Innovative Sources of New Station Revenue


Teenagers are making hundred of thousands of dollars out of their bedrooms with informal, short videos.

They are attracting millions and millions of views with almost no effort.

I’m going to play one for you that has already exceeded 7 million views.

What do these teens know about video that accomplished media people are missing?

What topics are winners?

How are they producing these videos on no budget and finding fans.

Another video you will see is of a self-styled female singer who cannot sing and note, looks very ordinary, recorded her song in her apartment with an ironing board leaning against a wall but sold out Nokia Theatre for two nights in Los Angeles – and that’s without the help of radio airplay.


We radio people have ad sales in our DNA, but the next generation of content creators thinks about product placement first and it is a very lucrative option.

One short-form video star I will play for you has deals with Macys and Target among others for product placement. No ads. No one selling ads. No commercials that turn off Millennials. But she’s raking it in.


The Internet of tomorrow is changing today.

The Internet will be free, but the stuff people want – the good stuff – will require a subscription fee. (You’re paying one now to read Inside Music Media and a few years ago they said it couldn’t be done – no one pays for Internet content).

Interesting to note that most apps that people download regardless of their age are never used – even the ones they pay for. The willingness to pay is there. The challenge for us is to know how to attack this new area and deliver content that is worth a subscription.

Keep an eye on short-form video audio series or spoken word and music formats.


Say you have isolated a topic you have earned the right to produce short-form video for – you give it away free, build huge numbers of followers and then drive a small percentage of P-1’s (if you will) to buy a seminar, training, course or other enhanced package for an additional fee.

I’ll have examples of entrepreneurs who make millions a year from video driven event revenue.

Don’t let anyone tell you radio stations can’t feed a second lucrative stream of revenue in short-form video.

Here’s the program content:

  1. Attracting More Website Visits. WTOP in DC does 2 million every month and 31.8 million page views. So we’re bringing PD Laurie Cantillo in to sit with us and discuss. We can question here together.
  2. Solutions to Commercial Clutter. Look, running 8-minutes of unlistenable commercials every hour is a suicide wish.  I know, they pay the bills. I’m going to present you with 11 ways to make this problem get better.
  3. How Much Radio, How Much Digital. I can tell you right now I am going to show you the digital initiatives that have no payoff. But you’ll be impressed by the few that do and you’re going to want to jump on them. One costs under $1,000 and is pretty impressive.
  4. Listen Longer Strategies. Radio TSL has been dropping every year since the early 1990s. This calls for disrupting the way we build our hot clocks. I’m going to show you how to throw that hourly clock out and replace it with something better.
  5. Eliminating 2015’s 3 Biggest Listener Objections. Outdated morning shows, too many commercials and repetitious music. Do even one thing on these three listener objections and you’re ahead of the market.
  6. Effective Ways To Compete With On-Demand Content. I am going to play dirty with Millennials developing content they cannot possibly resist about employment, college loans, themselves. We can do this – as you will see.
  7. What Millennials Want From Radio. This list has seven things on it and I can tell you I live by this list every day whether I am talking to Millennials or not.
  8. Selling Against Programmatic Buying. This is essentially bidding down rates so its time to have an action plan to combat it. How to walk from a deal that media buyers ruined by bidding down the rate on a competitor. The secret to getting longer term contracts. A few very smart stations are way ahead of the industry on this.
  9. Start Your Own Short-Form Video Business. Digital shouldn’t be an add-on to what you do on the air. Do the best on-air radio you can possibly do and a separate stream of revenue from the hottest digital project ever. Let me play some short-form videos for you that are being done by young people who are making more money than most stations do from all their digital initiatives.
  10. Beyond Clicks – Listener Engagement. Social media is changing rapidly from mass audience to small groups of participants. Radio must rethink using social media to promote what’s on the air.   It’s a waste. Let’s talk about what your listeners who “like” you really want.  Which social media site is ascending at the pace of YouTube?
  11. Telling Stories – the New Spoken Word Radio. You don’t have to run a talk station to cash in on storytelling.  And it is highly saleable.
  12. Why You Should Take a Pass On Podcasting. Podcasting is another form of talk radio. It may appeal to Gen Xers and Baby Boomers but it sure hasn’t made any real money. Ask me about storytelling and how it could find its way onto your station – even a music station. Especially, a music station.
  13. 8 Millennial Mistakes You Don’t Want To Make. There are 95 million Millennials out there – the largest generation ever, even larger than the Baby Boom generation. Here are the 7 things Millennials want most from radio.

This is a collaborative environment in an atmosphere of approval and acceptance. We work together, learn together and explore.

I’ll play video, give you resources, come up with a plan of attack to get out ahead of the most critical issues affecting the radio industry in the year ahead.

March 18th – a day of information and inspiration where we work together. I’m putting lots of time aside for your questions.

This event will not be available by stream or video – only live and in-person.

Just 2 weeks until conference day.

Independent broadcasters and digital entrepreneurs are invited to the 6th annual Media Solutions Seminar at the Hub Conference Center March 18th in Philadelphia, walking distance from Amtrak’s 30th Street Station and 20 minutes from Philadelphia International Airport.

Buffet breakfast, lunch and all breaks prepared by James Beard award-winning chef Jean-Marie Lacroix, former executive chef at The Four Seasons included.

Reserve a seat.

Inquire about group rates here.

Look through the online program brochure here.