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Radio Sales and Marketing

Radio Sales and Marketing. How do commercial radio stations make money?. Radio Sales and Marketing. FEATURE a fact about the radio station examples: weather every 30-minutes or concert updated every 3 hours BENEFIT the value to the merchant increased traffic and sales.

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Radio Sales and Marketing

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  1. Radio Sales and Marketing How do commercial radio stations make money?

  2. Radio Sales and Marketing • FEATURE • a fact about the radio station • examples: weather every 30-minutes or concert updated every 3 hours • BENEFIT • the value to the merchant • increased traffic and sales

  3. Radio Sales and Marketing • People buy benefits not features • when buying air conditioning in a new car, what are you really buying? • if a person wants to buy a lawn mower, why would they want one with a larger blade? • Don’t assume your client is making the translation from features to benefits. You need to point it out

  4. Radio Sales and Marketing • SPOT • FLIGHT (full flight) • SALES IMPRESSION • DEMOGRAPHIC/Target Demographic • AQH – Average Quarter Hour • WEEKLY CUME Audience • TSL – Time Spent Listening • ARBITRON (The Book) • the nation is broken into markets • method of survey skews results

  5. Radio Sales and Marketing • RATING • % of potential audience • every home that owns a radio • SHARE • % of listening audience • measures those people who have their radios turned on

  6. Radio Sales and Marketing • ARBITRON DAYPARTS • AM / Morning Drive • 6:00am to 10:00am (5:30am to 10:00am in some markets) • Daytime/Midday • 10:00am to 3:00pm • PM / Afternoon Drive • 3:00pm to 7:00pm

  7. Radio Sales and Marketing • ARBITRON DAYPARTS • Evening • 7:00pm to 12:00am • Overnight • 12:00am to 6:00am • Daypart times vary slightly in some markets

  8. Radio Sales and Marketing • We are in the AKRON, OHIO market • METRO SURVEY AREA • Portage and Summit Counties • TOTAL SURVEY AREA (TSA) • Portage, Summit, Wayne, Stark, Medina, Holmes, Ashland, and Tuscarawas Counties • Here’s a map showing the county locations…

  9. Akron Metro and TSA

  10. Radio Sales and Marketing • RATE CARD • AGENCY • TALENT • BARTER (trade out) • NON-TRADITIONAL REVENUE (Example: internet advertising)

  11. Radio Sales and Marketing And, that’s the way radio stations make money! Now let’s look at some demographic data the for WSTB and the Akron Market…

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