Radio Advertising Really Works

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Questions about the viability of terrestrial radio abound. People ask me all the time what impact satellite or Internet radio has on our business. I have to respond by saying, not much. First of all, AM and FM radio listenership is at record levels. There are more people listening to AM and FM radio than at any other time in history. There are nine times more people listening to terrestrial radio than listen to satellite radio. Internet radio listening is a mere fraction of terrestrial radio. There are over 15,000 full-power commercial radio stations on the air in the United States and more being built all the time.

Spike SanteeRadio Advertising Really Works
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Don’t Shoot Yourself in the Foot

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Recently, an experienced Radio manager was describing the relationships between the stations within his cluster by using terms like “the big dog” and “a little pea shooter”. At first, it didn’t seem like a big concern because we all tend to use words to describe the stations that make up our local cluster. But as he continued his description of his cluster, it soon became apparent that terms like “the big station” and “the small station” could mean many things to different people. It also became apparent that this line of thinking could actually be harmful to your ability to effectively sell all of the stations within your cluster.

Spike SanteeDon’t Shoot Yourself in the Foot
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To Sell Long Term, Don't Use Short Term Data

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The annual contract is the coveted achievement for the advertising sales person. Getting an annual contract from a customer signifies to some extent that the advertising sales person and the advertiser have reached a meeting of the minds on one of the most basic fundamentals of effective advertising, having a consistent plan and sticking with it for the long term.

Spike SanteeTo Sell Long Term, Don't Use Short Term Data
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