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Question about buying time on The River

T

talent

For the sales guru's on here, what is the advantage of an advertiser buying time on The River right now? Is there a "get in on the ground floor" mentality? Are the acccount execs most likely selling packages for more than one Cox station? How do they market ad time for a station that has just flipped? <P ID="signature">______________
Talent
"I just work here for the free t-shirts."</P>
 
> For the sales guru's on here, what is the advantage of an
> advertiser buying time on The River right now? Is there a
> "get in on the ground floor" mentality? Are the acccount
> execs most likely selling packages for more than one Cox
> station? How do they market ad time for a station that has
> just flipped?
>

The advantage, depending upon how they price it, would be to take advantage of an expected high cume period on the station. Beyond that, the "what have you done for me lately" approach is prevelent enough that there's not much thought given to "ground floor" IMO.

I wouldn't be at all surprised if the station was being paired up with B98 for package selling now & in the future.

As for marketing a station with a format change, I've seen approaches varying from "get it while its hot" to stations that avoiding trying to sell a station until they had at least one book in hand. That's pretty much all over the board, at least in the cases I've dealt with.
 
> For the sales guru's on here, what is the advantage of an
> advertiser buying time on The River right now? Is there a
> "get in on the ground floor" mentality? Are the acccount
> execs most likely selling packages for more than one Cox
> station? How do they market ad time for a station that has
> just flipped?
>

The River has actually hired a sales staff. The person who called me said he used to be with WSB-AM. They're telling clients about the success of the format in Tampa and Orlando, and offering bargain-basement rates for getting on now.
 
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