As a media buyer for radio advertising, one must always be on the lookout for good deals when it comes to buying radio airtime.  Over the next few months, I will share some of the secrets to getting great radio advertising rates and negotiating the best schedule possible. 

 

Right now, I want to focus on something quite basic yet powerful when media buying time comes around - look for multi-station discounts.  Multi-station buys are not just common nowaday, they have become almost the norm in this age of media consolidation.  Station clusters may have two, three...up to eight stations in one market.  Station management are usually trying to use the "cash-cow" station to drive sales on other stations within their cluster. 

 

With that said...It is a commonly known fact that purchasing in volume helps lower prices. The same holds true for number of stations.  If station KXXX is offering $300 per spot and KYYY is offering $300 per spot, and both are reaching effective segments of your potential customer (and both are owned by the same radio group), make a deal!  For example, tell the station rep that you will increase your radio advertising expenditure (i.e. spend more money) with the group but will pay $200 per spot for KXXX and KYYY as a combo (or maybe even less if the media buyer has a figure in mind). More than likely the answer will be "OK!"   You just cut your per spot rate by 33%.  And that's just one way to make the most of your radio advertising dollar.  A savvy media buyer will use many methods of negotiation to whittle down radio advertising rates to maximize a client's budget.

 

Are you thinking about radio advertising?  Call Radio Lounge toll free to get your questions answered.  1-866-428-3469.

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