Q: What Market are you in and what is the rank of this market?
A: Evansville, Indiana. I think it’s about [ranked] 160 and I know it’s extremely conservative.

Q: What makes your station stand out in your market?
A: I sell (3) stations out of our cluster and they all are unique to Evansville radio. WGBF FM is the only “Active Rock” format and WGBF AM is the only “Talk” format. WDKS is a CHR and has been closing the last couple of years on the CHR market leader. Something for everyone?

Q: How long have you been in the radio business?
A: 10 years total. I took a couple of years off and sold Harley Davidson Motorcycles. WOW, That’s a different world. “It’s time to ride baby!”

Q: In your experience, what has long form media brought to your station? Has it been positive or negative?
A: We only air long form clients on WGBF AM which is the talk format. I think overall it’s been very nice for the station and me. I sell a lot of ½ hr. programming. The only kink is getting beat up on rate by people like you! LOLOL

Q: What feedback have you received concerning the half hour programs that run on your station?
A: It’s been good. Just like any other programming listeners get tired of the same old push. I have to state that I think some of the most loyal listeners are Talk Radio listeners and that’s a good thang!
Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: Do I have to answer? It’s just like any other client, I have to create value and deliver results.

Q: Do you think your listeners would prefer to have a different show each week?
A: Maybe not every week but I do think every couple of weeks. Gotta keep it fresh man.

Q: How does your station calculate rates for half hour blocks?
A: Supply and demand! We are so active with 1/2hr blocks that inventory and dayparts dictate rate.

Q: What are your favorite/most enjoyable aspects of your position?
A: I think you can tell I’m a people person, so that makes this radio wheel turn. I like to create a win-win situation. Kind of like what we have done so far! I also like the freedom. It’s not a 9a-5p job sitting in an office or driving a screw for “Toyota” let’s say. (I swear I never worked at Toyota, especially on the gas pedals).

Q: What do you like to do in your free time?
A: Of course I like to ride my Harley, but my main interest is music and sports. I’m a junkie for the NFL and my wife hates that time of year. Huge Bengals fan so I’ve always caught a lot of grief. Lots of losing, but I’m not a bandwagon dude that’s for sure. I’ve also played the drums since I was about 5 years old. I’ve played in several local bands and just hooked up with a group of guys called “Top Dead Center”. We play all originals and mix in some covers from STP, Foo Fighters, CCR and a couple of AC/DC tunes. We focus on our originals due to the fact that nobody in this town is doing it!! I also like Flyers hockey!

Q: Have you traveled recently? If so, where did you go?
A: Yep, New Orleans!! Hell of a time. Hit the quarter and did a couple of days at the Jazz Fest. The Jazz fest is the largest outdoor music festival in the world and about 500,000 people go to it over seven days. It’s not all just jazz, I caught Blues Traveler, Kenny Wayne Shepherd, Pearl Jam and one of the musicians on my bucket list “JEFF BECK”   The music is like going to Heaven dude. The only thing better than going to the Jazz Fest would be to PLAY AT THE JAZZ FEST!!

Q: What station do you represent?
A: KABG-FM

Q: What Market are you in and what is the rank of this market?
A: Albuquerque, NM    Rank:  68

Q: What makes your station stand out in your market?
A: We’re a Leader in Classic Hits.  Our morning show features Bobby Box, who is a radio legend in New Mexico.

Q: What is your current position with your station?
A: Account Executive

Q: What brought you to radio?
A: I began in TV and then was offered a position in radio.

Q: How long have you been with your station?
A: 2 years

Q: Are you the only person at the station that sells the ½ hour blocks?
A: No.

Q: Are there other stations in your group that offer ½ hour blocks?  If so which ones and if not why?
A: KDLW-FM 97.7 OMG Radio also offers ½ blocks.

Q: Has your station ever sold out of block time?
A: Yes

Q: Have you found that more direct response companies are looking to buy more time right now?
A: Yes

Q: We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
A: Auto, Retail

Q: Have you seen the long form and other direct response advertisers pulling back due to the recession?
A: No.

Q: In your experience what has long form media brought to your station. Has it been positive or negative?
A: Positive

Q: What feedback have you received concerning the half hour programs that run on your station?
A: Listeners consistently call the front desk for phone numbers for products that they have heard advertised.

Q: If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
A: Yes

Q: Do you find it easy to work with long form DR companies or are they more difficult?
A: Much easier.

Q: Do you think your listeners would prefer to have a different show each week?
A: Not necessarily.  It really depends on the products and whether they interest the listener.

Q: How does your station calculate rates for half hour blocks?
A: It’s based on the number of avails per hour and the time block it will air in.

Q: Do you track your listenership through a service like Arbitron?  And if so, have you seen an increase or decrease in listenership during 30 min blocks since they switched to the PPM?
A: Yes, through Arbitron.  Albuquerque does not have PPM yet.

