Buying Media

OK - So you want to advertise on the Radio, but you don't know where to start. First you need to establish your budget. Next you need to determine exactly who you want to reach. The highest rated stations often have the most varied demographic and the most expensive cost per spot. Radio stations subscribing to Arbitron have access to relatively accurate demographics. I say relatively accurate because a very small percentage of the population is filling out the surveys. For example, maybe five-thousand respondents represent all of Philadelphia and guys won't admit that they ever tune into an "easy-listening" station. Still - it is the best way to determine an audience until they begin to employ electronic monitoring (People Meters). In some cases, the least rated station (and lowest priced!) may over-deliver who you want compared to the market. This is the market index. Example: The average station may have 5 people per hundred who are considering purchasing a new car. If a station has 6 people out of a hundred in this category, they index at 120%. Additionally, a lower rated station tends to have a lot of available inventory and may sweeten your deal by offering you free overnight spots, ten second spots and website links, etc. Another slick trick is to produce your own spot and call a rep on Friday at 3PM when they are scrambling to make the week's numbers. You may be able to strike a deal for much below rate card for that weekend! So research your buy and reap the benefits. Take care - Pete