Making Radio Stronger In A Disaster
Success Stories
Not Settling For Radio's Measley 7%
2-3-2012
Many of you were quite impressed with what Tom Davis is pulling off at his stations in Williamsburg, Virginia. Many of you have posted about the importance of maintaining that local community flavor. Check out the comments from around the country.
Tom Davis is one of radio's real innovators. Davis wasn't cut out to walk around a big city office in a slick-looking suit. After selling his Springfield radio stations in 2003, he gave the 9-to-5 corporate life a go and quickly decided it was for the birds. Two years later, he was back in the radio ownership business, picking up two stations in Williamsburg, VA, that nobody else wanted. Davis says the stations had no billing and barely any equipment. That was fine with him, because he was about to change all that.
Recently Davis picked up five stations in Wilmington, and he's on the prowl for more. His approach to succeeding as an owner is quite different, and it requires a completely different mindset. But it's an approach many owners and managers may want to think about. Why? In 2010, when radio was happy with a 6 percent revenue increase, Davis' business was plus 34 percent. In 2011, when the industry was barely flat, Davis was smiling about his 12 percent jump.
Davis is one of radio's new innovators. And a key to his success is his hard-charging attitude, focused on changing the newspaper business, and he uses his radio stations to accomplish that. "We don't hire DJ's who want to give the time and temperature," he says. "We hire backpack journalists." Davis says that to succeed, "You have to be talking about what's going on in your own town. You want people to care about your radio station, talk about potholes." Williamsburg has a population of 150,000. WY Daily, which is a Davis creation, has 78,000 unique readers. This video explains what Davis has created.
We suggest you watch the video and listen to our interview with Davis HERE.
You can reach out to Tom Davis HERE.
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(2/9/2012 1:06:01 AM) Ahh...small market genius does it again! Pay attention PPM markets! This is how you win! Keep it local, keep it entertaining and give talented people a chance! Congratulations to Tom Davis and keep it up! - Rick (from a market about the size of Pebble Beach..are we even ranked?) |
| - Rick Nauta |
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(2/3/2012 11:38:26 AM) Very impressive Tom. Is there a local TV station or newspaper in your area that you are sharing news with? |
| - Hank McMonigle |
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(2/3/2012 7:48:32 AM) Back to the basics of hiring jocks who can entertain and inform with local relevance. Mega-corporations, take note. Davis has it right! |
| - Jen White, White House Media |
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