Cumulus Media has announced the promotion of Little Rock Market Manager Keith Liesmann to the newly created position of Arkansas Regional Vice President adding oversight of their Fayetteville and Fort Smith clusters. Liesmann has been with Cumulus Little Rock since 2015 after previously serving as VP/Market Manager for the company in Topeka KS from 2005 […] […]
Radio One has announced the appointment of Erwin ‘Katt D’ Hill as Operations Manager of their Raleigh/Durham cluster. Hill has been with the company’s Atlanta cluster since 2003 where he has served as APD/MD at Adult R&B “Magic 97.5/107.5” WUMJ/WAMJ since 2009 and Program Director of R&B Oldies “Classix 102.9” since its launch in December […] […]
Magic is spending March highlighting the Menopause with special programmes to raise awareness and knowledge of the experience. […]
Classic FM has partnered with the English National Opera to air a new series hosted by Jennifer Saunders. […]
The SMI ad spend results for January 2022 show another record month for the Australian ad market.The value of ad revenue in January is up by 15.4% year-on-year to now be 5.1% above the pre-covid January 2019 total.That result has further strengthened the record figures already being seen across this financial year with the ad… Read More
The post Ad revenue above pre-covid January 2019 total by Kim Napier appeared first on Radio Today. […]
Selling Radio Direct with Pat Bryson
Do you know how to mix an effective campaign?
All of us selling radio have encountered the objection that “I tried radio once and it didn’t work.” Most of the time, the businessperson doesn’t remember 1. what station/stations they used 2. what type of schedule they ran and 3. what their ad said. Chances are the reason they THINK their radio didn’t work was because they didn’t use it properly. For any advertising to be effective we must follow the recipe for success. It’s similar to baking a cake. If we fail to execute any of the elements of the recipe properly, we end up with a flat cake.
The Radio Recipe For Success:
1. The correct frequency (repetition) per week. Science tells us this is usually 21-25 messages in a seven-day cycle. If you are selling a format with a short time-spent- listening, it may take 40.
2. Enough consistency. This means at least 52 weeks. Many of my stations now sell 3-year agreements. If you want to know the scientific reason for this, email me….or you can hire me to come do a session for your group.
3. A relevant message. The message must resonate with the listener. It must cut through the clutter and answer the question, “Why should I shop at that store?”
Note: nothing was said about budget in the above recipe. The investment for the ingredients will vary market to market, station to station. The recipe does not. Recipes for baking a cake do not concern themselves with the cost of the ingredients. They simply tell you how to end up with a tasty, beautiful cake. We should be selling SCHEDULES, not BUDGETS!
Following the recipe=Happy clients
Happy Selling! […]
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