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Steve Lapa, president of Lapcom Communications Corp, writes in today’s column that the natural reaction from sellers who face objections is to fight. “Your overwhelming instinct is to defend the pitch as designed and sidestep the objections. The poise and discipline you’ve practiced when physically face-to-face with your advertiser is lost in the current fast-moving, rapid-response world of email and text. You push your point instead of ‘listening’ to the voice behind the words in the email, text, or other digital reply.” Read Lapa’s six steps for overcoming this urge Round Fo...

Tuesday, February 23, 2021 TALKERS | February 23, 2021 Cumulus Media Reports 2020 Q4 Net Revenue Down 13.9%; Net Revenue for Full Year of 2020 Declines 26.7%. The second major radio company to report financial figures from the fourth quarter and the full year of 2020 ( Beasley was first back on February 10), Cumulus Media reports net revenue of $245.8 million for the fourth quarter – a decline of 13.9% compared to the same period in 2019 – and full year 2020 net revenue of $816 million, down 26.7% from $1.1 billion reported in 2019. For Q4, Cumulus posted a loss of $249,000 a year afte...

Steve Lapa says Rush Limbaugh changed not only what people talked about on AM radio, but how we sell the talk radio format. Limbaugh’s so-called controversial content often caused the “no-buy” tag to be applied to his program. “Big ratings were no longer an automatic revenue generator. Rush stood steadfast. His audience grew to become the biggest and arguably the most responsive of any network radio talent. A new chapter had to be written in the ad sales playbook. Sellers knew if Rush got behind an ad campaign, phones would ring, orders would come in, and sponsors could experience t...