• Get involved.
    We want your input!
    Apply for Membership and join the conversations about everything related to broadcasting.

    After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
    If you use a disposable or false email address, your registration will be rejected.

    After your membership is approved, please take a minute to tell us a little bit about yourself.
    https://www.radiodiscussions.com/forums/introduce-yourself.1088/

    Thanks in advance and have fun!
    RadioDiscussions Administrators

Bustos seeks ‘ZoneCasting’ for KZTM and KDDS

I don't know why they filed for 3 boosters in Centralia and Chehalis except maybe to try and see which tower site/antenna works best and scrap the other two.

The Centralia and Chehalis area has about 40,000 people and less than 20% is Hispanic. So all this work to have localized spots for 8,000 people spread over their two stations. Are they going to have a sales person drive 2 hours from Seattle once a week to sell these $5 spots?
 
Last edited:
Bustos obviously thinks theres a return on investment possibility herre and that its worth it.

Why doesnt someone email amador and ask him? He reads and responds to his own email
 
Returning to reality for a moment; could you imagine trying to sell advertisers on this idea? 'Well, Mr. Local Car Dealer; in this area (pointing to a Sharpe circle on the map) your spots will run twice as many times as the rest of the main signal. And instead of paying $1.50 per spot to be on the main station, we'll give you the entire Sharpe circle for $0.75 per spot, and you'll run ten times more often. All you have to do is sign a one-year contract!
Car dealer looks at Sales Guy: I have no idea what you were talking about. Now get out of my showroom!
 
Kelly A said:
Returning to reality for a moment; could you imagine trying to sell advertisers on this idea? 'Well, Mr. Local Car Dealer; in this area (pointing to a Sharpe circle on the map) your spots will run twice as many times as the rest of the main signal. And instead of paying $1.50 per spot to be on the main station, we'll give you the entire Sharpe circle for $0.75 per spot, and you'll run ten times more often. All you have to do is sign a one-year contract!
Car dealer looks at Sales Guy: I have no idea what you were talking about. Now get out of my showroom!
Click to expand...

We have a way to broadcast your commercials on FM 108.1 to only listeners in this community, thereby not having you advertise where it wont help and youll pay half as much as they main signal but it won't interrupt or interfere with programming on the main signal.
 
SomeRadioGuy said:
We have a way to broadcast your commercials on FM 108.1 to only listeners in this community, thereby not having you advertise where it wont help and youll pay half as much as they main signal but it won't interrupt or interfere with programming on the main signal.
Click to expand...
But, I'm a car dealer. I'm looking for customers all over the community. Why would I want my ads limited to a smaller area?
In other words, I want my ad to run on your whole station for the same price of the Sharpe circle. You either give me that, or I'm just going to keep running ads on Facebook.
 
Kelly A said:
But, I'm a car dealer. I'm looking for customers all over the community. Why would I want my ads limited to a smaller area?
In other words, I want my ad to run on your whole station for the same price of the Sharpe circle. You either give me that, or I'm just going to keep running ads on Facebook.
Click to expand...

Then you get the whole signal for the price youve been paying, we just thought you might want the opportunity to target a specific community since thats where your main dealership may be.

We're able to offer a lower price for the ads in the smaller community because our cost of doing business there is much lower
 
SomeRadioGuy said:
Then you get the whole signal for the price youve been paying, we just thought you might want the opportunity to target a specific community since thats where your main dealership may be.

We're able to offer a lower price for the ads in the smaller community because our cost of doing business there is much lower
Click to expand...
Except you have to pay for your 'boosterwhatever' don't you kid? A lower price for less makes sense, but I want the full signal at the lower price for three months, not a full year. Take it or leave it.
 
Kelly A said:
Except you have to pay for your 'boosterwhatever' don't you kid? A lower price for less makes sense, but I want the full signal at the lower price for three months, not a full year. Take it or leave it.
Click to expand...
We pay for it with the ads that run on the whole network or just the booster. We cant be a profitable business if we give you that much of a discount, But tell you what, you give me a brand new car for half price, well call it even or we cant accept further business. Any station who can offer you that much ad space for that little is just concerned with their bottom dollar and not results..... in 3 months you'll be realizing youre not getting a return on investment with another station or social media.
 
SomeRadioGuy said:
We pay for it with the ads that run on the whole network or just the booster. We cant be a profitable business if we give you that much of a discount, But tell you what, you give me a brand new car for half price, well call it even or we cant accept further business. Any station who can offer you that much ad space for that little is just concerned with their bottom dollar and not results..... in 3 months you'll be realizing youre not getting a return on investment with another station or social media.
Click to expand...
If you don't give me your lowest rate than I pay for Facebook, then good day. Now, unless you want to buy a car, time for you to get on your bicycle and head down the road.
 
