Is Your Radio Rep Telling You What’s REALLY Going On?

Is Your Radio Rep Telling You What’s REALLY Going On?

John Haggard

In this age of consolidation, many radio stations now run part or most of their programming on auto pilot. That means what sounds like LIVE has actually been prerecorded earlier. For example, what once took a disc-jockey 5 hours to complete a 5-hour air shift can now be done in about 25 minutes through computer merging. And this same disc-jockey can do 5 or more other radio stations in the same or other markets in the same 25 minutes for each of those stations. The cost savings are huge for broadcasters as you can see: 5 full-time people are replaced by 1 full-time person in this example. This can lead to ratings erosion and less audience. And if you have purchased remote broadcasts where the station comes LIVE to your place of business, in some instances, the “LIVE” remote breaks have been prerecorded earlier that day or the day before even though the radio personality may be at your place of business during the LIVE remote. Insist on LIVE breaks where you or a designate can talk on the air for 20 to 25 seconds about your business, and let the radio personality package it  with his or her comments to get you the 60-seconds you deserve. Some stations will tell you that the breaks are only 30-seconds. Don’t settle for 30-seconds; that’s not a LIVE remote broadcast, and you shouldn’t pay for it. If it’s going to be done right where the radio station will benefit your business, all LIVE breaks from your business should be 60-seconds. Don’t let the station “short change” you on what you are entitled to receive. All business are trying to cut costs; we understand that. But don’t let them cut costs on YOUR dime. The cost to bring someone in to the station to run the board is 2 hours labor. If the station is too cheap to pay that and be a REAL radio station that motivates potential customers to come to your store, then you need to look for another station.