There is a fervent advertiser thirst for ‘new media’. For advertisers who have not used radio in the past, radio can be their ‘new media’ alternative.

It’s time for radio account executives to get serious about attracting new business to radio.

Many stations launch ‘new business’ initiatives which merely see their stations steal business from other radio stations.

The new business I’m talking about is converting print or online advertisers to a media mix with a strong radio component…. Real new business, from an advertiser who has not used radio in the past and had no intentions of using radio…. Now that’s ‘new business’!

It doesn’t take a rocket scientist to tender for a share of existing radio budgets. You know who has the budget, they’re already sold on radio, you know their buying criteria, and you simply meet or beat that criteria. And, in the long haul, submitting to requests for proposals does not contribute to exponential growth for our industry, it merely redistributes the available dollars.

Finding real new business does require a little rocket science. Opening doors with advertisers who have no intention of using radio is much more challenging than walking through open doors; but every new door we walk through and win, is a huge win for radio and your station.

The timing for capturing more new radio advertisers has never been better.

The internet has virtually replaced all things print, from newspapers to yellow pages. This rapid and growing media change is leaving former print advertisers desperately looking for new media alternatives. Their desperation is compounded by rampant digital fragmentation, fraudulent clicks and likes, and changes so rapid that even the ‘experts’ have trouble keeping up.

click here to arrange a free online demo of how our SoundADvice training and marketing system can help you sell a strategic mix of tried and proven radio to inspire and new internet platforms to inform, and to help you capture more new business.