August 10, 2025 • 25 mins
In this inspiring episode of Que Pasa Boston, host Gabriela Salas sits down with her dear friend Johnny Battista, a media sales veteran whose remarkable career at iHeartRadio spans several decades. This Italian-American father and industry powerhouse shares the authentic story behind his rise to becoming one of the most respected professionals in media sales.
Johnny’s journey offers invaluable insights into building lasting success in the competitive media landscape. From his early days learning the fundamentals of relationship-building to becoming a trusted advisor for countless clients, his story demonstrates how combining cultural values, family principles, and unwavering dedication creates a foundation for extraordinary achievement.
Throughout this candid conversation, Johnny reveals:
• The evolution of media sales across multiple decades at iHeartRadio
• How his Italian heritage and family values shaped his business philosophy
• Strategies for building genuine client relationships that transcend transactions
• The balance between being a devoted father and maintaining career excellence
• Lessons learned from navigating industry transformations and technological changes
• The importance of authenticity and trust in long-term business success
This episode provides rare access to the wisdom of a true media industry veteran who has witnessed and adapted to countless changes while maintaining his core values. Johnny’s perspective on mentorship, client service, and the human element of business offers timeless lessons for professionals across all industries.
Whether you’re in media sales, seeking career inspiration, or interested in learning from someone who has built a legacy through genuine relationships and consistent excellence, this conversation delivers practical wisdom and motivational insights that transcend the radio industry.
#JohnnyBattista #iHeartRadio #MediaSales #RadioIndustry #SalesSuccess #ItalianAmerican #FamilyValues #CareerWisdom #BusinessRelationships #MediaVeteran #QuePassaBoston #SalesStrategies #RadioAdvertising #ProfessionalDevelopment #IndustryLegend #Mentorship #GabrielaSalas #MediaProfessional #SalesExcellence #BusinessSuccess
Johnny’s journey offers invaluable insights into building lasting success in the competitive media landscape. From his early days learning the fundamentals of relationship-building to becoming a trusted advisor for countless clients, his story demonstrates how combining cultural values, family principles, and unwavering dedication creates a foundation for extraordinary achievement.
Throughout this candid conversation, Johnny reveals:
• The evolution of media sales across multiple decades at iHeartRadio
• How his Italian heritage and family values shaped his business philosophy
• Strategies for building genuine client relationships that transcend transactions
• The balance between being a devoted father and maintaining career excellence
• Lessons learned from navigating industry transformations and technological changes
• The importance of authenticity and trust in long-term business success
This episode provides rare access to the wisdom of a true media industry veteran who has witnessed and adapted to countless changes while maintaining his core values. Johnny’s perspective on mentorship, client service, and the human element of business offers timeless lessons for professionals across all industries.
Whether you’re in media sales, seeking career inspiration, or interested in learning from someone who has built a legacy through genuine relationships and consistent excellence, this conversation delivers practical wisdom and motivational insights that transcend the radio industry.
#JohnnyBattista #iHeartRadio #MediaSales #RadioIndustry #SalesSuccess #ItalianAmerican #FamilyValues #CareerWisdom #BusinessRelationships #MediaVeteran #QuePassaBoston #SalesStrategies #RadioAdvertising #ProfessionalDevelopment #IndustryLegend #Mentorship #GabrielaSalas #MediaProfessional #SalesExcellence #BusinessSuccess
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Whenos he has Boston Esoya, kikn Own Kennyo, the Los
hennos a las Vendas.
Speaker 2 (00:05):
I'm sharing today the space at my.
Speaker 1 (00:08):
Studio with a genius, the genius of the sales department,
and it's also an entrepreneur.
Speaker 2 (00:18):
His mind is brilliant.
Speaker 1 (00:20):
I wish I could know every time that I look
at him what he's thinking, because he's going a million
miles an hour.
Speaker 2 (00:26):
He's super creative. But most of the experiences.
Speaker 1 (00:30):
That I've had and come across into my mind right
now is the success that he's been able to deliver.
And I want to tap into that brain today so
you guys can learn a little bit of what goes
behind the scenes here at iHeart how do we make
sure our clients are taken care of. But at the
same time you hear from the one and only how
(00:54):
he has been able to become a successful man in
this business.
Speaker 2 (01:00):
Welcome Johnny Battista Keabby.
Speaker 3 (01:02):
I just learned one thing, and that one thing is
with an introduction like that, you and I need to
spend more time together.
Speaker 2 (01:10):
I know, I love it. I love to learn from you.
Speaker 1 (01:16):
I have seen you since my day one operating this business,
and I am so pleased that you're here today because
I believe that us in the Hispanic and multicultural markets
and communities, we need to learn from people like you.
And this is what this platform is all about. It's
(01:39):
a way to be better, to learn and to apply
this knowledge and bring it into their own lives. So
my audience pay attention because you're about to be very,
very surprised on how Johnny makes the world go round. Johnny,
you're Italian, Yes, your mom dad.
Speaker 4 (02:01):
Both both sides.
Speaker 1 (02:02):
And they arrived to Boston or you were a second
generation for a generation, so.
Speaker 3 (02:07):
Second generation their parents grew up in Italy. Okay, so
my parents, we had an English speaking household growing up,
but very much the Italian culture.
Speaker 4 (02:17):
For example, one Sundays uh huh.
Speaker 3 (02:20):
I was called John John as a little boy because
I was born around the time John John Kennedy was born,
So that kind of stuck with me. Okay, but I
can remember vividly my father for all of the older relatives,
if they couldn't get there on their own, he would say,
John John, come with me. We'll go get anti Adline,
Uncle Joe, We'll go got Auntie Nettie. So always had
(02:42):
a big group in our house every Sunday for Italian Day.
Speaker 2 (02:45):
Oh I love that.
Speaker 1 (02:46):
I missed that about my family too. So where were
you when you grew up in what city?
Speaker 4 (02:51):
Or Watertown? Massachusetts?
Speaker 2 (02:52):
Oh? I used to live in Watertown too, you did? Yeah? Yeah,
very close to Victory Field. Yeah, yeah, I know. Yeah.
So how was it growing up in Watertown?
Speaker 3 (03:04):
It was good, you know, once again, predominantly there was
one section of Watertown that was predominantly Italian families. The
other side of Watertown was predominantly Armenian families. So culturally
it was very diverse. Yeah, and it was fun, you know,
it's fun about it. It was very The stores were
family owned, yes, will you got your sub where you
(03:26):
got your pizza, where you got your muffins?
