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Baseball Programming Is Regional And Situational

“It’s not accurate to say that Major League Baseball has seen its popularity wane. Its popularity has simply changed.”

Demetri Ravanos

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This is a busy time of year in the sports world. I think that sentence has been written at least four times this month here on SportsRadioPD.com.

NHL and NBA playoff races are coming down to the wire. The NCAA Tournament is giving us memorable moments like Mamadi Diakite’s insane pass to keep Virginia alive. The South is talking about spring football. The NFL Draft is right around the corner. And then there is this season’s signature sporting event, Opening Day.

Image result for major league baseball opening day 2019

It’s not accurate to say that Major League Baseball has seen its popularity wane. Its popularity has simply changed. Professional baseball is a regional phenomenon now, but in the regions where it is popular it is an obsession.

I spoke with program directors from four stations, all in different situations as it relates to Major League Baseball. I wanted to know how they approached the season and how their respective audiences prioritized Major League Baseball coverage. The participants were John Mamola of WDAE, the flagship of the Tampa Bay Rays, Matt Nahigian of 95.7 the Game, which is in a market with two teams, but is the broadcast home of neither, and Ryan Porth of 102.5 the Game and Jeff Austin of 1080 the Game. Both are in markets without a team currently, but have been identified as potential expansion homes of Major League Baseball in the future.

Despite the relative youth of the Rays, Mamola says his audience has a lot to talk about when it comes to baseball. He told me in an email that while his primary goal is to serve local fans, with the Rays being a part of the AL East, a division that features two of the sport’s most popular teams “the story lines write themselves.” 

Mamola also says that the Rays’ fanbase shows a dedication to players that makes it possible to cover the whole league. “With so many former Rays who made impacts here locally and now play in other markets, we try to make an effort to keep up with fan favorites gone away.  Joe Maddon literally lives down the street still.”

There is no shortage of Rays-themed programming on WDAE. In fact, the station sent a reporter to follow the team around the state of Florida during Spring Training.

As for the regular season, Mamola says the team’s manager Kevin Cash visits with his afternoon drive show, Ron & Ian, once a week and his morning show, Ronnie & TKras, gets a visit from someone in the front office every Monday morning with GM Erik Neander & SVP Baseball Operations Chaim Bloom rotating. With that kind of access, plus a one-hour show ahead of every game, Mamola confidently says “No one does Rays baseball better in Tampa Bay, and I’d argue no one covers baseball better than WDAE in the entire state of Florida.”

“It’s like with any team that doesn’t play football in the state of Florida,” Mamola says of how interested the average WDAE listener is in the Rays. “There is a huge passion for sports here, but with so many other elements taking up the entertainment dollar and a lot of the population not growing up with the Rays (est. 1998) or the Lightning (est. 1992)… moving the needle is a bit of a challenge sometimes.”

Matt Nahigian and 95.7 the Game are in a unique situation when it comes to baseball coverage. As mentioned above, the station isn’t the broadcast home of either of the Bay Area’s Major League Baseball teams. On top of that The Game went through a very public divorce with the Oakland A’s at the end of last season.

So does having no baseball play-by-play present a problem for 95.7 the Game? “Not much at all, Nahigian says. “With the Warriors being the best team in the (NBA) and playing into June and then football starting back up in August it works out great for us.”

Image result for warriors 2018 champions

Nahigian says that when you are the flagship of the Golden State Warriors, how you cover sports in the summer is a little different. “We will have several baseball contributors joining each of the shows, but it will be based on what the Warriors do in the playoffs as to how consistent they are.”

Portland and Nashville are interesting cases when it comes to baseball. Both cities have large transplant populations, but no team of their own. So how much can you talk baseball in a place like that?

Ryan Porth of 102.5 the Game in Nashville says his hosts will talk baseball when the story is relevant to the audience. “Last year’s World Series garnered a little more local talk than usual in the middle of football season since Middle Tennessee natives Mookie Betts and David Price were such stars on that Red Sox team. If they didn’t have ties to the area, the talk likely would have been minimal.”

