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Beyond Powerful Radio, 2nd Edition by Valerie Geller

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CHAPTER 31

Beyond Powerful Radio

Sales & Commercials

“We are all in sales”

—Pat Bryson, Bryson Broadcasting International

 

“Do anything you want on the air … but you still have to be ableto sell it. If a sponsor is afraid to be associated with it, you lose.”

—The Greaseman (Doug Tracht, syndicated personality)

 

There once was a time when an on-air personality would ask, “Why should I care about commercials?” The answer was, and is, because they pay the bills.

“Whether or not you ever intend to derive your income from commission sales, we are all in sales! Trying to increase the audience for your brand, convincing your boss to adopt your ideas, getting hired by a prospective employer, getting a date or a spouse—we sell! These are all sales ...

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