Question by Queenie: Why would someone want to advertise on a local news show that runs from 5-7?
I work for a company where we are to sell advertising on a local news channel that runs from 5-7PM. Now most of my objections have been because of the time slot (and they feel that no one is in front of a TV watching at that hour), the cost (it costs more than adveritsing on cable) and the fact that it is still a very new show (meaning lack of engaged audience) the last and final problem is that the newscast runs from 5-7 like I said before but during the rest of the day all that runs on the particular channel is INFOMERCIALS. So, could someone please tell me why someone would want to adveritse on this channel and/or if they have any ideas to get people to advertise on this channel. Thanks.
Answer by mamakin
Do you have to determine the best target market for your advertise? Who are the station’s targeted viewers? I would guess that SAHMs and the retired would be the most likely. I know I started watching local news when I became a SAHM, and most of the elderly folks I know watch local news. Some people may put on the local news when they come home. You could start with advertisers who would be relevant. Maybe carpet cleaners or other home services, taxis… You could also look for advertisers based on the content of the news program. Are there restaurant or movie reviews? Our local news has a green feature. Watch other local news programs and see who their advertisers are. Try to come up with some equation that makes the cost seem more palatable. X price per viewer or something like that.
I think that the sale of this product may be a process. You will have to call people and follow back up to generate the buzz for your station. The first call might just be inquiring if they are familiar with the news program. Ask them if they will watch it for you in the next week. Say you are genuinely interested in the program and people’s opinion and tell them why you think it is so great. Be sincere, if you can’t get a bit excited about the product you probably won’t be able to sell it. Find out what sets this news program apart from other local programs – is it the newscasters, in-depth features on local concerns?
What do you think? Answer below!