[BC] NOTICE OF PROPOSED RULE MAKING - Revitalization of the AMRadio Service

[Mike McCarthy]

Institutional (wholesale) sales and retail sales.  Two very different 
markets to sell.

The vast majority of stations operating below $2M annually do not 
generate much of their volume or traffic from the former unless they 
happen to be in a town or format desired for any given reason.Usually 
because of the programmed buying dictated by the ultimate advertiser. 
Fair or not, that's the system. Retail/direct to advertiser local sales 
are still the bread and butter of stations from New York to Podunk 
Hollow, BFE. Especially if you're not a CC, Cumulus, CBS, Cox, et-al. 
station.

MM

On 11/2/2013 9:30 PM, James B. Potter wrote:
> Robertm:
>
> The key to your assertion is 'savvy advertisers.' In the case of national
> advertisers (Chevy, Ford, Coke, etc.) they pay big bucks to large national
> ad agencies to both produce their spots and place the insertion orders to
> carefully selected important stations and groups. These agencies have the