Advertising information for NewsTalk AM 1270

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Noon to 2 PM: Smart, funny, and ahead of the curve in politics and the culture... Laura Ingraham is busting down the door of the "boys only" radio club with her own brand of smart political talk. So just say no to stupid radio and get hooked on the Laura Ingraham Show. It's not just a talk show... it's an addiction .

6 PM to 9 PM: Lars Larson believes the only way to improve our community, state, and nation is through honest discussion. Sometimes that means people (including Lars) will be made uncomfortable as ideas are challenged. But it's worth it! Join the Lars Larson Show live with your comments at 1-866-HEY-LARS

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Clarion Communications, Inc.
NewsTalk AM 1270 - WYXC
1410 Highway 411 NE, Cartersville, GA 30121
P.O. Box 200399, Cartersville, GA 30120
(770) 382-1306
Copyright 2005 to Present - Clarion Communications, Inc.

1 AM to 5 AM: All over America, something special is happening after dark. In the wee hours, Coast to Coast AM has burst on the scene to create America's most listened-to evening and overnight program. Seven nights a week, join George Noory, Art Bell & Ian Punnett for compelling can't miss news and information you'll never hear anywhere else. Call 1-800-825-5033

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5 AM to 6 AM: It's hard to listen to everything everyday, so join Doug Stephan for Talk Radio Countdown... a fast paced hour covering everything that happened on your favorite talk shows the day before. From Rush, to Sean, Boortz, Beck, Larson, Savage and some you never heard of... plus listener comments.

2 PM to 5 PM: Dave Ramsey knows first-hand what financial peace means in his own life - living a true riches to rags to riches story. He has rebuilt his financial life & now devotes himself full-time to helping ordinary people with life-changing financial advice on The Dave Ramsey Show. Call 1-888-825-5225

5 PM to 6 PM: Award winning talker Phil Valentine has held fort on America's airwaves for over two decades... deftly zeroing in on the issues impacting Americans in their daily lives, and holding politicians accountable. Not afraid to call it like it is. Join Phil live by calling 1-800-618-PHIL

9 PM to Midnight: The Rusty Humphries Show is a fast-paced, issue-oriented, caller-driven talk show. Rusty can make you laugh one minute and cry the next as he challenges his listeners on the hottest topics of the day with a touch of humor.
Highly entertaining... Heck Yeah! Call 1-800-449-8255

Midnight to 1 AM: Fox Sports Radio gets you up to date on all the latest sports news plus live reports & scores from around the nation. Sometimes these guys even take a funny stab at real news. The guys rock and the show is highly entertaining and addictive! If you're a sports fan... this is a show you d on't want to miss!

6 AM to 9 AM: Start your weekday mornings with David Paul & the zany crew on The Wake Up Show. You'll get news, sports, weather, traffic, giveaways, and good natured fun... plus some off the wall conversation with Bartow County's regular cast of characters. Contest & comment line is (770) 386-4656 .

9 AM to Noon: Not just another conservative talker, when Glenn Beck talks, people listen… and howl, cheer or cry foul. Plus Glenn dishes up a big dose of comedy to put things in perspective. With Glenn, it's not conservative versus liberal… it's right against wrong. Call The Glenn Beck Show at 1-888-727-BECK (2325) .

Before You Launch An Advertising Campaign...

Compare us to what you are currently paying for newspaper, direct mail, billboard, or phonebook advertising... Radio works!

While newspaper readership continues to sharply decline, a recent Arbitron study revealed that 86% of all Americans listen to radio on any given day... with an average listening time of almost 3 hours daily per person! (Even higher in the metro Atlanta area)

To reach these potential customers for your business, we offer flexible monthly packages to fit every budget or requirement. With an excellent lineup of weekday, evening, and weekend programming... plus news, weather, and sports updates around the clock - we can deliver the audience for your spots.

Why radio? No one form of advertising can reach all potential customers. On average, an individual must be exposed to the same message 7 to 10 times before that message sinks in. Occasional re-exposure keeps the message refreshed in the mind of the public. That's the beauty of radio...

Even the most basic radio advertising campaign includes dozens of plays for your commercial. Repetition of message is why even established businesses like funeral homes, car dealers, banks, and hospitals stay on the air every day year round. People are most likely to listen to the radio while driving, making a radio ad possibly the last advertising message they receive before making a decision about where to eat or shop.

Radio Increases The Effectiveness Of Your Other Ads: ValPak... the nations largest direct mail company understands the power of radio. Beginning a few days before they mail out their coupon packs in a given market, they run a heavy schedule of radio advertising in that area to encourage listeners to check their mailboxes for the blue ValPak envelope. Anticipation builds among the public...

And here's ValPak's secret... through their use of radio, ValPak coupons are redeemed at a higher rate than the industry average. This keeps ValPak's advertisers happy and improves ValPak's bottom line.

Your newspaper ads, billboards, direct mail pieces, or phone directory ads become more powerful when backed up with an effective radio campaign.

The Value Of Long Term Advertising Campaigns: Remember you're advertising to a passing parade. Potential customers in your market area regularly move or pass away, with new families moving into your market daily. It's important to constantly be in front of these new faces.

Several months ago, a new business ran a successful one-month radio campaign with us for their grand opening. They were pleased with the results, but felt that after one month everyone was now aware of their new store.

Even though many months passed, we continued to receive phone calls from listeners asking us the name of this particular business. The initial ad campaign registered with the listeners... but when people finally found themselves in need of the services offered by this establishment, they couldn't remember the name. The connection with the consumer was made, but without a long-term presence on the air, sales for this business were being lost.

