WBEB To Offer Advertisers Free Commercials
June 20, 2008 at 10:50 AM (PT)
WEAZ RADIO INC. AC WBEB (B 101)/PHILADELPHIA owner JERRY LEE has formed an advocacy group that is offering local advertisers radio commercials at no charge.
LEE claims the ads are more effective than TV advertising and will offer the commercials to anyone who advertises in the PHILADELPHIA area. WBEB also notes that recent advances in audience research using ARBITRON's PORTABLE PEOPLE METER PPM have proven more accurate than handwritten diary methods, and that the station has tripled it's cume in recent ratings research. The station will also offer advertisers multi-level research and testing collected from a technique known as "conjoint analysis" which is designed to uncover the messages that connect a consumer to a brand.
According to WBEB owner JERRY LEE, "The PPM proves that radio delivers far greater reach, now it’s up to us to prove that we can deliver commercials with far greater selling power, and that’s just what we intend to do. This isn’t some stunt, we’re using tried and true research methods to create better commercials; commercials that create stronger emotional connections with listeners and ultimately commercials that drive consumers to action. Radio is extremely powerful and if it takes a bold action to make people realize it, then that’s what we’re prepared to do."
THE PHILADELPHIA RADIO ORGANIZATION has shown interest in LEE's methods and empowered VP/GM BLAISE HOWARD to sell large "select" accounts on their behalf with the goal of moving the radio industry forward.