Why the Smart Advertising Money Today is on Local Radio

    • 993 posts
    April 18, 2011 10:41 AM PDT

    One of the most significant things Roy Williams has done for the radio advertising sales profession is to instill in radio people a sturdy belief in the power of our medium.

     

    A prime example is his excellent piece in today's  Monday Morning Memo.  I'd be surprised if most members of this community don't already subscribe to his free newsletter - but just in case you missed it, this is one you'll want to share with every advertising prospect and client in town!

     

    Talking to advertisers, the Wizard concludes:

     
    1. Radio has weathered the techno-storm better than any other media.

    2. Following a brief flirtation with the iPod, Americans returned en masse to broadcast radio for exposure to new music and breaking news.

    3. You can close your eyes, but you cannot close your ears.

    4. How many hours a week do you spend driving?

    5. World-class radio ads are cheap to produce.

    6. It costs big bucks to look good on TV.

    7. A modest budget for a national advertiser to produce a 30-second TV ad is $350,000.  Your TV ads, by comparison, will always look “homemade.”

    8. But national advertisers have no advantage over local advertisers on radio.

    9. Advertising agencies can’t pay the bills by producing radio ads. Their profitability – indeed their very existence – depends on their ability to steer advertisers into high production-cost ventures: television and direct mail.

    10. The smart place for local advertising is usually on the radio.

     

    • 455 posts
    April 25, 2011 1:10 PM PDT

    The obituary has been written for radio many times. TV was the first executioner, then the web, satellite radio, and social media just to name a few.

     

    Radio continues to breath life into businesses looking for answers.