Programming and sales – the two sides of the radio coin. Which you consider the dog and tail may have to do with which department you work in, but the reality is they are more like an engine and wheels. If either isn’t doing its job, the car won’t go.
Sales and programming will always be intertwined in a number of ways. The sales staff needs ratings to make money. The programming staff needs a sales staff that can attract and keep clients to make sure their efforts aren’t in vain. It only makes sense that both sides should come to the building each day with the needs of the other in mind.
I’ve never worked in sales, so I am going to address this from the point of view of programmers. I want you to understand why it makes sense to maintain a good relationship with the sales side of the building. It goes beyond money, although money is certainly not an unimportant part of this.
How many times have you been asked to do something on air specifically for a client? Maybe it was executing some kind of contest or maybe it was putting the client on to talk about a local team because he is a big fan. Those kinds of moments can be fun, but more often than not they’re just death to the listeners.
A good relationship with your sales staff is one that keeps the channels for communication open. It’s one where feedback is welcomed. This goes for talent and PDs.
I’m someone that likes to be in sales meetings so that when ideas for my show are being discussed, I can give the sales staff feedback. I want to be able to object to ideas that just don’t fit or cannot reasonably be executed in the middle of a segment and then offer alternative ideas. I also want them to know who I am as a person and what campaigns do and don’t make sense for me.
Maybe hosts don’t want to spend time in sales meetings. That’s fine. That is why a PD has to be willing to fight for his station. Be a partner with the sales staff, not their employee.
One thing that has always shocked me is how so many sales staffs don’t understand how PPM works from a programming perspective. Losing even a single meter can have a huge effect in the ratings. Your listeners are not held captive by call letters or hosts. They go where the content is. So, make sure sales understands what effect putting a chef on to talk about the menu at a minor league ballpark will have on the ratings. Don’t just say yes because it’s revenue.
The relationship between sales and programming does not have to be contentious. In fact, it should never be contentious. Each department is trying to maximize the station’s overall success.
Don’t walk into sales meetings looking to change or reject pitches. There are people in the sales department that are every bit as creative as the folks you have on air. Listen to their ideas and learn where they see opportunities to create revenue that you have never thought of. From there, your job is to make sure your listeners stick around to hear their advertisers’ messages.
No one is going to be as familiar with your content or your programming as you are. Keeping your door open and showing up in sales meetings gives you the chance to relay that information to the people that best know how to monetize an audience. Being a part of the conversation can help you avoid sponsored segments and live reads from sticking out like sore thumbs and sounding like nondescript infomercials.
Demetri Ravanos is a columnist and features writer for Barrett Media. He is also the creator of The Sports Podcast Festival, and a previous host on the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas in addition to hosting Panthers and College Football podcasts. His radio resume includes stops at WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC.
You can find him on Twitter @DemetriRavanos or reach him by email at DemetriTheGreek@gmail.com.
