Katz To Double Its Advantage
February 6, 2008 at 5:33 AM (PT)
KATZ MEDIA GROUP today announced a dramatic expansion of its CLEAR CHANNEL KATZ ADVANTAGE marketing group, to help CMOs, brand managers and media buyers optimize radio's multi-platform marketing potential. During a press conference call, which detailed radio's comprehensive marketing clout in terms of attracting a mass audience, CC KATZ ADVANTAGE BONNIE PRESS revealed that KATZ will double its marketing staff and an increase the number of regional offices to better spread the word.
Specifically, CC KATZ ADVANTAGE is in the process of increasing the size of its marketing staff from around 20-22 to approximately 40-45; PRESS noted that the new recruits, some who have already been hired but not yet announced, will be "on the street" and not behind the scenes. With the addition of a new ATLANTA office opened about two weeks ago, PRESS said that a SAN FRANCISCO office is set to open "within the next two weeks" and two more satellite offices should be up and running by the end of the year.
There are a lot of myths out there that need to be corrected. We have to work on behalf of the industry to increase the radio pie
When asked if the advertising community has, up to this point, failed to grasp radio's marketing reach, PRESS said, "I don't know if they fail to grasp it; rather there's been so much happening in a compressed period of time, I'm not sure they're assimilating it. Hopefully, we'll help them focus on the elements radio possesses, to give them a bigger bang for their bucks. People understand it in the abstract about things like mobile marketing; we want to take it down a couple of levels to show them how to harness radio's multi-platforms in a meaningful way.
"This is absolutely an important move to make," she continued. "There's no better time to make it than right now. There are a lot of myths out there that need to be corrected. We have to work on behalf of the industry to increase the radio pie. There's so much convergence in a short span of time, with all the new technologies and platforms, that it's critical at this juncture to combine education with advocacy. That way advertisers can make choices in their media budgets where radio is positioned properly within a vast portfolio."