Radio Sales Today

RAB Sales Tips

Target what's 'vulnerable' in your customer's ad budget

As any experienced sales rep can tell you, the easiest way to convince an advertiser to buy something new is to find something vulnerable in the ad budget.

In 2023, Borrell's survey of 900 radio buyers uncovered the most likely targets: newspapers, magazines, direct mail and broadcast TV. What will the targets be in 2024? Surveys are under way right now, and the results will be disclosed early next year in the RAB/Borrell 12th annual benchmarking report.

To participate in the radio managers' portion of the survey and tell us how your digital operations are faring, CLICK HERE. The survey takes about 7 minutes, and the first 200 participants will get a customized 2024 advertising forecast for their market, plus a chance to win an Amazon Echo Show or a ticket to BorrellMiami2024.

Source: Gordon Borrell, Borrell Associates