Radio sales and marketing
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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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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


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


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


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


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


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


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…


Akron Metro and TSA


Radio Sales and Marketing

  • RATE CARD

  • AGENCY

  • TALENT

  • BARTER (trade out)

  • NON-TRADITIONAL REVENUE (Example: internet advertising)


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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