How to Ruin your Listener Database

Last week I heard that some companies who work with radio stations are convincing those stations to use their digital media assets to provide either the emails or telephone numbers of station VIP listeners (or whatever your database is called) to clients.

I’m not saying these companies are encouraging YOU to email or call your listeners on behalf of clients. That’s fine. I’m saying part of the buy involves your station providing these emails or phone numbers DIRECTLY to clients who reach out to YOUR listeners ON THEIR OWN.

This is not only wrong, it’s dumb. And don’t let anyone entice you into this sour bargain.

Believe it or not, some very big stations in very big markets are being suckered into this.

In all communications with YOUR listeners YOU must be the agent, not your client.

If you give up phone numbers or emails to your clients, not only are you handing over the goose that lays the golden eggs, you are also violating the trust your listeners have with your station. And if you violate it once you will never earn it again.

Don’t do these deals, please!

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