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RETURNING TO HIS RADIO ROOTS
MIDDLETON TAKES THE REINS AT FORCHT
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Forcht Broadcasting Radio and Digital announces the hiring of Neil Middleton as its new president and CEO. Forcht Broadcasting Radio and Digital, based in Somerset, manages 26 radio stations serving nine radio markets in Kentucky, Indiana, and Illinois, and offers digital marketing services to the businesses and the communities the stations serve. Middleton started his new role as president of Forcht Broadcasting Radio and Digital last December.
“The foundation of Forcht Broadcasting and Digital is built upon the importance of service to the local communities we serve. It’s a vision I share on local radio being a beacon for local communities, and the importance of hometown ownership for media companies like Forcht Broadcasting. I look forward to helping build upon the significance our radio stations have to our listeners and our local businesses,” Middleton said.
Prior to being named president and CEO of Forcht Broadcasting Radio and Digital, Middleton spent the last 12 years as vice-president and general manager of WYMT-TV in Hazard and spent 38 years in a variety of roles in management and news with WYMT-TV and its sister station in Knoxville, Tennessee. Middleton started his career in broadcasting in his native county Harlan working in several roles for two local radio stations.
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THANK YOU!!
HAL ROGERS SUPPORTS LOCAL BROADCASTERS
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The Kentucky Broadcasters Association would like to thank Congressman Hal Rogers for his unwavering support of Kentucky's local broadcasters. Congressman Rogers signed on as a co-sponsor of both the Local Radio Freedom Act (LRFA) and the AM Radio for Every Vehicle Act (AM4EVA). If you would like to personally thank Congressman Rogers for his support, click HERE to send an email. | |
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CONGRATULATIONS
LM COMMUNICATIONS RECEIVES AWARD
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LM Communications has been selected as the recipient of Downtown Lexington Partnership’s (DLP) prestigious Rose Lucas Perfect Partner Award. This award is presented annually to an individual or organization that has made significant contributions to the mission of enhancing and promoting downtown Lexington. The award was presented during DLP’s Annual Meeting on Friday, March 7, at the Lexington Marriott City Center.
“We are incredibly honored to receive the Rose Lucas Perfect Partner Award,” said Lynn Martin, President and CEO of LM Communications. “At LM Communications, we take great pride in supporting the vibrant culture and growth of downtown Lexington. This community is the heart of our city, and we remain committed to using the power of radio to bring people together and uplift local businesses and events.”
DLP’s Awards of Excellence recognize outstanding individuals and organizations that help make downtown Lexington a thriving and dynamic place to live, work, and visit. LM Communications has long been a key partner in promoting events, supporting local initiatives, and fostering community engagement through its diverse range of radio stations.
Click HERE to watch a video about the award and LM Communications.
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KBA OFF AIR HAPPY HOUR
HAPPENING NEXT WEEK IN BOWLING GREEN
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KBA's first OFF-AIR Happy Hour is next Thursday, the first day of spring, in Bowling Green. After a hard day, come relax and unwind with your fellow broadcasters.
WHEN: Thursday, March 20, 2025, 5:00 - 7:00pm central
WHERE: Novo Dolce, 651 US 31W Bypass, Suite 101, Bowling Green
WHO: All KBA members are welcome to attend
We ask that you please RSVP HERE.
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P1+ SALES TRAINING
NEXT SESSION BEGINS MARCH 17
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This is the final week to register your new sellers (less than two years of media sales experience) for P1 Plus, a fully funded, seven-week sales training program designed to help them gain confidence, master the fundamentals, and start driving revenue faster.
Thanks to the Kentucky Broadcasters Association, member stations can enroll participants at no cost.
Why Enroll Your New Sellers?
- Expert-led training with proven sales strategies
- Real-world coaching to accelerate success
- Tuition covered by KBA (limited space available)
- Meets Prong 3 EEO credit requirements
Time is running out! Register HERE.
