Beg, Plead, Scratch and Claw: Tips on Getting into Advertising.

The advertising industry can be a tough one to get into. As a junior looking to graduate in a little over a year, I am beginning to look into where I want to work, and making a plan to get there. Ryan Tysdal, who works in advertising sales at Results Radio in Sioux Falls, passed on a few tips on what to do and what not to do.

Ryan grew up in the Sioux Falls area and graduated from Augustana college with degrees in Music and Business Administration and an emphasis in Marketing. A few years after graduation, with a little persistence, he was hired as the first ever media buyer at HenkinSchultz. In 2008 he started working at Results Radio and has been there since.

When asked what advice he had for current students trying to get into the advertising industry Ryan said "Beg, plead, scratch, claw, do WHATEVER you need to get a job!" On a more serious note he said one key is to make your resume unique. Don't just make it a generic resume that your potential employer might see every day. Some quirky ideas he stated were taping it to an airplane propeller (and believe it or not, he isn't the first person I've heard that idea from) or having it sung by a clown-for-hire. He says making your resume stand out is the only way to get the job you want.

Be involved. Ryan also places importance on being involved during school. Do internships, shadow professionals, take tours, just get your foot in the door. It gives more face time with a potential employer than any interview could.

The last bit of advice Ryan had was to not settle for a job you don't want. Ryan himself says he held out for his job at HenkinShultz and is glad he did. He says, "It's important to know where you want to go." To get there, use professionals, professors, anyone that is connected in the industry and can help you begin your journey to where you want to be.

Brookings Radio Supports Community

Brookings Radio is the premier radio broadcaster in the Brookings area. They are heavily involved with the community. They create all their radio ads locally and in the studio at the station.

I connected with the director, Cami Powers, and have listed below a series of questions and her responses to how Brookings radio sells ad space, promotes itself in the community, an dis working on its social media footprint.

1) How does Brookings Radio go about selling ad space?

For radio ads, we have a rate card that is priced according to when a business wants to run and how often. The longer commitment they make to us, the better we do on their rate. We also have packages available for promotional opportunities that include radio ads. For example, the SDSU Student Coupon Book is packaged so that a business gets a coupon in the coupon book along with a schedule of ads to promote their business. Average rate is around $12 for a :30 second ad, $15 for a :60 second ad. An average client spends about $500 a month.

2) Do you record ads for companies in the studio?

Yes! We do all of our production in house. There is no additional charge for this and it is included in their (the companies) advertising investment.

3) Do you have the same advertisers on-air as you do on your website?

Fro the most part, yes. Most of the time we create a marketing package where the business will get a schedule of radio ads plus an ad on our website for a certain investment level. We will have the pricing broken down so they can see how much they would be spending on radio and how much on website with a price break if they do both.

4) How are you working with social medias or blogging?

Definitely need to get better! Most of my announcers have Facebook pages. A few have Twitter accounts. We did set up blogs but they aren't blogging regularly. This is an area that we continue to work on as we feel it's an important means of communicating with our listeners in today's world.

5) How does Brookings Radio advertise itself?

Our biggest form of advertisement is through involvement in the community events. I am a big believer in being active in the community whether it would be my staff's individual involvement in organizations such as Optimist Club or Junior Achievement or putting on events such as the Citywide Easter Egg Hunt or Family Fourth of July. Other forms of advertising include remote broadcasts, banners at events, signage at venues, SDSU Student Coupon Book, and ads in the Register to promote what we're doing.

6) Does Brookings radio do a lot of promotions with advertisers and the community?

Yep! That is how we separate ourselves from other media. I feel we by far are most involved! I preach it every day! We donate thousands of dollars every year in free radio ads to promote all types of community related events...Special Olympics, American Cancer Society, Boys and Girls Club, etc. We usually have some sort of promotion happening every month.

7) What is the main goal of Brookings Radio's website?

Our website is an extension of our radio stations. It is a way for listeners to get our daily information, news, weather, sports, staff bio's, promotions, community events, etc. if they are unable to listen. We are currently working on adding streaming of the stations to our website. We currently stream one station-our goal is to have the remaining four available online within the next month.

*Cami Powers is a South Dakota State graduate and wanted to send a shout-out to her old advisor, Roxanne Luchesi! Thanks for the awesome insight in the world of radio advertising and telling us how you make it all happen at Brookings Radio everyday.

Big Hurdles for Little Regions

The South Dakota Radio Group might be small, but they sure have to keep the fight in 'em. Rural South Dakota depends heavily on radio, and it would be hard to imagine small town communities surviving without it. In an area where radio is a huge part of communication and transportation of information, they look to the airwaves to hear sports, (which seem to be the hight of importance), weather, and last minute cancelations.

I decided to chat with a small town radio group and see what difficulties arise for them being in such a rural area. I was able to reach Dawn Konold, the manager and head sales representative for the Mobridge, South Dakota, branch of the Dakota Radio Group. After chatting a while I was informed that within the next few years there are bound to be some big changes in their usual advertising practices. A lack of younger population in the surrounding areas has caused many of the local schools to consolidate, making the advertising income a brand-new guessing game. The same-old go to businesses will be harder to engage once there isn't a school in their home town to support and rally behind.

The Mobridge Radio group is well on its way with tactics to curb the impact of such changes. Konold went on to say, "We have to be ready and plan new events, new things to pull in our advertisers now. We will be going out of our way to put on sponsored tailgating parties and other events to bring the morale up and hopefully engage the customer once again." She also stated that being in such a small area, there isn't as much opportunity for big dollar income like there is in larger markets. Radio stations of Mobridge's size really need to fight for their dollar. In an area where everybody knows everybody, keeping their confidence is key. There's a trust factor there that may be lacking in the bigger industries.

It was great to see what a positive impact media can have in rural areas as well. When talking with Konold she informed me that the station had just recently finished promoting and putting on a not-for-profit rummage sale, where all of the money made went to local cancer patients. The money was used to help with traveling costs or any other expenses that could arise from the patients condition.

Rural radio may be smaller in size, but they still prove to have big heart!