Radio Sales Café

My company is working to bring back Radio Theater. We have a Cast, contracts being signed by the Doyle Estate to produce Sherlock Holmes (our Pilot). We have ten other classic titles being produced. This will mean a rather aggressive syndication of radio stations across the country, and an advertising inventory dedicated to national advertising clients. I had a recommendation to contact a well known national rep firm and have followed up on that recommendation (with no success to-date). Many of you are seasoned sales professions. Where does one go to generate National Clients? In the near future we will secure the classic Evangelist to become our Sales Manager. But wisdom dictates we don’t wait around. Can you offer any advice and direction?

Hi Skip,

Have you talked to the major radio networks? Premiere, Dial Global (formerly Jones), Talk Radio Network, Salem, etc. They have both client stations and advertisers; could get you where you want to go quickly.

National advertisers want: 1). Lots of warm bodies 2). To pay as little as possible for those bodies. You might have better luck with the NEA since you're reviving classics. And there's probably an endowment for the arts in Colorado, too. Perhaps produce for NPR?

Good luck!

Good suggestions. I have VP friend at Salem, but getting his attention lately have been difficult. NEA and NPR are possibilities. Would like to see how the commercial opportunities playout first. But excellant suggestions...never thought about Jones...Thanks

Skip,

My firm spent 10 years syndicating and selling Imagination Theater, which is currently heard on 100+ stations every week. This included power houses like WCCO, KFMB, KIRO, KEX, KFAB, KSL, etc. The unfortunate reality is that syndication advertisers tend to require affiliates in 6 out of the top 10 markets and generally require 2 of those to be NYC, Chicago or LA...and are looking for 70-80% penetration - both of these requirements are tough to acheive. The second problem is the Demo...radio theater does not really attract the demos that most advertisers are chasing. There are plenty of exceptions, of course, but they tend to like high profile talk programs like Bob Brinker, etc. I agree with the previous post, get yourself conencted to a good rep firm and a good station clearance firm. You will need both.
Good luck.
Dave

Dave...
Thanks for the response. That is the kind of hard data we need to complete our Business Plan. Also good for setting Goals.

Since you're doing a project related to the arts you might be able to get funded via this site. http://www.kickstarter.com/ You could obviously offer benefactors a finished CD. Beyond that? Sitting in at the recording session? May the Dark Shadow be with you! Marshall

Kickstarter is a great site. We are going to pour over this thing and see where it takes us. It's a great idea. I appreciate the advice.

Vader Later

Skip

hey Skip how does one get a hold of you know?