Speaker 4 (03:29):
And that was nice.
Speaker 2 (03:30):
And do you see that fading now?
Speaker 4 (03:34):
Definitely? Definitely.
Speaker 3 (03:36):
It's very difficult to start a business. It's very costly
to start a business. But I will say this, for
the few people that do have those businesses, it's such
a it's such a magnet. Yeah, because it's an an experience. Oh,
you feel like you're at home.
Speaker 2 (03:52):
Yeah, And you grew up with how many siblings?
Speaker 3 (03:56):
So I'm the youngest of three Okay, so I got
away with a lot of things.
Speaker 2 (04:00):
Yeah, hear the baby.
Speaker 4 (04:01):
Yeah, of course they paved the path for me.
Speaker 2 (04:05):
And how was that?
Speaker 4 (04:06):
Like?
Speaker 2 (04:06):
Were you Are you close with your brothers?
Speaker 4 (04:09):
So they were older?
Speaker 3 (04:11):
Okay, my sister eight years older and my brother six
years older, So that gap was I was like a
little play choice.
Speaker 1 (04:17):
In Spanish would say, elpilone, you were like the very
last one that was not expected.
Speaker 3 (04:21):
There you go, as my mother would tell you, I
was the surprise.
Speaker 1 (04:26):
Yes, exactly, elpilan. So what happens when you start growing
up and then the difference in ages, like did you
feel that you were overprotected or not so much?
Speaker 2 (04:38):
How was it?
Speaker 4 (04:39):
Yeah?
Speaker 3 (04:39):
Not overly protected, more like I saw enough of the
right and enough of the wrong. I was sort of
the entertainer in the family. Yeah, probably why I don't
mind speaking in front of people and whatever. Yeah, and
that's kind of whether we were really good entertaining the
family or not. My mother made us feel like we
were the best thing since slight spread hit the meat.
Speaker 2 (05:01):
But I love that confidence.
Speaker 4 (05:03):
Yes, there you got it.
Speaker 2 (05:04):
Built a lot of confidence.
Speaker 3 (05:05):
A lot of confidence just from that. Okay, as crazy
as it sounds.
Speaker 2 (05:10):
Well it is very important.
Speaker 1 (05:12):
And I think that has to do with your Italian background,
because Italians are very proud of their you know, from
where they can come from. Where are your parents from?
Speaker 4 (05:22):
So in terms of like here Lowe.
Speaker 2 (05:24):
Italy, you said, right, your grandparents.
Speaker 3 (05:26):
So grandparents south of Rome on my father's side a
village called Fontana Larry and then on my mother's side
sicily Oh she was four eleven and full of fire
god rest assault.
Speaker 2 (05:40):
Oh my gosh, it's so cute.
Speaker 1 (05:43):
So when you grow up, you go to Watertown schools, yes, right,
and then you go to college.
Speaker 4 (05:49):
Yes?
Speaker 2 (05:49):
And what do you study?
Speaker 3 (05:51):
What I study? Don't laugh? No, So I went to
you mess Amherst. Yeah, and at that time the curriculum
was called leisure.
Speaker 1 (05:58):
Studies lesius studies. Oh and what did you like? Oh
my god, yes, that's my kind of career too. So
how did you get into this environment because you've been
in radio and media for the longest.
Speaker 4 (06:15):
Time nineteen ninety.
Speaker 2 (06:17):
Two, Okay, how did that happen?
Speaker 3 (06:20):
So prior to radio, I was in the temporary personnel field.
Speaker 2 (06:24):
Okay.
Speaker 3 (06:25):
My job was to go out to human resources departments,
build relationships with those folks that headed up HR departments.
So when they needed temporary personnel, hopefully Johnny B Was
their first phone call, and then I would hand it
off to the recruiters. They would fill the job positions,
and I would still maintain and start to grow relationships
with those folks.
Speaker 2 (06:46):
So important was it to build those relationships? Sit again,
how important was it to build relationships? At that point?
Speaker 4 (06:53):
Relationships in life are everything. I don't care what you do.
So was that your question? How YEA?
Speaker 3 (07:00):
Like? You know, we had a sales trainer, not to
change gears, but we had a sales trainer whose name
was Jerry Tabio, and we should send him this piece,
of course, because one thing we learned from him was
the following. You know how we all have a guy
or a gall in our life that whether it's fixing
your electrical appliances or doing work on your car or
(07:23):
making your favorite cakes, you have that guy or that
gallon your life that takes care of that. You want
to be that for your client, and that stuck with me.
I've come from that. But when he said that coming
into this field, and I think about how I grew
up just taking care of people, like picking up Uncle
(07:43):
Joe and Aunt yadline and made sure they had dinner
with the family.
Speaker 4 (07:48):
That's what it is.
Speaker 2 (07:49):
Service, just being of service, that's what it is.
Speaker 1 (07:52):
So then you go back to the human resources and
just passing the names or whatever to the recruiter. Recruiter,
then you go to what place like you keep working
on human resources.
Speaker 3 (08:06):
So yeah, so I would go and I would build
the relationships with the human resources departments, and I did
very well there. I did very well there. However, to
answer your original question, how did I get into this world?
The fellow that I worked with, his name is Dave.
Dave Rice had a dear, dear, dear, close, close friend
that grew up together. They went to college together. His
(08:26):
name is Chris McQuaid. And at that time, Chris mcquad
was the general sales manager at what ninety four five
FM used to be before GEM and w Zou.
Speaker 1 (08:41):
I didn't even know that Wzou called the zoo Oh
my gosh, okay.
Speaker 3 (08:48):
And Chris was one of the nicest, best, newest, family,
greatest guys. And he had a thick box and accent.
I loved him to death. Every time we got together,
we had a great time. He said to me one day.
Speaker 4 (09:01):
Buddy, buddy, we we got to get you in this game.
It's just like nineteen ninety two, okay.
Speaker 3 (09:10):
And you know from meeting with him, his charismatic style,
and I met Alan Alan Chartran, who was a GM
at the time. I said to my wife after a
few meetings, I said, I if I don't try this,
I'm going to kick myself on the butt. Thirty two
years later.
Speaker 2 (09:26):
Wow, So how has it changed? Because I can imagine
how has it not changed what you've seen right like
from ninety ninety two to now. Yeah, what has it
been for you to work in this industry for so long?
