What Does a Cute Puppy Have to do with Underwriting?

By Christa Quinn, Account Executive

Nothing. Just a cute face to get your attention. We all need to see a cute puppy face every now and then, right?

I want to discuss the second most frequently asked question I get: how much does it cost? The answer, is kinda complicated. It really depends on what a business or organization wants. So, let’s group into two categories: events and long-term awareness.

Event campaigns on Michigan Radio usually run between one and four weeks. The messages are more frequent so that the repetition of the message has time to resonate with the listeners. Michigan Radio has a monthly cume (the total number of different persons who tune into a radio station during the course of a daypart for at least five minutes) audience of just over one million people, so trying to get to as many ears as possible in a short amount of time is key. Let’s say a local symphony orchestra would like to promote a concert that will feature a special guest artist. That organization would probably want to run 20 messages over the course of 10 days for around $2,000.

Ding! Ding! Ding! The magic formula to Michigan Radio pricing is $100/spot! Nope. That’s a general price for messages that are Run-of-Schedule or ROS. ROS messages are randomly placed during Michigan Radio’s broadcast schedule Monday through Sunday between 5am and 11pm. It’s in Michigan Radio’s best interest to give these messages the best possible placement so that the message can be heard by as many ears possible. It’s not uncommon for the operations manager to finagle the spot placement so that spots get the best placement. Our ops manager is pretty awesome like that.

The other side of the coin is an awareness campaign. Awareness campaigns are longer term campaigns that last from six months to one year, and are often renewed. Let’s say a major corporation would like to support the fact-based independent journalism that Michigan Radio produces each and every day. This corporation is passionate about its customers knowing that it is invested into the intellectual health of the community. It wants to reach business owners, leaders and decision makers, so perhaps the focus of when people are driving to and from work (it WILL happen again) is an important time to air the messages. Let’s also say that this corporation wants to reach Saturday errand runners too. Together, the team at the corporation and I sit down and build an effective schedule that meets the needs of the purpose of the campaign and we build pricing from th

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The dayparts on Michigan Radio are divided up in to MANY categories. For example, morning drive is from 5am-10am. That’s when Morning Edition and the BBC Newshour air, so it’s prime time. Mid-days are 10a-3p, and afternoon drive is 3p-7p. There are many more options, some of which combine into larger segments. All of the dayparts have different pricing, and it’s up to the corporations and me to come up with a schedule that fits the goals and budget of the corporation.

Contact us to learn more about getting your message in front of our audience.

Posted in Branding with Michigan Radio, Converting Obstacles to Opportunities, Events, Insights, Not Sound Bites, NPR.