Wednesday, March 31, 2010



Imagine going to a car dealership to purchase a full-size sedan for your family, but are told that you can have two subcompacts instead. What would you choose? Unless your 7 year old can drive one of them, the answer is: another dealership.

Flash forward to Monday of this week...

Imagine my surprise when I went to buy a small suburban AC (targeting women) only to find that "company policy" dictates that this cluster can only sell "combo" with the sister class-A classic rock station (targeting men). First of all, the AC wasn't exactly delivering the points needed to warrant an extensive buy, so, by trying to convince the buyer that the classic rock (still targeting men) should split half the buy's frequency (and budget) to increase frequency is just absurd.

Last I checked, radio's strategic advantage is the ability to efficiently buy frequency. So, by forcing the client/agency to effectively spilt a buy between two class-A radio stations targeting different demographics, compromises that strategic advantage by creating less frequency on both stations. Unless the cluster can guarantee cume duplication in writing, they're off the buy.

Have you come across this in your travels? Are you part of a cluster that sells this way? What are the strategic advantages for the advertiser? Reply to this thread or shoot me an e-mail or follow on Twitter


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