Changes, They Are Afoot….

Posted: March 17, 2013 | Author: | Filed under: EXPERIENCE | Tags: , , , , , , , , , , , , | 2 Comments

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BANNER OF INFORMATION

BANNER OF INFORMATION

March 13th marked the 4 year anniversary of Vegas Unwrapped’s debut on the internet airwaves. We started off doing a 1-hour show each week talking about the things in Las Vegas that make people say, “I didn’t know that”. The response was great as we expanded the show to 2 hours only 3 short months later. It gave us more time to delve into interviews, have more guests on the show, do more scheduled routines and better yet more time to be spontaneous throughout the 2 hours.

During that time is when the production side of Vegas Unwrapped was born thanks to the incomparable Tony Martini. We launched an interview format show with him detailing his 50+ years in production and entertainment. Vegas Unwrapped Productions was now in the business of helping people do what we do, have their own radio show and format with Ricky Cash & I helping as Executive Producers. As a side note if you ware interested in having your own radio show please send an email to vegasunwrappedrcash@gmail.com for more information on how to make that happen.

We also realized at that time that our business goals were not going to be met at the station we were on. So we researched for another internet station and found one. So in October of our first year, we moved to our second station. They introduced us to the world of internet television. Of course we were still a radio show but now people were able to see “behind the wizard’s curtain” by watching and listening to us at the same time. We thought this was going to propel us to new heights. it did to some degree but didn’t in others. After a short time at that station we realized we were an anomaly to the format that the station had established. Our brand of talk radio was not a part of their growth. So it was time again to look for another home.

Station #3 was supposed to be the station that would give us as much control of our business as if we owned our own station. They were brand new. We thought that the timing was perfect to enter into a working relationship with them. But quickly realized that we were not in as much control as we had hoped to have and it stymied our business so bad we could not secure any new shows or advertising. Once again we knew that was not our home of the future.

What goes around comes around. You never burn bridges or do things the improper way when it comes to relationships. We found us returning to the station that we started with 4 years ago. It has been almost a year since we returned to them. We do have full autonomy to run our business within theirs. But we have out grown them already. There are many factors why that is. At some point I may share them in away for others to look for when it comes to finding a station, but let’s just say when you physically move your station into a “smaller” space rather than a larger in order to facilitate your own growth in business it makes you wonder.

So……..my business partners and I have decided to make yet another move to a new internet station but this one has the backing of a terrestrial station of 66 years of being on the Las Vegas airwaves as well as the national backing of a local radio group that owns about 8 other stations including 2 very prominent national sports affiliates.

THE PARTNERS OF PHILLIPS, CASH & MILLER THE PARTNERS OF PHILLIPS, CASH & MILLER

The point to this post is simply this: EXPECT AND ANTICIPATE CHANGE. IT IS THE ONLY CONSTANT THING THAT CAN BE EXPERIENCED DAY IN AND DAY OUT. Accept it, prepare for it and work with it. If you fight change you will get left behind.

Until next time…..
AP

Host Your Own Show

Posted: July 12, 2012 | Author: | Filed under: EXPERIENCE | Tags: , , , , , , , , , , , , , | Leave a comment

Did you know that you can be on the radio and do what I do?

My partner Ricky Cash and I have a system that helps you get on the air and host your own show as part of our family of shows.  But there are a few things to be considered:

  • What are you passionate about?
  • Are you committed?
  • Are you a detail oriented?
  • Do you possess skills?
  • Are you afraid of asking for the sale?

I want to focus on that last bullet point.  “ARE YOU AFRAID TO ASK FOR THE MONEY?”

On order to get on to the radio, one needs funding.  “Brokered Airtime” is a phrase that is becoming more and more common where radio stations will bring on board personalities to their station BUT they have to bring their own sponsors/advertisers who are willing to pay for the airtime.

This is a cheaper way for stations to bring talent on the air, rather than hiring them on the payroll to host a show which means more cost.

The nice thing as a brokered show, is that the host owns it.  Meaning there is a lot more flexibility as to content that will be aired.  Should the host decide to leave the station, they can take the show with them since they would own the rights to it and not the station.

But the problem here is two-fold:  (1) many hosts to be are uncomfortable going out and talking to potential sponsors to help them get on the air and (2) advertisers find it hard to support an unknown commodity.

