Radio--Large Market
Challenge:
This major market station historically underperformed the rest of the market. They needed to
create points of differentiation with listeners and advertisers in order to increase
ratings and revenue.
Solution:
Auditorium test and analysis, talent development, improved music positioning, creation of
listener and client email marketing database to increase intimacy and share of wallet with
both groups. Worked with senior sales and station management to outline opportunities for
new sales channels and programs.
Result:
Only station in the market to have six consecutive up books in A25-54 demo, local market
revenue has outpaced market growth for past 18 months.
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