Passion meets Progress
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Working smarter to make your small station profitable

Profit is not a dirty word and small stations need to lose their discomfort with talking about the business of radio – explained Lyn Long and Yvonne Malak.

Lyn Long (Radio Flair UK) believes it is time that commercial and programming people learn to sit at the same table.  

The seven P’s of “pursuing and producing a profit” are no great secret to anyone in radio but smaller stations often don’t implement any of them, said Long. 

When it comes to the product, smaller stations should never accept second best because of limited resources. Steal your ideas if you must and make sure your sales teams know the value of the content.

Small stations with small teams are not exempt from planning. Lyn Long advises having your team commit their to-do lists to paper every evening. This will save you 30 mins on every staff member daily. No plan, no profit, no point – warned Long. 


Every chair in your station has a £ sign said Long. Keep on top of your sales team, set KPIs, know your numbers and don’t shirk from pushing them. If you want a friend buy a dog, she advised, you won’t find one in your sales team. 


Know what return you are getting on effort. Radio is propelled by passion but if something you are doing isn’t producing revenue or attracting listeners, then it is merely turning you into one of Alan Sugar’s famous “busy fools”, said Long.  

Yvonne Malak (My Radio, Germany) spoke about the importance of on-air promotions (OAPs) in driving profits up. This is an area of marketing that is widely under-appreciated. "If the music is the heart of the station then the OAP is the lungs. It provides the whole station with oxygen", said Malak. 


On-air promotions will allow smaller stations to position themselves in the market, reduce negative images and pit themselves against competitors, emphasising USPs at all intervals. 


OAP is like a good marriage, said Malak. You must never stop working on it: do regular on-air checks, be aware of the images being presented and identify the most important messages and develop a ranking system for them.