15 Jun More on vultures….
I spoke to a tremendous entrepreneur the other day and felt like such a cynic. They were considering buying some radio time and wanted to know if the deal they had negotiated was a good one. This was a particularly smart cookie and she had negotiated well. But sometimes I just want to go and find the radio rep and bang a frying pan over their head. First of all, they were “so excited” about the promotion. It annoys me how “so excited” they always seem to be. In fact, I think the more “so excited” they are the worse deal you may be getting. Next, really be wary of buying rotators. Those are the time slots that are simply noted as “5AM to 11PM” or something like that. It means your spot will most likely get stuck in the spot they couldn’t sell for top dollar. In other words when no one else is listening.
Be wary of advertising reps. Remember that advertising should be planned well ahead of the game, not decided on a case by case basis. No deal is so great you can’t pass it up in favor of planning just a little bit more. The harder they’re pushing, the harder of a time they’re having selling that particular promotion and/or timeslot. And there’s a reason for that!