Advertising on Howard Stern

Politics aside, there is no radio personality more polarizing than Howard Stern.  Most listeners either consider him a comedic genius and broadcasting iconoclast – or a foul-mouthed man-child who has no place on the public airwaves.  Which is probably why he no longer broadcasts over the public airwaves. Stern left terrestrial radio for SiriusXM Satellite Radio in 2006 (then Sirius, before the merger with XM) and has enjoyed the creative…

Advertising on Pandora

There are four radio platforms to consider when planning an effective media buy: AM/FM (terrestrial), SiriusXM (satellite), Streaming (web-based services like Pandora) and Podcasts (on demand radio).  How do you know when Pandora is the right fit for your brand? Since Pandora’s inception, they’ve enjoyed a distinct targeting advantage over other platforms.  That’s because every Pandora user registers by giving Pandora three critical pieces of information: (1) their gender, (2)…

The Advertising Joys of Radio Everywhere

Not too long ago, business publications and industry trades warned of the death of radio, destined to be buried by music videos, online games and the proliferation of portable listening devices where people could port their own playlists. But once radio caught up with technology and embraced its potential rather than rail against it, all things radio flourished.  Satellite brought 100+ channels of diverse network-quality programming one could enjoy, without…

Do Football Fans Fade as the Season Ends?

It’s been a tough year to be a Philadelphia Eagles’ fan.  A 3-0 start with a rookie quarterback fizzled as the team went 2-8 in its next 10 games.  So it was no surprise when Philly’s leading SportsTalk station WIP dipped from 5.0 to 4.9 to 4.3 in the Sep-Oct-Nov ratings. I wondered if other SportsTalk stations had suffered similar fates as their teams were eliminated from playoff contention.  Sure…

Speech Coaching

You’ve probably seen the latest Burger King TV ad where two twenty-somethings sit side by side eating pancakes. He asks, “What would you do for three pancakes for 89 cents?” She replies, “I’d – pay 89 cents.  What would you do for three pancakes for 89 cents?” And he answers, “I’d hug a shark.” It took me four exposures to this ad to realize he was saying that he’d hug…

Radio Listeners: I Command You

One of the most important elements in successful radio advertising is a powerful Call to Action, fondly known among acronomists as the CTA.  A strong CTA typically carries a sense of urgency, generally tied to limited availability (“Hurry, while supplies last!”) or a limited time offer (“Call before midnight tonight!”). But another powerful tool in the writer’s toolbox is the effective use of short, abrupt, “command words.” “Call Now.”  “Log…

MEN CHANGE CHANNELS AT 33

According to Spotify research, 33 is the magical age when men shift from listening primarily to new music on the radio to embracing the music of their teens and 20s. Now that’s not to say they stop listening to new music altogether or ignore new releases by their favorite artists, but they’re now transitioning to spend more time with radio stations that play music from their Wonder Years, rather than…

10 RULES OF SPORTS RADIO ADVERTISING

Sports fans are among radio’s most passionate and responsive listeners.  They live-and-die with every play and then talk about it, around-the-clock, until the next game.  Here’s a critical list of Do’s and Don’ts to get the most out of Sports Radio Advertising. IN-GAME BROADCASTS ARE GREAT FOR BRANDING, LOUSY FOR DIRECT RESPONSE – Who wants to stop listening to the game to make a phone call for more information about…

WHO SEES DIGITAL ADS?

  The Who is one my all-time favorite rock bands. “My Generation” grew up with so many favorites: songs, bands, radio stations, TV shows, and of course, magazines. The amount of advertising we were exposed to was remarkable. And thinking back, it was as if the marketers knew what we wanted, even before we knew we wanted it! Geniuses, they were. However, times have changed. With today’s social media, people…

AUTO DEALERS WASTE MILLIONS TO BRAG

  “We’re the tri-state area’s Number One sales leader” I’m very happy for you.  Now how does that benefit me? ”No one sells more Toyotas than we do!” Again, please stop chest-thumping and tell me why I should care. “We won’t stop until we’re Number One in sales! So you’re telling me I’m not going to have a very pleasant experience with your pushy sales staff. Sustaining a testosterone-laced mindset…