Tina Murley, Chief Revenue Officer, Beasley Media Group
January 13, 2023
by Fred Deane
Tina Murley
Tina Murley’s career with Beasley Media Group accelerated over the course of the last decade as she ascended from a Director of Sales role in Boston to the integral position she currently occupies. Tina is a 25-year industry veteran with a wealth of experience in crucial operational areas such as integrated media, sales, digital marketing, and management, and her results-driven philosophy applies to both of the creative and financial goals of the company.
Can you detail your core responsibilities in your role for BMG?
As Chief Revenue Officer my primary responsibility is to set sales strategies that achieve revenue and SOI growth for Beasley Media Group. Other objectives include diversification of sales offerings, talent acquisition, DEI, revenue forecasting, and insuring we have the most talented sales organization that is focused on delivering successful multi-media marketing solutions for our valued customers.
What do you perceive to be the current challenges the company faces given the “recessionary times” our industry has been beset with?
Unfortunately, we don’t control the national market which historically reacts to “recessionary times” first, nor do we control supply chain issues or global pandemics. We need to be poised to “control what we can control,” which is building campaigns that deliver results for our advertisers.
What areas of investment do you feel are worthy endeavors to generate more revenue opportunities for BMG?
Our recent investments have been in digital and overall content creation. This past year, we acquired a digital agency which has allowed us to expand our offerings and advertiser base. We also recognize the need to deliver the best local content which we monetize over the air, on our audio streams, and online.
Do fiscal concerns hamper programming content, ideas, and initiatives regarding enhancing the branding of your stations even if at the expense of revenue?
As a sales organization, we must drive as much revenue as possible so we can invest in our product. Some of our best content and branding come out of the most difficult of times. A recent example was the incredible content our team in Fort Myers created during Hurricane Ian. We were a lifeline for so many Florida residents.
How much communication do you have with BMG Chief Content Officer Justin Chase and other content members for collaborative sharing of goals for the company?
I work very closely with Justin and our digital content team. We are constantly brainstorming ways to elevate our game and monetize the incredible content they create. We collaborate on large promotional programs, creative network ideas, concerts, events, artist experiences, and more. I have a lot of respect for the many Beasley employees that create live and local content. Their work provides our sales team with a superior product to align with their advertisers.
Our best ideas develop when sales, talent, and content creators work closely together.
How flexible are you regarding new ventures and areas of investment for the company’s future growth?
We are in an evolving business. If someone had told me ten years ago that digital revenue would surpass national revenue, I wouldn’t have believed it. We need to have an open mind regarding new ventures while nurturing our legacy business.
How important is it to prioritize revenue generating initiatives and creative needs in an equitable way?
We believe there must be a balance between what will drive revenue and what will drive listeners and content with consumers. Without a growing audience, it is more difficult to drive revenue and without revenue, investment in content and marketing can diminish.
How do revenue streams align themselves as you head into 2023?
We are forecasting digital to have the most robust growth for Beasley, followed by local direct, local agency, and national. We have seen greater demand for digital audio which we expect to continue into next year. At Beasley, we are focused on providing our advertisers with multi-media marketing solutions that work. Digital product offerings have expanded our advertiser base and enhanced our legacy radio advertising campaigns and will continue to do so.
