Radio Advertorials

Radio advertorials consist of blocks of time usually controlled by a single advertiser. An insurance company might buy an hour of air time each Monday at 3 PM or whenever. The company can hire a host, control the show's content, name guests and even run ads on its own program. Other than an oblique announcement ("The views expressed on this program do not necessarily reflect the opinion of this station or its sponsors. . . ."), radio listeners are often unaware that the program is controlled by the advertiser rather than the station.

Many promoters can afford to purchase a regular block of radio time and such advertorial programming is often a good media buy. A better deal is to get one someone else's advertorial program. While a direct competitor won't have you as a guest, many shows want "experts" and authority figures to interview and answer caller questions. In some cases it is possible to get booked on an advertorial radio program if you can enhance the show. For example, a CPA, lawyer, or financial planner might appear on a real estate, insurance or banking program. Such experts can add to the program's content while not taking business from the promoter.

Alternatively, you may want to have your own show. A growing number of radio stations now sell air time by the 30-minute block. You can host the "Fred Durkle Insurance Show" and discuss insurance issues throughout the program, even answering listener questions. If the content and packaging are strong, the program can help you develop a following over time and make you into an "authority figure."

A radio advertorial mixed in with music programs or talk shows can be an effective marketing tool. Beware, however, of saturation, a commercial situation which can occur when a station has sold most of its airtime to promoters. Where programming is uneven and clearly self-serving, ratings are likely to be weak.

Peter G. Miller is an image, marketing, and public relations consultant whose clients include selected national corporations, associations, and web sites. Mr. Miller can be reached at peter@boardroomarts.com