Gordon Borrell of Borrell Associates says the people who are making money now are not those who try to squeeze a few extra dollars out of conventional radio advertisers. That's what he told last week's Radio Ink Convergence Conference. Borrell advises radio to "Follow the trend line on where advertisers are beginning to shift their ad dollars". He also said "Those dollars are easy to get." I doubt that many sales people in radio would agree with that statement but Borrell's premise is a sound one: "There's tremendous power we have in radio to drive traffic" but radio must act "a little more aggressively." There has been local growth for radio websites. Local business was up 5% last year and is at 15% this year on its way to about $265 million...
Borrell calls that $265 million "a minuscule part of local web advertising". He believes that 30% of local web advertising is "an achievable share" for radio sites, but it will take an investment to do it. He also believes that radio should hire online-only sellers. "To generate a million in revenue overall, a station will need four dedicated online sellers." While this is not feasible for most smaller radio stations, it may become a necessity for everyone...
Sales managers are always looking for young, aggressive door-bangers with or without radio experience. They should now be thinking of putting those young turks solely on new website business. Let your pros get the rest of the local business...
10 Timeline Memories:
1.1948] “Mr. Television": Milton Berle debuts as the host of “Texaco Star Theater” for an 8-year run in its original version...
2.1966] Wedding Bells: The 47-year old NFL and 6-year old AFL agree to merge in 1970... For those that thought they agreed to merge after the Jets won the Super Bowl - WRONG!!!
3.1968] Busted: Authorities announce the capture in London of James Earl Ray, the suspected assassin of civil rights leader Martin Luther King Jr...
4.1969] Mickey Mantle Day: The New York Yankees retire Mickey Mantle's uniform number (7) during 'Mickey Mantle Day' at Yankee Stadium...
5.1982] Ronnie bashes communism: In the first speech by an American president to a joint session of the British Parliament, President Ronald Reagan predicts that Marxism-Leninism will wind up "on the ash heap of history."...
6.1986] Celtic Pride: The Boston Celtics win their 16th NBA title led by Larry Bird's 29 points, 11 boards and 12 assists against Houston in game 6. This was the last title won by the Celts until 2008 when they notched no. 17...
7.1987] Fawn testifies: Fawn Hall, secretary to national security aide Oliver L. North, testifies at the Iran-Contra hearings and admits to shredding some documents...
8.1995] Marine rescue: U.S. Marines rescue Capt. Scott O'Grady, whose F16-C fighter had been shot down by Bosnian Serbs on June 2...
9.1998] Moses is chosen: The National Rifle Association elects actor Charlton Heston its president...
10.2001] Landslide: British Prime Minister Tony Blair is elected to a second term in a landslide...
Music Memories:
•1942] Recorded on this date: "Silent Night" - Bing Crosby...
•1963] Released on this date: "Easier Said Than Done" - Essex...1968] "Jumpin' Jack Flash" - Rolling Stones...1968] "Lady Willpower" - Gary Puckett & Union Gap...
•1970] #1 on this date: "Long and Winding Road" - Beatles...1986] "On My Own" - Patti LaBelle and Michael McDonald...
Commentary...
A tribute to Shadoe Stevens will be held next Tuesday, June 15th at the Silent Movie Theatre in Los Angeles. The tribute will feature 'Federated Group' commercials Best of and Shadoevision. One of the most berserk, outrageous and unforgettable TV comedies of the 1980's will be featured along with other wacky delights. Shadoe Stevens will be played by a mime playing Shadoe Stevens. For more information and a free translation of the ceremony, call 323-655-2510 or go to http://www/cinefamily.org/ . Sorry I can't make it Shadoe, but I'll be there in spirit. Break a leg or whatever you Hollywood people say...
"Happy Birthday...happy birthday":
Kanye West (33), Julianna Margulies (44), Bonnie Tyler (59), Boz Scaggs (66), Don (Robbie on "My Three Sons") Grady (66), Three Dog Night's Chuck Negron (68), Nancy Sinatra (70), Joan Rivers (77), Jerry Stiller (83) and Barbara Bush (85)...
Timeline Countdown: 12 days until Father's Day, 13 days until summer and 26 days until July 4th...
