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February 26, 2007

Benefits of Direct Response Radio Advertising Get Exposure

In the March issue of Response Magazine, Doug McPherson writes that direct response radio advertising is still underrated.

The story Doug opens the article with illustrates this:

Doug Frankel recalls a story from his days selling ad time for radio in the early 1980s. He remembers telling a small businessman that radio ads could make his phone ring: The businessman replies, "Radio doesn't work. Everybody knows that!" Frankel shoots back, "So you won't mind if I go on the air and say your products are no good?" "No, no, don't do that. People will hear it," the businessman says. "He bought the ad time," Frankel says today with a chuckle. It's a story Frankel likes to tell advertisers about the importance of radio. But unfortunately, he says, it's a story he has to tell all too often. "People aren't aware of the power of radio," says Frankel. "It's seen more as a stepchild, it's not as glamorous, but there are a lot of opportunities in radio because it's simply overlooked. If you do it right, it can become a nice new revenue stream -- a stream you wouldn't have otherwise."

Regular readers of our blog and article library will recognize some of Mr. Frankel's comments. As we've revealed in at least one article, direct response radio is a superb source of incremental new customers, while also standing impressively on it's own as a profitable advertising medium.

Posted by Jeff Small & Brett Astor at 02:02 PM | Permalink