Why News/Talk Radio Instead Of Music Radio? The music radio market is very fragmented... classic country, modern country, pop, classical, alternative, classic rock, modern rock, golden oldies, jazz, easy listening, gospel, contemporary Christian. To effectively reach all those listening markets would be prohibitively expensive. Plus satellite radio, IPods, music ready cell phones, and car CD players are increasingly eating into the music radio market.

Why listen to music on your radio, when you can get higher quality sound without commercial interruptions through these other alternatives? Recent studies are showing that music radio listeners are increasingly avoiding your commercials by flipping to another music station during the break.

With News/Talk radio it's different... Talk radio listeners are less likely to turn the dial during a commercial break. While music radio is a collection of different songs, which many times is used as background... talk radio on the other hand is very listener intensive and interactive. With talk radio, listeners are following the conversation and feel that tuning out even for a couple of minutes might result in their missing something important.

The latest Arbitron numbers revealed that News/Talk Radio is the most listened to of all radio formats beating all others and pulling a 17.9 share. Compare that to Country at 9.0, Oldies at 5.8, and Adult Standards at 0.9.

It's All About Demographics: To get the most effective return for your advertising dollars, you need to target the listeners who are most likely to need your goods or services and have the income to spend on them. Once again, News/Talk radio is the winner! The target audience for News/Talk radio consists of individuals in the prime consumer age range of 25 to 55. News/Talk listeners on average are more politically active, more involved in their communities, have higher disposable incomes, and are better educated than listeners to other radio formats.

Radio is a vital part of any comprehensive advertising campaign: Call (770) 382-1306 today so that one of our marketing professionals can design a custom advertising campaign for your business. Advertise in specific shows, certain time segments, or in our overall schedule. We'll help you develop an advertising strategy that factors in your other advertising methods... to help you get the most from your advertising dollar.

Currently, approximately 360,000 people live under our daytime signal footprint. Our signal covers parts or all of Bartow, Chattooga, Cherokee, Cobb, Floyd, Gordon,
Paulding, Pickens, and Polk, Counties... plus our signal is streamed worldwide over the Internet 24/7 with almost 50,000 unique web listeners each month.

We can assist with writing your scripts and can produce your ads in house utilizing state of the art audio equipment. Many customers have us produce two or more spots and rotate them throughout the day. If you utilize co-op funds, we can produce monthly affidavits showing detailed run times for your spots.

Whatever your requirements, we're here to serve you...

Call today at (770) 382-1306... let us put you on the air!
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Advertising Script Writing Tips:

• Your business name should be repeated at least three times.

• When incorporating your business address into your ad, leave out street numbers. Landmarks are much better. Example: "just past the hospital on highway 41"

• Listeners seldom remember phone numbers unless it is something memorable like 1-800-Buy-Cars. Don't waste valuable airtime with phone numbers.

• Listeners are more likely to remember your web site address, unless it is lengthy or has hyphens. Leave off the "www" in front of your domain. Example, just say: "NewsTalk1270.com"

• Try to paint a visual picture and include a call to action to add some urgency, but don't overplay it. Consumers do not like the "hard sell". Use action words like "discovery", "free", "results", "revealed", "secrets", "startling".

• Unusual sounding voices, sound effects, and edgy music can get listeners attention, just don't overdo it. Humor can also be a great selling tool, but these type ads lose their effectiveness quickly and must be changed on a regular basis. However, an ongoing series of humor ads that play off the previous ads can build a loyal audience anxious to hear the next installment.

• Have a business owner or manager record the spot in his or her own voice. Over time, listeners begin to feel that they know the person though they may have never met. This builds a level of trust and makes it much easier to convert the listener into a customer.

Parting thoughts: If you are in business then you must be marketing your business continually, if you wait until sales are slow to start advertising, you'll be disappointed. Think long term so that when people think of your particular specialty they'll think of you. During an economic slowdown your competitors will probably pull back on advertising, this is the perfect time to move your name ID to the front of the pack thru strategic ad placement.

I'd also like to share with you a page from Michael Corbett's book, "The 33 Ruthless Rules Of Local Advertising."

• Don't Ask Your Customers What Brought Them In: The way most advertisers attempt to track results is by asking their customers what brought them in. Allow us to share an experience. When Michael was getting started in the advertising field, he was responsible for the successful grand opening of a new lumber store. This was a complete store that carried almost everything imaginable.

Michael, his boss, and the storeowner stood at the front door of this huge place and polled customers as they walked in for the grand opening weekend. As they entered the store, each shopper was asked, "what brought you in?" Roughly 50% said radio, 30% said television, and 20% said newspaper. What interested the poll takers most was the fact that they never ran an ad on TV. The grand opening was advertised only on radio and in the newspaper. How could it be that 30% of the people who came into that store that weekend said they saw the ad where it had never been? And when questioned about how sure they were, the customers were sure.

After speaking to scores of local advertisers who have had a similar experience when they polled their customers in an attempt to evaluate the effectiveness of their advertising, we've learned some things about polling and about people, and about what not to do with the polling results.

• People don't know what brought them in.

• People don't know that they don't know what brought them in.

• People don't like not knowing what brought them in and they want to be helpful, so they'll make things up.

• Never change your multiple media advertising plans based on what people say brought them in.

Radio advertising is the toughest of all marketing avenues to track because it does such a great job at reinforcing your other advertising efforts. As an example a customer may tell you they looked you up in the Yellow Pages, but if that person has been hearing your radio ads for a while, when he opened the phone book your ad was the one that jumped off the page instead of being lost among the twenty other ads in your category.

A good strategy is to put together a long term maintenance level of radio equal to about 50% of your marketing budget, then move the remaining 50% around between newspaper, direct mail, billboard, etc. Radio will increase the impact of your other advertising and by spreading things around you'll hit various segments of your service area. (Michael's book is a great resource for local businesses seeking to increase market share)
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