We’re previewing the spring NAB Show in this series of articles. Here we consider challenges for radio sales departments.
Mike Hulvey is president and CEO of RAB and Dave Casper is its SVP, digital services. The RAB is a trade association that supports U.S. radio broadcasters in generating revenue.
Radio World: As radio broadcast companies prepare to head to the convention, what do you consider the most important challenge facing their businesses?
Mike Hulvey: There’s a lot of uncertainty in the marketplace that we broadcasters cannot control. However, I tend to look at the challenge differently: Control what we can, and propel forward. With that, it’s critically important that broadcasters look ahead, innovate and plan for the future. And above all keep the eye on the ball, for our customers, listeners and our advertisers alike.
RW: You’ve recently published a report on the growing percentage of radio’s revenue that comes from digital sources. In the bigger picture, commercial U.S. radio revenue is down markedly from 15 or 20 years ago. What are the obstacles to radio companies returning to larger-scale growth in revenue?
Hulvey: In an increasingly fragmented media marketplace, radio continues to shine. All the collaboration that we’re embarking upon in ways that we’ve never done before, especially as it relates to measurement and addressing our advertisers’ needs under the “One Voice, Better Together” initiative, which addresses some of the obstacles to driving more revenue and increasing our share.
Above all, we must tell our story and ensure we’re responsible for the narrative.
RW: How will AI change how radio runs its businesses and workflows, beyond what we’ve seen to date so far?
Dave Casper: AI is transforming every corner of business and our economy. It will undoubtedly have a profound impact on how radio operates.
As to how, like so many other companies, I think broadcasters are still working through this. Speaking from a sales standpoint, for the moment, it’s a workforce multiplier, allowing our sales teams to work faster and smarter, uncovering new sales opportunities and providing AEs with an unprecedented level of information they can use to help the local advertisers grow their business.
From copywriting and prospecting tools to enhanced CRM interactions and tools to help AEs plan and execute more effective audio and digital marketing strategies, AI is already helping AEs radio drive revenue.
However, I think this is just the beginning. Without a doubt, agentic AI will be the next big thing, as broadcasters start linking systems and information sources to drive further innovation and more effective solutions for our advertising clients.
RW: What sessions will you be participating in at the NAB Show, and what will you discuss?
Hulvey: We’re excited about RAB’s upcoming sessions, whether it’s our roundtable participation at the Small and Medium Market Radio Forum around RAB’s AI resources for broadcasters, or our two-session series on digital sales with Gordon Borrell highlighting our 14th annual benchmark report.
Lastly, the midterms are around the corner, so we’re going to have our good friend Steve Passwaiter join us for a session dedicated to political, and specifically how broadcasters can create more value and opportunities for local candidates.
RW: What other trends or technologies will you be watching for in the exhibits, the sessions or the hallways?
Casper: Isn’t that the exciting thing about NAB? Around every corner, there is something new to learn.
I’m excited to visit the Xperi booth and look in on DTS AutoStage. It’s such an exciting technology.
Getting back to AI, I’m also curious to see how broadcasting’s many vendors and partners are integrating AI into their product lines.
When you think about the intersection of broadcasting and AI, much of the heavy lifting will be done by the companies supporting our industry. How are they using AI to create smarter technology and tools. In turn, how can we leverage their work to drive the industry forward.
[Read more observations about current radio business trends in “Radio Managers Navigate the Rivers of Digital.”]
