciated that radio advertising tends to have considerably high conversion rates. This may be due to the pervasive nature of the radio ads: thanks to the fact that they are hard to filter out (for the person listening to the radio). They are unlike online ads, that are often overlooked. They are also unlike TV ads, whose core message is often masked by the audiovisual content accompanying them.
Selling radio advertising airtime can be a challenging undertaking. In the final analysis, if you want to be successful in this particular type of venture, you need to harp on certain points.
The first point you can harp on, when selling radio advertising airtime, is the point about the size of audience you have.
The second point you can harp on, when selling radio advertising airtime, is the point about the type of audience you have. The objective should be to demonstrate that your audience is the type that the advertisers you are selling airtime to would want to reach. If, for instance, you are trying to target the company behind the Corrlinks inmate email service offered at www.corrlinks.com (where inmates can receive emails through corrections departments), you can demonstrate that your radio station has a sizeable inmate population. This would be important, because the folks behind the said email service are likely to find that audience relevant.
The third point you can harp on, when selling radio advertising airtime, is the point about your pricing: where you endeavor to demonstrate that the fees you are charging to the advertisers are reasonable, and that what you are offering (from a costing point of view) is actually a good deal.
Once you are granted a license to operate a radio station, you will find yourself grappling with the challenge of how to fill the airtime: because the nature of radio is such that, at any given time, there has to be something going on.
One idea for occupying radio station airtime is that in which you can simply play music. We have entertainment radio stations that play music almost all the time.
Another idea for occupying radio station airtime is that in which you can have call-in sessions: where people make phone calls to the station, to discuss various issues.
Yet another idea for occupying radio station airtime is that in which you can have talk shows: where you have experts on various issues being interviewed, on the radio station, about their areas of expertise. If, for instance, you have a radio station broadcasting in New Jersey, you can have an official from the state labor department educate listeners on the Njuifile claim benefits process, as carried out at njuifile.net which is the claim filing site. Chances are that such discussions are likely to attract many people, out of awareness of the fact that they are bound to find themselves, at one point or another, being beneficiaries of the said unemployment benefits.
Computers can play an integral role in a radio broadcasting station. Further enquiry on this topic reveals that are there, in fact, some two ways in which you can use computers in such a radio broadcasting station.
Firstly, the computers can be used in a radio broadcasting station to facilitate the core production and broadcasting work. You can, for instance, create adverts on computers. You can also create music playlists on computers and so on. Most of the sound engineering work can be done on computers. And the content from the station can be broadcasted via the Internet, instead of it being broadcasted through the airwaves in the traditional way.
Secondly, the computers can be used in a radio broadcasting station to facilitate office (administrative) work. This is where the station’s finance management, human resource management and marketing work is done using computers.
Having decided to use the computers in all these ways, you need to be ready to pay IT support staff, to help you with the technical side of the whole thing. The IT support staff can be on-site, or they can be facilitated to provide the support remotely, through logmein.com, that is, the LogMeIn123 remote support and rescue application.
The issue of giving the right remuneration to the presenters in radio stations can be very tricky. But it is an issue that, one way or another, has to be dealt with. In the final analysis, we end up with three systems under which salaries for presenters in radio stations can be calculated.
The first system under which salaries for presenters in radio stations can be calculated would be that in which the salaries are based on the numbers of shows hosted.
The second system under which salaries for presenters in radio stations can be calculated would be that in which the salaries are based on the numbers of hours worked.
The third system under which salaries for presenters in radio stations can be calculated would be that in which the salaries are based on flat monthly salary scales. Here, the presenters are paid a uniform figure: regardless of the number of hours put in, the number of shows they have run… and so on.
Once you come up with a system for calculating the paycheck figures, you can decide to prepare the payrolls for the said presenters in-house. Alternatively, you can decide to partner with a company like the one whose service is accessed at portal.adp.com, that being the iPayADP service, for the purpose of having these payroll statements prepared.
Certain cadres of employees are necessary in the operation of a radio station.
The first cadre of employees that are necessary in the operation of a radio station is that of producers. Here we are looking at the whole range of people involved in content creation: and not just on the folks whose official designation is that of producers. Examples of those other people include the reporters, the correspondents and so on.
