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February 18, 2008

Is The Secret About Radio Advertising...Out?

"...top spenders from brands like Coca-Cola, Wal-Mart and Macy's, as well as key media buyers at Mediaedge:cia and MediaVest, spoke of radio's advantages and efficiencies in executing less costly media plans."

This Adage.com article titled "Big Spenders Extol Virtues of Local Radio to Drive Sales" struck us as odd.

Isn't it interesting that, somehow, when the economy heads south, radio and the advantages it offers are suddenly really good. And when things are hot, and there are lots of profits, it's okay to spend money on less flexible, less effective and more costly mediums. Why? We suspect it's because they are infinitely sexier. It's a much bigger ego boost to work on and point to a TV ad as your creation than it is a radio ad.

"Rex Conklin, media director of Wal-Mart Stores, said Wal-Mart has already started using radio for more efficient media spending in the wake of economic recession. "Particularly in a down economy, the advantages of radio are significant in that it's very local and very flexible, which is incredibly important, especially when you're talking about pricing. Being able to change copy in a day if I need to is very important to Wal-Mart as a retailer." He added that Wal-Mart is continuing to look at programs that will take advantage of radio in this economy."

Whoever has accused big business as being solely out for profit should see how wrong they've been.

"Richard Phelan, media director, Macy's, New York, echoed Mr. Conklin in his appreciation of radio's ability to customize copy and also to "really drive people to stores and obviously the end sales. It's something we must continue to consider..."

Do recessions make people a lot smarter?

Posted by Jeff Small & Brett Astor at 01:43 PM | Permalink