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.