Without a local team, Porth says Major League Baseball isn’t going to be a daily part of summer conversations on the station. The primary outlet for The Game’s baseball talk will be its Home Plate Podcast, but that doesn’t mean the station won’t take advantage of the right opportunities on air. “Throughout the summer and off-season, we sometimes have a player of local interest (individuals that grew up or played college ball in Nashville) join our station as a guest.”

Portland, to hear 1080 the Fan program director Jeff Austin tell it, is more of a baseball town than Nashville. “As the Northwest’s only team, the Mariners have been quite popular here,” he says, but notes that the team’s support in Portland has waned. “They have suffered somewhat in the Portland area from an extended absence from the postseason. This fast-growing city brings with it many transplants with a variety of rooting interests, while a growing number of natives and longtime residents of Oregon and southwest Washington clearly want a team of their own.”

There is still room for baseball on 1080 AM and sister station ESPN 910. Austin says “we air a weekly baseball show, year-round. We also air sponsored baseball reports and home run call features, and air an extensive schedule of ESPN MLB play-by-play on our two stations, as well as Oregon Ducks Baseball.”

So what about the future for baseball in each city? Austin says that 1080 The Fan is committed to doing all it can to assist in the campaign to bring the MLB to Portland. “The Portland Diamond Project is the group working to bring MLB to Portland. We recently performed an all-day broadcast with our Prime shows, live from the Portland Diamond Project’s clubhouse store, and also air live shows from the Baseballism headquarters store, often in conjunction with the Portland Diamond Project.”

Austin says his enthusiasm and optimism reflects those of the city. Russell Wilson and Ciarra, who are part of the Portland Diamond Project, have made appearances on the station to promote the campaign.

Image result for portland baseball russell wilson

“It’s nothing new to have Portland in the conversation when expansion or a ‘sick’ franchise move has been considered, but this time is different. The fact that a privately-funded ownership group has so credibly stepped forward, and with a stadium site with room for an enterprise zone to boot, makes this feel different,” he says. “You’d be hard-pressed to travel around the city without seeing Baseball to Portland shirts, hats and bumper stickers. It’s everywhere. Needless to say, Portland MLB team topics are frequently discussed with our audience across all platforms – everything from whether it’s better to have an existing franchise like the A’s, or an expansion team where we get to name it and generally give it a robust Portland branding.”

What about Nashville? Just like Portland, it was on MLB commissioner Rob Manfred’s list of potential expansion targets.

Porth says that the population and the interest is there. He notes that the current growth and future potential of the city is what attracted the MLS, which will see its newest franchise Nashville FC begin play in 2020, and is likely also what drew MLB’s eyes.

Still though, Porth says there are a lot of questions that need answers before he will believe the city is ready, and most of them have to do with who owns a potential Nashville MLB franchise. “The biggest one, in my opinion: will an ownership group do the necessary things to put butts in seats 81 home dates a year for the long term, when there’s already a lot of entertainment options for the consumer to spend their hard-earned money on?” He adds that patience will be a virtue for the city’s baseball fans. “Color me skeptical that it would all come together in the next 6 or 7 years, but it seems inevitable MLB will come to Nashville down the road.”

MLB coverage, like fan support, is largely a regional thing, but it also seems to be a situational thing. Stations like WDAE, which is a team’s flagship, will go all in and make the most of that relationship. Stations like 95.7 the Game, which doesn’t have MLB play-by-play in a market with multiple teams, won’t sweat it. It will instead focus on making the most of the programming it does have. Non-baseball (or at least currently non-baseball) markets will do as much as their listeners will respond to.

Image result for bryce harper

Very rarely does an MLB story create conversations outside of the market it is occurring in the way that people across the country have an opinion on what fair expectations for the Cleveland Browns will be in 2019. Finding local angles to exploit may be the best way to ensure that baseball talk won’t be met by your listeners with indifference.

