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Re: FW: AM: Customer Acquisition via the Web

To:     Bill Robins <>
Subject:     Re: FW: AM: Customer Acquisition via the Web
From:     Scott Ferber <>
Date:     Tue, 02 Jun 1998 16:47:33 -0700
CC:     "" <>
Organization:     Terra Ferma
References:     <> <> <> <> <>


Regarding a dated message, I have some information you and others might
find useful.  I did an analysis of media expense to reach certain
audiences for a client--a telecommunications firm.  This is
common-knowledge information that can be compiled by anybody--it simply
takes time to get the info.

While the figures below are for the New York DMA, they correspond well
to the Baltimore / DC DMA (differences between the average CPM rates for
the two markets were negligible):

Medium		Benefit				Average $ Cost to Reach Target / 1000 Targets (CPM)

Radio**		Great brand building, Low Cost		5.5
Internet	so-so targetting			11.8 (includes low cost 1.88 CPM for
TV*		Visual brand identification		15.2
Print***	Drive Traffic, More Targetted	
Newspaper						46.3
Magazine						124.8
Mail		Drive Traffic, Most Targetted		500 - 1000
Telesales	Most effective sales close rate		1000 - 5000

* Target defined as adults 25 - 54 in NY DMA		
** Target defined as adults 25 - 54 NY Metro
*** Target = circulation of publication

These averages assume the following things:

1) Radio is purchased on major radio programs throughout the metro area
2) Internet spend is a combination, albeit heavy, of traditional content
sites like AOL, Yahoo!, etc. AND AudioNet, the radio broadcast
"channel", which charges signficantly less per 1000 people reached.
3) Print is a combination of newspaper and major publications, targeted
at the NY DMA level.
4) Mail is based on a full-size letter, including all printing,
creative, and postage costs.
5) Telesales costs depend on the "denominator"--# of people reached, #
of people called, # of people pitched, etc.

Melissa MacKinnon @ superSonic BOOM wrote:
> Hi Bill.
> Thoughts on radio:
> Internet users are typically very busy people.  They don't have as much time to sit and
> read a whole paper or to watch the television for hours.  But your audience does want
> to keep abreast of the news.  WTOP is news practiclly 24 hours a day.
> Also, for the investment, radio is extremely effective.  With the same budget, the
> frequency achieved with a radio schedule is far greater than that of a high-calibur
> newspaper or TV campaign.  In order for people to remember who your company is, what
> you do and how they can find you - frequency is essential.
> Equally important, yo want to make sure you rmessage is actually heard.  With news
> radio stations, like WTOP, , people are listening intently for information.  The
> commercial breaks are short - which is key for retaining the audience (not 12 minute
> long like on Howard Stern, so people change stations while the ads are on).
> Radio ads are easy.  With an ad campaign , the station will produce a commercial for
> you (no extra charge).  They produce more basic ads (e.g. straight reads), which are
> actually very effective on news radio stations.
> Also, if you look to see when the majority of people use the Internet, it is during the
> day - while at work (except for young kids).  Most people (especially in Washington)
> have internet access at work.   You wan to catch these people while they are driving to
> work, so that when they get there, they can log on and find you.  Driving to work is a
> great time to catch people when they are in their "serious/work" mode - contemplating
> things they have to do that day, etc.
> I have personally seen WTOP do wonders for many small, medium and large companies.
> Their advertisers and audience are both very loyal.
> Take care,
> Melissa MacKinnon
> Bill Robins wrote:
> > Melissa-
> >
> > Thanks for the lead.  I will be certain to contact her.  I appreciate
> > the introduction.
> >
> > Look forward to your additional thoughts on radio.
> >
> > Thanks.
> >
> > Bill
> >
> > Melissa MacKinnon @ superSonic BOOM wrote:
> > >
> > > I strongly suggest radio.  NPR is a great audience; however, it's difficult to
> > > get your message across with "sponsorship" ads on public radio.  There is not
> > > enough time - especially with something new.  I advise WTOP NewsRadio 1500 AM.  I
> > > used to sell advertsing there, and our advertisers found it extremely
> > > successful.  WTOP and NPR share the same audience.  However, WTOP allows you to
> > > air 60 second "spots" (advcertisements).  I would sponsor Dave McConnell, as he
> > > is an anchor in Washington, as the capitol Hill correspondent - not only for WTOP
> > > for for Channel 4 News.  He has a huge and loyal following.  I can put you in
> > > touch with someone who can really help you there.  Her name is Jean Fowler.  She
> > > is a WTOP veteran and works very closely with politically focused advertisers.
> > > Her number is 202-895-5000.  Please tell her that Melissa MacKinnon referred you.
> > >
> > > I have alot of reasons why I think rado is the best off-line medium for Internet
> > > companies.  I have to run to a meeting now, but will write back with my reasons.
> > >
> > > Good luck,
> > >
> > > Melissa
> > >

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