I'm going to change the way you sell radio

Starting January 1, BENMARadio changes everything. I'll blog more later about it.

Pay attention

I work with a lot of you who like to play the grays.

You know who you are-- you're in a small or medium/small market who thinks they're way off the radar screen and your client wants to use "Legs" by ZZ Top as their music bed and you send me info asking me to incorporate it and I tell you it's copyright infringement and if you do it, you're going to get busted big time and you 'yes' me to death, then get strong armed by the client and go do it anyway. So--outside of that being one of the longest run-on sentences I've ever written (and I've written a few), here's a lesson.

Taylor Swift (yes, THAT Taylor Swift) and her legal team just busted an Idaho sports bar for playing her music wihtout paying royalites. Now, for what was probably just a stupid oversight, this small bar in IDAHO will pony up thousands between lawyers, licenses and royalties due. What does THAT have to do with YOU...?

Well, there is a very limited saense of humor in the entertainment capitals these days with regard to piracy and the unauthorized use of music and other copyrighted materials. So-- if the powers that be are willing to bust a small Idaho sports bar for playing music without paying royalties, you may not be as far off the radar screen as you think you are.

Simple advice--- if you THINK there's a copyright issue you're probably right. And don't fool yourself into believing you're too small, the flight is too short, or it just doesn't matter. It does---the entertainment biz is paying attention. Don't give them a reason to jack you when you can easily avoid it.

Five basic truths for November

Each month, we'll discuss 5 basic truths about radio, designed to help you get more out of your industry, and your career.

TRUTH NUMBER ONE---The sky is not falling

Contrary to everyone's belief, radio is far from dead. Watch what happens this fourth quarter. I'm predicting stronger than expected retail sales figures, which will leave retailers hoping to capitalize on some of that momentum in first quarter. Be ready with good rates and quality pitches---think out of the box. You will be able to make some headway in 1Q 2010.

TRUTH NUMBER TWO---Clients are tired of blending in

The reason so many are turning towards new media is because it offers exciting new ideas and challenges, something corporate radio long ago gave up due to their huge personnel cuts and lack of creative messages. Want to grab your clients back? Give them (and your listeners) something worth listening to again. Let's get creative and give them things the new media can't.

TRUTH NUMBER THREE---Retailers know they need radio

It's just that right now, everyone is petrified. Credit is tight, sales are down-- reserves are dwindling and those businesses that are surviving are doing it because they're leaner than they've been in years. Yet retailers know radio's value-- what you have to do is show them, directly, how the money they spend with you comes back 10, 20, even 30 fold. Talk to us-- we know how to help.

TRUTH NUMBER FOUR---Clients love traffic builders

Come up with a creative new contest (we have lots of great ideas). Tie a couple of different retailers together and come up with a great payoff for listeners. Get your sudience involved again--clients love to see and touch the listeners when they show up-- and it always adds to the luster of what you do.

TRUTH NUMBER FIVE---Sex doesn't sell anymore

In fact, it's reached a point where people ignore the double entendres and bathroom humor. Write creatively-- life is full of humorous situations that don't involve body parts or functions. Stretch your boundries-- the listeners will notice, and respond.