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Ryan Clark is Ready for ‘The Pivot’ to Grow with Channing Crowder, Fred Taylor and Fanatics

“We want to be a place where you can just be yourself and you can love yourself and truly tell your story and show people who you are.”

Derek Futterman

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Ryan Clark
Courtesy: The Pivot

Answering a call from Emmy Award-winning producer Alicia Zubikowsi, Ryan Clark learned of a potential new media venture in a niche space. Zubikowski had produced the I Am Athlete podcast for nearly two years, which rapidly proliferated in size, scope and prominence. A financial dispute among the colleagues, however, led to the departures of Channing Crowder and Fred Taylor from the roster, along with Zubikowski, and they branched out on their own to actualize a new vision. After speaking with Zubikowski, Clark met with Crowder virtually and evinced compatibility that compelled him to become involved in the project.

Less than two years later, The Pivot Podcast has quickly amassed notoriety and prestige within sports media. The athlete-driven podcast contains weekly conversations with contemporaries and luminaries alike, to talk sports, music and entertainment. Clark, Crowder and Taylor possess an evident rapport and retains the audience while encouraging prospective listeners to hear the genuine endeavor.

“We felt like there was some synergy there, we thought we could do some good things and we decided to give it a try,” Clark said. “I had already been doing my own podcast that I was funding myself, editing myself and cutting promos myself just because I understood what the space was and I knew that that’s where a lot of media was going, and at the time I didn’t have a partnership or anyone kind of showing me the way, but I was like, ‘These people have already been successful.’”

Since its launch in the winter of 2022, The Pivot Podcast has amassed over 158 million views and 870,000 subscribers on YouTube alone. The show has welcomed guests across a variety of professions, some of whom have included Caleb Williams, Snoop Dogg, Gayle King and Travis Kelce. During its time in circulation, it has made an indelible impact on the landscape and recently agreed to a multi-year partnership with Fanatics.

Through the deal, The Pivot Podcast will feature Fanatics’ verticals surrounding commerce, betting, collectibles and events, and the Fanatics Sportsbook garnering the title of the “official sportsbook” of the show. Additionally, the program will be part of company events such as Fanatics Fest NYC and its annual Super Bowl party.

“Luckily for us, it’s been such a blessing,” Clark said. “Some of the stories we’ve been able to tell, the people we’ve been able to work with and have as guests on the show, and then obviously now having an opportunity to partner with Fanatics and be a part of Michael Rubin’s team and sort of head their media division, especially when you’re speaking of Alicia and what she’ll be able to do, it just makes so much sense.”

Fanatics itself had inked some deals in the sports media space over the last year, including agreements with Bleacher Report and Overtime, but they were largely under the aegis of merchandising and/or live events. The company also hired Ed Hartman as its chief strategy officer in media, trying to discover content that fits various key business sectors. For The Pivot, retaining creative control and autonomy over the content was essential and being involved in other ventures added more value to the proposition.

“To be a part of those things and bringing those things to the world, but also an opportunity to showcase the athletes and entertainers that are part of the Fanatics family – and I think that’s a different and a bigger opportunity than any podcast has ever had with any partnership, and that is why it was important for us to find the right partnership,” Clark said. “And if I’m being honest, our producer has turned down multiple deals saying that she believed that this was the one before this was ever even a thing that Michael Rubin was talking about.”

Reaching this point required hard work, consistency and confidence that The Pivot would ultimately resonate with audiences and establish a rapport in the space. Luckily for Clark, he had a viable fallback plan in that he was working at ESPN as an NFL analyst, a role he had positioned himself to attain while he was still an active player.

During his career, he had worked on 93.7 The Fan hosting a radio show from a hibachi restaurant in Pittsburgh and also appeared on local television. Clark played 13 years in the NFL as a safety and won a Super Bowl championship as a member of the Pittsburgh Steelers in the 2008 season.

