I worked for a number years with a big agency in NYC selling :10 spots in syndicated TV. After several years out of the job market all together, I'm trying to transition to radio sales on the Outer Banks of NC. My interview is later this week. I am confident that I can be as successful in this industry as I was in syndication, but I need some help in finding the best trade publications (print or web) to get the background I need to really get started, and to make the best impression during my interview. Any suggestions?
Margaret, congratulations and best of luck. One of the most powerful tools you can bring to your radio career is belief. The better you understand "why radio" the stronger your belief. I have something that can help you. It's a free video you can watch called "Weapons of Choice". It outlines the six key elements needed for media to be effective and it shows why radio makes so much sense. I hope it helps. You can go to RadioAdPro to view it. Don't be shy about asking any questions you might have.
I did this, in the Summer of 1982. I drove to Ottumwa, Iowa and sold commercials for $5 each. It was a drop from the $200 rate we got in Chicago. It made me focus on what the needs of 'Main Street' are, as compared to some of the nation's biggest ad agencies and rep firms. You'll see that decision-making is slower, collections are more than what you're accustomed to, and you don't realize it yet, that you've been living in a vacuum in NYC. Take time to smile, breathe deeply, and enjoy the new adventure. And, try not to use your NYC experience / track record, as a feeling of superiority. I once hired a fellow who said small market radio was 'small potatoes' and he could do better. Last time I checked, he was selling Kirby Vacs out of the trunk of his car! There are a lot of happy folks, making good money in radio...hope you are one of them!
I actually grew up here, and spent the majority of my adult life here. I'm a local who went to NY for a few years and decided that, while I loved living in the city, it just wasn't the right place for my kids to grow up. I brought them back here a few years ago, and have bounced around in low paying admin positions due to the lack of any kind of TV broadcast in the area. This opportunity came up and I really think it will be a perfect fit for me. Now I just have to convince the GM and the sales manager at this station group!
That's one of my biggest fears - that when I get talking about my past experience, I'll go into lecture mode and start with the whole 'that's why using Arbitron/ratings information is so important' spiel. In local, the ratings aren't always as important as the actual relationship between the decision maker and the account exec. Fortunately, I'm a local to the area. I may have gone to the city for a while, but I kept in touch with old neighbors and schoolmates - many of whom now own or run the local businesses I'll be servicing! I just want to make sure that I sell MYSELF as well as think I can sell radio spots!
Thanks for the heads up! I'll take a listen as soon as I have a quiet minute, and I'll definitely speak up with any questions! I really want to make this transition work, and be as successful as I can be.