Kelly A said:
If you don't give me your lowest rate than I pay for Facebook, then good day. Now, unless you want to buy a car, time for you to get on your bicycle and head down the road.
Click to expand...

So how do you expect something for free or severley discounted but wont do the same for me? I don't need your business, someone who nickles and dimes a business over cost usually ends up being a pain in the ass not worth the cost and headache
 
SomeRadioGuy said:
So how do you expect something for free or severley discounted but wont do the same for me? I don't need your business, someone who nickles and dimes a business over cost usually ends up being a pain in the ass not worth the cost and headache
Click to expand...
Welcome to modern local direct sales.
 
Kelly A said:
Welcome to modern local direct sales.
Click to expand...

Ive been involved with sales on a small scale in small towns on and off for years, Kelly...
 
fordranger797 said:
To be fair, in my (ultra) short career in radio sales, most of the sales involved some sort of barter. Not particularly a “good” deal.'
Click to expand...
A wise old CEO once told me: "Kelly, trade is death." And I saw plenty of examples where trade got some folks in serious trouble.
He also advised: "Give your client the best service, then don't be afraid to charge for it."

The problem was in this example; you don't lead with special the super cheap rate for the booster, because you've shown your hand by announcing how low you could go. Once you make that announcement, you can't go higher again. Even then, if the potential client isn't interested in something they don't understand, know when to offer something they do understand. You could say something like; I wanted to offer you something really leading edge and more targeted that's a great value, but I understand if you're cautious about trying something new.

My goal would be to come up with something to get a contract before they don't want to negotiate anymore. After all, you're dealing with a salesperson. If the full signal rate for a six month contract is something like $3 a spot, I'd propose $3.50 and have something in my back pocket by having done research of what he probably pays for Facebook ads. Even if I end up selling a six month full signal contract for $2.75 per spot, I've at least locked them in for six months and can approach them again in three months about a booster rate for augmenting their full signal rate. You could also hit them up for a contract extension.
Although, the booster thing is a pig in a poke, so I wouldn't waste my time and gas trying to sell such snake oil.
 
fordranger797 said:
To be fair, in my (ultra) short career in radio sales, most of the sales involved some sort of barter. Not particularly a “good” deal.
Click to expand...
The best barter we had at a small town country station was for a pizza place and a Mexican restaurant. We ate like kings anlmost every day…so they’re not all that bad!

I should also point out besides 19 year old me, everyone else on staff was 20+ lbs overweight.
 
seattlesarchiebunker said:
The best barter we had at a small town country station was for a pizza place and a Mexican restaurant. We ate like kings anlmost every day…so they’re not all that bad!

I should also point out besides 19 year old me, everyone else on staff was 20+ lbs overweight.
Click to expand...
That’s completely understandable lol. I didn’t personally have anything against barter at the time. But now that my personal expenses have gone up, I’m not sure I would ever go down the road of ever making a deal like that ever again.
 
fordranger797 said:
That’s completely understandable lol. I didn’t personally have anything against barter at the time. But now that my personal expenses have gone up, I’m not sure I would ever go down the road of ever making a deal like that ever again.
Click to expand...
And let’s just be honest…cash in hand is a far better deal than a promise of goods or services.

In smaller markets, if the station needs something the potential advertiser can provide, I can see the usefulness of an occasional barter. Otherwise, in today’s business climate, it’s for the birds.
 
RF101 said:
Bustos Media today filed for a (replacement, expired) modification for KZTM 102.9. It would re-locate to a different tower southwest of the current site. 80kw ERP directional. As is , it has quite a reach . (I wonder if the KJET Union upgrade is causing a shuffle up on South Mountain.)

Overview:

Engineering study:
Click to expand...
I’ve heard that the south mountain site is a bit tricky. An actual engineer can provide far better insight, but I believe capacity at that site isn’t plentiful. Captiol Peak may have an advantage in terms of space for equipment. And as a side note, I wasn’t aware of there being any other towers on South Mountain until I looked today. But it looks like this move will relocate the transmitter to a secondary peak of south mountain (behind the main peak that’s home to 97.7 and 99.3).
 
It looks like KZTM and KJET (upgraded) are going on to the same tower. Both applications have the same tower ASR ID and both the same elevation for RADCEN. That would mean they'll be diplexed and on a directional antenna. The KZTM proposal has just a 2 dB notch while KJET's has far more directionality down to -8.8 dB. Interesting. It's not a short-spacing issue with either station so the 85% fill rule perhaps does not matter here .
 
Status
This thread has been closed due to inactivity. You can create a new thread to discuss this topic.


Back
Top Bottom