And what's the major difference that you see?
Speaker 3 (09:45):
I think the major differences we've all become students and
what I mean by that is growing up. I'll be
sixty one this weekend. Congrats, Thank you.
Speaker 4 (09:57):
We didn't have.
Speaker 3 (09:57):
Many choices in terms of TV, the radio, newspaper.
Speaker 4 (10:02):
That was basically it.
Speaker 3 (10:04):
Now you look at all the ways we have to
consume and reach customers, listeners, et cetera. It's endless and
for us and we're living it right now. We're learning
all of these tactics, learning all of these assets and
how they work, but more importantly, learning how we can
(10:24):
help our clients to embrace the right tactics in the
right sort of bundle, if you will. How do they
tell their story and go to market? Yeah, so that's
the biggest thing for me, just looking at all of
the options that we can bring to market and then
prescribing the right way, the most effective way for our
(10:45):
customers to tell that story.
Speaker 1 (10:47):
You know, you're bringing a point to the surface that
it's very interesting and at the same time is a
challenge for me because every time I have conversations with
business owners or with leadership, they tend to use marketing.
If they don't understand the potential of marketing and advertising,
(11:09):
they take it as.
Speaker 2 (11:12):
How can I explain it?
Speaker 1 (11:13):
It's like not a negative, but it's like it's not
as important and they will put it at the bottom
of their list or the to do list. And I
have seen great products, great businesses, and people just don't
know about them and then they go under because they
just never spread the word out, they never shared what
they do, or they didn't do it the right way.
(11:36):
What has been in your experience the most effective way
for a business to communicate or just get over that
hurdle of.
Speaker 2 (11:45):
Like I don't have any money. How am I going
to spend on marketing when I just started my business?
Speaker 4 (11:50):
Sure?
Speaker 3 (11:51):
Sure, well, I mean, as you and I both know,
there's a lot of ways to approach the market, I say,
with our business, and particular the three things you got
to have, I say, Number one, you have to have
frequency of message over a weekly time period. You have
to have a consistent plan. And maybe budget doesn't allow
(12:13):
you to be on every single week, but maybe it's
two weeks a month for six months, maybe it's one
week a month for twelve months. Whatever it is, is some
sort of consistency where you have ownership, will your message
continually stays out there? And then the third leg, and
probably the most important leg, is the creative. Yeah, the
(12:33):
copy what you're saying, because a lot of people I
say to them, whether you do business with me or not,
if people don't know about you, then people don't know
about you, and that's a problem.
Speaker 4 (12:47):
Yeah.
Speaker 3 (12:48):
So, of course, right, easy for us to say everything
is an investment level, but if crafted in the right
way and done over time, it will be effective. I'm
living proof of it, yes, thirty two years of.
Speaker 1 (13:02):
And and you know, to that point, a lot of
people has come to me and say, like, I didn't
even know people still listen to radio.
Speaker 4 (13:09):
Oh goodness, can you believe that?
Speaker 2 (13:12):
And I listened to radio.
Speaker 1 (13:14):
I mean I've always because but I grew up with radio,
and I still feel that I'm that generation that still
has a little bit of that. My daughter listens to radio,
but it's not as much or they probably the difference
is that she uses an app to listen to whatever
station she needs to use. Right, what is your experience
with your clients when they say that, well, you know.
Speaker 3 (13:34):
Two things that I just when I was listening to
asked that question. Two things with your daughter with the app?
I say, great thing for us, because our company is
investing in all the platforms in terms of how people
are consuming our content. So, going back to my point
from the last question, if we can get them to
(13:54):
do audio broadcast, terrestrial audio, radio with streaming audio, and
maybe podcast. If you think about our lifestyles, we're touching
all three of those platforms probably every day. So what
a great way to surround that person.
Speaker 4 (14:13):
Right.
Speaker 3 (14:14):
The other piece of the equation is radio is the
only medium that does the following. You can a listen
to your favorite music, B listen to your favorite personality,
who's usually.
Speaker 4 (14:29):
Your friend Gabby.
Speaker 3 (14:30):
Yeah, Gabby, and your friend has so much influence in
your life. So if Gabby says you have to get
this sort of hair product, you're probably going to listen.
Speaker 2 (14:43):
To it a certain level of influence.
Speaker 1 (14:44):
Of course, we should go back to something very important,
because I don't think my audience knows it. I'm paying
attention to people. Do you actually I'm gonna ask that question,
do you know what iHeart is? People don't know really
what iHeartMedia is all about. And we're so big in
so many ways. What's your favorite part of iHeart everything is?
Speaker 3 (15:09):
Because our trench code is full. But where we're three things.
We're media, we're entertainment, and we're digital. Okay, and if
you think of those three forms, if we can't find
some sort of solve for customers, then wow.
Speaker 1 (15:26):
To me, the most impressive is not so much the
ways that we share that communication.
Speaker 2 (15:32):
Is the data.
Speaker 4 (15:34):
Data.
Speaker 2 (15:34):
Yes, it's I'm like impressed, how much we know.
Speaker 4 (15:38):
That's a game you show you people.
Speaker 1 (15:40):
We know where you are, what you do, what you
listen to, what you eat, what everything?
Speaker 2 (15:45):
We know it all.
Speaker 4 (15:47):
That's a game changer.
Speaker 3 (15:48):
It is, and it's a game changer too when in
putting programs together for everyone listening. Right now, we can
now measure the broadcast audio. We can connect to your
read only Google Analytics GA four and look at what
kind of website traffic we're causing. We can pixel your
site and encrypt the code on the podcast audio and
the streaming audio and look at that too. So that way,
(16:11):
Johnny Batista in nineteen ninety two used to call after
three months and say, hey, how to go? Now I
call and say, hey, this is how it's going. And
how is that translating on your end?
Speaker 1 (16:22):
But see you said something that it's important you are
calling them, which is going to bring me to this
next topic that I wanted to talk with you about,
and it's how to be that successful seller because it's
not just about opening a door.
Speaker 4 (16:38):
Right.
Speaker 1 (16:38):
Most people think that selling is like, hey, do you
want to buy this? And it's not like that, right,
it's a whole process. What's your process?
Speaker 2 (16:45):
Like, teach me?
Speaker 4 (16:47):
So two main ingredients for me ready for this?
Speaker 3 (16:50):
It's the two c's consistency and curiosity.