Q: What was your major?
A: I majored in Broadcast Journalism / Communications

Q: When did you first get involved with radio?

A: I first got involved with radio immediately upon arriving at college. I also had a passion for sports, and frequently listened to live events and talk shows on the radio. I always felt as though “Hey, I think I could do that” so I did. I had a weekly show called the “High Five Sports Forum” and also broadcast live event coverage of UMaine Hockey, Baseball, and Football. When not on the air, I spent a lot of time in the production studio creating promos, bumps, and creative content  for other people’s shows. It was a lot of fun and ultimately led me to where I am today!

Q:  What was your position prior to joining 2 Lights?
A: I was an internet sales rep for the Lee Auto Group. I was responsible for answering email inquiries related to a potential purchase. I think the internet has really changed how people go about buying things, and it was exciting to be a part of it first-hand. Ultimately, I decided the automotive industry wasn’t where I wanted to spend the bulk of my career. It became my desire to blend my experience in sales and passion for radio in hopes of creating a wonderful new opportunity. I feel fortunate that I was able to accomplish that here at 2 Lights Media – especially given the current state of the economic climate.

Q: What do you like so far about being media buyer?
A: I really enjoy prospecting and securing the availabilities on stations. It’s a lot of fun for me to create new relationships that will benefit our clients.

Q: What are some of challenges you face as a media buyer?
A: At this point, I’d have to say becoming completely comfortable and confident in a new system and database. Initially, it’s a little tough to remember everything! I’ve had to ask a lot of questions (probably more than once!) but I think it’s like anything else; Once you do something on a consistent basis, typically, you become pretty good at it. I’m excited for the short and long term future.

Q: What do you hope to accomplish long term as a media buyer?
A: I simply want to be successful. I believe that listening, learning, making sound judgments, while being a collaborative contributor is the bedrock of a job well done. I enjoy walking through the door every single day with the intention of doing something progressive. I am so grateful to have a supportive team around me as I adjust to my new role. I hope to someday be in a position where I can help somebody else break into this business the same way. I would enjoy that thoroughly.

Q: On a personal note – do you own any pets?
A: I do indeed. I have two wonderful, attention-hogging cats – Daisy and Jackson. Jackson gets the most notoriety at this time for looking like a cat, but acting like a dog. He has a small baseball that he is very fond of, and will let you know by dropping it in your lap for a game of fetch anytime you’re willing. I have never in my 26 years of life seen a cat that will play repetitive fetch. He’s a piece of work and is never short on entertainment value.

What station do you represent?
WMJI, WGAR AND WMVX

What Market are you in and what is the rank of this market?
Cleveland We are in the top 30 markets

What makes your station stand out in your market?
WMJI’s classic Hits and WGAR’s Country format are exclusive formats in Cleveland. WMVX has an Adult Contemporary format. It’s about reliving the past and being part of the present. Playing music from MTV, but also hits from the 90’s and today.

What is your current position with your station?
Account Executive

What brought you to radio?

The energy and constant change. It always keeps me on my toes.

How long have you been with your station?
With the group 24 years

Are you the only person at the station that sells the ½ hour blocks?
In my group yes. We have three other stations in the cluster.

Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why?
WTAM offers ½ hour blocks.

Has your station ever sold out of block time?
They are always sold out.

Have you found that more direct response companies are looking to buy more time right now?
Yes

We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
In 2009 Auto had the largest decrease. In 2010 we are seeing a resurgence in the category.

Have you seen the long form and other direct response advertisers pulling back due to the recession?
No

In your experience what has long form media brought to your station. Has it been positive or negative?
In the right time slot it’s great.

What feedback have you received concerning the half hour programs that run on your station?
I really don’t get any feedback on the programs.

Are there certain topics of infomercials that you prefer to have on your station? Are there any topics that your station will not play no matter what? If so, what are they?
There are no shows on that can cause any controversy at all.

If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
Yes, in an appropriate time slots that work for the programming of the station.

Do you find it easy to work with long form DR companies or are they more difficult?
In some cases more difficult.

Do you think your listeners would prefer to have a different show each week?
No, but I think there is a fine line between frequency and over kill.

How does your station calculate rates for half hour blocks?
What the market will bear and return on investment for the client.

Do you track your listenership through a service like Arbitron?
Yes.

And if so, have you seen an increase or decrease in listenership during 30 min blocks since they switched to the PPM?
There has only been one book with PPM. I think there needs to be a few more books before we can actually get a good handle on the numbers.

The relationship between a radio sales representative and a media buyer involves a lot of give and take.  Most of this give and take focuses on negotiating rates and times.  As a media buying agency, 2 Lights Media engages in those standard relationships between sales reps and media buyers.  However, we also like to give our media partners as much information as possible about what’s going on in our neck of the woods.  We’ll chat with you about the weather (the fall is so gorgeous here in Maine!), but we also want to let you know what programs we have ready to air on your station.

