It Doesn’t Matter
jeff August 9th, 2009
As the DOS of a major radio group my job was to maximize station revenues. My belief was that if we focused on maximizing client revenues our station revenues would be fine. One of the toughest ways to help clients increase business was to tell them they did not need or necessarily want the top rated, and most expensive, station. And getting this across to our sales people was just as difficult.
The truth is, it doesn’t matter what station or what media you advertise in. OK, that’s a blanket statement and is not 100% true but for most of the local businesses in the world, and most of the national advertisers, it doesn’t matter.
Put your money in print and if you do it well you will prosper. Put all of your budget in TV, Cable, Radio, Interactive….do them well and you will prosper. The problem comes when your advertising is not done well. And it usually is not.
- Traditional Media
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