Speaker 2 (16:54):
Okay, I love that.
Speaker 4 (16:56):
Go on, And what I.
Speaker 3 (16:57):
Mean by that is like I can and tell you.
And I'm closing my eyes as I'm saying this to you.
I can't even tell you. I'll have a company that
I'm really interested in, and I'll write I'll find out
who the person is and I'll write that name down.
Speaker 4 (17:13):
And they laugh at me because I like to write
in pencil. I don't know why. It just feels good.
Speaker 3 (17:17):
Yeah, and then I'll meet that person and we'll end
up doing business together and we'll build a relationship. Now,
my relationships aren't just really if we're doing business, we're
going to be family, because that's just how I'm brought up.
And I'm going to screw up, but I'm gonna do
a lot of good and we're going to be in
this together, right, Okay, And I think about that. My
(17:39):
curiosity led me to that person and we built a
relationship and now they're one of my best friends, if
not like part of the family.
Speaker 1 (17:48):
Wow, And how did you get to that best friend scenario?
Because you have to build trust in order to have
a best friend.
Speaker 4 (17:56):
I have to say that one more time.
Speaker 1 (17:57):
You have to build trust right in order to get
to the best friend.
Speaker 3 (18:02):
And yeah, you know, and I think trust comes from action, right, action,
and when you say you're going to do something, follow through.
Speaker 1 (18:12):
It doesn't matter what you're selling. So let's just listen people.
If you're like Boston, it doesn't matter what you're selling.
It doesn't matter. You're selling yourself at some point because
you have to. Even if you're dating, you have to
bring your best self forward. If you're looking for a job,
you have to sell your best qualities and assets and attributes,
(18:33):
like every time you can open a door and say
the best of you.
Speaker 2 (18:38):
But how you maintain that image, how you maintain that conversation,
in that trust right, how you build that trust is
what matters at the end of the day.
Speaker 3 (18:49):
True and you know what you have to You have
to be and I hate using this word because everyone
uses it, but you have to be authentic and genuine. Yeah,
people can smell BS. I can when I'm buying. I
love being a consumer. I just bought a car yesterday
with my son.
Speaker 4 (19:05):
Nie and I go. I love being the consumer.
Speaker 1 (19:08):
But when you're a consumer, do you go for the
emotional side of the buying process or you are more
in the intellectual and you want numbers and you want
to make sure that you're getting the best deal.
Speaker 2 (19:20):
Both.
Speaker 3 (19:21):
I but I'll I want to start a relationship with
the person because of that. If that transaction is good,
you and I know a lot of people. Yeah, I'm
going to send a lot of people to this individual
because it was a good experience. I did my homework,
I maxed out of my incentives and my savings and
all that. But the process for myself and with my
son one of his first major purchases, it was good.
Speaker 4 (19:44):
It was actually very very good.
Speaker 2 (19:45):
Oh awesome. So how would you translate that into your business? Now?
Speaker 1 (19:50):
If I'm listening to you, I'm learning how to become
the best sales executive associate leader that I can. What
would be three things that you will teach me?
Speaker 3 (20:05):
Well, the first two you need to be curious that
we talked about, and then you know those names on
your list that you've been trying to get to for
years and years, and yes, don't give up, be consistent.
Speaker 2 (20:15):
You it happens if I'm shy or if I'm afraid
of rejection.
Speaker 4 (20:20):
Well, I think it's.
Speaker 3 (20:24):
That's a different kind of a scenario because if someone
is in sales and they really feel that way, hmmm,
because we all know sales, you've got to put yourself
out there, right.
Speaker 1 (20:36):
I just think that syndrome, like the imposter syndrome of
like not feeling you're.
Speaker 2 (20:40):
Like sure, good enough.
Speaker 3 (20:43):
Yeah, And I think we all have days where we
feel like that. But I'll say this to anyone that
feels like that, We're all the same. We all feel
the same. And it's funny like when you get together
with a group of people and you talk about things
like this, Oh my goodness, you feel like that. Of course,
we all have bad days. We all have days we
maybe think we're in over our head. We all have
(21:04):
days we're in a subject where we're thinking, oh boy,
that person knows more than I.
Speaker 4 (21:08):
Do about that.
Speaker 3 (21:09):
But it's so easy to learn, now, right, it's so
easy to learn. And I say, for anyone that feels
a little bit more shy or introverted, do the scary
thing and put yourself more in those situations.
Speaker 1 (21:22):
Yes, right, yes, yes, yes, that changes your life.
Speaker 4 (21:25):
Yeah, it does.
Speaker 2 (21:26):
Get out of your comfort zone.
Speaker 4 (21:27):
Yeah.
Speaker 3 (21:27):
And I know you feel that way because I've observed
you in certain settings and I can see your body
language and I go but yeah, but Gabby goes on,
she goes through and it's like, oh, that was pretty good.
Speaker 2 (21:40):
I try.
Speaker 1 (21:40):
I try not to show it off, but you know,
I've learned that you have to risk in order to
grow or in order to attain whatever you're looking for.
So in this case, I am really excited to risk
it with you and ask the tough questions of the
silly questions so you can give me the best answer,
and we can teach our friends that are listening and
(22:03):
give them an opportunity to learn what we are all
about and what we're doing here in house behind the
scenes of what they see, like the talents that we
deal with. I mean, you've been a tremendous part of
the success of these companies, so you should feel very
very proud.
Speaker 4 (22:20):
Well, thank you, thank you. I can't you know.
Speaker 3 (22:22):
I think a lot of it depends on you, know,
your upbringing, but I think even more of it depends
on your environment, like where you choose to be yes
in life and the people that you want to surround
yourself around. And I try to surround myself around people
like you because I love that, Like you're always talking
ooh what can we do next? Ooh this is a
(22:44):
better idea. Oh why don't we do this for them too?
I mean to everyone listening out there. I just had
a client in here which I'll leave a name. But
we had this person on Gabby's podcast and it was great.
Gabby made them feel like family and there was like
five individuals that came in and.
Speaker 4 (23:00):
It was nice.
Speaker 3 (23:01):
Yes, it was a nice conversation.
Speaker 2 (23:04):
Like the one we're having right now.
Speaker 4 (23:06):
We having a nice conversation.
Speaker 1 (23:08):
We are. I am enjoying it and I hope that
people have enjoyed it as well. What can you do
for others that are interested in advertising, Johnny, we have
a couple of minutes just to share a little bit
of your information. Let me know how they can reach
out to you.
