System21

Most broadcasters have found that reliance on transactional business is too unreliable, unpredictable and is conditional upon factors beyond their control. In contrast, long-term, local-direct business is controllable, ratings-proof and can solve pacing problems by building a consistent foundation of revenue. The challenge is that many stations do not have the time or resources to create the tools, training or systems to maximize this effort.

As a result, System 21© was created 17 years ago to provide a more disciplined approach to media marketing by delivering a highly sophisticated and customized proposal development solution which guarantees long-term, local direct revenue. Originally developed by Dr. Philip LeNoble, System 21© has generated over $277,000,000 in long-term, direct business to 445 broadcast groups...including News Corp., Sinclair, Raycom, Tribune, Journal, Quorum, Hearst-Argyle, Clear Channel, Nexstar and others. 

In contrast to other new business development companies that provide “in-and-out” market presentations, Michael Guld, using the System 21© solutions, can transform spot sellers into brilliant marketers…providing a clear roadmap for reps to build their career and achieve breakthrough results.

While the average year one billing using System 21© was $624,000, many billed over $1,000,000 (see below).  In addition, stations reported a renewal rate of 87%. 

    • WRGT in Dayton reached $1,113,000 in local-direct a single year.
    • WHAG in Hagerstown, MD hit $1,124,000 in 15 months in local-direct revenues.
    • KSFX/KOLR in Springfield, MO during another difficult economic period sold $1,118,000 in one year and $2,118,000 the following year.
    • KABB/KRRT in San Antonio added just over $1,820,000 in local direct business in 14 months.

Michael Guld has now updated and enhanced System 21 for a 2011 rollout.  The program includes…

  • Two 2-day visits (45 to 60 days apart) to teach the media marketing curriculum and coach and train on best practices and success principles to maximize their success.
  • A System 21 © textbook and a copy of The Million Dollar Media Rep:  How to Become a Television and Radio Sales Superstar to each particpant.
  • The most comprehensive deep-dive client uncovery system (called a Database©) in the country. 
  • One-year licensing of The Wizard©, a proposal development software program.
  • A proprietary proposal format called a SCR©, or Summary of Conclusions and Recommendations, a PowerPoint presentation auto-created by the Wizard© that includes pie and bar charts and return on investment and break-even point analysis customized to the client.   
  • Market exclusivity.
  • Follow-up coaching and on- going support.
  • A minimum $200,000 guarantee of billing in the first six months or receive a 100% refund.


System 21© Success Stories

“As an early user of System 21, I have had the benefits of using this program for over 20 years through three different broadcast companies that I have owned and operated. There is nothing on the market that compares to System 21 in its ability to generate new local direct business for your television stations. I owe a large part of my own personal success in this industry to System 21.”

Dan Sullivan, Chairman and CEO
Titan Broadcast Management

“Since implementing System 21 across our company, we‘ve seen a dramatic increase in our long-term, local-direct billing…greatly exceeding our expectations. We have also noticed an elevated confidence level in our sales team as they’ve acquired new marketing skills and a roadmap to help grow their client’s business. And when that happens…our business will prosper as well!”

Bert Ellis, President
Titan Broadcast Management

“After my second sale I can honestly say that your system is awesome!  The psychology of your program is brilliant.  I believe this is the beginning of many more to come!”

Kelly Farrar, Account Executive
KMSS/KSHV, Shreveport, LA

“Having only been in media sales 3 weeks when you did your training, I believe I was lucky enough to learn the correct way to approach clients through System 21.  In less than 2 months I have closed 6 new clients for a total of $52, 940, with 4 of the contracts for 52 weeks.  Thank you for your guidance!” 

Ray Reifenrath, Account Executive
KMEG – TV, Sioux City, Iowa

"System 21 has greatly benefited our local sales effort.  Our AE's have embraced it as a team and the results speak for themselves.  In just 4 short weeks, 5 AE's have closed 5 accounts - 4 annuals and 3 were brand new accounts to our station. Without hesitation, I recommend System 21 and Michael Guld to any TV station looking to grow their business. I welcome any telephone calls."

Lynn Bailie, General Sales Manager
WCWG-TV Greensboro

“System 21 is a great resource for our sales staff.  Beginning sales reps get a complete process they can utilize from day one while more experienced reps have an efficient system for new business development.  Best of all, the clients get great results and the revenue is long term.”

Susan Christensen, General Sales Manager       
KPTM-TV and KXVO-TV Omaha

“I have used System 21 for over 8 years and have found the system to be extremely effective. Michael Guld has done an excellent job updating the system.  If you are looking to increase new long-term business, I strongly urge you to take a look at System 21.”

JR Jackson, General Sales Manager
KMPH and KFRE Fresno

“The System 21 program helped with Kernersville Chrysler Dodge Jeep. He saw the value of an annual commitment and the on-going service that accompanies this program. Another client, Pots O Gold Sweepstakes, was enlightened with the discovery that came through the System 21 database. They have committed for 52 weeks realizing the need to have a consistent schedule so they can grow their business.  I am excited about the growth the System 21 program will offer me and I look forward to closing more new business.  Thank you for your support!”

Bob Nemenz, Special Projects Manager
WCWG-TV Greensboro

“Your program is great at handling the two areas that are becoming more and more important, new business, and incremental dollars. I closed Hearing Solutions and was able to increase the next twelve months approximately 5 times over this year. Also at this time I am waiting for three more System 21's that I am hopeful for. Again thank you very much Michael for your help!”

Tom Beasley, Account Executive
WCWG-TV Greensboro