When Cash & I meet with a potential hosts, the first thing we suggest to do is to grab a piece of paper and label the top with two headings: WARM & COLD.   The WARM list really is the key to getting started on the air.  These businesses that are familiar with you already.  Maybe it is your favorite restaurant that you go to a few times a week?  Maybe it is the nail salon? Dry cleaners? Auto body shop? etc….

You have an established relationship that should make it easier to get over the hump of being afraid to ask for their support.

The COLD list is the market to be explored AFTER a host has been on the air for a while and can being them results.

If a host doesn’t believe they can bring in the advertising dollars they need, how can they expect an advertiser to support them.  It may take more NO’s to get to the YES you need to get on the radio.  It becomes smooth sailing once you break through the first time.

Until next time…..

Value of Internet Radio Part 3: Financial

Posted: July 2, 2012 | Author: | Filed under: BENEFITS | Tags: , , , , , , , , , , , , , , , , , , , | Leave a comment

I remember when I was a co-host on the local Fox Sports radio affiliate here in Las Vegas, I thought it was going to great. Don’t get me wrong, it was, but boy was it expensive.  The show I co-hosted aired from 6-7AM PST on Saturday mornings.  The time change for our East Coast listeners went over well but those are early hours even for a “24-hour” town like Las Vegas. Especially when trying to obtain advertisers for our show.

I remember thinking, what bar or restaurant was going to buy advertising for that time slot.  I unfortunately nailed that one.  For many businesses, the cost of the airtime didn’t warrant the expense for these establishments.   The airtime cost could have bought a decent used car for a college student!

The overhead for a traditional terrestrial radio station is quite high.  But not for an internet station.  Theoretically, anyone can do an “internet” radio show with just a computer and some sort of internet connection.  For what I paid for that Saturday airtime, I could offer a business almost 6 MONTHS of marketing and advertising  for their business.  The overhead is substantially less on the internet.

How much one chooses to spend on the internet depends upon the quality they want to project to their listeners.  I prefer to be in a studio with an engineer so I can concentrate on the material for my show.  I also want the sound of the show to be authentic, you know, like we are in a REAL studio.

There are very inexpensive methods of Internet radio broadcasting that are available, but to me they sound like glorified tele-conferences AND you have to engineer your own show.

With the lower cost of being on the internet, I can pass those savings on to potential advertisers and be extremely competitive in pricing.  I can also deliver a much wider audience due to the internet for local pricing.  To me, that’s the best of both worlds.

Until next time…..

Value of Internet Radio Part 2: Archives/Podcasts

Posted: June 30, 2012 | Author: | Filed under: BENEFITS | Tags: , , , , , , , , , , , , , , , , , , | Leave a comment

In my previous entry, I alluded to the process of “Archiving” or “Podcasts” as a great benefit to Internet radio.

Think of this “TiVoing” on the Internet.  Most people record their favorite television shows because we want the convenience of watching them when we want to.  We are not always available to watch them at their regularly scheduled time.  We may work late, have a family obligation, fall asleep early, homework to do with the kids, etc. But we can’t miss the latest episode of “SURVIVOR”!  So we record it and watch it at a later time when WE are ready.

Archives and podcasts allow for the same feature when it comes to Internet radio.  My show, Vegas Unwrapped airs every Wednesday night from 7-9PM PST on www.vegasunwrapped.net (CHEAP PLUG!).  According to our demographics, 70% of our listenership comes via our archives.  With our busy lives, we look for convenience in everything we do.  It’s also nice to have a show based out of Las Vegas. Las Vegas is one of those places that people visit every year more than any other place in the world.  This is huge because whether it is a traveler, families looking to move here or locals who want to know what’s happening in Las Vegas, people search online for news like this. The advertisers on Vegas Unwrapped love this!

The advertising spots we play during our show stay embedded in the archives/podcasts.  It’s getting more bang for the buck.  Our advertising packages are based on LIVE airings during our shows each week. But because of the archives, they are getting more exposure to the audience.  It’s like getting a bunch of free runs of their ads!  And who doesn’t like things for free!  Live terrestrial radio shows and television spots can’t guarantee that!  Once the commercials go out live while the show is being viewed, they are gone forever.  Personally, when I watch a television show that I recorded, I fast forward through the 5 minutes of commercials.  On our show, we take only a 2 minute break every 15-20 minutes. There isn’t enough time to miss anything.

So if you are looking for convenience, flexibility and better value for your advertising dollars, think Internet radio and where you will attract the largest audience to hear your message.

Until next time…..