Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

The stock market has given up five years’ worth of gains. Radio listenership is splintered across AM, FM, Sirius XM, HD, Streaming, Pure Play Internet and WiFi. And that’s not counting the hours of audio entertainment time siphoned off by iPods and video games.

Yet, in this crazy, topsy-turvy world now is the perfect time to advertise on radio.

Local stations and national networks are hanging on for dear life as 2008 annual billings tumble from last year’s flat levels and Wall Street slices shareholder value. Local and national advertisers are trimming marketing budgets leaving more holes to be filled on every commercial radio station’s daily logs.

These market conditions mean lower rates and friendlier radio managers willing to take on accountability for delivering results.

Call me crazy – and you wouldn’t be the first – but this may be the best time to advertise on radio if your product or service isn’t among the discretionary items to be the first cut from a nervous consumer’s spending list.

Can your brand legitimately save someone money? Do you have an irresistible offer with a money-back guarantee? Will consumers purchase your specific product or product category regardless of economic conditions?

Food, clothing and shelter providers take heed. Health care and insurance providers step right up. Transportation and communications providers climb on board.

Even on the entertainment front, consumers may think twice about dinner at The Capital Grille and $200 concert tickets. But they won’t sacrifice their leisure time gratification, substituting lower-cost alternatives from mid-level restaurant chains and take-out to movie theaters and Netflix.

In today’s uncertain economy, many high-end marketers are wisely taking a time out. But for most brands, this is the perfect storm of opportunity to scoop up prime time airtime at rock bottom prices.

Mark Lipsky, President & CEO

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This entry was posted on Thursday, October 16th, 2008 at 10:08 am and is filed under Mark Lipsky. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.