Many of the stations we consult are surprised when they discover the number one reason advertisers don’t often schedule 52-week or 12-month campaigns.

So, what would you guess is the number one reason advertisers do not schedule 52-week campaigns?  I’ll give you a hint. It’s not because they don’t have enough of a budget to advertise 52-weeks of the year.

Here is a countdown of the top four reasons!

Reason #4: They believe their business to be seasonal and want to invest their budget only during peak sales periods.

Reason #3: Because they’re not sure what their inventory levels will be, or what they’ll have to sell, ten or eleven months from now.

Reason #2: (this is often disgustingly true) because they believe radio stations will offer much better “deals” on sold inventory if they wait until the last minute to schedule each month.

The #1 reason why businesses don’t schedule 52-week or 12-month campaigns is … “we don’t ask them to”.

Advertisers tell us that most radio account executives have never shown them a 52-week plan or validated a solid benefit to booking 52-week schedules.

So, there you have it, the number one reason you don’t have more 52-week business is because you don’t ask for more 52-week business. It truly is that simple.

Ask and you just might receive!

Are you planning a company sales conference or association convention? If so, click here to inquire about scheduling our Selling Advertiser Annuities Workshop to help your salespeople capture more 52-week business.