TOP 10 MYTHS ABOUT RADIO SYNDICATION
Getting a radio show into national radio syndication on terrestrial radio is a goal for many personalities looking to expand their audience. There are a number of how-to guides available that offer step-by-step methods on how to launch a show into radio syndication, however most of these guides over simplify the degree of difficulty in entering into what is an increasingly challenging endeavor. Thinking about syndicating your radio show? Let’s dispel 10 myths about syndicating a radio show:
10. Any radio show/host/idea can be syndicated on terrestrial radio
Many radio hosts feel that if they have a fairly successful local show with a unique delivery, spin or point of view, that they should syndicate the show for the world to hear. The problem is everybody thinks this and radio syndication companies, radio groups and stations are bombarded with pitches and ideas from people just like you. Getting a show into terrestrial radio syndication is much more difficult than simply having a great idea hosted by a fabulous talent. Unless you are a multi-media STAR it is very difficult to be that “must have” show.
9. “My show is a smash on the Internet, radio stations will love it.”
If your wish is to get your show “out there” for the world to hear, online distribution via a Podcast, Internet radio station or embedded audio on a website or a cloud based platform are fabulous ways to distribute your show. You can even monetize your show using these platforms. Just don’t think that terrestrial radio stations will clamor for it no matter how many visits or downloads you get. In fact, most personalities who were successful in radio syndication have moved away from broadcast radio and are now doing their bits on the Internet (Adam Corolla and Tom Leykis come to mind.) Help me if you can think of one that has done it the other way around. Oops, maybe Perez Hilton.
8. “Any radio syndication company will represent my show.”
If a radio syndication company says they will take your show/idea and syndicate it nationally without a significant station or number of stations already on the show, question it. For a major radio syndication company the idea of launching a show nationally is having the ability to deliver a certain audience to national advertisers. Without a measurable audience (unless the syndicator is aggregating the audiences of a number of smaller shows) a show with none or one station has little value.
7. “I’ve got advertisers,I can sell the show myself.”
No you can’t. National advertisers need a show to deliver (or cover) a certain percentage of the US population before they would consider advertising in a particular radio show. They won’t talk to you- that’s what national sales companies are for. And if you think you can approach local advertisers in each individual market you may get your show in-think again. You would be in competition with the local sales department at the radio station and that is not going to happen, unless you are paying for airtime and are allowed to bring your own show sponsors.
6. “I’ll get a radio station or two and distribute the show myself.”
Maybe. If you have a home station where the show originates (or even if you put it together from a home studio), it’s easy enough to record and post the show or segments to an FTP site for a station to download. You may even be able to contract a company to send out the show via digital delivery. However, if the show is long-form and live, satellite delivery is the preferred distribution method, and unless you’ve got a friend that owns a bird with some available space, this is probably cost prohibitive. The good news is that syndicated radio shows are increasingly using VOIP (Voice Over Internet Protocol) -which uses very low bandwidth with good audio quality to distribute over the internet. VOIP has yet to overtake satellite as the most popular method of delivery, but hardware advances and the low-cost of distributing a show over the internet is quickly making the delivery of your show to a station by far the easiest part of the equation.
5. “I’m on a big radio station and they’ll let me syndicate.”
That is encouraging, but be sure that they allow you to keep some of the commercial inventory that is in your show or associated with your segment. If you can do this on a large radio station, your chances of syndication increase exponentially. Many personalities have been given the green light to syndicate their show from a station with a huge audience (thus an attraction to a radio syndicator) and have failed to retain any commercial minutes for themselves. You’ve got a show on a big stick that has little value.
4. “Radio stations will have no problem bartering for my show.”
Most radio stations are reluctant to give up their real estate (commercial inventory i.e. airtime) to anyone from the outside. Even your best friend, the Program Director at WXYZ who said he would put the show on, will sing a different tune when he has to justify giving up commercial inventory for the show. Unless you can prove that your radio show/segment is a “must have”, with the ability to generate dollars for the local sales department, be ready for a lot of rejection.
3. “Spots are $100 in my show, I’ll get more in radio syndication.”
Personalities tend to look at the local ad rates that radio stations are getting for commercial inventory and assume that it’s the same nationally. The national sales game is like buying in bulk. Advertisers can one-stop shop and advertise products without going market to market, station to station. To offer that service and get that business, national radio sales firms offer deep discounts. In other words national spot rates are a fraction of local rates. That national spot in your show may only be worth $15 versus $100 for the local spot next to it.
2. “I can make a lot of money right away if I syndicate my radio show.”
See #3. An entrepreneurial spirit is a must for any talent seeking to launch into radio syndication. A personality that wants to syndicate a radio show must have other sources of income. Don’t give up your day job with the idea that syndication alone can sustain you. If you enter into a partnership with a radio syndication company, be ready to split any revenue generated by the venture with the syndicator. In a traditional syndication partnership you own the show and will be in business for yourself. That requires taking on all the responsibilities (taxes etc.) of being a small business owner. Also there is a lead-lag time that occurs while any national advertising revenue is working its way through the ad sales rep to the radio syndication company and eventually to you. Many who have gotten syndication deals find out too late that their income is dependent on accounts received and not a weekly paycheck like at the radio station.
1. “Everybody else is syndicating their radio show, so can I!”
It may seem that way. There are hundreds of syndicated radio shows airing on terrestrial radio stations. The key is what are you in it for. If it’s for exposure or giving the world a chance to hear your point of view, you may want to do the show for free, pay a station for some airtime or do it on the Internet. Just be careful if you think broadcast radio syndication is a pathway to riches. If you’ve got a great show, can do it from a huge radio station and can keep your eyes open to the pitfalls that come with syndicating a radio show you’ll have a better chance for success. With the right intangibles in place and some hard work you could become the next Rush Limbaugh or Ryan Seacrest. Then you can quit your day job.