2 Lights Media is unique in that we work very closely with Knockout Strategies, a media production company.  Due to our close relationship, we have access to high quality 30 to 60 minute programs for a wide variety of new clients.  We’re not trying to air the same shows as everyone else.  The content we have is brand new — most clients are just breaking onto the radio scene — so your listeners are sometimes hearing it for the first time.

And our client list never stops growing. In order to keep our media partners up-to-date with what shows we currently have and ones that we are looking at in the near future, we created this email newsletter.   We hope that this newsletter does for you what our programs do for your listeners: informs and entertains.

Does your station want to work with 2 Lights Media?  Send us an email with your available times and rates.  You can also reach us by phone: 207-591-6079.

1. What station do you represent? KPRC-AM

2. What Market are you in and what is the rank of this market? Houston, TX #6

3. What makes your station stand out in your market? Heritage Talk station (and oldest station in market)

4. What is your current position with your station? Senior Account Manager

5. What brought you to radio? Luck!

6. How long have you been with your station? 8 years

7. Are you the only person at the station that sells the ½ hour blocks? Yes

8. Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why? limited on KTRH, though spaces are rare

9. Has your station ever sold out of block time? yes

10. Have you found that more direct response companies are looking to buy more time right now? yes

11. We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue? Auto

12. Have you seen the long form and other direct response advertisers pulling back due to the recession? no

13. In your experience what has long form media brought to your station. Has it been positive or negative? positive

14. What feedback have you received concerning the half hour programs that run on your station? Listeners like most

15. Are there certain topics of infomercials that you prefer to have on your station? Are there any topics that your station will not play no matter what? If so, what are they? Financial, real estate, and health are all great fits

16. If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations? It is a great fit and revenue source for Talk/News

17. Do you find it easy to work with long form DR companies or are they more difficult? Quite easy and willing to help us

18. Do you think your listeners would prefer to have a different show each week? Absolutely

19. How does your station calculate rates for half hour blocks? Lost spot revenue dictates the base rate. Demand drives that rate.

20. Do you track your listenership through a service like Arbitron? And if so, have you seen an increase or decrease in listenership during 30 min blocks since they switched to the PPM? Flat

Hey, Craig, did you enjoy your recent trip to Maine?

Craig: I enjoyed seeing you all and your office… the weather, yikes.

Would you recommend other station reps come visit us at 2 Lights Media?
Yes. I believe in doing business in person, face to face. I think in this day and age with all the technology available we’ve gotten away from that.

What station do you represent?
KSEV AM

What Market are you in and what is the rank of this market?
HOUSTON TX , 10TH

What makes your station stand out in your market?
Locally owned and independent. Very community oriented.

What is your current position with your station?
Director of Sales

What brought you to radio?
Insanity…..no, my wife was an on-air personality. I began my career in sales for Anheuser Busch. I was always interested in what she did but did not want to be behind a mic…..had to do with talent mainly or lack thereof…..well, radio has sales departments so I interviewed in 1993 and got the job.

How long have you been with your station?
16 years

Are you the only person at the station that sells the ½ hour blocks?
No

Are there other stations in your group that offer ½ hour blocks? If so which ones and if not why?
Yes. We have recently purchased a news/talk in Dallas.

Has your station ever sold out of block time?
Yes

Have you found that more direct response companies are looking to buy more time right now?
Yes. While overall spot business is down some long-form and DR are up.
We hear all the time that ad revenue for all the major radio groups is falling. In what categories are you losing the most ad revenue?
Auto

Have you seen the long form and other direct response advertisers pulling back due to the recession?
No

In your experience what has long form media brought to your station. Has it been positive or negative?
I would say somewhere in between leaning towards positive. I would like to see some of the creative be a little better.

What feedback have you received concerning the half hour programs that run on your station?
Usually the calls we receive are for phone numbers…..so that’s good.

If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
Sure

Do you find it easy to work with long form DR companies or are they more difficult?
Easier

Do you think your listeners would prefer to have a different show each week?
Variety is always better, although weekly might not be necessary.

How does your station calculate rates for half hour blocks?
By recent history and demand.

Do you subscribe to Arbitron or something similar to track your listenership numbers?
Yes

Q: How did you get involved with 30 minute production?
I have nearly 20 years of experience in the audio, radio and marketing fields and joined Knockout Strategies nearly 5 years ago to produce top notch radio productions.

Q:  How long have you been creating radio infomercials?
I’ve been producing long form radio in particular for almost 5 years.

Q:  How many 30 minute radio shows do you think you have produced?
I’m not sure of the exact number, but I would say that it’s in the hundreds.

Q:  Are most of theses shows still running?
I believe that many still are.

