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advertising Martin Lee on 17 Aug 2007 01:56 am

Buying Radio Advertising for Pennies on the Dollar

Recently, I came across eBay Media Marketplace – Radio, a site that allows you to buy local or national radio advertisement slots at a great discount. How it works is that you select the region, demographics and type of radio show you want to advertise on, put up a bid and the radio shows will compete for your project by bidding down the price!

As this is last minute inventory which the radio stations can’t sell, you can expect them to bid aggressively. If you are already doing radio advertising or are exploring it as an advertising avenue, you can visit eBay Media Marketplace – Radio to download a free report on how to buy radio advertising at low prices.

At the moment, this is only available in the US. They could be opening it up to UK soon.

Points to ponder: Could this same concept be used for unsold print advertising? How about in your own business?

7 Responses to “Buying Radio Advertising for Pennies on the Dollar”

  1. on 17 Aug 2007 at 11:06 pm 1.Alvin Huang said …

    Hey thanks for the link martin.

    The radio air space might be something worth exploring in the near future.

    From what I hear, if you have advertised rather regularly in certain print media, the account personal will occasionally call you up and offer quick discounts when they have last minute unsold print space.

    Other then that, one strategy is to talk to the account guy and let him know that you want to be informed whenever there are unsold print space at good discounts.

    Alvin Huang

  2. on 19 Aug 2007 at 2:51 pm 2.Paul said …

    Hi Martin
    Thanks for passing on this information. It sounds a great idea although you’ve got to be careful that you don’t get tenpted into an inappropriate slot just because it’s cheap.

  3. on 19 Aug 2007 at 5:25 pm 3.Kenneth Kwan said …

    Hi Martin! Indeed its better to have targeted advertising rather than just advertising to the masses. There has to be a way to track what is your Return Of Investment on your marketing dollars too.

  4. on 19 Aug 2007 at 5:42 pm 4.Martin Lee said …

    Hi Alvin,
    Yes, I suppose if you are a “regular” customer, you can even bargain for some discount.

    Hi Paul,
    I can’t find out for sure from the documentation, but I think they might allow you to confirm the slot after all bids are in.

    Hi Kenneth,
    yes radio advertising (like tv advertising), is not for everyone. For people having a local business with a mass consumer product, it might work.

    The eBay media marketplace allows you to get slots based on very specific listeners’ demographics. It can be quite targeted if you know the demographics of your customers. To track radio ads, one way is to drive traffic to a specific domain name.

  5. on 20 Aug 2007 at 3:54 pm 5.Stefan (Marketing Magician) Drew said …

    Hi Everyone

    Beware late offers at discounted prices. Advertsing sales people use this device to phone potential advertisers with a tempting special offer.

    It goes like this …… the phone rings and you are told that magazine or paper X has just one place left and the caller thought of you – you might wonder why they didn’t offer you some space earlier but let’s skip that for now.

    What the caller then wants you to do is to agree to buy immediately …. it is the last space available. What they don’t say is that all the people they call are getting this offer and there are pages available.

    Then if you don’t snap this last space up they start to haggle on the price and will drop it by another 50% or even more.

    Don’t be tempted unless you really do want to advertise.

    There is a lesson here. Never pay list proce for printed advertising.

    Lots of other rules also apply … like never advertise on a left hand page and always use repsonse based advertising (never brand advertising …. unless you are Nike or Coca Cola.

    To find out more visit my website on http://www.stefandrew.com



  6. on 23 Aug 2007 at 12:19 am 6.Martin Lee said …

    Hi Stefan,

    Thanks for the warning. Yes, there are dishonest chaps out there who will abuse the use of “urgency” in their marketing messages.

  7. on 17 Jul 2009 at 3:11 pm 7.My carp fishing said …

    hi,radio advertising is a good way to popular.and get money by it.

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