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Sales Idea

F

Ferreri

Guest
Since the beginning of time newspapers have out billed radio. They sell reach. Also, they have a myriad of sizes depending on the client's budget. Most sell by column inches. That is the verticle size multiplied by the horizontal width in columns. A small guy can buy a one by one and get the same reach as a big guy on a full page. Newspaper contracts require the advertiser to buy a certain number of column inches per year or a dollar amount. Radio, since the beginning of time, sells two sizes; 60 and 30 seconds. The variables are frequency and time period when doing the cost (or investment as sales trainers prefer). Reach then is determined by the day part purchased. Call me crazy! How about selling by the second. Any duration. If you were a dollar per second a 40 second commercial would be $40 for example. Why is it that radio buys are made by demographics and newspaper by reach? Ad agencies will place a full page, full run in the paper at a tune of thousands of dollars and turn down a station because of not having the demo they want. Radio created this situation. True, radio can sell against newspaper by preaching reaching the "right " people, however, why not sell NUMBERS of people. Just like newspaper will tout "readership" (circulation times 2 because each household has two readers) why can't radio cite that at any given time a listener may very well have his/her family members of all ages in a car hearing a particular station. Yes, the radio business lives and dies with ARBITRON. The Nielsen venture into radio ratings possibly will be a good thing. At least with the "sticker" diary stations can be sure that handwriting does not enter into the equation.
 
This view is quite antiquated. Newspaper readership has diminished to such an extent, that just today
the St Pete Times announced newly appointed co-editors responsible for print and more
importantly on-line. TBO is trouncing circulation. The same goes for broadcast, on-line offers
a specialized geographic or neighborhood reach. The days of full circulation run are over.
Broadcast companies could not cover debt service on a $1 a minute! Maybe it would work
if you were with Sherrif Andy and Barney in Mayberry and it was the 1960's and undergroud rock
staions were popping up on FM for the first time.
 
CC was trying to go in a similar direction with "Less is More." Lots of 5-and 10-second spots, although not necessarily at any rate reduction.
 
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