Although Clark had been told as a player that he had a chance to thrive in sports media, his formative years in the business broadened his understanding of the landscape and how to achieve success. Upon retiring from the NFL, he signed a multi-year agreement with ESPN to appear on NFL Live, SportsCenter, ESPN Radio shows and additional network programming.

Over the last several years, he has been a consistent part of NFL Live. Clark explained that the show contains underdogs who have crafted chemistry that has coalesced into an on-air product and meaningful friendships. Laura Rutledge, Dan Orlovsky, Marcus Spears, Mina Kimes and Adam Schefter work with Clark and blend their football knowledge and expertise with entertainment.

“I could see how much work they all put into their craft, and I respected that, and then once you get that respect and you start to work together, now you get to know the people,” Clark said. “You get to know about their kids, you get to know about their home life, you get to know about what makes them tick and what makes them themselves, and then we care about each other.”

As members of the show watch NFL games every week, they remain in constant communication through a group chat. Additionally, Clark ensures that he is actively listening to what his colleagues say on the air so he can disseminate informed, substantive opinions that play a part in the overall product.

“The smartest of analysts understand what they have to be on each show based on who they’re working with,” Clark said. “I think you just also have to be versatile enough to do that. You have to know when you’re on NFL Live, that show is so heavy X and O; that show is so heavy, ‘Let’s educate – let’s talk about the things that are important in ball, even if they aren’t the most popular things.’”

Starting last season, Clark was added to Monday Night Countdown as a studio analyst as part of a revamped iteration of the program hosted by Scott Van Pelt. Joining Clark as analysts on the show were his NFL Live colleague Marcus Spears and incumbent analyst Robert Griffin III. While there were some memorable moments both in studio and on site throughout the year though, Clark felt that the show struggled to capture an essence on the air.

“I think the show is just hard because it’s sort of like rolled over the entire infrastructure and changed the people, and it happened so late that I don’t think we ever got an opportunity to find our voices on that show, and we tried to work through that throughout the season,” Clark said. “….I think last year was a learning experience where if I’m being really honest, we did bad TV sometimes, which was new for me because I felt like I haven’t done bad TV in a very long time, and it was embarrassing for me because I put so much time into it.”

Former Philadelphia Eagles center and Super Bowl champion Jason Kelce is joining the show and was formally introduced this week. During a charity golf outing this offseason, Clark had a chance to meet Kelce and learn more about him as a person while also answering questions about ESPN and the sports media business.

“I told him to be himself because being himself is what got him here,” Clark said. “He’s a first-ballot Hall of Famer in my opinion, so he has so much knowledge, experience and wisdom that people will crave, and he can give it to them uniquely with his personality, with his honesty [and] with the openness and vulnerability about who he is. Other than that, he’s going to have to learn.”

Akin to Clark hosting The Pivot and working at ESPN, Kelce hosts the New Heights podcast with his brother, and will now be joining Monday Night Countdown on ESPN. Clark anticipates that Kelce will be a huge addition, referring to him as the “hottest free agent ever,” and hopes to grant him longform chances to express himself on the air. Being on the show for a second season, however, nearly was not a reality for Clark amid an expiring contract at ESPN.

“I was gone,” Clark said. “I wasn’t considering – I was done. Normally they extend your contract until it gets done most times. I was out – my contract had ended.”

Clark took part in discussions with other people in the business, some of which included having his own show and organizations starting networks around him. Throughout the process, he was cognizant about the relationships and memories he had built at ESPN and was appreciative for various personalities speaking up for him, including Mike Greenberg and Stephen A. Smith. In the end, Clark signed a multi-year extension with the network that implemented a raise and additional responsibility while also continuing his other projects.

“Obviously my family is the NFL Live crew,” Clark said. “Scott Van Pelt and I probably share one of the most memorable nights in television when Damar Hamlin went down. And so those relationships were things that I didn’t want to leave unless there was a good enough reason to leave, and I don’t think that’s just money.”

