Moving Between Media

In 2000, the AIRSPACE featured a fantastic article by Robin White entitled "How to Make $60K a Year Freelancing in Public Radio." Robin, inspired by freelancer Reese Erlich, elaborated on a strategy he referred to as "multiple selling." His premise was that each audio production becomes significantly more profitable if you produce it with a mind to sell it as many times as possible.        Seven years of platform proliferation later, the universe of selling has become that much more diversified, and Reese Erlich continues to successfully utilize and refine this terrific approach. This week's AIRblast features what I like to think of as Reese's triple play. Not only has he written a book and produced a half-hour documentary to go with it, but he's also worked with his publisher to organize an extensive book tour that will surely open up additional opportunities for the resale of his story.        My favorite thing about this month's member spotlight is that it reminds us of the importance of keeping our minds open to other media, particularly the print medium, to exploit opportunities beyond the scope of radio. Taking your work to print. Five tips from AIR's Reese Erlich. #1. Leverage the value of your public radio credentials. When I approached my publisher, PoliPoint Press in California, the editors were already familiar with my radio work on NPR and PRI. I was able to draw on 20 years of broadcast and print reporting from the Middle East. #2. You're going to be actively involved in selling your book. The editors accepted my proposal to write The Iran Agenda: The Real Story of U.S. Policy and the Middle East Crisis. The actual writing took only about three months. Organizing a book tour may end up taking longer, and it is only slightly less difficult than writing the book itself.          These days, publishers prefer authors to make media appearances. That generates more sales than speaking at bookstores. But I want both to make the book successful and also to help educate people. So I sent out hundreds of e-mails to universities, churches and community groups. #3. Who pays for a book tour? The publisher is paying for part of my tour, but I managed to cobble together small honoraria and speaker's fees to pay for the rest. I will end up speaking in about 20 cities. #4. Book tours are an opportunity to have impact with your "higher purpose." There is speculation that the Bush administration may well be planning to bomb Iran, raising fears of a "nuclear holocaust" from a country that even the CIA believes is years away from having a nuclear weapon. My tour will raise awareness about U.S. plans for Iran and the repressive nature of the Iranian regime at a time when it's needed. I hope to reach students, academics, church activists and the Iranian-American community. #5. Use your AIR network! Thanks to all the AIR members who helped set up speaking engagements. More are welcome. Go here and click on "events" to see the latest book tour schedule. To contact Reese, write to rerlich@pacbell.net. For those of you who would like to learn more about The Iran Agenda, visit http://ReeseErlich.com. AIR Goodies: Enhance and expand your radio skills AIR at PRPD Minneapolis Marriot City Center Thursday, September 27th        Join AIR's new Executive Director, Sue Schardt, as she "sets the makers' table" at this year's program director's conference in Minneapolis. The session, which starts at 11 a.m., brings together AIR members Sean Cole (American Public Media), Barrett Golding (Hearing Voices), Chana Joffe (Wait/Independent and KPLU), and WBEZ General Manager Torey Malatia who will present their ideas and some new sounds for radio. Conference day rates are $200. Register and get more conference information here.        Don't worry if you can't make it. PRPD's Arthur Cohen has graciously agreed to make an audio of the session available to AIR members after the conference, and we'll include links to it in an upcoming AIRblast.        AIR board members Jim Russell (The Program Doctor) and Jake Shapiro (PRX) will be on hand at the PRPD conference, as well, along with President Sid Selvidge (Beale Street Caravan). There will be an AIR meet-up at 6 p.m. on Thursday, September 26, at the FireLake Grill House, where members can meet our ED and share a meal. RSVP to Todd Melby, melby@bitstream.net. You can send your comments and questions to airblast@airmedia.org Funding for AIR comes from our members and the generous support of The New York State Council on the Arts, The John D. and Catherine T. MacArthur Foundation, and the National Endowment for the Arts, which believes that a great nation deserves great art.