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According to Media Monitors the leading national spot buyer for the second week of December was Amazon.
Think about that for a moment. Amazon – the leading on-line retailer that is firmly entrenched in the digital space chose traditional media to promote their business. Yes, they are doing television, as well, but radio? Isn’t radio “dead”? From all that we read it is an anachronistic medium.
‘Tis the season where the radio ratings landscape in most PPM markets experiences a dramatic shift. Thanks to the incessant drumming of Christmas music (usually) one station jumps to the top of the heap and wreaks havoc on the rest of the market. This has been going on long enough that we no longer marvel at the swift change in the ratings hierarchy.
The perennial question is how to handle the aftermath.
We’re all familiar with the huge year-over-year growth of digital advertising. Way beyond being a shiny new object, advertisers are placing significant portions of their budgets in the digital space. They cite targetability and trackability as major benefits of this medium. And they would be right.
But there are serious downsides with digital advertising.
Small business owner is one of the many qualitative categories reported on by Scarborough. And though it’s not broken down into sub-categories (such as automotive and restaurants are, for example), it’s actually one that I think more attention should be paid to. Why? Because small businesses are essential in every community, and are a great potential source of radio advertising revenue.
What is your vision of your sales plan for your radio stations in the months and years ahead? Imagine there are no limits to what you can accomplish and how much sales success you can achieve. The truth is, it’s all up to YOU and your attitude.
Most great sales professionals think of their work as their mission. There are seven key result areas of sales success that, if you improve in each of these areas, your sales will increase. These areas represent important parts of the sales process. By mastering these key areas, you will become a much better salesperson.