The second cadre of employees that are necessary in the operation of a radio station is that of engineers. Here, we have sound engineers, transmission engineers and the whole lot of other techies involved in radio broadcasting.
The third cadre of employees that are necessary in the operation of a radio station is that of on-air presenters – including anchors, on-air reporters and so on.
The fourth cadre of employees that are necessary in the operation of a radio station is that of administrators.
Once you have a radio station up and running, you can set up a portal for the management of all these employee cadres. To this end, you can use the model employed at employeeconnection.net, as described on this blog post where there is also a brief description of Insite login procedures.
You need to figure out certain crucial things before establishing a radio station.
Firstly, before establishing a radio station, you need to figure out how the station is to be managed. You can, for instance, set up a corporation, for the purpose of managing the radio station. If you are in a place like Florida, that will probably involve going to Sunbiz — that being the sunbiz.org corporation registration portal accessible through www.sunbiz.org, and register the corporation there. This can be a crucial step, if you want to keep the station as a limited liability entity: where you won’t have to be personally haunted in case it gets into things like debts.
Secondly, before establishing a radio station, you need to figure out how the station is to be funded. This can be through advertising revenue, through donations, through a grant from a community and so on.
Thirdly, before establishing a radio station, you need to figure out who the target audience for the radio station is to be. This will be essential to you, when it comes to developing content for the station: because the content has to be interesting to the target audience, if the radio is to get any listeners.
As a person running a radio station, one of the major issues you have to deal with is that of getting advertising revenues (if yours is a radio station that depends on advertising revenue). Now one place where you can get such revenue is from the government: whenever the government wants to create awareness about various public issues through media such as radio. If, for instance, you are in New Jersey, and the local government has just launched a system where people can pay a given NJMCdirect ticket amount online at a site like njmcdirect.com, it may be inclined to use radio to create awareness in the general public about the new system.
In order to attract advertising revenue from the government for a radio station, you have to demonstrate that your radio station has a huge enough audience (in terms of the people who tune in to it). There are ‘ratings agencies’ which keep track of such statistics: and the government may have to engage one of them, to get an idea as to whether or not your radio station is popular.
At another level, in order to attract advertising revenue from the government for a radio station, you may have to lobby: especially if you are operating in an environment where government procurement (for services such as advertising) is done on the basis of cronyism.
We noted, in an earlier post, that one key strategy for getting your radio station to succeed is that of trying to attract and retain interesting presenters: the sorts of presenters who can, in turn, attract listeners to tune in. The question we have to tackle is one as to how you can actually attract such interesting presenters.
Now one way to attract interesting presenters to work in your radio station would be by offering good pay packages. These should be competitive, compared to what other radio stations have to offer.
Another way to attract interesting presenters to work in your radio station would be by offering good working conditions. These would include good benefits. You can visit this site, to see the Sears benefits offered to Sears employees, and try to use a similar template when coming up with the benefits for your radio station employees. You need to remember that most professionals want to have jobs that not only pay well, but also jobs that offer good benefits.
Yet another way to attract interesting presenters to work in your radio station would be by offering career advancement opportunities. If the presenters get the impression that they may stagnate once they join your station, then chances are that they would be disinclined to join.
One of the main ways in which free to air radio stations get money to carry out their operations is by allowing adverts to be aired. And as it turns out, there are several ways in which you, as a person in charge of a radio station’s management, can maximize the radio station’s advertising revenues.
The first strategy for maximizing a radio station’s advertising revenues would be by seeing to it that you recruit interesting presenters.
The second strategy for maximizing a radio station’s advertising revenues would be by seeing to it that you develop interesting content. This way, you get many listeners, which in turn allows you to command huge advertising revenues.
The third strategy for maximizing a radio station’s advertising revenues would be by seeing to it that the content you air is good background material for airing the sorts of ads you want to run. For instance, if you have a financial advice program, you can have things like Citicards credit cards online ads run in them. The cards in question can be accessed at, among others, www.citicards.com/login — which turns out to be the www.citicards.com login page.
You should also take the trouble to market advertising spots: as opposed to waiting for advertisers to come knocking (which may not always happen).