Underwriting 101 by Plum Shyrl L

Author:Plum, Shyrl L.
Language: eng
Format: epub
ISBN: 978-1-135-65598-3
Publisher: Taylor & Francis Ltd

Sell the Value of Your Station’s Audience

The Arbitron Company produces Arbitron’s local Radio Market Reports, and salespeople at stations that subscribe to them use the ratings information to pinpoint average audience sizes in various demographic categories and time periods. For example, if a prospect wants to buy time in a popular morning show that is believed to reach a large number of young male listeners, the salesperson can look up the time period in the ratings book (or on a computer) and locate an average number of male listeners in various age groups, such as 18 to 24, 25 to 34, 25 to 54, and so on. Ratings look great in a proposal when the numbers are high, but they can be detrimental when they are low. And it’s important to remember that ratings are fluid; a station that is up today will inevitably take a downward turn sooner or later. That’s one reason why salespeople at stations with ratings need to be careful about putting too much emphasis on them.

Salespeople at NCE stations are better advised to sell the value of their audiences rather than their size. Who listens to the station? Where do they listen? When do they listen? Why do they listen? How do they listen? If your prospects have products or services that appeal to students and your station is programmed for this demographic, then your audience has value to these potential underwriters. Are their products and services designed for use by students in cars or dorms? Do their products and services correspond to particular programs on the station? Would they benefit from exposure in features such as news, weather, and campus calendars?

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