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iHeart(less)

DavidEduardo said:
The TV sellers each got a little bit more revenue to close out the year and did not have to run awful PSAs back to back. It's a great way to run TV. And I used the same concept in several other markets where I did standing orders for Monday and Tuesday unsold avails... the days local retail does not buy as heavily.
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This is smart for all involved. I was listening to the radio on a station in Rural Illinois a few weeks ago and heard three PSAs back-to-back.

After three minutes of hearing about ALS (Lou Gehrig's disease), life jackets, and the signs of a stroke, I was desperate to hear Flo from Progressive. Who knew auto insurance could be uplifting!
 
Kelly A said:
And as BigA and David pointed out; insurance companies aren't local or regional like car dealers and furniture stores. They're national ad buys based on volume rates. It's impossible to maintain past expense and still make a buck when your local income sources has suspended buying ads. Radio groups are being forced to adapt to the expectation, that this sort of thing effecting the greater economy could, and probably will, happen more often in the future.
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Local spots have been pretty rare vis-a-vis the ads from some national conglomerate of Whatever for a very long time. But one only has to look at the spot rates to know why; Only the wealthiest local businesses/start-ups can really afford radio.

But I can still remember how critical radio was to The Bon Marche. Because for an entire decade, they ran this radio ad campaign based on the Harry Belefonte classic "Day-O (The Banana Boat Song)" (which was a revived hit in 1988 from it's inclusion in the movie Beetlejuice.) Which went something along the lines of.....

"Saaaaaaaale!.....One Day Saaaale!
Wednesday Only at The Bon Marche

Beautiful new curtains and sheers!
Wednesday Only at The Bon Marche
Highly comfy sports brassieres!
Wednesday Only at The Bon Marche...."

Now it was all cute and clever when it first came out. But by the fifth consecutive year of this particular campaign, you wanted to violently smash your radio every time you heard it....
 
Bongwater said:
Local spots have been pretty rare vis-a-vis the ads from some national conglomerate of Whatever for a very long time. But one only has to look at the spot rates to know why; Only the wealthiest local businesses/start-ups can really afford radio.
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It's not cheap, that's for sure. And although a per-spot rate may be a few dollars each, the salesman wants you to buy a lot of them. Nobody buys just one spot. They buy a flight. That could cost thousands of dollars. They sell impressions. So that's why you mainly hear lawyers and home improvement companies on the radio.
 
Bongwater said:
Local spots have been pretty rare vis-a-vis the ads from some national conglomerate of Whatever for a very long time. But one only has to look at the spot rates to know why; Only the wealthiest local businesses/start-ups can really afford radio.
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That's not true. Up until the pandemic, local auto dealers were a mainstay for radio ad buys. Same with jewellery and furniture stores. Shane Co. may be in several western markets, but they always bought within those markets. Radio opened a lot of inventory in the hay-days prior to 2008, and has resisted reducing it. Local businesses could get a lot of value because of that glut of open avails, but most have moved on to social media and digital ad spaces because they've been told that's where the customers are.
Bongwater said:
But I can still remember how critical radio was to The Bon Marche. Because for an entire decade, they ran this radio ad campaign based on the Harry Belefonte classic "Day-O (The Banana Boat Song)" (which was a revived hit in 1988 from it's inclusion in the movie Beetlejuice.) Which went something along the lines of.....
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Macy's even continued to buy a lot of radio after the ownership change, until the bottom fell out of department store shopping. They even closed their flagship downtown location in Seattle due to lack of shoppers willing to negotiate the influx of homeless, and the shoplifting and overall security hassles therein.
Bongwater said:
Now it was all cute and clever when it first came out. But by the fifth consecutive year of this particular campaign, you wanted to violently smash your radio every time you heard it....
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But it was very effective.... In it's DAYY-OH.
 
Local sales teams have gotten very innovative in developing new categories of business, there is no 'waiting for orders to fall of the agencies desks'. these guys get out there in a tough environment and make new business happen. Should some of the traditional categories come back (ie: auto) then that adds back that revenue. You ALWAYS need local sales.
 
CarAgencyGuy said:
Should some of the traditional categories come back (ie: auto) then that adds back that revenue. You ALWAYS need local sales.
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Correct: "New money."

Someone mentioned they heard a Hyundai spot on an iHeart station. Turns out Hyundai is a co-sponsor of the iHeart Music Festival, and they get radio spots (as well as title sponsorship and digital ads) as part of the deal. New money.
 
blackgold said:
Let's break up IHeart and give it back to the local groups.
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Advertisers love one sales rep who offers five or six good local stations. If every station had different owners and different sellers, many local accounts, inundated with sales calls from 25 or 30 different single stations, would just say, "I don't use radio. Go away."
 
DavidEduardo said:
Advertisers love one sales rep who offers five or six good local stations. If every station had different owners and different sellers, many local accounts, inundated with sales calls from 25 or 30 different single stations, would just say, "I don't use radio. Go away."
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There likely wouldn't be 25 or 30 stations in a market, all but the top 5 would fall by the wayside.
 
blackgold said:
Let's break up IHeart and give it back to the local groups.
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Who would the "let's" be? Because the FCC and the government can't.

However, if a bunch of local groups went to iHeart with cash offers, they would be fools to ignore them.

In fact, some local groups have gone to Cumulus with cash offers (I think Dothan Alabama is an example) and Cumulus sold.

All of these post-bankruptcy groups are looking for cash offers.
 
Rock 100.7 said:
It's "Smokey Bear". He doesn't have a middle name. My father in law is a State Forester, so I am in the know. Happy I could help :)
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He'll aways be Smokey the Bear, because that's how he was referred to for years by regular people who saw the commercials on TV.

But, that aside, is it Woodsy the Owl, or just Woodsy Owl?

Does Woodsy the Owl even exist anymore?
 
I'm just sayin', Smokey "The" Bear isn't proper..

Woodsy Owl is a national symbol for the United States Forest Service most famous for the motto "Give a hoot—don't pollute!" His current motto is "Lend a hand—care for the land!"
 
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