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How Much Is Enough?

H

hoosier45guy

What are the spot costs for advertisers to get on the Indianapolis radio stations we discuss in here?

Weekday "prime time" for a :60.

I have heard WZPL is $275, WFBQ $250, the Emmis FM's $160-$175, WNTR $140, WKLU $100, WNDE and WXNT both $50.

Please add what you know and let's try to figure out what all this programming is worth. Who charges more than their ratings deserve? Who is undervalued?
 
Their is the price they want and the price they will take. Having sold and purchased a lot of radio advertising I can say that their are some bargain basement deals right now.
 
I just knew that somebody would say "well, it's supply versus demand".

Didn't anticipate it would be in the very first response. Should have mentioned in my original post that I am quite well versed in the concept.

What are the numbers being offered to attract advertiser interest? For example, there is a lot of discussion in here about Oldies. But what does that station feel is an appropriate rate to reach their listeners ears with your message?
 
I hear you can buy Network Indiana and get statewide coverage on 65 radio stations (including WIBC-FM and WFNI-AM) for somewhere between $1,200 and $1,400 per :60.
 
hoosier45guy said:
I just knew that somebody would say "well, it's supply versus demand".

Didn't anticipate it would be in the very first response. Should have mentioned in my original post that I am quite well versed in the concept.

What are the numbers being offered to attract advertiser interest? For example, there is a lot of discussion in here about Oldies. But what does that station feel is an appropriate rate to reach their listeners ears with your message?
Click to expand...

Not sure where you are getting the supply demand argument in the first response. But you're correct. WZPL does get $275 occasionally...they probably get $125 also...just sort of depends what the demand on the inventory is. We're both blessed and cursed as we get a brand new supply of inventory every time the sun comes up.

Your "what their ratings deserve" comment deserves further discussion as how many people are actually paying attention vs. how many are reported as listeners? I am sure a much higher percentage of the listeners to WIBC WFNI WNDE WXNT Bob and Tom on WFBQ and WXLW are actually paying attention than the people who listen to WFMS, WYXB, WLHK, WNTR (especially in their music intensive hours) Plus those audiences are less likely to switch stations in commercial breaks as the content is unique. How does that factor into "worth"?

The oldies station might be "worth" more as they have a unique format and less commercials per hour than most.

Then comes what is the effect of sales effort? What I mean...a proactive sales person who actually seeks out business and delivers solutions vs. a schmuck who waits by the fax maching or Outlook Inbox for an avail request.

There's no clear answer to your original post.
 
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