Radio Gold Idea Exchange (Part 2 of 2)

Thurs., Aug. 6 • 4-5 PM
Location: Texas Broadcast Museum Room

Moderator: Mary Mike Hatcher, Bryan Broadcasting Corporation
Speaker(s): Tom McAuliffe,II, MyFM Media 101.3

Categories: Radio Managers

Why Radio Isn’t Dying — We’ve Just Been Selling It All Wrong

Drawing from his article, “The Great White Shark We Didn’t Know We Became,” Tom McAuliffe will explore how local broadcasters have unknowingly evolved into multi-platform media companies while continuing to sell themselves as radio stations.

Through a guided discussion with a moderator, the session will examine the evolution of radio, the industry’s greatest misconceptions about itself, and practical strategies for transforming sales teams from order-takers into trusted marketing advisors.

The conversation is designed to be interactive, thought-provoking, and immediately actionable for broadcasters of all market sizes.

Primary Topics:
• Why radio never stopped evolving
• The industry’s sales identity crisis
• Thinking like an advertising agency
• Selling strategy instead of inventory
• Building sponsorship platforms and business ecosystems
• Creating authority-based client relationships
• The future opportunity for local broadcasters

Attendees will leave with a new perspective on what broadcasters have become, how they should position themselves in the marketplace, and how to create sustainable growth by focusing on strategic partnerships rather than transactional advertising sales.