Radio Advertising...It Works!

And now…a message from our sponsor!

Since I don’t actually sell advertising, I feel that I can praise those who do…and those who invest in it. The old saying goes “word of mouth is the best advertising” and I agree. It’s probably why radio advertising is so effective.

The newspaper in Portland, the Press Herald is in big trouble. Plummeting advertising revenue is the reason why-and it makes sense-even though I would hate to see the paper actually fail. People’s lives are so much busier—who has time to read the paper? And if they DO read the paper, will they even see my ad? I read the Sports section first (and sometimes that’s it). The newspaper will count me in their circulation, but if an ad is in the garden section, you can be sure I won’t see it. Newsprint rates are going way up while readership (even the inflated “circulation numbers”) are going down---fast.

With radio, if you are listening, you will hear the commercial. Only one at a time-as opposed to the paper, where dozens of ads on each page compete for your attention. Radio is intrusive-as the listener in a car or other environment is most receptive to the message. Sure, some people tune out when the ads come on, but the latest research indicates that only a very small percentage do.

What about TV? Better than print, to be sure. But with so many advertisers, television is much too expensive-and TiVo has so many people fast-forwarding through the commercials, it’s hard to tell if ads are really seen even on highly rated programs.

There’s hardly anything more satisfying than hearing from client after client who invested in our station and saw huge results. 94.9 WHOM has a unique position-as the biggest audience station in Northern New England-that certainly helps-but the quality of the audience (age demo and upscale lifestyle), a quality message/offer-combined with an effective reach schedule means that success is really almost a foregone conclusion.

I’m proud to work for a company that “gets it”---Listeners and clients come first—and the results---#1 audience and #1 revenue only reinforce that keeping your priorities in order pays big dividends!
And now….back to another long sweep of Continuous Light Rock on 94.9 WHOM