Just after CBS Radio cutting the budget...

[KOOL Listener Lauren]

Just after CBS Radio cutting their budget in February by firing great talent, etc., how can they afford two months later to give away a million dollars? I think I even heard there were a few more firings made by CBS Radio just recently...

In your opinion, do you think giving away a total of a million dollars in one month after needing to cut your budget is a wise decision? Or do you think CBS Radio should have used the million dollars to keep as many of some of the best in the radio business, on their stations?

Looking forward to what you have to say...

 

[landtuna]

YES!

Seriously, I doubt the "million bucks" amounted to much given C(BS)' total budget and was probably but a small part of all the salaries they "saved" by firing all those people.

And, I suspect they are going back to the old days of radio trying to buy listeners by give-aways. Used to be a common practice by Top-40 stations.

 

[davideduardo]

And, I suspect they are going back to the old days of radio trying to buy listeners by give-aways. Used to be a common practice by Top-40 stations.

Promotion, advertising and contests are part of the brand maintenence and growth strategies of radio over the last 5 decades. Not promoting is generally going to reduce revenues much more than the cost of good promotion. Look at it in the same light as discounts, coupons and sales at stores or for package goods.

None of these marketing tools buys listeners... they are intended to attract them, in the hopes that they will like the station and stay there.

 

[landtuna]

None of these marketing tools buys listeners... they are intended to attract them, in the hopes that they will like the station and stay there.

I dunno about that "buying" part. One of my sons seems to always be listening to the station that does the most promo's (concert tix, cash, hidden goodies etc.) and has his cell at the ready to be "the 7th caller". Some of his buddies echo his performance.

 

[davideduardo]

None of these marketing tools buys listeners... they are intended to attract them, in the hopes that they will like the station and stay there.

I dunno about that "buying" part. One of my sons seems to always be listening to the station that does the most promo's (concert tix, cash, hidden goodies etc.) and has his cell at the ready to be "the 7th caller". Some of his buddies echo his performance.

Those listeners, known affectionately as "prize pigs" are hated by stations, and most have rules to keep their participation to a minimum. They don't contribute any listening, since they jump from station to station... they are really not listeners, in fact... they are playing a game, not enjoying the programming.

 

[landtuna]

Thankx DE, I'll pass along the new moniker. ;D

Actually, he and his friends (that I know about) listen pretty much constantly to one station. I know because I don't let them listen to KUPD in my car. They don't jump around much. And the more outrageous the morning show, the better. You know the demo I'm sure.

 

[12 In a Row]

In general, promotions simply add the sizzle to the steak.

No matter what size market, there are prize pigs and professional prize pigs.
The rest of the audience could care less.

 

[davideduardo]

In general, promotions simply add the sizzle to the steak.

Often we forget that contests also help to keep the air talent's enthusiasm up... something new and often fun. And the better contests also are fun to play along with, a la jeopardy, which makes the overall station sound better.