Speaker 3 (23:23):
Yeah, so you know, I'm a big guy on let's
have a conversation. Everything starts with a conversation because you
never know where that conversation is going to land.
Speaker 4 (23:32):
Plus, I like a lot of coffee.
Speaker 2 (23:34):
Yes, as an Italian should.
Speaker 4 (23:37):
I love it? I love it?
Speaker 3 (23:39):
But to find me on IG it's at Johnny B
Radio at iHeartMedia email wise, it's John Bautista all one
word B A T T I S T A at
iHeartMedia dot com. But I think if you have a business,
you have a product, you have a service, where you
might know what your vision is and where you want
(24:01):
to go, and you might not. Both scenarios are okay, let's.
Speaker 4 (24:05):
Talk through it.
Speaker 3 (24:06):
Let's look at some options, and you know what, budgets
might not allow you to act right now, but at
least you have a stronger vision of where you could
be because, let's face it, three months, six months, one year,
I'm snapping my fingers like that. So talking about things
today for next year is a solid move.
Speaker 1 (24:28):
And I believe that if you reach out to Johnny,
at least you're going to have a greater view of
where you can go and a plan, if not right now,
for a future.
Speaker 2 (24:39):
So I'm bringing you the best you know it Boston.
Speaker 1 (24:42):
Here at Kip Passabolston, You're always going to have the
best information, and I urge you to download the iHeart
app and pre select kat Passabolston as your favorite podcast.
And you know it, Johnny, thank you so much for
sharing these yea excitement in knowledge, your knowledge, because it's
so so important for everybody that is out there. Go
get your money, people, and then we'll see you next week.
Whenos he has Boston Esoya, kikn Own Kennyo, the Los
hennos a las Vendas.
Speaker 2 (00:05):
I'm sharing today the space at my.
Speaker 1 (00:08):
Studio with a genius, the genius of the sales department,
and it's also an entrepreneur.
Speaker 2 (00:18):
His mind is brilliant.
Speaker 1 (00:20):
I wish I could know every time that I look
at him what he's thinking, because he's going a million
miles an hour.
Speaker 2 (00:26):
He's super creative. But most of the experiences.
Speaker 1 (00:30):
That I've had and come across into my mind right
now is the success that he's been able to deliver.
And I want to tap into that brain today so
you guys can learn a little bit of what goes
behind the scenes here at iHeart how do we make
sure our clients are taken care of. But at the
same time you hear from the one and only how
(00:54):
he has been able to become a successful man in
this business.
Speaker 2 (01:00):
Welcome Johnny Battista Keabby.
Speaker 3 (01:02):
I just learned one thing, and that one thing is
with an introduction like that, you and I need to
spend more time together.
Speaker 2 (01:10):
I know, I love it. I love to learn from you.
Speaker 1 (01:16):
I have seen you since my day one operating this business,
and I am so pleased that you're here today because
I believe that us in the Hispanic and multicultural markets
and communities, we need to learn from people like you.
And this is what this platform is all about. It's
(01:39):
a way to be better, to learn and to apply
this knowledge and bring it into their own lives. So
my audience pay attention because you're about to be very,
very surprised on how Johnny makes the world go round. Johnny,
you're Italian, Yes, your mom dad.
Speaker 4 (02:01):
Both both sides.
Speaker 1 (02:02):
And they arrived to Boston or you were a second
generation for a generation, so.
Speaker 3 (02:07):
Second generation their parents grew up in Italy. Okay, so
my parents, we had an English speaking household growing up,
but very much the Italian culture.
Speaker 4 (02:17):
For example, one Sundays uh huh.
Speaker 3 (02:20):
I was called John John as a little boy because
I was born around the time John John Kennedy was born,
So that kind of stuck with me. Okay, but I
can remember vividly my father for all of the older relatives,
if they couldn't get there on their own, he would say,
John John, come with me. We'll go get anti Adline,
Uncle Joe, We'll go got Auntie Nettie. So always had
(02:42):
a big group in our house every Sunday for Italian Day.
Speaker 2 (02:45):
Oh I love that.
Speaker 1 (02:46):
I missed that about my family too. So where were
you when you grew up in what city?
Speaker 4 (02:51):
Or Watertown? Massachusetts?
Speaker 2 (02:52):
Oh? I used to live in Watertown too, you did? Yeah? Yeah,
very close to Victory Field. Yeah, yeah, I know. Yeah.
So how was it growing up in Watertown?
Speaker 3 (03:04):
It was good, you know, once again, predominantly there was
one section of Watertown that was predominantly Italian families. The
other side of Watertown was predominantly Armenian families. So culturally
it was very diverse. Yeah, and it was fun, you know,
it's fun about it. It was very The stores were
family owned, yes, will you got your sub where you
(03:26):
got your pizza, where you got your muffins?
Speaker 4 (03:29):
And that was nice.
Speaker 2 (03:30):
And do you see that fading now?
Speaker 4 (03:34):
Definitely? Definitely.
Speaker 3 (03:36):
It's very difficult to start a business. It's very costly
to start a business. But I will say this, for
the few people that do have those businesses, it's such
a it's such a magnet. Yeah, because it's an an experience. Oh,
you feel like you're at home.
Speaker 2 (03:52):
Yeah, And you grew up with how many siblings?
Speaker 3 (03:56):
So I'm the youngest of three Okay, so I got
away with a lot of things.
Speaker 2 (04:00):
Yeah, hear the baby.
Speaker 4 (04:01):
Yeah, of course they paved the path for me.
Speaker 2 (04:05):
And how was that?
Speaker 4 (04:06):
Like?
Speaker 2 (04:06):
Were you Are you close with your brothers?
Speaker 4 (04:09):
So they were older?
Speaker 3 (04:11):
Okay, my sister eight years older and my brother six
years older, So that gap was I was like a
little play choice.
Speaker 1 (04:17):
In Spanish would say, elpilone, you were like the very
last one that was not expected.
Speaker 3 (04:21):
There you go, as my mother would tell you, I
was the surprise.
Speaker 1 (04:26):
Yes, exactly, elpilan. So what happens when you start growing
up and then the difference in ages, like did you
feel that you were overprotected or not so much?
Speaker 2 (04:38):
How was it?
Speaker 4 (04:39):
Yeah?
