Steve Bingham recently share the secret of a good LMA.  The SECRET is getting a good sales rep (Underwriting Manager) - an experienced one. Perhaps older (maybe semi-retired, as mine is) - maybe much older BUT energetic. Then cut him/her lose with TONS of suggestions, help, and encouragement. Daily. It is a 30-40 hour a week job. I pay 20%. You might want to start out with more. Without a real sales rep you are dead in the water. Ours brings in around 100K plus and growing. Not a lot, but certainly enough for a small station in a small town of 16,000 (plus surrounding communities. Remember, it’s a BUSINESS and needs to be treated as such.

1. Then improve your programming to the best it can be. Arbitron rated us 2nd in our entire County.
2. Then embrace the community with everything you can muster.
3. Do remotes. I call mine “charity remotes” as we promote a charity in front of a business. The business is then a hero. We are a hero. The charity wins. Somewhere down the     line the business always seems to underwrite our station as they consider us “the good guys”.
4. Have listener call ins
5. Do in studio interviews
6. Do phone interviews
7. Add local or National news. We have both.
8. Have a community events bulletin (ours is once an hour)
9. Do a pledge drive. Ours started Monday and a lady walked in with $500 check. It will end Friday with a big party - raffles, food, music, etc, etc, etc.
10. Be friends with your local full time commercial station. Most will help!

Thanks Steve!

Justin Kaiser
Creative Identity Group