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The Ultimate Radio Sales Course

Master radio sales with broadcast legend, Stan Katz

Advertising is the lifeblood of radio, but selling spots is tricky. Salespeople have to convince potential clients of the value of radio in an increasingly crowded advertising space. Yet, radio remains one of the most effective and impactful ways for you to help businesses establish their brand, connect to diverse audiences and enhance their corporate visibility and reach. And, maximising sales and increasing profitability has never been more necessary for stations. fraycollege and veteran broadcaster, Stan Katz, have made it getting right easier than ever. This eLearning course is designed to help you boost your earnings and shine in radio sales through this course.

10 weeks online eLearning

Course overview

Radio sales teams might be under pressure, but radio advertising remains one of the leading ways to share information and engage with a broad and diverse audience. Despite new media and emerging audio streaming technologies, radio remains a powerful medium for advertisers, due to its unequivocal reach and geographic relevance.  

Few people are as knowledgeable when it comes to radio broadcasting as industry legend Stan Katz. In the late nineties, Katz was one of the driving forces that helped build Primedia into one of South Africa’s largest and most successful media houses. He has never shied away from making hard decisions – reinventing, redefining and recalibrating the industry and his role within it. 

His experience at all levels of radio broadcasting has set him apart as a coveted strategist, manager, leader and trainer, with a reputation for transforming even the toughest of radio stations. Katz has now also created a new model for profitable radio in Africa, and he wants to share it with you and your team. 

In partnership with fraycollege, Katz has made decades of experience and lessons more accessible, creating ‘The Ultimate Radio Sales Course’ that embodies latest local and global trends and cutting-edge techniques to help your radio station drive sales and improve profitability. His methods have transformed the way radio sales are done and boosted the earnings of sales teams internationally, across commercial, community and public radio stations.

The course should take you a maximum of 10 weeks to complete and features interactive educational games, resources, videos of the legend himself and a final quiz. A certificate will be awarded to you after completion. 

Outcomes and goals

  • Identifying leads (plus some handy ideas of sectors that are more likely to choose radio)
  • Creating an overall solution for potential clients
  • Converting leads into clients
  • Navigating client relationships and pitches
  • Presenting holistic proposals
  • Engaging the listeners’ imagination
  • Getting the advertising message right for your clients
  • Working with creatives to produce great scripts
  • Wowing clients with award-winning campaigns

Training facilitated online or in person

Real time individual and group learning with our media and communications professionals.


Learn online at your own pace on our eLearning platform.



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+27(11) 888 0140

Paula Fray
Paula Fray
Paula Fray


Paula Fray

frayintermedia is a partner media organisation to fraycollege which helps businesses and organisations to thrive in the media space. Find out more.

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