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THIS WEEKS MEMBER PIC
HAPPY BIRTHDAY
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Last week the crew at WRFL celebrated 37 years of service to Lexington. WRFL is the college station for the University of Kentucky campus. Started on March 7, 1988, the station broadcasts on 88.1 FM with an all-volunteer crew of DJs made up of students and community members. Congratulations!! | |
We want to promote YOU! Send us your staff additions, promotions and special events. Email Chris at chris@kba.org | |
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THE POWER OF THE PROMISE
A local jewelry store claims, “Non-commissioned salespeople and family you can trust.” Not to be overly cynical, but if you must tell me I can trust you, that’s a red flag that I can’t. And how do you prove that, anyway?
Like all advertising, radio advertising faces the challenge of proving its worth. Advertisers often question whether their investment indeed translates into tangible results. It should be no secret that radio is the most powerful form of advertising for generating brand identity. With its massive reach and ubiquitous availability, radio can get the job done if your client wants to build a brand.
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The Customer Promise Advantage
The World Advertising Research Centre (WARC) conducted a study of over 2,000 ad campaigns and found that campaigns built around an explicit and verifiable promise to customers consistently outperformed those that didn't. These "Customer Promise" (CP) campaigns showed significant improvements in brand perception, preference, purchase intent, market penetration, and market share.
This is important stuff for when we are creating campaigns. When approaching potential clients, shift from simply creating catchy jingles or memorable ads to crafting a concrete promise that resonates with their target audience.
What Makes a Good Customer Promise?
The most effective promises fall into three primary categories:
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Emotional: Highlight the emotional benefits customers receive. This taps into feelings of security, happiness, or aspiration.
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Functional: Focus on the practical benefits of the product or service. How does it solve problems, save time, or improve their lives?
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Enjoyable to Buy: Emphasize the ease and pleasure of the purchasing process. How does the brand make the customer's experience seamless and enjoyable?
The Key Ingredients of a Successful Promise
Once you've identified the type of promise, ensure it possesses these three crucial characteristics:
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Memorable: It should be unique and be something their competitors can’t promise or haven’t yet.
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Valuable: Customers must genuinely desire what the promise offers, addressing a pain point or fulfilling a need.
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Deliverable: The promise must be achievable and easily verifiable by the customer. If they experience the product/service they heard about in the commercial, they're more likely to repeat business with the advertiser.
Actionable Steps for Media Salespeople
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Know your client and their customers: Before pitching any ad concept, deeply understand your client's target audience. What are their needs, desires, and pain points? The RAB CNA System might help.
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Craft a Specific Promise: Work with your client to identify a clear and verifiable promise. Avoid vague statements and focus on tangible benefits.
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Emphasize Verifiability: Ensure the promise is something customers can easily experience and confirm. This builds trust and credibility.
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Showcase Success Stories: Use the WARC study's findings to demonstrate the effectiveness of CP campaigns—present real-world examples of radio ads that delivered on their promise and achieved significant results.
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Position Radio as the Ideal Medium: Highlight radio's ability to deliver targeted messages to specific demographics, making it perfect for reinforcing a customer promise.
- If your company has fully integrated digital services, demonstrate how the hyper-targeting of digital can work with radio, both maximizing the impact of each other.
By embracing the power of the customer promise, you can transform advertising campaigns into strategic tools that drive tangible results, build lasting relationships, and ultimately, secure more business for both you and the client.
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Jeff Schmidt is the SVP of Professional Development at the Radio Advertising Bureau. You can also connect with him by email JSchmidt@rab.com or on Twitter and LinkedIn. | |
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MARCH 20, 2025
5-7:00pm central - KBA Off-Air Happy Hour - Bowling Green
MAY 15, 2025
9:00am - Board of Directors Meeting - Louisville
AUGUST 21, 2025
9:00am - Board of Directors Meeting - Lexington
NOVEMBER 20, 2025
9:00am - Board of Directors Meeting - Bowling Green
SEPTEMBER 14-15, 2025
Annual Conference & Awards - Owensboro
*All times shown are Eastern
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