Wednesday, November 28, 2007

Get your own radio program

Over the years I have offered several specific strategies for getting products, services, companies or causes featured on radio. If you have taken my prior advice and established yourself as an expert in your industry, radio program producers will invite you, the "expert” to be interviewed on-air. This is of course a great way to get your message heard. Frequently interviewees go on to host their very own radio program.

Every time I share this publicity strategy someone will ask how they too can get their own program. This question is tough to answer since every station works differently. They all have different needs and qualifications. Also your subject matter may be too narrow or dare I say it, BORING! Moreover available time slots are an issue as are current contracts with on-air personalities.

However this does not mean you cannot produce your own radio program!

First you must understand radio stations are in the business of selling airtime. Whether a thirty-second commercial, a ten second traffic spot or an hour-long programming segment. They are in the business of “filling air.” Most of this time is dedicated to mass appeal programming. In the case of talk radio, shows like Neal Boortz, Sean Hannity, Rush Limbaugh and countless others make up the brunt of these mass appeal programs. They fill the air and the station sells advertisers “time” (Known as avails) during these programs to pay for program they "purchased" from the national vendors that syndicate them (CBS, Westwood One, Gannet etc.) In other words stations buy or subscribe to a years worth of Hannity for fixed price and receives the rights to market commercial time during this show.

Of course most stations have only so much budget or may be in a market where there are only so many potential advertisers. Although there may be twenty-four hours in a day many stations will or can only purchase enough mass appeal programming to fill say twelve hours. (Often referred to as "Standard Dayparts") On the weekends (Non Standard) most stations do not broadcast syndicated or their own locally produced programs. Often they rebroadcast recorded versions of programs that were aired earlier in the week.

Stations also employ local talent to produce and deliver shows with local appeal. These are the shows the majority of you would be invited to interview on to discuss your ideas or products. Most of them are either early am, or early pm, (Drive Time) and again advertisers sponsor these programs and the “talent” paid a salary. These local interest shows range in scope from local politics, news of the day, human interest, medical news, financial advice, business spotlights and pretty much anything else you can imagine. But even with these programs, stations are left with several programming hours to fill each and every day, especially in the Non-Standard Daypart segments (Typicaly defined as Weekends and between the hours of 6 pm to 6am M-F)

So what do they fill the additional airtime with? Paid programming. (Also known as Bartered Radio)

This left over time is sold in blocks ranging from thirty minutes to several hours. This time is purchased by local or national companies, charities, special interest groups and even individuals just like you. The topics range from how to buy stocks to how to how landscape your yard to small engine repair. The topic is determined by the group or individual who now “owns the spot”.

In Birmingham Alabama, where I live, one Saturday morning program is called “Life After Fifty”, It’s a program on issues of interest to senior citizens and is produced and delivered by a local fellow. Another Saturday program is offered by a local stock broker on investing and making money. These individuals buy the airtime and simply discuss topics that interest them or ones they believe will attract an audience. Considering a thirty second commercial might cost $50.00 what kind of money does it take to buy an entire hour? Again it will vary from station to station and time slot but typical is $100.00 to $400.00 per hour! That’s right, for the price of a few traditional radio spots you can have your very own radio program featuring YOU!

But it gets even better. Since you own this airtime, the commercial spots (Avails) are yours to sell. You’re not paying to be on the air for an hour, you “own the station” for an hour. Imagine having an entire hour to discuss “How to use Options to offset tax gains” Who could you get to sponsor your radio program?

How about a myriad of other brokers in your town? Would they be willing to part with say fifty bucks for a thirty second spot on YOUR program? Remember they might be the advertiser but you’re the perceived expert and this means YOU still get the exposure, credit, and promotional benefit. Who else? A tax attorney maybe, insurance rep or his/her firm, maybe an options trader or financial newsletter publishers. Not to mention the endless stream of industries completely unrelated but looking for inexpensive advertising.

Say your show costs you $300.00 to produce (Airtime) all you need is six thirty second spots to break even. Anything over that is PURE profit. (You get paid to market your product or service) And get this. Perhaps you want to have guests. Everyone is looking to get on the radio right? Now perhaps you offer a special sponsorship where for say $300.00 a guest can have up to thirty minutes on your show. Yes I am suggesting re-selling, or subleasing YOUR airtime. Do this twice per show and you’re making an additional $300.00 PLUS the sponsorship money.

Folks this little strategy is not uncommon. As a matter of fact it is the norm at all AM radio stations that are commercial enterprises. (School stations, church run stations etc. would be the exception)

Smaller stations with less wattage would cost less than larger stations. A time slot of 7pm Friday will also cost more than 5am Sunday. Contact your local station for more details. It is completely possible your program will be so well received the station may offer to pay you (Buy back the time from you), pay you a salary and sell their ads during your program. Many of today’s more popular on air radio hosts got their start this way.

So pick up the phone and call a few of the local radio stations in your area and inquire about their paid programming rates. Ask what times are available and the price differences in each. Inquire about what the station will provide in terms of technical support (You will need a technician to run the control panel but they will pay for this). Then schedule a time to visit their studio and take the tour. Who are their current listeners? How far does the signal reach (Geographically)
What kind of programs do their listeners prefer?

Do you homework. Learn about their business, talk to their sales reps. Who’s buying time on that station? If you have ever wanted one of the most powerful marketing weapons in your arsenal this is a biggie. Don’t just blow this idea off it’s just too easy. If you’re a bit timid try contacting one of these similar programs and ask to be a guest.

Get on the air - it is without a doubt one of THE most effective marketing strategies you will ever find and let me tell you from personal experience doing radio will give you a thrill you will not easily forget!!!

Although this is an incredibly powerful marketing and prospecting strategy it is only one of about twenty I reveal on my four-hour audio-tape program “MEDIA BLITZ”. For years I have been helping others build incredibly profitable businesses using these proven and time-tested ideas. There is so much more to learn about radio, working with the media, producing public sales seminars, getting on TV, getting articles published about you and basically building your business for free, which is what my strategies teach you to do.

So if you think this idea is hot imagine what the other nineteen are like. Normally firms pay me $5000.00 PER HOUR to teach their people these money and career exploding ideas. Knowing that many of you will never have the chance to hear me live I've put all these ideas into a four hour CD program. Normally it sells for $99.00 plus shipping. But as my way of pushing you to your financial destiny I will let you have all my little secrets for the ridiculously low investment of $49.95. PLUS I will even pay the shipping and handling myself. Plus just to show how committed I am to helping you I will also include my print manual Media Blitz that will give you step by step instructions on getting you on radio and television and in national newspapers.

I guarantee you will be thrilled. Over 5000 sets of these program have been sold and I have never and I mean NEVER been asked for a refund – This stuff works, PERIOD!

I accept all major credit cards. You can order by calling 205 678-9661. Or visit the products link at

"To grow your business and make your income rise...
Open your mouth and publicize"

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