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The SKINNY on Radio Advertising
From meager beginnings in 1920, radio has grownwith us to be a major player in advertising. Theradio industry says they get about 8 percent ofall advertising bucks. Not bad when you considerthe many ways to hawk your service or product They get their fair share because radio works.With over twelve THOUSAND radio stations in thecountry, the music and news they broadcast iseverywhere. Radio is the mobile medium. Few cars have TV's upfront, and few drivers can read the New York Timeswhile driving (safely). The advertising on radiotargets you passively. You don't have to belooking at it or reading it to get the message. Radio's strength is drive time. The times of theday when most people are in their cars driving toand from work. You can sound like a pro when youcall 'em AMD and PMD. AMD is morning (AM) drive time, typically 6 to10am. AMD is traditionally the most expensiveradio time because that's when more people listen. PMD is afternoon (PM) drive and is considered tobe 4 to 7pm. Other radio slots are DAY which represents 10a to4p period and EVE, 7 to midnight. Most radio stations offer two ways to buy ads.Specific placement (I want to be in the RoscoeBilly Bob Show) and ROS (Run of Station) a formula that spreads your announcments into alldayparts, including late night and overnight. Ofcourse there are specials and sponsorships, too. Here are my tips for buying radio ads + Always use 30 second ads. If you can say thewhole Lord's Prayer in 20 seconds, 30 is enoughfor your business (no matter what the media personsays) + Buy advertising on the stations that reach yourtarget customers, not the ones you like. Justbecause you listen doesn't mean everyone does(especially if you like Classical Music) + Buy ads on two or more stations if possible. Fewmarkets have one radio station so dominant that itreaches all the listeners. + Buy one week on one station, the next week onthe other, back and fourth. Limit your buy to 4weeks in any month, two on each station. 48 weeksper year gets thew same impact of 52 and saves 4. + Buy at least 12 ads a week (18 on each if youcan afford it) and advertise every other month. + Insist on no overnight or evening ads. Ask for apackage that puts you in AMD and PMD at adiscount. Like the newspaper inches committment,you are talking about over 400 ads per year perstation. For more about radio get my article "Do Your RadioAds Work?" Send a blank eMail to MailTo:RadioAds@BigIdeasGroup.com Remember the media salesperson is interested inselling ads, not improving your business. It is upto you to be the expert and make the informeddecisions. ©2005 BIG Mike McDaniel All Rights ReservedMike@BIGIdeasGroup.comBIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,http://BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net
Latest News:Site: Yahoo! News Search Results for news Game news: 'GTA IV' hits 10 million, EA meets ESPN (AP via Yahoo! News) Real news from the virtual world: News and notes on the PGA Tour's top 20 golfers (USA Today) Get the latest news and notes on the top 20 golfers on the PGA Tour. These rankings are based 2006-07 PGA Tour results. UAL shares walloped by new posting of old news (Reuters via Yahoo! News) A nearly 6-year-old news story on the 2002 bankruptcy filing of UAL Corp resurfaced on the Internet on Monday, clobbering the airline's shares briefly as some traders mistook the report as current and plausible news. Asyncast delivers custom news to hands-free mobile devices (CNET) The company's Rocketron service allows users to set preferences for the kinds of news stories they want to hear, as well as filter controls for news they don't want. Young adults want less election news (UPI) EVANSTON, Ill., Sept. 8 (UPI) -- U.S. young adults say there is too much election-related news on Internet news sites, a university study indicates. CNET News Daily Podcast: The new Zune plays its tune (CNET) Microsoft lets "slip" Zune news one day before Apple's big shindig. Big ad group says Google-Yahoo is a bad idea. Who says real spies don't dig social networking? Game News: 'GTA IV' Hits 10 Million, EA Meets ESPN (CBS News) Real news from the virtual world: ABC News gets first Palin interview (Reuters via Yahoo! News) ABC News' Charles Gibson has snagged the first interview with Alaska Gov. Sarah Palin since she was named the GOP's vice presidential pick on August 29. United Airlines hit by 5-year-old news (UPI) CHICAGO, Sept. 8 (UPI) -- United Airline's stock value plunged Monday after a 5-year-old news story was posted on a Florida newspaper's Web site. UPI NewsTrack Entertainment News (UPI) Spears wins 3 MTV Video Music Awards ... 'Wrestler' wins Golden Lion in Venice ... Report: MSNBC shuffles election anchors ... Iconic Astroland park closes ... News from United Press International. Site: news - Google News Palm Shares Soar As New Smartphone Wins Wall Street Praise - CNNMoney.com
MORE RESOURCES: Site: Yahoo! News Search Results for advertising Ad-averse Mobile Users Will Pay to Avoid Advertising (Cellular-News.com) Mobile providers looking to boost their revenues through content downloads and advertising are in for a rough ride, according to a new study by market researchers TNS. A Web advertising dark horse goes on the offensive (Market Watch) While its rivals have been fetching multibillion-dollar acquisition offers from the likes of Google Inc. and Microsoft Corp., online-advertising firm ValueClick Inc. has been busy digging its way out of a legal mess. Intergi's Video Game & Entertainment Advertising Network Has Largest Potential Reach in U.S. According to Newest ... (Centre Daily Times) Intergi (www.intergi.com), a leading video game and entertainment site representation company and advertising network, today announced that it now has a total potential advertising reach of 52.4 million unique visitors in the United States, topping other targeted ad networks - including bellwethers such as Advertising.com Games and Yahoo! Games. Based on the latest data from the August 2008 ... Largest ever advertising billboard at London Bridge Station (London SE1) A huge advertising billboard has been unveiled at London Bridge Station to promote the NSPCC and brighten up hoardings on the concourse. Online Brokerage Sites See Increased Visitors With Ramped up Online Advertising Efforts (PR Newswire via Yahoo! Finance) comScore, Inc. , a leader in measuring the digital world, today released a study of the online trading and brokerage industry showing strong visitor growth to online brokerage sites coinciding with heavy online advertising efforts by several of the key brokerages. Advertising spend in Qatar crawls (MENAFN) Advertising spend in Qatar crawls Intergi's Video Game & Entertainment Advertising Network Has Largest Potential Reach in U.S. According to Newest ... (Business Wire via Yahoo! Finance) DEERFIELD BEACH, Fla.----Intergi , a leading video game and entertainment site representation company and advertising network, today announced that it now has a total potential advertising reach of 52.4 million unique visitors in the United States, topping other targeted ad networks - including bellwethers such as Advertising.com Games and Yahoo! GCC advertising expenditure rises by 23.6% (MENAFN) GCC advertising expenditure rises by 23.6% NeoMedia and Format Dynamics Join Forces to Integrate Innovations in Online & Offline Advertising (Marketwire via Yahoo! Finance) NeoMedia Technologies, Inc. (OTC.BB: NEOM), and Format Dynamics, Inc., today announced a strategic alliance designed to accelerate innovation in both online and offline advertising. Bald Is Beautiful (Advertising Space) (CBS News) New Zealand's national airline is offering to pay bald travelers to use their heads - literally - in a new advertising campaign. Site: advertising - Google News SMU to launch graduate advertising program - Bizjournals.com
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