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

Radio Sales and Marketing

How do commercial radio stations make money?


Radio sales and marketing1

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 marketing2

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 marketing3

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 marketing4

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 marketing5

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 marketing6

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 marketing7

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

Akron Metro and TSA


Radio sales and marketing8

Radio Sales and Marketing

  • RATE CARD

  • AGENCY

  • TALENT

  • BARTER (trade out)

  • NON-TRADITIONAL REVENUE (Example: internet advertising)


Radio sales and marketing9

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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