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The SKINNY on Radio Advertising
From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks. Not bad when you consider the many ways to hawk your service or product
They get their fair share because radio works. With over twelve THOUSAND radio stations in the country, the music and news they broadcast is everywhere.
Radio is the mobile medium. Few cars have TV’s up front, and few drivers can read the New York Times while driving (safely). The advertising on radio targets you passively. You don't have to be looking at it or reading it to get the message.
Radio’s strength is drive time. The times of the day when most people are in their cars driving to and from work. You can sound like a pro when you call ‘em AMD and PMD.
AMD is morning (AM) drive time, typically 6 to 10am. AMD is traditionally the most expensive radio time because that’s when more people listen.
PMD is afternoon (PM) drive and is considered to be 4 to 7pm.
Other radio slots are DAY which represents 10a to 4p period and EVE, 7 to midnight.
Most radio stations offer two ways to buy ads. Specific placement (I want to be in the Roscoe Billy Bob Show) and ROS (Run of Station) a formula that spreads your announcments into all dayparts, including late night and overnight. Of course there are specials and sponsorships, too.
Here are my tips for buying radio ads
- Always use 30 second ads. If you can say the whole Lord's Prayer in 20 seconds, 30 is enough for your business (no matter what the media person says)
- Buy advertising on the stations that reach your target customers, not the ones you like. Just because you listen doesn't mean everyone does (especially if you like Classical Music)
- Buy ads on two or more stations if possible. Few markets have one radio station so dominant that it reaches all the listeners.
- Buy one week on one station, the next week on the other, back and fourth. Limit your buy to 4 weeks in any month, two on each station. 48 weeks per year gets thew same impact of 52 and saves 4.
- Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.
- Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year per station.
Remember the media salesperson is interested in selling ads, not improving your business. It is up to you to be the expert and make the informed decisions.
©2004 BIG Mike McDaniel, Professional Speaker, spent 40 years in radio sales, management and ownership. His BIG Ideas Group helps small business grow with consulting, seminars, resource guides and sales training.
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