Featured Product Web/Radio Strategy

A Readership Replacement Program for Heavy Print Users

Newspapers are dying all around you. They’ve managed to keep their circulation numbers on life-support but READERSHIP, the life-blood of effective print advertising, is all but gone.

If you’ve been a heavy print advertiser, relying on the local newspaper to deliver traffic, you’re likely very worried right now. The economic downturn, coupled with the shift in consumer news-reading habits is creating a situation that is KILLING businesses in record numbers.

The Perfect Complement to a Radio-centric Strategy

If you’ve been a practitioner of our advertising methods, or a retail client of any of our Wizard of Ads consultants, you’ve likely been experiencing good success with a radio campaign. Is your web site working with your radio or against it?

You’ve known for years that one challenge with radio is that you can’t say all you need to say in 60 seconds. You’ve got a bigger story to tell. Maybe you’ve struggled to find a radio strategy that works. There are simply too many radio stations in the market to deliver the numbers that your old reliable newspaper could muster in a single issue. We can help sort it out.

What about the Web?

If you are a local retail or service business, you have likely seen few measurable results from your web site. You’ve tried to deliver your core message, but where do you get the readership?

Pay Per Click ads can be prohibitively expensive compared with the readership you’ve been able to buy through the local newspaper. Besides, your print ad readers are reading about you. Those PPC ads are delivering all of your competitor’s ads to your prospects with every search.

The Right Mix

Here’s the good news: We’ve developed a strategy that will deliver the readership you seek at a price typically lower than you’ve been spending on your newspaper ads.

RADIO can deliver web traffic like crazy if you do it right. You must BUY appropriate schedules and WRITE appropriate ads. We’ve been successfully turning small businesses into large businesses with this strategy for decades. When you couple it with the right web site design, it can deliver your lost print readership quite efficiently.

YOUR WEB SITE must be properly designed to handle the visitors that the radio campaign is delivering. A standard brochure site won’t cut it. Your visitors will get lost looking for the continuation of the radio message. We have found that if you have a site that can be easily managed and adapted to your ever-changing radio message, you’ll be a winner. Think of radio as the quarterback and your web site as the receiver. Radio passes the ball to the web site and the web site carries it across the goal line. We know how to build these sites.

ANALYTICS is the key to optimizing the strategy. HOW do you measure web traffic that is the result of a radio ad? We know how to analyze your radio copy by looking at your web analytics. We track interest in your current ads by carefully measuring behaviors on your site.

Want to know more?

We are working with radio station owners and managers who want to take advantage of the failing newspaper industry. We are also looking for business owners who are frustrated with their print results.

I’d love to talk to you about it.

You can’t feel sorry for the newspapers. They’ve know this was coming for a long, long, time.

At minute 1:04 in this video, the newspaper guy says, “…we’re not in it to make money…we’re probably, uh, not going to lose a lot, but we aren’t gonna make much either.” 

Too bad they weren’t in it for the money.