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The Changing Face of AWTE
(By Marc Greenspan) Even after all these years, we have a hard time referring to Time Spent Listening (TSL) as Average Weekly Time Exposed (AWTE) in Portable People Meter (PPM) markets. We also seem to love those acronyms.
Creating Your Station’s Elevator Pitch
(By Marc Greenspan) Crafting your station’s elevator pitch is a daunting task for most people. Where do you start? What is important to include? Here are a few ideas based on our years of expertise in using data to craft station stories.
Did Your Station Have Another Worthless Weekend?
(By Marc Greenspan) Why do stations continue to lose money on weekends? To most veteran radio advertisers, weekends are perceived as a bonus. Worse, a throw-in that helps to bring in the primetime cost per point.
How To Showcase Your Station’s Targetability
(By Marc Greenspan) How does an advertiser pick the right radio station for their ad campaign in today’s media landscape? You will get different answers depending on who you ask. How can you improve your chances of being picked?
Yes, Size Does Matter (In Advertising)
(By Marc Greenspan) In advertising, like many other areas, size does matter. An advertising message cannot be acted upon unless it is heard. The bigger the reach, the more likely the message will reach potential buyers.
Four Steps To Grow Your Station’s Recruitment Ads
(By Marc Greenspan) Thanks to the historically low unemployment rate, traditional employment advertising is probably not working because there are fewer people searching for jobs. How do you reach qualified candidates who are not actively looking?
How To Show Clients Your Audience’s Spending Power
(By Marc Greenspan) A client asks “Is this going to make my company money?” A new car dealer may not care that you have 262,600 people tuning to your station, but they do care if data shows your listeners will spend $1.16 billion at new car dealers over the next year.
Closing Difficult Sales with Closing Ratios
(By Marc Greenspan) How many times have you pulled out all the stops to close a piece of business only to lose it? Would you like a secret weapon to close a piece of business? This weapon is Closing Ratios.
Want To Sell More Radio? Get Heavy
(By Marc Greenspan) Maybe you saw the recent news that radio's audience outpaced TV for the first time in media history. So how does radio sales capitalize on that? You have to get 'heavy.'
Selling the Value of Your Older Audience
(By Marc Greenspan) Your station’s ratings can be a source of joy or sorrow. Let’s say your station garners an older-skewing demographic – one that likely has a large portion of Adults 55+ (or even 65+).
Our Print Magazine: Radio Ink
With Lou Paskalis
Radio's Top 20 Leaders
Information Or Transformation?
