Manta.com Helps Radio Exec Build New Business
Bill Turner loves radio. He's worked in radio as an on-air personality and manager, he helps radio stations grow and, eventually, he'd like to own a radio station. So naturally, every day he finds himself in frequent use of the Internet. That’s right, the Internet.
Turner spends much of his day on Manta.com.
“I've used Manta to determine market potential,” Turner said. He explained that he helps low-power FM stations, a newer class of radio station allowed by the Federal Communications Commission, to develop advertising and underwriting programs.
“Low-power FMs or LPFMs are owned by non-profit organizations that are local and cannot own any other radio stations Depending on how crowded the radio dial is and what the terrain is like, a LPFM station can be heard 5 to 15 miles out from their antenna site,” Turner explained. “These stations are mostly run by organizations with little or no broadcast experience. Most have no sales experience or programming experience. Virtually all of them have unpaid staff.”
Democratizing Business Information
Because of his lifelong love of radio and business acumen, Turner set out to help these stations. But before he could help them, he had to find them. Turner started searching using Manta.com's "megabrowse" feature to create lists of local radio companies. After using Manta.com to connect with LPFM stations, he set out to help them find advertisers.
To do so, he needed a way to find all the businesses in a geographic area and determine which ones would be likely to advertise on non-commercial radio. Again using Manta.com, Turner can search for businesses in any North American geographic area, identify their annual revenue, read up on products, and find contact information for decision makers.
Prior to Manta.com, this type of detailed company information was available only via expensive subscriptions to large databases. Manta.com has made this premium content available to all professionals, helping to level the playing field for people like Turner and the clients he helps every day.
"Imagine, if you will, selling radio underwriting," Turner said. "Walking into a business, one may only guess the advertising budget that is available. So, after establishing the goals and needs of the business, I can check the estimated sales [using Manta] to design a package that not only addresses the goals and needs of the business but at a price the potential client can afford."
"I've also looked [in Manta] at various radio stations in comparable markets to see what was listed as estimated revenue," Turner said. He then uses that information to build projections and a marketing plan for his clients.
A Lifelong Dream
Turner also has a personal reason for using Manta.com.
“I am passionate about radio,” Turner said. “It all started in first grade, announcing records I played on my record player into a pencil. I started earning a paycheck in radio about 30 years ago. Luckily, I spent more than 10 years behind the microphone and in programming, the past 14 years I've been the General Manager at an AM daytime only station in Houston, Texas.
Turner’s ultimate dream is to own his own station.
“I want a small town station where I can reflect life in the community,” he said. “Manta helps me determine the financial potential of potential communities. By being capable of seeing company reports such as estimated sales, I can draw a clear picture of the potential for a station at a specific location. If there is a local newspaper, I can determine the level of financial support other media receives compared to actual estimated sales in the area."
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