Recently, a post described radio's great opportunity to use station websites to sell logoware, and other related merchandise. Now, a CNN success story reinforces the potential. In the day after the election, they sold 5,000 Obama commemorative T-shirts – that's $75,000 in sales.
Using web-based merchandising suppliers, your station could do the same – for any number of events or features. From "I Saw AC/DC With WRIF" to "I Voted For the Sexiest Bills Fan on 97Rock," there's no limit to the revenue potential that strong radio brands and personalities can generate via their sites.
Cumulus' Lew Dickey talked about the myopia of radio sales during his company's Q3 call. Let's turn up the heat, and ask the question why stations aren't doing a better job leveraging the power of their brands to generate revenue that doesn't clutter the air sound, while adding much-needed, easy revenue to the bottom line.
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