Advertising on iHeartMedia

With ownership of 850 radio stations serving 150 of America’s 272 radio markets, iHeartMedia is the largest radio station group owner in AM/FM radio.  But iHeart is more than just an AM/FM giant. They also own Premiere Networks, and produce concerts and award shows with the music industry’s hottest artists. Starting out as Clear Channel Communications, they began purchasing radio stations in 1972.  Government restrictions on that kept media companies…

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)…

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…

The Power of Personalities

We contacted sales managers at radio stations all across America and asked for their secret weapons. We asked, “What’s the one marketing tool that advertisers on your station underuse?” Where are people having success that more advertisers would be wise to follow? Answers ran the gamut, but far and away, one tactic was cited above others as an advertiser’s likeliest path to profit: leveraging endorsements from air personalities. “Nothing sells…

IT’S YOUR FIRST DAY ON THE AIR.  COME IN OFF THE LEDGE.

  Don’t panic.  Don’t jump.  Don’t freak out because the phones aren’t ringing, because your website didn’t blow up or that your friends haven’t stopped to tell you how great your commercial sounds. It’s your first day on the air.  Here’s what happened. A whole lot of people heard your name for the very first time.  If we’re lucky, they also heard something of value to them and then married…

STOP DOING THAT!

I’m an agreeable guy; positive and upbeat by nature. But sometimes, bad radio ad copy and foolish mistakes make my blood pressure rise like an hour spent in a small, windowless room with Lewis Black sputtering 90-decibel agitations. Share my rant and see if you don’t agree. Take Your “Holiday Ads” Off the Air When the Holiday Ends. Come on. It’s March. Should we really be hearing commercials for a…

The Secret to Timing Your Media Buy

A gallon of milk is a gallon of milk. Aside from the few pennies’ difference between competing supermarkets, the daily and weekly prices don’t fluctuate all that much. Knowing you’ll pay more at a convenience store is about the only price variable a savvy milk buyer needs to know. But the factors impacting the cost of radio advertising time can vary wildly from day to day and month to month….

Too Busy to Procrastinate

Just “yesterday,” I was planning ahead for the upcoming year. 2014 was going to be the year that I would complete everything on my to-do list before the end of the year. But now with Christmas right around the corner, I’m asking myself (again) how this year flew by so quickly and how am I going to finish all of those home projects by the end of the year. If…

Avoiding First-Time Advertiser Mistakes

In any form of advertising, it’s easy for first-timers to make mistakes. Audio advertising is no exception. But now more than ever, with so many new platforms for audio advertising, it is imperative that clients have a solid game plan from Day One to avoid the pitfalls. “One of the biggest mistakes I see first time advertisers make is buying what they like to listen to”, says Marta Delisi of…