How critical is the role of a program director/brand manager to achieving digital sales success within your commercial broadcasting organization?

For answers and insights, tune into the first episode of ‘Digital Sales Strategy for Commercial Broadcasters’ hosted by Ashley Smith, Director of Marketing & Communications for The National Association of Black Owned Broadcasters (NABOB), a division of the U.S. Black Chambers, Inc. (USBC), featuring veteran radio programmer, Skip Dillard, Brand Manager, WXBK 94.7 The Block NYC, Audacy.

Over the years, commercial broadcasting has evolved beyond the traditional terrestrial radio and television signal to include a variety of digital connectivity touchpoints. In addition to over-the-air engagement, audiences also connect to commercial radio and television brands via owned and operated web properties, mobile applications, connected cars, smart speakers, third-party capabilities, social media, and more! The traditional radio and television experience as we know it has been disrupted.

Within episode one, titled ‘The Evolution of Radio’s Digital Sales Success,’ Smith and Dillard discuss the ever-evolving role of today's program director/brand manager.

The two detail how the convergence of digital media within the commercial broadcasting space has impacted the traditional radio experience, resulting in a variety of new monetization opportunities. Smith and Dillard also provide real-world guidance including tips to create synergy across programming and digital sales goals. Also, tune in to learn the tools and resources Dillard used to strengthen his digital sales acumen.

“Anything we do, any event, has digital sales packages available. It’s never going to change,” says Dillard. ”We might as well teach everyone to appreciate it, embrace it, and know that large amounts of revenue are out there available to us. We just have to know how to ask for it, and we have to know how to deliver for it.”

'Digital Sales Strategy for Commercial Broadcasters' podcast episode one is available on the National Association of Black Owned Broadcasters (NABOB) YouTube Channel, Spotify, Apple Podcasts, and all major streaming platforms.

Visit the 'Digital Sales Strategy for Commercial Broadcasters’ Show Hub to view the season one speaker lineup and for more information:⁠ ⁠⁠https://bit.ly/47BBPPx

Visit ⁠NABOB.ORG⁠ to learn more about our mission!

Ep. 2 'Digital Opportunities to Maximize Radio's Brand & Sales Strategy'

Digital Sales Strategy for Commercial BroadcastersBy National Association of Black Owned Broadcasters (NABOB)Sep 25, 2023