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Radio's New Rate Card

G

greenbean

Word is...Entercom and Clear Channel have changed the way they are selling radio in New Orleans. Advertisers are no longer being offered dayparts. It's pay-one-price and your spot runs "somewhere" between 6AM and 8PM - no placement, no guarantees. There's some kind of rebate formula at the end of 2006 based on the number of spots bought over the 12 month period. Citadel is not participating in the scheme.

Did this grow out of the URBNO fusion of CC and Entercom? Will it work or will it backfire?
 
Isn't Collusion Wonderful?

I think advertisers, as well as listeners, are tired of being bullied and force-fed by these arrogant corporations. This crap move will be another payment on the corporations' tickets out of here.

So they're, in effect, telling advertisers: "Buy a house from me for $200,000 and only then will I let you know where it's located." Do they think buyers/advertisers are stupid, especially whe the stations they run 10 spots back to back, and God help the revenue of the advertiser in spot #9, at which time all listeners have tuned out?
 
> Word is...Entercom and Clear Channel have changed the way
> they are selling radio in New Orleans. Advertisers are no
> longer being offered dayparts. It's pay-one-price and your
> spot runs "somewhere" between 6AM and 8PM - no placement, no
> guarantees. There's some kind of rebate formula at the end
> of 2006 based on the number of spots bought over the 12
> month period. Citadel is not participating in the scheme.
>
> Did this grow out of the URBNO fusion of CC and Entercom?
> Will it work or will it backfire?
>
For the non-sales types this is called a prime time rotator; usually 6a-7p, but they may be trying to stretch PM drive to 8 for some reason. The prime rotator is being around for a long time.

The rebate formula is a tactic to generate annual contracts; you buy some many spots and we rebate you back a percentage of spots, or in other words, give them free spots. It's great for the clients, but it just lowers the average unit rate. With the market in such disarray because of the hurricanes, I feel sure business is sucking bad and these groups are trying anything to stimulate revenue.
 
Re: Isn't Collusion Wonderful?

>sorry folks, there's another side to it.
radio has played the second fiddle to other mediums for too long. however, the bonus structure created by this new approach has worked wonders for people on the air. in regards to spot#9, yes it's possible but you should have a unique message and a killer spot and you should run enough spots over a long period of time to make it work. it's just change, and people do not like change.
how about the paper? readership down, rates up every year? when you can be the one message happening on a medium there is power to that. also, not sure on who runs 10 spots back to back.





I think advertisers, as well as listeners, are tired of
> being bullied and force-fed by these arrogant corporations.
> This crap move will be another payment on the corporations'
> tickets out of here.
>
> So they're, in effect, telling advertisers: "Buy a house
> from me for $200,000 and only then will I let you know where
> it's located." Do they think buyers/advertisers are stupid,
> especially whe the stations they run 10 spots back to back,
> and God help the revenue of the advertiser in spot #9, at
> which time all listeners have tuned out?
>
 
Hey, eye...

Please, I hope you're joking, 'cause I can't believe you're as foolish and ignorant as your post would illustrate.

I could post so many things, but instead I'll just say this, in the words of Steve Martin...
"don't talk about things you don't know about."

But then again, that's what guys like you think this board is about, right? I mean, talking about things you have no knowledge of... Railing against the companies that won't hire you, right?

As an aside, my well advised opinion is that they don't think buyers/advertisers are stupid... you on the other hand...

By the way, get to sleep, remember, ya gotta get to that job that makes you so happy early!

Pathetic.
 
Re: Hey, KSW

Which one of the corporations do you work for? Definitely one of them because they've carved your balls as you stood watching and smiling. Sounds like they've lobotomized you well and turned you into a Stepford Employee. You have no idea what a corporate sheep you sound like. BAAAAAAAA....I love my paycheck.....BAAAAAA....lick your boots?

Pathetic.
 
Re: And Another Thing, KSW

And let's get this straight, KSW, I am employed by one of the major corporations right now. We might even work at the same station and I may know who you are.

If you'd like to meet me anywhere, anytime so we can chat one on one, you just let me know.

Pathetic.
 
Fellahs, KSW might have posted a bit obnoxiously -

and I didn't like his tone either, but substansively he is totally right. Rate cards have had this option for years. In fact, radio stations prefer these because if one hour is heavy (in spot load) those spots can be moved to an adjacent (or, for that matter, any) hour. This is NOT new, this is NOT unusual. Clients like them because they usually get a nice discount over "specific time, hour, day, break" types of ordering. This is a very effective sell to direct clients. THIS IS NOTHING NEW. It goes by several names, I used "Total Audience Plan" on some stations I've worked at.

That said, I thought the way he said it was unnecessarily provacative, obnoxious and uncalled for.
 
Break it up you two!

I never meant to start a fight between you nasty buggers. My point was this -- this plan has been around for years, but it was always one of many choices. Now there are NO choices - buy this plan or don't buy radio at all on CC or Entercom stations in New Orleans. You don't really need sales people to sell it -- all you need are order takers, just tell 'em how many spots you want. That was it. We now return you to your idiotic insults and empty threats.
 
Re: Fellahs, KSW might have posted a bit obnoxiously -

Maybe... Probably I was rude. Sorry.
But when the word "collusion" is tossed around so cavalierly, it makes my blood boil. Anyone with one iota of knowledge about the competitive environs of the marketplace would understand the absurdity of the statement.
These companies can’t collude… heck the honeymoon of URB was sweet, but they are clearly back to beating each other up as best they can… sometimes to the industries detriment.
If I was a bit obnoxious… then guilty as charged… I realize that actually telling a goofball that they are in fact a goofball is rude, even when true.

And no eye, I won’t “meet you anywhere.” Your statement makes you sound like a Neanderthal.

Lastly, I’ve never been called one, but if I am a corporate sheep, then I’ll just keep “Baaa, Baaa, Baaa-ing” all the way to the bank.
 
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