by Tracy Johnson
In the webinar Take Charge Of Your Future, I showed broadcasters how to increase revenue and branding opportunities. Each is easy to implement and all take advantage of radio’s best quality: Audience engagement. Legal Line is a non-spot revenue engine. And the best news is it is basically turnkey.
The platform is owned and operated by Tampa-based Wolfe Media. I’ve known founder and President David Wolfe for more than 20 years. He has refined Legal Line with a new model that fits perfectly for any market.
Here are more details from a recent discussion with Wolfe:
Wolfe has fine-tuned the program to make it highly attractive to stations. Media partners sign up to become the exclusive local partner. Their primary responsibility is to support and promote the program.
With budget cutbacks at many stations, Wolfe reconfigured the program and now handles all details. His firm takes care of website management, selling sponsorships, and administering the program. It’s not quite “set it and forget it” but Legal Line will not require dedicated personnel to manage.
There’s no out-of-pocket cost. Local media partners and Wolfe Media share all revenue.
Wolfe Media works directly with the attorneys and collects sponsorship fees. They then send a full accounting along with payments each month or quarter to media partners.
Depending on the size of the market, each legal category generates $1,000 to $3,000 per month in sponsorships. More is possible with increased promotion. With 14 sponsor categories available, income could reach $14,000 to $42,000 per month. Or $168,000 to $504,000 per year!
Stations that support and promote the program effectively do well with it. And vice-versa. Promotion on-air and online is the primary driver for success.
Here are some examples of audio promotion partner stations have used to generate traffic and enthusiasm:
It’s also a good idea to consider co-branded media partnerships. Combining radio, television, and newspaper partners can generate tremendous promotional activity and increase sponsorship opportunities.
Some of the attorneys make great on-air guests for some breaking news stories. Having the Family Law sponsor on to talk about the legal aspect of a celebrity breakup adds great content and more exposure for the sponsor. I’ve found they make an excellent contributor as an addition to the station’s Team Of Experts.
Legal Line is a significant revenue source from advertising categories that should be spending more money on radio stations.
For more information, download this presentation:
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