Speaker 3 (04:39):
Not overly protected, more like I saw enough of the
right and enough of the wrong. I was sort of
the entertainer in the family. Yeah, probably why I don't
mind speaking in front of people and whatever. Yeah, and
that's kind of whether we were really good entertaining the
family or not. My mother made us feel like we
were the best thing since slight spread hit the meat.
Speaker 2 (05:01):
But I love that confidence.
Speaker 4 (05:03):
Yes, there you got it.
Speaker 2 (05:04):
Built a lot of confidence.
Speaker 3 (05:05):
A lot of confidence just from that. Okay, as crazy
as it sounds.
Speaker 2 (05:10):
Well it is very important.
Speaker 1 (05:12):
And I think that has to do with your Italian background,
because Italians are very proud of their you know, from
where they can come from. Where are your parents from?
Speaker 4 (05:22):
So in terms of like here Lowe.
Speaker 2 (05:24):
Italy, you said, right, your grandparents.
Speaker 3 (05:26):
So grandparents south of Rome on my father's side a
village called Fontana Larry and then on my mother's side
sicily Oh she was four eleven and full of fire
god rest assault.
Speaker 2 (05:40):
Oh my gosh, it's so cute.
Speaker 1 (05:43):
So when you grow up, you go to Watertown schools, yes, right,
and then you go to college.
Speaker 4 (05:49):
Yes?
Speaker 2 (05:49):
And what do you study?
Speaker 3 (05:51):
What I study? Don't laugh? No, So I went to
you mess Amherst. Yeah, and at that time the curriculum
was called leisure.
Speaker 1 (05:58):
Studies lesius studies. Oh and what did you like? Oh
my god, yes, that's my kind of career too. So
how did you get into this environment because you've been
in radio and media for the longest.
Speaker 4 (06:15):
Time nineteen ninety.
Speaker 2 (06:17):
Two, Okay, how did that happen?
Speaker 3 (06:20):
So prior to radio, I was in the temporary personnel field.
Speaker 2 (06:24):
Okay.
Speaker 3 (06:25):
My job was to go out to human resources departments,
build relationships with those folks that headed up HR departments.
So when they needed temporary personnel, hopefully Johnny B Was
their first phone call, and then I would hand it
off to the recruiters. They would fill the job positions,
and I would still maintain and start to grow relationships
with those folks.
Speaker 2 (06:46):
So important was it to build those relationships? Sit again,
how important was it to build relationships? At that point?
Speaker 4 (06:53):
Relationships in life are everything. I don't care what you do.
So was that your question? How YEA?
Speaker 3 (07:00):
Like? You know, we had a sales trainer, not to
change gears, but we had a sales trainer whose name
was Jerry Tabio, and we should send him this piece,
of course, because one thing we learned from him was
the following. You know how we all have a guy
or a gall in our life that whether it's fixing
your electrical appliances or doing work on your car or
(07:23):
making your favorite cakes, you have that guy or that
gallon your life that takes care of that. You want
to be that for your client, and that stuck with me.
I've come from that. But when he said that coming
into this field, and I think about how I grew
up just taking care of people, like picking up Uncle
(07:43):
Joe and Aunt yadline and made sure they had dinner
with the family.
Speaker 4 (07:48):
That's what it is.
Speaker 2 (07:49):
Service, just being of service, that's what it is.
Speaker 1 (07:52):
So then you go back to the human resources and
just passing the names or whatever to the recruiter. Recruiter,
then you go to what place like you keep working
on human resources.
Speaker 3 (08:06):
So yeah, so I would go and I would build
the relationships with the human resources departments, and I did
very well there. I did very well there. However, to
answer your original question, how did I get into this world?
The fellow that I worked with, his name is Dave.
Dave Rice had a dear, dear, dear, close, close friend
that grew up together. They went to college together. His
(08:26):
name is Chris McQuaid. And at that time, Chris mcquad
was the general sales manager at what ninety four five
FM used to be before GEM and w Zou.
Speaker 1 (08:41):
I didn't even know that Wzou called the zoo Oh
my gosh, okay.
Speaker 3 (08:48):
And Chris was one of the nicest, best, newest, family,
greatest guys. And he had a thick box and accent.
I loved him to death. Every time we got together,
we had a great time. He said to me one day.
Speaker 4 (09:01):
Buddy, buddy, we we got to get you in this game.
It's just like nineteen ninety two, okay.
Speaker 3 (09:10):
And you know from meeting with him, his charismatic style,
and I met Alan Alan Chartran, who was a GM
at the time. I said to my wife after a
few meetings, I said, I if I don't try this,
I'm going to kick myself on the butt. Thirty two
years later.
Speaker 2 (09:26):
Wow, So how has it changed? Because I can imagine
how has it not changed what you've seen right like
from ninety ninety two to now. Yeah, what has it
been for you to work in this industry for so long?
And what's the major difference that you see?
Speaker 3 (09:45):
I think the major differences we've all become students and
what I mean by that is growing up. I'll be
sixty one this weekend. Congrats, Thank you.
Speaker 4 (09:57):
We didn't have.
Speaker 3 (09:57):
Many choices in terms of TV, the radio, newspaper.
Speaker 4 (10:02):
That was basically it.
Speaker 3 (10:04):
Now you look at all the ways we have to
consume and reach customers, listeners, et cetera. It's endless and
for us and we're living it right now. We're learning
all of these tactics, learning all of these assets and
how they work, but more importantly, learning how we can
(10:24):
help our clients to embrace the right tactics in the
right sort of bundle, if you will. How do they
tell their story and go to market? Yeah, so that's
the biggest thing for me, just looking at all of
the options that we can bring to market and then
prescribing the right way, the most effective way for our
(10:45):
customers to tell that story.
Speaker 1 (10:47):
You know, you're bringing a point to the surface that
it's very interesting and at the same time is a
challenge for me because every time I have conversations with
business owners or with leadership, they tend to use marketing.
If they don't understand the potential of marketing and advertising,
(11:09):
they take it as.
Speaker 2 (11:12):
How can I explain it?
Speaker 1 (11:13):
It's like not a negative, but it's like it's not
as important and they will put it at the bottom
of their list or the to do list. And I
have seen great products, great businesses, and people just don't
know about them and then they go under because they
just never spread the word out, they never shared what
they do, or they didn't do it the right way.
(11:36):
What has been in your experience the most effective way
for a business to communicate or just get over that
hurdle of.
