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Are You a Squirrel Chaser?



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(6/13/2013 8:21:37 PM)   Flag as inappropriate content
For my new Radio Ink readers, I'm proud to be from Austin, Texas but that is not the extent of my experience in local direct. I have worked with radio and TV stations in every state in this country, in all market sizes. I've also worked in markets outside of this country, including London, Rome, Berlin, Dubai, Mumbai, and Geneva. My goal is to help A.Es sell more long-term local direct business regardless of market size, format or ratings (or lack of them).
- Paul Weyland
(6/13/2013 4:57:36 PM)   Flag as inappropriate content
Ted, Austin is a great radio market. Sorry you didn't enjoy the article.
- Paul Weyland
(6/13/2013 4:44:02 PM)   Flag as inappropriate content
Why didn't you say you used to work in a small market (Austin #37...who know what it was ranked when you were in the business). If you had mentioned Austin from the get go, I never would have wasted my time reading your "article". I highly doubt that your method would work in a major, large or even most medium size markets.
- Ted Moseby
(6/13/2013 3:11:23 PM)   Flag as inappropriate content
Me thinks I've been misunderstood by some. My entire focus is on local direct business. To evolve in the media business you have to go after bigger LOCAL DIRECT game. Top billers have to surrender a few squirrels to make time for more lucrative accounts. I billed $190,000 a month in Austin, Texas and most of my accounts were local direct. I couldn't have gotten there by tending only to squirrels. But that's just me. Some people simply prefer to eat at the little table.
- Paul Weyland
(6/13/2013 3:11:04 PM)   Flag as inappropriate content
Me thinks I've been misunderstood by some. My entire focus is on local direct business. To evolve in the media business you have to go after bigger LOCAL DIRECT game. Top billers have to surrender a few squirrels to make time for more lucrative accounts. I billed $190,000 a month in Austin, Texas and most of my accounts were local direct. I couldn't have gotten there by tending only to squirrels. But that's just me. Some people simply prefer to eat at the little table.
- Paul Weyland
(6/12/2013 11:21:11 PM)   Flag as inappropriate content
To make a comment like:
"...squirrel-sized accounts can sometimes turn into medium-sized accounts and medium-sized accounts can turn into big accounts. But often they don’t..."
Just shows you weren't doing your job. That's why you do a CNA and see if radio is a good fit. If it is, that business will grow. Most businesses start out small. I would rather be on the ground floor with that business you will help grow. If you manage expectations, you won't have the problems you encountered.

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(6/12/2013 10:54:49 PM)   Flag as inappropriate content
It seems you feel these "squirrels" are a waste of time because they want their schedules to be efficient, their commercial to sound right and get what they paid for. I would hate to have you as a Rep. What? Hope a big business that doesn't know how to spend their ad budget comes along and signs up for a long term contract with no maintenance? Your article is what is wrong with radio. Squirrels grow if they have a station who helps them grow. Those who can... do... Those who can't write a book.
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