The Big Game’s Ad Clutter

I look forward to Dick’s insights each week. Something to seriously ponder.

DickTaylorBlog

80During this year’s football season, viewership to the NFL games was down. A lot of reasons were offered as to the reason why. I’m sure you have your own theories. But when it comes to the Super Bowl – “America’s party Sunday” – surely that would again show an audience increase. It didn’t.

M*A*S*H

For many years, the finale of the TV show M*A*S*H was the most watched television show, until the year that a Super Bowl would surge ahead. For a couple of years, each year the Super Bowl of that year would beat the viewership of the past year and ad rates would go up right along with the viewership. Ad clutter too.

$5 Million per 30-Second Ad

This year FOX trumpeted that it sold Super Bowl LI half-minute ads for an astounding $5 Million per ad.

Viewership to the fifty-first Super Bowl game was, like the rest…

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Radio’s Jobs Didn’t Move to Mexico

If were not constantly “disrupting” the present, we’d still be on horseback without indoor plumbing. Think about that…..

DickTaylorBlog

75It seems like no matter what line of work you’re in, someone is finding a way to take your job away. If you’re in coal mining, you think the EPA is doing it to you. If you’re in manufacturing, you think its Mexico or China or some other country that pays their workers less and offers no benefits. But is that really what’s happening to jobs?

Where are the (Radio) Jobs?

I got into radio when I was in high school because I wanted to be a disc jockey. (Discs were what records were once called. Records were how we played music on the radio off of turntables, after live musicians were replaced by recorded music on the radio.) My DJ days are long behind me, but I don’t remember anyone from my earliest days being upset that records replaced the need for live musicians to play music on the…

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Best of the Blog 2016

It’s all still true. What Dick Blogged for the past three years is still relevant today. Great insights.

DickTaylorBlog

73Before I begin my 3rd year of blogging next week, I thought I’d take a look back of the Top 5 blog posts from 2016 and share with you the posts that received the highest readership and sharing from the year just past.

My Most Read Article in 2016

My most ever shared post received 3,725 views in a single day. It was published on February 28th and was “The Day the ‘Dumbest Idea’ Invaded the Radio Industry.” It told the story of a change in the way we measure business success. Before this new idea was born, Peter Drucker’s measure was the rule. The purpose of a business, said Drucker, was to create a customer. But that went out with leisure suits, the new crop of business wizards would proclaim. What replaced it was something that even GE’s Jack Welch has called “the dumbest idea in the…

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Your Most Important Sale

Taking stock on where you are as you begin 2017.

DickTaylorBlog

71What is selling?

Simply stated it’s the transference of confidence.

Selling is 90% attitude and 10% aptitude.

Self-confidence is having a ‘can do’ attitude.

What Successful Business School Grads Have in Common

Stanford’s Graduate School of Business conducted a study that looked at their most successful graduates over a twenty-year period of time to try and learn what the school did that provided their grads with skills to be successful.

The study boiled it all down to two things:

  • All their most successful grads were in the bottom-half of their class and
  • All of them were popular

Emotional Intelligence (EQ)                   

Schools put a heavy emphasis on grades, standardized tests and trying to measure a person’s IQ (Intelligence Quotient). The irony is that being smart won’t make you successful. Relationship skills are more important in the game of life.

The ability to collaborate will be important in our 21st Century…

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I’ll Just Leave My Literature

DickTaylorBlog

70Be it just a one sheet with your latest sales promotion or a full color brochure, if you haven’t met with a person, why would you ever leave your company’s literature behind? Worse, most sales people will enter this hit and run as a “sales call.” It’s not.

Selling is Personal

The sales process is personal. You can’t phone it in or email it in. You have to get in front of the person you want to tell your story to. And if after you’re finished, if the person would like some more information, you can give them one of your brochures.

Circular File

I remember the time I returned from a sales call with one of my radio reps. When I entered the building, my receptionist said there had been a copier salesman who wanted to see me stop in. She said, “I told him you were out of…

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Don’t Let Radio End Up Like Yahoo!

DickTaylorBlog

49I just finished listening to Jason Jennings’ podcast about how Yahoo went from being a company worth $120 Billion to its sale to Verizon for $4.8 Billion. I think the wisdom that Jason shared is very applicable to the radio industry’s journey through consolidation since the Telcom Act of 1996.

Jason says the selling of Yahoo is like a train wreck; you don’t want to look, but you just can’t help yourself. I know many who’ve said similar things as Wall Street invaded radio with its goal of “increasing shareholder value.”

So how can radio learn from Yahoo’s mistakes? What are the lessons Jason shared that apply to radio? Let me share with you the Top 5 Lessons of Yahoo:

#1) Know What You’re All About

Yahoo never really defined itself and the revolving door of CEOs contributed to this with each one bringing a different vision –…

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Colleges That Give-up Their FCC License

DickTaylorBlog

fcc-logoI recently wrote an article for Radio World about the impact of colleges that sold their student radio station’s FCC license had on the pedagogical program at those institutions. You can read that article in Radio World here.

Today, I’d like to share with you something else I learned in talking with educators from around the country while researching this article. The FM license in every case connected the student station to the community. It was the heart and soul of the operation. When the license was sold and the station would become an online Internet only radio station it lost that connection.

Now the irony is that all of these student radio stations didn’t stop broadcasting over the FM band and then become Internet radio stations. No, they already had been streaming on the Internet and had listeners from all over the world in many cases. So why…

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