TV Always Gets The Buy Before Radio?
Most big advertising agencies we interview say when placing buys, Television will always come before radio. It's just a fact of life. TV is more glamorous. Agencies get to be more creative. They need to see pictures. At the same time, advertising agencies rave about how quickly they can change their radio ads, to meet the needs of their clients. They also love the price, which translates to cheap. In today's Radio Ink Sales meeting Podcast, we speak to Drew Conklin and Guy Jacobssen of the Tombras Group. They are big fans of radio and use it often. So, we wanted to know if there was anything radio could do change the thinking that TV must always come first.
Listen to our interview with Drew Jacobssen and Drew Conklin from the Tombras Group HERE
Our thanks to South Central Media VP/GM Terry Gillingham for introducing Radio Ink to The Tombras Group.
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Why? It's simple 15% of $100,000 is more that 15% of $10,000. And there's more markup in TV creative than radio creative.
It's not about results for the client it's about how much an agency can milk from an account before they lose it.
I know, I've been successful on BOTH sides of the desk!
(10/2/2012 4:00:51 PM) |
I had it put to me this way several years ago by a media broker who bought and sold many radio stations for clients:
"Radio station managers are some of the nicest people around. They would do almost anything to help their communities of license. They give away tons of airtime for worthy causes. But, many of them are poor businesspeople."
Unfortunately, that's the answer to this and many other questions about radio's problems.
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