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RAB Research Archive

Make a Pitch for Radio



Know your competition — and it's not other radio stations. According to BIA/Kelsey, old-fashioned direct mail still steals the lion's share of local ad budgets, and the lure of new media will continue to increase share if you don't understand their strengths and weaknesses and how to redirect budget from them to radio.

Source: Wayne Ens, marketing author and consultant





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