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Thread Index [isp-marketing] Re: Radio & Newspaper
Don't do it -- here's why. The demographics are perfect, but the coverage is terrible as far as cost per listener. It's not until you get to the national audience where the cost per listener becomes very reasonable. Unfortunately, getting to the national scene is cost prohibitive for 99% of the ISP's out there. Example: Rates for either Limbaugh or Hannity are about $100 - $1200 per spot in the local market depending upon the size of the local market you're in. Yet, for about $5,000 - $9,000 per spot, you can get either Limbaugh or Hannity *nationwide* in all 400 to 600 markets. Locally your cost per listener is likely something like $6 per 1,000 listeners if not higher. Nationally that figure drops drastically to something like $0.20 per 1,000 listeners if not lower. We did personally voiced radio ads by a lesser known but very popular national personality who is in about 150 markets with spots running at about $500 per spot. The cost per listener was in the sub-nickel range! After 8 weeks of one spot per day, we got a handful of subs. Even in the sub-nickel per listener cost range, it wasn't worth the cost at all. There's a reason why Earthlink, MSN and other ISP's don't do radio -- it doesn't pull as well as other, more targeted media. -Beau, CEO, SPIRE ----- Original Message ----- From: "Ben W" <benjamin@...> To: <isp-marketing@isp-marketing.com> Sent: Monday, November 17, 2003 4:22 PM Subject: [isp-marketing] Radio & Newspaper > > That is so weird. I keep hearing ISP's say that newspaper and radio > > advertising have been successful. We have done BOTH numerous times and it > > has not been successful at all. What is it that you guys find works? I'm > > so curious. I feel like we have tried it all. > > I'm wondering about that myself. > > Just recently talked with a major talk radio station in our area. They are > wanting $325.00 per 60 seconds for Rush (mid-day) and a local personality's > show (afternoon). $400 for the morning. > > What ad rates are everyone else seeing for radio? We've talked about this > before on this discussion list, but I think everyone would be interested in > another discussion (including me). > > Ben > > > > >
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