Many of the stations we consult are surprised when they discover the number one reason advertisers don’t often schedule 52-week campaigns.
\nThe average radio rep would make her annual budget if she simply had 20-25 accounts advertising at rate card with 30 commercials a week for 52 weeks.
\nSo, what would you guess is the number one reason advertisers do not schedule 52-week campaigns?
\nI\u2019ll give you a hint. It\u2019s not because they don\u2019t have enough of a budget to advertise 52-weeks of the year\u2026
\nReason number 4 advertisers give for not booking 52-week campaigns is that they believe their business to be seasonal and want to invest their budget only during peak sales periods.
\nReason number three is because they\u2019re not sure what their inventory levels will be, or what they’ll have to sell, ten or eleven months from now.
\nThe second most popular reason they don\u2019t book 52 weeks is (and this is often disgustingly true) because they believe radio stations will offer much better \u201cdeals\u201d on sold inventory if they wait until the last minute to schedule each month.
\nBut, seldom do stations understand the number one reason advertisers do not schedule 52-week campaigns…
\nThe number one reason is, \u201cwe don\u2019t ask them to.\u201d
\nAdvertisers 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.
\nSo, there you have it, the number one reason you don’t have more 52-week business is because you don\u2019t ask for more 52-week business. It truly is that simple.<\/p>\n