Q:  What goes into recording editing and producing at 30 minute radio show?
Normally we will have a rehearsal where we run through the show so that the spokesperson can become acclimated with the surroundings and get comfortable in our studio. At that point we’ll usually do 2 complete recordings and get as much content as we can. From there, we sift through all of the recorded material and begin selecting the best of the best with which to build the show.

Q:  Do you find that the experts are easy to work with while producing shows?
Absolutely. Our spokespeople are always knowledgeable, polite and prepared which makes it an enjoyable process.

Q:  Do you find it easier to edit a 30 minute show than you would a spot? (meaning that after the test period do you find it easier to make changes to a 30 minute show or a spot)
The only real difference between a traditional “spot” and a long form production is the time involved, simply because of the amount of material. Spots go quicker just because there is significantly less content.

Q:  How long does it take from start to finish to get a 30 minute radio show ready for the airwaves?
This really can vary from show to show, but normally we can record, edit and post a show in a couple of weeks tops.

Q:  Is a thirty minute show easier to create than a :30 or :60 spot? Please explain.
Each of these entities has its own unique challenges and purpose. Spots mean you have a lot less time to get a listener’s attention and to put forth your message so the copy and creative has to be direct and to the point. With a 30 minute show, we have the liberty of taking the listener on a longer ride and providing great detail about a product, its background, development and benefits.

Q:  Do you think people react better to a thirty minute show or a quick spot?
Our shows are informative and educational, where spots are more of a quick hit. I believe that there are audiences who respond to both, so ultimately, utilizing both forms makes for an effective marketing stance.

Q:  In your opinion what are the benefits to producing a 30 minute radio show over just a spot?
A long form spot allows us to truly educate listeners, in some detail, about a product that we have. I don’t think there’s any substitute for a well educated consumer.

Q: What feed back have you heard about the shows you have produced?
Well, certainly the listeners “speak” every time they pick up the phone or go to a website and order products. But from a station standpoint, we know that they look forward to our productions for a number of reasons: 1. The technical quality is always excellent 2. Our shows are well produced and reflect positively on the station identity 3. We have varied content so we’re not pigeonholed into one type of show. The variety is a plus, no doubt.

Q: What advice would you give a company who is interested in having a long form radio show produced for them? (Checklist of what to do to prepare for example).

Call Knockout Strategies! Very seriously, we are the leader in long form radio productions and can guide clients through the process from start to finish. So have a good product and a solid spokesperson, and we’ll take care of the rest!

Q:  Would you be more inclined to call these 30 minute programs or would you call them infomercials?

I actually like to refer to our shows as programs, for the reasons I’ve mentioned previously. It’s not a “yell and sell” format. Our programs are informative and engaging and we make every effort to appeal to audiences on a more cerebral plane, because we know that, especially in this current economy, the public is more skeptical than ever, but a the same time, also are searching for ways to improve their lives and the lives of those around them.

Q:  Do you find it easy to work around the station clocks?
This is an area where we excel. Instead of making stations work with our content, we have the expertise to customize our shows to accommodate each station’s clock.

Q:  Have you ever produced a 1 hour show and how does this compare to the 30 minute shows?
In the past months, we have been producing 1 hour shows which have been very well received by the radio stations and their listeners.

Q:  Be honest and tell everyone how you feel about Angela the buyer?
Angela, and our entire team, is second to none. We are a group of caring and creative people, which is evident in every aspect of what we do.

13. How do your listeners respond to this type of programming?
a. Our listeners, like many News Talk formats, are very loyal. We monitor our block programming to make sure that they are appropriate for the station.

14. If stations don’t currently sell ½ hours to clients like 2 Lights Media would you recommend that they add this form of programming to their stations?
a. I would recommend that any program director not running ½ hour blocks at least consider the benefits of working with Angela and 2 Lights Media.
15. What makes your station stand out in your market?
a. We are the heritage News Talk station in this market, have no real competitors, and offer loud and stimulating political opinions in a politically charged atmosphere. Controversy. It’s what we’re all about.
16. Do you find it easy to work with long form DR companies or are they more difficult?
a. Most long form DR companies that do business with me are very easy to work with.
17. Do you think your listeners would prefer to have a different show each week?
a. I believe very strongly that long-form and DR marketing works much better if show content is updated on a weekly, if not daily basis.
18. How does your station calculate rates for half hour blocks?
a. We have a set rate for each available time slot that is occasionally adjusted slightly due to demand.
19. Do you subscribe to Arbitron or something similar to track your listenership numbers?
a. Yes, we subscribe to Arbitron and Scarborough research.
20. Have you had a positive experience working with 2 Lights Media (be honest)
a. Angela is seriously one of my favorite clients to work with. She understands radio, how it works, and possesses a genuine spirit. I’d highly recommend doing business with her to any sales representative or long-form advertiser.