You tune in sports talk radio, and you’re bound to hear that cliché debate about whether professional athletes are overpaid. When a team is winning – like the Celtics – it’s rarely much of an argument. But when we’re talking about the cellar-dwelling Miami Heat, it’s a different conversation. Consider the 2007-08 salaries of these players:
Dwane Wade $13 million
Shawn Marion $16.4 million
Udonis Haslem $6 million
Alonzo Mourning $2.7 million
Jason Williams $8.9 million
That’s a lot of green for a team that was 13-62 when this blog was written.
So when I read about a recent promotion the hapless Heat put together with their star-salaried roster, I couldn’t help but be impressed. To sell season tickets for next year (not an easy sale, to be sure), the players manned the phones at halftime of a recent game. It was a great use of their marquis power, and a clever way to give new fans a celebrity brush with fame. It also earned them media coverage in a number of news outlets.
Most radio stations don’t use their big names as effectively. Yes, many well-paid jocks have gotten the economic message in the past few years. They need to make a greater contribution than their 4-5 hours shows. As a result, many have stepped up, are spending more time at the station, while showing up for more outside events (with no talent fee).
But stations could utilize their big brands in a more compelling way. A number of years ago, we talked about the jocks making live, unsolicited calls to members of the email database. Imagine getting one of those out-of-the-blue calls from your favorite DJ, thanking you for listening, taking a request, and just spending a couple of minutes to schmooze with a station fan. It’s a lasting impression, very buzz-worthy, and something that can cement a listener’s loyalty for years.
Additionally, it is ironic that clients often pay premium dollars for live reads by big-name jocks, but stations would rather use their anonymous Mr. Big Voice on most (if not all) key promos and positioners. If your airstaff can effectively sell dog food, cars, and new windows for advertisers, why wouldn’t you regularly use the power and influence of their voices to highlight what’s really important – your station and your brand?
The sobering economic realities of radio, coupled with the rapidly changing technology environment, have forced radio programmers and managers to rethink many things. The way we generate maximum value from our unique, proprietary personalities should be one of them.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Bravos, Fred. Exceptionally good point. During my time baby sitting WCCO in Minneapolis we released our two voice over actors and engaged the considerable talents of station (and industry) legends Charlie Boone and Roger Erickson. They enjoyed doing it, the other talent on the station were honored to hear those guys talking them and the station up and the listeners, well, the listeners loved it.
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