Today’s Impact of Radio Consolidation
Tuesday, February 2nd, 2010By the RadioActive Media Team
From an ad agency president: “With consolidation, the music has become much more ‘generic.’ Less local bands, less local flavor, much more corporate.” This agency had a promotional idea for one of their clients & the attorney for one of the larger station group owners said NO. In this top 20 market, out of the 30 or so commercial stations approximately 22 stations are owned across 5 station groups. If you have an idea and it is rejected, consolidation doesn’t leave you a lot of places to go, or does it?
Interestingly enough, customer service and pricing has not been an issue; most likely due to the economy. Even with aggressive sales technique to try and get on every buy, limitations are an everyday challenge when your client wants something different or unique. Another issue is with the ‘generic’ music and the new ratings system (Arbitron PPM) the ratings are so similar (compressed) that it makes it difficult to stand out from the crowd.
The beauty of radio has always been its innovation and ability to do something unique. It is still possible, you just have to know what to ask for and where to look.
Have you heard about Original Sponsored Programming? What about using some of the top radio personalities to promote your client or product? Listen to Howard Stern promote us!
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He can do the same for your client. Howard not your cup of tea? We can match you with any of the hundreds radio personalities to stand out from the crowd and be unique.
Original Sponsored Programming allows you to showcase your product to a well-defined target audience. Original Sponsored Programming can be crafted in such a way as to lend total creditability to the sponsor’s message.
Want something even more innovative? Radio Text Messaging is about as new as it gets. We have had excellent success in combining radio advertising with radio text messaging in a campaign that thoroughly engages the audience to action. Best yet, measurable and tangible results to maximize ROI.
Let us put the fun and innovation back into your media campaigns. Radio is everywhere and so can your message.
@radioactivemed
