January 24, 2011

I was recently on some National sales calls in New York and let the following be crystal clear:

• National buyers are over-worked and rarely have time to hear individual stations

“stories” or pitches when reviewing avails.

• They take aggregated submissions from National rep firms and plug and play.

So, what does that mean:

• It’s more important than ever that you try maintain a “relationship” with national buyers, ever-changing as they may be
• Ratings play more of a factor than ever in getting share, or on, national buys
• Make d*#n sure you have local relationships who can speak on your behalf when buys are coming down.