Reply #73: Local Advertisers Really Need To Hear From Listeners

[KharmaTrain]

The large corporates buy bulk...they use big advertising agencies and many don't even know where their ads are airing. That's another reason these kind of lists are sent out. An REI ad would sound out of place on an Urban station or a Depends ad on a Contemporary hit station.

The real bread & butter...especially regarding AAR...are the local advertisers. Many AAR stations rely on local advertising to keep the format and station afloat and these local advertisers not only are some of the most vocal advertisers but the most important and loyal. As you well state, showing them that you heard their ad on the local AAR station could be the difference between the company "re-upping" or continue their advertising or taking it to another station. Definitely let merchants know that you heard their ad on the station (make sure you know the call-letters)...my bets are it will get passed along where a complaint to a Microsoft or large corporation gets circular filed or into the rabbit hole.

Inversely, I've posted about this in the past...as to how one can make headaches for a local hate station by listening to see who their local advertisers are and let the owner or sales manager know that you won't do business with them because of their advertising on the Michael Weiner or Rushbo show. Several years ago, I cancelled buying a car from a local dealer after I found out they were heavy advertisers on a local Salem station...and made sure to mention it as a major reason for cancelling (I also found a better car at a better price at a competitor)...and soon heard that they were no longer advertising on that station. While my ego says I'm the cause, I suspect they saw no improvement of sales or any positive response from their ads.

It's real, real important to support the local advertisers. Now so more than ever. While AAR may not make it, Progressive Radio does have a future and it is important to encourage advertisers to support this format and stations.

Thank you for bringing up this point!

Cheers...