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February 19, 2007
Impact of Satellite Merger Unclear for Direct Response Radio Advertisers
Even if the Sirius-XM merger is approved by regulators - and that seems to be a big IF - the impact of the merger is unclear for direct response radio advertisers. As we've written previously, we place a meaningful amount of media on satellite radio. But there are too many questions at this point, the most fundamental of which is: will pricing change relative to audience size?
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Recommended Books
Direct Response Radio, Brett Astor and Jeffrey Small
Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman
Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman
Our Book
Direct Response Radio: The Way to Greater Profit with Measurable Radio Advertising , Brett Astor and Jeffrey Small 
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