Clark started hosting Inside the NFL last season on The CW, a storied sports franchise that presents highlights, analysis and interviews every week during the NFL season. After spending approximately four decades on HBO and subsequent years on Showtime and Paramount+, the program moved to broadcast television for the first time. Clark conceptualizes his role as a point guard who is able to score when necessary and successfully facilitate his colleagues Jay Cutler, Chad “Ochocinco” Johnson, Chris Long and The Pivot co-host Channing Crowder.

“I think that was the hardest adjustment with Inside the NFL initially was like, ‘Okay, how do I set these guys up for success while still doing something I’m really good at, which is analyzing football?,’” Clark said, “and it’s taken some time to really sort of find a space for it, but I think I did find that on Inside the NFL.”

In working on The Pivot, Clark built relationships organically through conversations surrounding strategy, content creation and lifestyle. One episode in particular that stands out to him is when the show interviewed former NBA forward Michael Beasley where he opened up about his mental health struggles and hardships he has endured throughout his life. Furthermore, he talked about struggling to find the right people and explained that everyone stole from him except his kids. Clark, Crowder and Taylor sympathized with Beasley and offered him assistance, underscoring the unscripted, genuine nature of the show.

“Everybody wants The Rock to be able to come on their show and talk about his battles with depression, but we also want Kevin Hart to be able to come on the show and invite him to nudist camp too,” Clark said. “We want to be a place where you can just be yourself and you can love yourself and truly tell your story and show people who you are. And I don’t necessarily know if it’s distinctive in effort or goal; I think it’s been distinctive in execution, which, in the end, is what we deliver to people.”

Through the new partnership with Fanatics, Clark looks forward to continuing to take part in candid conversations and storytelling on The Pivot while continuing to thrive in his work with ESPN and The CW. As someone who attained a successful NFL career after signing as an undrafted free agent, he maintains a mentality built on an indefatigable work ethic and resolute dedication towards his professional endeavors. Once the show signed the partnership with Fanatics, it had an opportunity to interview Tom Brady, who discussed topics including his experience being the subject of a Netflix roast and the lessons he learned playing in the NFL.

“Not everybody understands Tom Brady, right?,” Clark said. “Who knows that story? Who has ever lived that, ‘I’m the greatest to ever do something’? But everybody has understood what it’s like to struggle; what it’s like to doubt yourself, right? And so we bring them that story, and in bringing them that story, we talk about the things that Fanatics is doing and the ways that they are now moving in the sports world.”

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Christopher ‘Mad Dog’ Russo Making the Most of His Resurgence with the Help of ESPN

Far from a close-minded fuddy-duddy. He is an open-minded observer of sports, one of the greatest of all time.

John Molori

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Screengrab of First Take on ESPN with Chris Russo
Screengrab from ESPN/First Take

The true essence of Christopher ‘Mad Dog’ Russo, Version 2024 can be found in the open to the May 15 edition of First Take on ESPN.

In the aftermath of the Knicks defeating the Pacers in Game 5 of the Eastern Conference Semifinals, superstar showstopper Stephen A. Smith opened the program with an emotionally joyous soliloquy lauding his favorite New York basketball team. Smith was jubilant, ebullient, and thrilled.

The segment ended with Smith walking over to panelists Russo and Kendrick Perkins and hugging them in glee. After the show’s open, the Knick rapture continued, that is, until “Mad Dog” was let out of the kennel.

Russo brought things back down to earth, predicting that Indiana would win Game 6 of the series. He then went through a mental historical timeline of the Knicks choking in playoff games at home. This level of historic context is largely lost on modern sports fans, many of whom believe that nothing existed before LeBron James or Tom Brady.

Russo’s beautiful dose of reality ticked off the jovial Smith but set the discourse on a more levelheaded road. Russo is a talking history book, and let’s face it, not everybody likes history class. The difference, however, is that Christopher Russo lived this history, and indeed, made history himself. A 2022 National Radio Hall of Fame inductee, he has uniquely entertained sports fans for more than four decades, becoming one of the most memorable and imitated personalities ever.

