How to Sell Radio without PPM for Literally Next to Nothing

I’ve always dreamed of throwing a wrench into the machine… and this might be my only shot. Here are 6 reasons why Radio needs to ditch PPM:

No PPM1 – You couldn’t pay me enough to carry around another device… let alone one that looks like a pager.

2 – It’s ridiculously expensive.

3 – It’s not that accurate.

4 – Peoples’ livelihoods hang in the balance of all the results.

5 – It doesn’t encode well.

6 – It kills formats.

Yet, for some reason, Radio stations lack the balls to say, “We can do better than this”.

Here’s an idea. Do your own research. Recently, Go Daddy was selling basic web hosting for $1.00 a month. In theory, your digital department, creative writers and producers can create the ads using company time and resources. So… this project could cost you literally next to nothing. Here’s how to do it.

1 - Create amazing advertising campaigns for fake businesses.

2 - Generate a 1 page website for each of these businesses including a domain.

3 - Run the ad on your radio station for 16 weeks (or however long your standard campaigns run).

4 - Track the statistic of hits on that website.

5 - Make the website look real, but when the user clicks on it, re-direct it back to the radio station website to monetize impressions of both the fake website, and the corporate website.

6 - Make a sales report showing how much traffic went to that website while running the ad campaign.

7 - Bring it to potential clients and show them rock solid digital stats (not PPM) about the amount of traffic you can send to your clients.

Yup, that’s how you get accurate statistics from antiquated media in the digital age.

Additional resources about PPM:

http://www.radioinsights.com/ppm/

https://larrygifford.wordpress.com/2015/06/11/where-is-the-outrage-over-ppm/

http://fivethirtyeight.com/features/did-nielsen-kill-the-radio-star/

Dave is CEO of Scoundrel Studios Inc. He welcomes your correspondence at scoundrelstudiosinc@gmail.com.

Comments (3)

  1. Jay Rose

8. Watch your station's credibility and brand get diminished as listeners realize they can't trust the spots they hear on your air...

... Yes, there are serious problems with PPM. [disclaimer of a sort: I worked on the Telos Voltair and TVC-15 projects. I can't tell you everything we've...

8. Watch your station's credibility and brand get diminished as listeners realize they can't trust the spots they hear on your air...

... Yes, there are serious problems with PPM. [disclaimer of a sort: I worked on the Telos Voltair and TVC-15 projects. I can't tell you everything we've learned, because of their NDA, but it's no secret that PPM discriminates against quite a few formerly viable formats.]

... Unfortunately, Nielsen's anti-Voltair FUD campaign had a glimmer of truth: the game might be rigged, but it's the only game in town. National advertisers want ratings they can compare among stations. I'm not sure how you'd even go to a national agency or buyer with the anecdotal evidence of your fake spots.

... Local sales, on the other hand, may be different. So let me add a final step to your recipe:

9. After the first salvo of fake ads has run, let the listeners in on the joke! Announce that you've been doing this, and turn it into a contest. Give a small prize for spotting the bogus advertiser; that'll give an incentive for listeners to pay more attention to all the spots on your air, hoping the find the one. Give a big prize for coming up with the best / most creative / funniest new bogus client, and create a site and domain for it. You might even find a new station copywriter that way.

This will also give the local ad prospects passive exposure to what you're doing, so when your sales team cold calls them, they're already primed to be interested in the results.

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  1. Michael Shishido

You lost me at 'fake ads.'

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  1. Jerry Vigil    Michael Shishido

Lol...

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