Local Business – Local Radio
The Wizard of Advertising, Roy H. Williams puts out a weekly Monday Morning Memo… I’ve been following his teachings and discoveries for more than 12 years. Here is a small excerpt from a recent MMM.
Talking to advertisers, the Wizard concludes:
1. Radio has weathered the techno-storm better than any other media.
2. Following a brief flirtation with the iPod, Americans returned en masse to broadcast radio for exposure to new music and breaking news.
3. You can close your eyes, but you cannot close your ears.
4. How many hours a week do you spend driving?
5. World-class radio ads are cheap to produce.
6. It costs big bucks to look good on TV.
7. A modest budget for a national advertiser to produce a 30-second TV ad is $350,000. Your TV ads, by comparison, will always look “homemade.”
8. But national advertisers have no advantage over local advertisers on radio.
9. Advertising agencies can’t pay the bills by producing radio ads. Their profitability – indeed their very existence – depends on their ability to steer advertisers into high production-cost ventures: television and direct mail.
10. The smart place for local advertising is usually on the radio.
If you don’t already follow Roy Williams, get on board and receive a weekly memo via email every Monday.