Speaker 2 (11:45):
Like I don't have any money. How am I going
to spend on marketing when I just started my business?
Speaker 4 (11:50):
Sure?
Speaker 3 (11:51):
Sure, well, I mean, as you and I both know,
there's a lot of ways to approach the market, I say,
with our business, and particular the three things you got
to have, I say, Number one, you have to have
frequency of message over a weekly time period. You have
to have a consistent plan. And maybe budget doesn't allow
(12:13):
you to be on every single week, but maybe it's
two weeks a month for six months, maybe it's one
week a month for twelve months. Whatever it is, is some
sort of consistency where you have ownership, will your message
continually stays out there? And then the third leg, and
probably the most important leg, is the creative. Yeah, the
(12:33):
copy what you're saying, because a lot of people I
say to them, whether you do business with me or not,
if people don't know about you, then people don't know
about you, and that's a problem.
Speaker 4 (12:47):
Yeah.
Speaker 3 (12:48):
So, of course, right, easy for us to say everything
is an investment level, but if crafted in the right
way and done over time, it will be effective. I'm
living proof of it, yes, thirty two years of.
Speaker 1 (13:02):
And and you know, to that point, a lot of
people has come to me and say, like, I didn't
even know people still listen to radio.
Speaker 4 (13:09):
Oh goodness, can you believe that?
Speaker 2 (13:12):
And I listened to radio.
Speaker 1 (13:14):
I mean I've always because but I grew up with radio,
and I still feel that I'm that generation that still
has a little bit of that. My daughter listens to radio,
but it's not as much or they probably the difference
is that she uses an app to listen to whatever
station she needs to use. Right, what is your experience
with your clients when they say that, well, you know.
Speaker 3 (13:34):
Two things that I just when I was listening to
asked that question. Two things with your daughter with the app?
I say, great thing for us, because our company is
investing in all the platforms in terms of how people
are consuming our content. So, going back to my point
from the last question, if we can get them to
(13:54):
do audio broadcast, terrestrial audio, radio with streaming audio, and
maybe podcast. If you think about our lifestyles, we're touching
all three of those platforms probably every day. So what
a great way to surround that person.
Speaker 4 (14:13):
Right.
Speaker 3 (14:14):
The other piece of the equation is radio is the
only medium that does the following. You can a listen
to your favorite music, B listen to your favorite personality,
who's usually.
Speaker 4 (14:29):
Your friend Gabby.
Speaker 3 (14:30):
Yeah, Gabby, and your friend has so much influence in
your life. So if Gabby says you have to get
this sort of hair product, you're probably going to listen.
Speaker 2 (14:43):
To it a certain level of influence.
Speaker 1 (14:44):
Of course, we should go back to something very important,
because I don't think my audience knows it. I'm paying
attention to people. Do you actually I'm gonna ask that question,
do you know what iHeart is? People don't know really
what iHeartMedia is all about. And we're so big in
so many ways. What's your favorite part of iHeart everything is?
Speaker 3 (15:09):
Because our trench code is full. But where we're three things.
We're media, we're entertainment, and we're digital. Okay, and if
you think of those three forms, if we can't find
some sort of solve for customers, then wow.
Speaker 1 (15:26):
To me, the most impressive is not so much the
ways that we share that communication.
Speaker 2 (15:32):
Is the data.
Speaker 4 (15:34):
Data.
Speaker 2 (15:34):
Yes, it's I'm like impressed, how much we know.
Speaker 4 (15:38):
That's a game you show you people.
Speaker 1 (15:40):
We know where you are, what you do, what you
listen to, what you eat, what everything?
Speaker 2 (15:45):
We know it all.
Speaker 4 (15:47):
That's a game changer.
Speaker 3 (15:48):
It is, and it's a game changer too when in
putting programs together for everyone listening. Right now, we can
now measure the broadcast audio. We can connect to your
read only Google Analytics GA four and look at what
kind of website traffic we're causing. We can pixel your
site and encrypt the code on the podcast audio and
the streaming audio and look at that too. So that way,
(16:11):
Johnny Batista in nineteen ninety two used to call after
three months and say, hey, how to go? Now I
call and say, hey, this is how it's going. And
how is that translating on your end?
Speaker 1 (16:22):
But see you said something that it's important you are
calling them, which is going to bring me to this
next topic that I wanted to talk with you about,
and it's how to be that successful seller because it's
not just about opening a door.
Speaker 4 (16:38):
Right.
Speaker 1 (16:38):
Most people think that selling is like, hey, do you
want to buy this? And it's not like that, right,
it's a whole process. What's your process?
Speaker 2 (16:45):
Like, teach me?
Speaker 4 (16:47):
So two main ingredients for me ready for this?
Speaker 3 (16:50):
It's the two c's consistency and curiosity.
Speaker 2 (16:54):
Okay, I love that.
Speaker 4 (16:56):
Go on, And what I.
Speaker 3 (16:57):
Mean by that is like I can and tell you.
And I'm closing my eyes as I'm saying this to you.
I can't even tell you. I'll have a company that
I'm really interested in, and I'll write I'll find out
who the person is and I'll write that name down.
Speaker 4 (17:13):
And they laugh at me because I like to write
in pencil. I don't know why. It just feels good.
Speaker 3 (17:17):
Yeah, and then I'll meet that person and we'll end
up doing business together and we'll build a relationship. Now,
my relationships aren't just really if we're doing business, we're
going to be family, because that's just how I'm brought up.
And I'm going to screw up, but I'm gonna do
a lot of good and we're going to be in
this together, right, Okay, And I think about that. My
(17:39):
curiosity led me to that person and we built a
relationship and now they're one of my best friends, if
not like part of the family.
Speaker 1 (17:48):
Wow, And how did you get to that best friend scenario?
Because you have to build trust in order to have
a best friend.
Speaker 4 (17:56):
I have to say that one more time.
Speaker 1 (17:57):
You have to build trust right in order to get
to the best friend.
Speaker 3 (18:02):
And yeah, you know, and I think trust comes from action, right, action,
and when you say you're going to do something, follow through.
Speaker 1 (18:12):
It doesn't matter what you're selling. So let's just listen people.
If you're like Boston, it doesn't matter what you're selling.
It doesn't matter. You're selling yourself at some point because
you have to. Even if you're dating, you have to
bring your best self forward. If you're looking for a job,
you have to sell your best qualities and assets and attributes,
(18:33):
like every time you can open a door and say
the best of you.