He created Mad Dog Sports Radio on SiriusXM in 2008 and headlines the channel with his popular Mad Dog Unleashed show. In addition, he hosts the daily High Heat program on MLB Network. Still, it is one of Russo’s earliest and most recent gigs that set him apart.

Beginning in 1989 and for the next 19 years, Russo and Mike Francesa hosted the landmark Mike and the Mad Dog afternoon driveshow on WFAN radio in New York. It was a ratings mammoth and ensconced Russo as a stone-cold sports media legend.

I am going to make the case that Russo’s latest incarnation as a First Take Wednesday regular is just as significant. It has exposed a whole new audience to the Russo experience. On a more basic level, it is just really special to see a classic radio guy like Russo welcomed into the most progressive and popular sports talk show on the air right now.

Kudos to Stephen A. Smith for making Russo a regular on his program. You can tell that Smith, author of an historically significant media career himself, truly respects those who came before him and blazed the trail. In fact, to a certain extent, Smith is a media offspring of Russo. They both possess riveting personalities, unquestioned bravery, and on-air dominance. Like or dislike, agree or disagree, these are two men who must be listened to and respected.

With Max Kellerman’s 2021 exit from First Take, I was doubtful as to what would happen to the program. My worst thought was that Smith would bring in a bevy of co-hosts who would bow to his greatness – like Jerry Jones’ Cowboys’ coaching hires since Jimmy Johnson. Thankfully, Smith went in the other direction. Russo has the same cache as Smith, so there is no hero worship. He says what he feels and talks straight – real talk in a colorful and exciting manner.

As the Knicks discussion continued, Smith wanted to tap into Russo’s New York sports sensibilities and emotion asking Russo if he felt Madison Square Garden shaking during the Knicks’ Game 5 win. It didn’t work. Russo responded that at 65 years-old, he has been in the Garden for many big games and then cautioned Smith to take it easy with the Knicks.

He again harkened back to New York’s less than sparkling history in big games and menacingly joked that it is his job to “spoil Stephen A’s fun.” Russo then spectacularly took the air out of the building with an ominous What If asking what the Knicks would do if it came down to a Game 7 and the game was tied with the clock winding down.

Russo is also self-deprecating. When host Molly Qerim asked him for a prediction on the Nuggets-Timberwolves series, Russo said that he predicted that the Bills would blow out the Giants in Super Bowl XXV – the famed Scott Norwood missed field goal game. Qerim, who does an excellent job in controlling Hurricane Christopher, acknowledged the obscure reference.

While Russo has a database of past stats and stars, he is not lost in history. In fact, on this edition of First Take, he made a bold statement that the Nuggets’ Nikola Jokić has the greatest offensive skill set of any center in the history of the NBA. These are not the words of a stodgy curmudgeon whose mind cannot be changed.

Russo is an astute observer of our games. He sees greatness and gives that greatness credit. Far from a close-minded fuddy-duddy. He is an open-minded observer of sports, one of the greatest of all time. His opinions are not to be chided. They are to be listened to and appreciated.

During First Take’s Quick Takes segment, Russo ably put his encyclopedic knowledge to use. The question posed was whether the Celtics or Lakers are the greatest franchise in NBA history. Russo’s analysis was spot on and long overdue. First, he discounted the Minneapolis Lakers’ five titles as part of the pro-Lakers argument. He also cited the Celtics’ overall dominance when the two franchises have met in the NBA Finals over the decades.

Lastly, he remarked that the Celtics have had four eras of greatness: Russell in the 1960s, Havlicek-Cowens in the 1970s, Bird in the 1980s, and Pierce-Garnett in the late 2000s, while the Lakers have only two: Magic-Abdul-Jabbar in the ‘80s and Shaq-Kobe in the 2000s. It was the best analysis of a longtime debate.

