I need some advice. I have a syndication radio program airing in 17 small markets. I already know the big national advertisers will not want to advertise with me because I don't have enough reach and listeners for them and the small advertisers may not have a reason to advertise in areas where they do not serve. Can anyone out there recommend how to search for a national advertiser who would need to service small markets yet not be too big to pass on my show?
Darian:
Living in the countryside of upstate NY means there are very few chain businesses. I even have to drive 40 minutes to get to a freakin Dunkin Donuts (for those not in the Northeast, it'd be like having to drive that far to Starbucks). But the chain that did jump into my head was Ace Hardware. They serve the smaller rural areas, along with 84 Lumber and places like that. How to search for otehrs, I can't help with that. But maybe an idea of an actual business can be your compass. Best of luck.
Neil
Thanks for the reply. That's my problem. I have small markets like Moses Lake, WA; McGrath, AK; Rollo, MO, etc. Really small cow towns. I would think a retail chain probably wouldn't be there but only be in the nearest major city miles and miles away. McDonald's is everywhere but they wouldn't waste a sneeze on me.
Darian -
I'm in a similar situation with a regionally syndicated show on 31 stations. One thing I've had success with is going after advertisers and getting them on board at a very low rate. As your stations increase, so will the value of these sponsorships. I have been able to land a couple of national sponsors this way. I generally work on annual sponsorships and go after companies that have messages that will resonate with the outdoors enthusiasts who listen to my show. I also make it a point to deliver much more than I promise to my advertisers. Perhaps you could interest alarm or security companies in your show focusing on crime?
Good luck!
Thank you. That is very helpful. May I message you to learn more? You're an inspiration to me.
Darian -
Feel free to message me or email me at [email protected]. I'll be happy to share what I've learned over the last few years self-syndicating my little show. As for being an inspiration, I suspect you can do better! LOL!
