Cable Television Advertising - A Guide for the Radio Marketer
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Cable Television has seen tremendous advertising revenue growth in recent years. This growth is believed to have impacted Radio's revenue share both nationally and locally. This report seeks to clarify the strengths and weaknesses of cable advertising, as well as outline the ways in which cable tele...
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Cable --The Silent Assassin!
David Shackmann |
The name "Cable --The Silent Assassin" probably attracted a lot of you here because you thought it was about terrorism in the media, but it's not. It's about selling cable advertising and it's something that never occurred to me to be of interest to Radio. ...
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Inside the Academy: Competitive Media: Cable TV
John Potter |
Cable reaches 68 percent of American households (source: Nielsen, 2003). Ratings certainly show cable TV's impact as a competitor to broadcast television, with cable viewing beating broadcast TV. This season through June, cable has grown to a 50.7 share, while the seven broadcast networks have falle...
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How to Steal Money from Newspaper
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Sometimes the best way to deal with an enemy is to make that enemy your friend. Certainly, that can be the case when a Radio salesperson is facing what many in our industry consider to be the ultimate enemy: the local newspaper. In this Sales Meeting, an excerpt from RAB’s popular video training res...
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IAB Approves New Ad Sizes
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As expected, the Internet Advertising Bureau on Monday released a new set of online ad guidelines designed to boost the sagging industry and revive marketers' interest in Web media.
According to the industry group's vice chairman Richy Glassberg, who is also chairman and chief executive ...
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How To Steal Money from Newspaper
George Hyde |
Despite steadily declining readership and relentlessly increasing costs, the newspaper industry enjoys an amazingly loyal core of major advertisers. Why is newspaper advertising so attractive to these advertisers, and what can we do to convince them of the power of Radio? This Sales Meeting, featuri...
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Special Delivery: Direct Mail
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Many advertisers love direct mail; many consumers hate it. The ironic thing is, the root of both feelings is the same: direct mail's impressive ability to reach our homes.
Advertisers love direct mail because of its vaunted abilities to target and focus on highly specialized segments of the populat...
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The News on Newspapers
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To some competing advertising media, it must sometimes seem as though newspaper advertising is leading a charmed life. Consider the facts: Newspapers lost nearly 5.5 million readers between 1986 and 1996. Studies show steadily declining readership until just recently (the industry posted a six-month...
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