In a debate about Bronny James and his NBA hopes, Russo again was the voice of reason giving a very realistic analysis of why he is not a top pro prospect. It is clear that Russo has nothing to prove, nobody to impress, and no apple to polish. He made his bones years ago, and his takes are refreshing and objective.

The cherry on top of Russo’s First Take sundae was his What Are You Mad About? segment. Viewers tuning into this part of the program are no doubt wondering who the hell, and at times, what the hell they are watching. Russo pushes the limits of his angst, heart rate, blood pressure, and decibel level picking apart several news items from the week in sports. At times, he closes his blurbs screaming to the heavens, “May God strike me down!”

In this particular segment, he went off on late NBA playoff start times, the intrigue surrounding the 2024 NFL schedule release, and his distaste towards the vulgar humor in the Tom Brady roast. Russo gets up close to the camera and goes off in a boisterous way. It is simultaneously fantastic and frightening.

In his last piece on the roast, Russo looked into the camera and yelled to Brady, “How stupid can you be!” This is the same question I will pose to anyone who dismisses Russo as an out of touch old guy. This cat is no curmudgeon. He is a killer. Elderly? No, epic. Bygone? How about straight up bad ass. That is Christopher “Mad Dog” Russo, Version 2024.

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How to Renegotiate Your Annual Sports Radio Advertising Contract

Reducing expenses within an annual radio agreement takes a strategic negotiation and budget management approach.

Jeff Caves

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Graphic that shows two people negotiating
Graphic Courtesy: Soject.com

If you are a small to medium-sized business, there is no doubt you are facing rising costs, and making ends meet is a top priority. Sometimes, that means cutting expenses on things you have committed to via contract, like a 2024 annual radio advertising agreement with level monthly payments. You are on the air each month and appreciate the value of advertising consistently. You understand the necessity to maintain a market presence within the budget you laid out last year. You negotiated a win-win contract and are happy with it. However, with your costs spiraling to deliver your services, cost-cutting measures have become critical for financial viability in the long term and better cash flow in the short term. You are now tasked with the need to reduce expenses wherever you can, and your sports radio advertising is next on the list. The station doesn’t want to lessen your committed budget. It’s time for strategic negotiation and decision-making. Here are some effective strategies to accomplish this objective while keeping your annual budget intact:

Pricing and Rates

Initiate negotiations on pricing and rates for ad spots with the radio station. They know where they have more demand than supply and could even make more money by freeing up some of your commercials to be sold to other clients, sometimes at higher rates. This is typically during the weekday drive time periods; you probably got an annual rate for your commitment. If the station is willing, you could move into off-peak nighttime buys or weekends. Off-peak hours typically come at a lower cost and can still reach a substantial audience, enabling you to stretch your budget further. Give the station 30 days to see if they can accomplish this, and if not, go to plan ‘B.’

Longer Commitments

Consider committing to a longer-term contract, like a multi-year agreement, to potentially lower your monthly cash commitment. Maybe you could move off $2,000 per month from July to December and move it to the first six months of 2025. Emphasize your dedication to maintaining a consistent advertising presence over time, which can incentivize the radio station to continue the partnership.

Frequency and Unit Length

If the station allows you to reduce the monthly budget, focus on maximizing frequency by strategically choosing the length of ad units. Instead of running only thirty and sixty-second ads, opt for :15 slots to increase frequency without exceeding your budget. Shorter units are more cost-effective per spot and can deliver well-known messages repeatedly.

Budget Reallocation and Trade

Explore avenues for reallocating funds within your annual budget to optimize expenses. For instance, negotiate a reduction in the monthly budget and allocate the saved funds to months where your cash flow is strongest. Having a payment schedule that matches your cash flow will give you the best chance to meet expenses. Furthermore, explore opportunities for service or trade to offset your monthly bill, leveraging resources you have already paid for that may match up well with what the station needs.

Reducing expenses within an annual radio agreement takes a strategic negotiation and budget management approach. Concentrating on pricing, rates, contract length, frequency, and budget reallocation can keep your station relationship intact, honor your contract, and increase cash flow.

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