Radio Brings Profits to Hyperlocal Apps

App developers have a challenge As quotrobustquot as their data collection capabilities may be they rely on retailer understanding of their product and consumer use of their product to grow their businessA partnership with a radio company solves both challenges Radio is a proven vibrant medium that has served local communities and businesses for 100 years Radio station coverage areas are local by federal law Each station covers no more than a 50 mile radius many less Therefore in order to thrive radio management has learned how to superserve local advertisers Indeed 86 of all radio revenue comes from local businessesThis week 91 of all Americans will listen to radio It is as popular with 1834 year olds as it is with older listeners Below are listed the benefits of forming a partnership with a local radio station or group of stations1 Local advertisers seek a digital component with their traditional media buys They crave granular customer behavior tools available from your app but not from radio Radio knows advertisers want these tools but do not have the resources to create or develop hyperlocal apps Radio delivers audience reach your app measures audience behaviors2 Each radio station typically has a welltrained sales force of 1020 sellers They represent feet on the street Retailers know these sellers and trust them Radio sellers speak the language of retail App companies do not Sure you have a great app and retailers need your service but they don39t understand what you are saying and they don39t know how to ask you questions Radio sellers can serve as your Rosetta stone3 Advertisers are comfortable with radio in the media mix They require a primary evangelical lengthy pitch in order to partner with hyperlocal apps By partnering with radio stations radio sellers can present your app as part of their service Your business plan will be accelerated by years when your app or service is sold by a credible radio marketer whose product is understood and desired Your company benefits from that association4 Radio content creators perfected hyperlocal targeting decades ago Regardless of the demographic goal an advertiser can reach it with radio Because of the large number of stations per city each station39s demographic appeal is narrowed to a very small slice such as women 1824 who live in a threecounty area This precision makes radio an ideal partner for hyperlocal app makers Radio delivers the reach you need to attract a significant audience with narrow targeting that matches the inherent appeal of your app39s capabilities5 Your app makes radio cool Radio can turn your company from quotanother round of fundraisingquot to another profitable quarterThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Radio Brings Profits to Hyperlocal Apps

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Walter Sabo

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Radio Brings Profits to Hyperlocal Apps

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