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potential radio advertiser looking for advice

R

radiojunkee...sort of

I'm a amateur radio enthusiast looking for advertising advice. The company I work for has done successful radio campaigns in other major markets that have generated quite a bit of business. They also have done campaigns that have totally tanked.

We are thinking about doing a campaign on a music station that has female listeners who are homeowners. The females we are interested in reaching are stay-at-home Moms or married women who control the household purse strings. If we reach them, our chances of success are much higher based on past experience in other major markets.

Any advice? I've done a little research and called several stations, but have a tough time believing the rosy stats I'm given. It seems that once people find out what I'm looking for - they say that the home owning stay-at-home Mom crowd is a huge chunk of their listener base.

Any help is much appreciated. I'm new to this area so I'm not so familiar with local radio.
 
I have no stats on hand to back this up, but upon reading your message, the first station that came to mind is Clear Channel's AC KESZ 99.9.
 
justthenumbers said:
I have no stats on hand to back this up, but upon reading your message, the first station that came to mind is Clear Channel's AC KESZ 99.9.
Click to expand...

I think you are right about that. That was also the first station that popped into my head.
 
BrokeEngineer said:
Something about this says bunk...One post, looking for a specific station, maybe I am wrong, I was ONCE before :)
Click to expand...
I thought the same thing... Just fishing without a license? Asking a bunch of radio heads...
Maybe this person is pretty smart? ;)
 
radiojunkee...sort of said:
I'm a amateur radio enthusiast looking for advertising advice. The company I work for has done successful radio campaigns in other major markets that have generated quite a bit of business. They also have done campaigns that have totally tanked.

We are thinking about doing a campaign on a music station that has female listeners who are homeowners. The females we are interested in reaching are stay-at-home Moms or married women who control the household purse strings. If we reach them, our chances of success are much higher based on past experience in other major markets.

Any advice? I've done a little research and called several stations, but have a tough time believing the rosy stats I'm given. It seems that once people find out what I'm looking for - they say that the home owning stay-at-home Mom crowd is a huge chunk of their listener base.

Any help is much appreciated. I'm new to this area so I'm not so familiar with local radio.
Click to expand...

So, here's a thought:

Do your own research. Ask your customers what they listen to, what they read, and what they watch. If you see trends that resemble what the stations are telling you (probably based on Media Audit) then you're probably on the right track.
 
Don't pay retail. Why not use a service like Bid4Spots if you're not sure of which stations? That way, you can target a demo and set a CPM. Some of the people over at CC (and at any station, I suppose) will try to take you for a ride. Hate to say it, but it's true.
 
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