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Chapter 4: Sales
The Radio Station
Chapter 4: Highlights
•The anemic economy of the 2010s has contributed to the slow
growth of and at times weak status of radio advertising. Yet, selling
commercials still keeps radio stations on the air.
•An effective radio commercial makes a strong and lasting
impression on the mind of the listener.
•Since the 1970s, programming people have made successful job
transitions to sales because they have a practical understanding of
the product they are selling.
•Although an increasing number of station managers are being
drawn from programming people, a sales background is still
preferred.
•Rates for selling airtime vary according to listenership. Rate cards are
fading from the scene as new approaches to selling airtime evolve.
•Station listenership varies according to time of day, so rate card daypart
classifications range from the highest costing AAA (typically 6 a.m.–10
a.m. weekdays) to C (usually midnight–6 a.m.). Fixed-position drive time
spots are usually among the most expensive to purchase.
•Because few accounts are closed on the first call, it is used to introduce
the station to the client and to determine its needs. Follow-up calls are
made to offset reservations and, if necessary, to improve the proposal.
Perseverance is essential.
•Radio sales are drawn from three levels: retail, local, and national. Retail
sales are direct sales to advertisers within the station’s signal area. Local
sales are obtained from advertising agencies representing businesses in
•The salesperson should commit the advertiser to sufficient commercials,
placed properly, to ensure that the advertiser achieves his or her
objectives. Underselling is as self-defeating as overselling.
•New accounts are added to a salesperson’s list by “prospecting” searching
newspapers, Yellow Pages, television ads, competing radio station ads,
•Station websites, HD channels, new media technologies, and podcasts
are additional opportunities for revenue at stations. The Internet is a very
useful sales and prospecting tool for account executives.
•A salesperson at a station with a high rating has a decided advantage
when contacting advertisers. Stations with low or no numbers must focus
on retail sales (work the street), developing programs and programming
•A station’s rep company must convince national agency media
buyers to select their station as their advertising outlet for the
area. Therefore, the station’s sales manager and the rep must work
together closely.
•Among NTR sources are co-op advertising, which involves the
sharing of advertising expenses by the retailer of the business
