Question

Topic: Advertising/PR

How To Gain Advertising For Our Radio Station?

Posted by Anonymous on 2/15/2010 at 4:04 PM ET 125 Points
Hello all,

I am involved with a College Radio Station and we are looking at the possibility of having companies advertise on the station.

How do I go about gaining these companies? Is there an agency that could provide us with these companies and take a fee/commision for this?

Thanks.
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RESPONSES

  • Posted by Gary Bloomer on 2/15/2010 at 7:24 PM Accepted
    Dear peps28,

    Randall's sage advice? Heed its every word.

    If you're coming to me as a potential ad buyer, here's what I want to know:

    Who listens to your station and when? What is it about your listeners that will tie them to my product or service? How often will my ads run? When will they air? What terms will you offer me? What about name spots around the news, weather, or traffic reports?

    The thing about ads on radio is that they don't sell, at least, not in the short term. So any advertisers will be looking for long term contracts and long term exposure, and for this they'll be looking for cut rate terms. And finally, any ad deal has got to be worth it for you, and worth it for your advertisers.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by CarolBlaha on 2/16/2010 at 9:13 AM Accepted
    You really should do this inhouse. If you find someone else to sell your ad space, you will have to raise your rates to cover thier commission. That may make your rates higher than the market will bear.

    Think of the companies that already benefit from student business. Then think of companies that would benefit if they had student business. Both groups are your prime targets. As Randall states, create your rate card. But with that in mind, remember they will want to negotiate off that card -- so leave a little haggle room.
  • Posted by michael on 2/16/2010 at 11:10 AM Accepted
    Give your marketing major seniors a chance to build their portfolio.

    Michael
  • Posted by CarolBlaha on 2/16/2010 at 11:33 AM Member
    I thought of an idea similar to Michael's- make it a fundraiser for one of your college groups. Instead of paying the commission to a stranger- donate to the org. Then they really have a vested interest in your success. You can rotate the group on a semester basis, keeping it fresh and newsworthy.
  • Posted by SteveByrneMarketing on 2/16/2010 at 3:58 PM Accepted
    don't forget to -

    1. get the media kits from competitors (Commercial and college)

    2. check out your options for internet based radio in addition to broadcast.

    3. consider trade outs for equipment or services

    good luck

    steve
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