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Tag: "live spots"

Pending Business: Minimizing Risk

| November 30, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Beyond the pandemic, what do you think is the single biggest obstacle to overcome in the mind of any local business owner?

I first came across the research when I was educating my teams on how competitive media sells. Back then the research was clear that 52% of local business owners considered advertising high risk. Imagine how the local business owner feels today.

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Killer Endorsement Spots: Advertisers’ (and Your) Best Buds

| September 14, 2012

By Holland Cooke
Radio Consultant

BLOCK ISLAND, RI –  Even with Google now sucking SO many local advertising dollars away from legacy media, local radio can still be local retailers’ best friend, and that’s not an opinion.  Data from the Radio Advertising Bureau and elsewhere continues to demonstrate that radio is, mathematically, the most efficient way to tell-a-lot-of-people-something.  And being the #1 in-car medium, we can still reach consumers closest to the cash register.

And your relationship with listeners can be a powerful bond.  Radio is an intimate medium, with decades of cred’ to the two generations which control most retail spending.  So the local DJs and talkers who will survive the ongoing bloodbath do so by being more than just voices.  Properly applied, the trust you have earned with listeners can sell-sell-sell, in a way that makes Arbitron numbers irrelevant.

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