Radio Sales Café

Roy Williams provided this interesting case study in his MMM of July 6, 2008. I just re-read it and thought it worth passing along. Back in the mid-70's (and through the mid-90's) a different Williams drilled into the radio advertising salespeople he trained that the only relevant comparison of newspaper to radio, in terms of their effectiveness in getting results for an advertiser, was "$ for $ and time for time." Whether the margin of performance is a stellar 14:1, a modest 2:1, or anything in-between, if there are advertisers in your market currently spending the majority of their (scarce) ad dollars in print, you might want to share the results of Roy's experiment with them as a prelude to creating your own. Anyone out there have similar documented successes against print?