Re: Ibiquity's "Gag Order" on engineers

David Eduardo wrote:
"D Peter Maus" <DPeterMaus@xxxxxxxxxxxxxxxx> wrote in message news:Oq3Ei.501125$p47.258081@xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Ok....if you can take that message outside of normal channels to us, then you can take a new sales pitch to the agencies outside of normal channels to them.

Stations with older demos have been attempting this for years... decades. If an agency has an order from the client to seek women 25-44, there is no way they are going to buy a station that is mostly 45-64 or 55+. The agency has nothing to gain by switching a "right" station on a buy for a wrong one. All they do is endanger the account relationship when the analysis of deliverd gross ratings points against the campaign target falls short.

Agencies don't determine demos in most cases. The client does. The age range the client wants is part of developing the creative concept, so it will appeal to the consumers the advertiser wants to reach. Once the creative is approved, and often tested against the target demo, media budgets are allocated and the buy specs are given to station reps so they can quote against the cost per point goals for each market.

Nowhere does a radio station have an opportunity to change the creative, the demo or the appropriate media.



Every station I've ever worked for has a local sales department.

Start there. Hands on. Direct contact with a client. All it takes is one success.


Don't tell me it can't be done. I've cut too many wormholes in my career to not know better.

Stations have tried for years and decades as I have mentioned. Occasionally, one will get a little spillage money when the buyers get better than anticipated rates... but they still have to deliver, manybe not as efficiently, the target demo to some extent

Besides, it's the nature of creativity to do, present, execute, or discuss something that's not been seen or done before.

The idea of a 55+ radio station trying to get P&G to change product design, packaging and marketing so they can get on a buy is actually somewhat humorous.


Yes, it is. That's why I didn't suggest it. I suggested changing the pitch. Not the product.

C'mon, David. You're smarter than that.





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