Speaker 2 (18:38):
But how you maintain that image, how you maintain that conversation,
in that trust right, how you build that trust is
what matters at the end of the day.
Speaker 3 (18:49):
True and you know what you have to You have
to be and I hate using this word because everyone
uses it, but you have to be authentic and genuine. Yeah,
people can smell BS. I can when I'm buying. I
love being a consumer. I just bought a car yesterday
with my son.
Speaker 4 (19:05):
Nie and I go. I love being the consumer.
Speaker 1 (19:08):
But when you're a consumer, do you go for the
emotional side of the buying process or you are more
in the intellectual and you want numbers and you want
to make sure that you're getting the best deal.
Speaker 2 (19:20):
Both.
Speaker 3 (19:21):
I but I'll I want to start a relationship with
the person because of that. If that transaction is good,
you and I know a lot of people. Yeah, I'm
going to send a lot of people to this individual
because it was a good experience. I did my homework,
I maxed out of my incentives and my savings and
all that. But the process for myself and with my
son one of his first major purchases, it was good.
Speaker 4 (19:44):
It was actually very very good.
Speaker 2 (19:45):
Oh awesome. So how would you translate that into your business? Now?
Speaker 1 (19:50):
If I'm listening to you, I'm learning how to become
the best sales executive associate leader that I can. What
would be three things that you will teach me?
Speaker 3 (20:05):
Well, the first two you need to be curious that
we talked about, and then you know those names on
your list that you've been trying to get to for
years and years, and yes, don't give up, be consistent.
Speaker 2 (20:15):
You it happens if I'm shy or if I'm afraid
of rejection.
Speaker 4 (20:20):
Well, I think it's.
Speaker 3 (20:24):
That's a different kind of a scenario because if someone
is in sales and they really feel that way, hmmm,
because we all know sales, you've got to put yourself
out there, right.
Speaker 1 (20:36):
I just think that syndrome, like the imposter syndrome of
like not feeling you're.
Speaker 2 (20:40):
Like sure, good enough.
Speaker 3 (20:43):
Yeah, And I think we all have days where we
feel like that. But I'll say this to anyone that
feels like that, We're all the same. We all feel
the same. And it's funny like when you get together
with a group of people and you talk about things
like this, Oh my goodness, you feel like that. Of course,
we all have bad days. We all have days we
maybe think we're in over our head. We all have
(21:04):
days we're in a subject where we're thinking, oh boy,
that person knows more than I.
Speaker 4 (21:08):
Do about that.
Speaker 3 (21:09):
But it's so easy to learn, now, right, it's so
easy to learn. And I say, for anyone that feels
a little bit more shy or introverted, do the scary
thing and put yourself more in those situations.
Speaker 1 (21:22):
Yes, right, yes, yes, yes, that changes your life.
Speaker 4 (21:25):
Yeah, it does.
Speaker 2 (21:26):
Get out of your comfort zone.
Speaker 4 (21:27):
Yeah.
Speaker 3 (21:27):
And I know you feel that way because I've observed
you in certain settings and I can see your body
language and I go but yeah, but Gabby goes on,
she goes through and it's like, oh, that was pretty good.
Speaker 2 (21:40):
I try.
Speaker 1 (21:40):
I try not to show it off, but you know,
I've learned that you have to risk in order to
grow or in order to attain whatever you're looking for.
So in this case, I am really excited to risk
it with you and ask the tough questions of the
silly questions so you can give me the best answer,
and we can teach our friends that are listening and
(22:03):
give them an opportunity to learn what we are all
about and what we're doing here in house behind the
scenes of what they see, like the talents that we
deal with. I mean, you've been a tremendous part of
the success of these companies, so you should feel very
very proud.
Speaker 4 (22:20):
Well, thank you, thank you. I can't you know.
Speaker 3 (22:22):
I think a lot of it depends on you, know,
your upbringing, but I think even more of it depends
on your environment, like where you choose to be yes
in life and the people that you want to surround
yourself around. And I try to surround myself around people
like you because I love that, Like you're always talking
ooh what can we do next? Ooh this is a
(22:44):
better idea. Oh why don't we do this for them too?
I mean to everyone listening out there. I just had
a client in here which I'll leave a name. But
we had this person on Gabby's podcast and it was great.
Gabby made them feel like family and there was like
five individuals that came in and.
Speaker 4 (23:00):
It was nice.
Speaker 3 (23:01):
Yes, it was a nice conversation.
Speaker 2 (23:04):
Like the one we're having right now.
Speaker 4 (23:06):
We having a nice conversation.
Speaker 1 (23:08):
We are. I am enjoying it and I hope that
people have enjoyed it as well. What can you do
for others that are interested in advertising, Johnny, we have
a couple of minutes just to share a little bit
of your information. Let me know how they can reach
out to you.
Speaker 3 (23:23):
Yeah, so you know, I'm a big guy on let's
have a conversation. Everything starts with a conversation because you
never know where that conversation is going to land.
Speaker 4 (23:32):
Plus, I like a lot of coffee.
Speaker 2 (23:34):
Yes, as an Italian should.
Speaker 4 (23:37):
I love it? I love it?
Speaker 3 (23:39):
But to find me on IG it's at Johnny B
Radio at iHeartMedia email wise, it's John Bautista all one
word B A T T I S T A at
iHeartMedia dot com. But I think if you have a business,
you have a product, you have a service, where you
might know what your vision is and where you want
(24:01):
to go, and you might not. Both scenarios are okay, let's.
Speaker 4 (24:05):
Talk through it.
Speaker 3 (24:06):
Let's look at some options, and you know what, budgets
might not allow you to act right now, but at
least you have a stronger vision of where you could
be because, let's face it, three months, six months, one year,
I'm snapping my fingers like that. So talking about things
today for next year is a solid move.
Speaker 1 (24:28):
And I believe that if you reach out to Johnny,
at least you're going to have a greater view of
where you can go and a plan, if not right now,
for a future.
Speaker 2 (24:39):
So I'm bringing you the best you know it Boston.
Speaker 1 (24:42):
Here at Kip Passabolston, You're always going to have the
best information, and I urge you to download the iHeart
app and pre select kat Passabolston as your favorite podcast.
And you know it, Johnny, thank you so much for
sharing these yea excitement in knowledge, your knowledge, because it's
so so important for everybody that is out there. Go
get your money, people, and then we'll see you next week.
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