So who had a good third quarter this year? Not too many business categories or companies, that's for sure. But there was one shining exception – the Hershey Company, makers of chocolate treats from Hershey Bars to Reese's to Kit Kats.
While some might simply attribute their success to Halloween, their CEO, David West tells Advertising Age that an increase in advertising spending was a major driver. As he notes, "We are encouraged on several of the brands where we'd made the investment (in advertising)."
And what has been the Hershey Company advertising mix? In the quarter they did more radio than TV, eliciting this comment: "We've been feeling good about the brand responses there."
Whoa. Radio getting a little love from an advertiser? After the multitudes of articles claiming the industry's death is imminent?
Well, it's no surprise to those of us who continue to champion radio as a fabulous, cost-effective ad medium. In fact, with the economy being on the brink, there's never been a better time to cut great deals in radio.
The Hershey Company's third quarter performance is a great war story for radio, especially at a time when nothing's working, consumers aren't spending, and many ad strategies are failing.
If I'm the RAB, I'd put together little packages that contain this Ad Age article and a Hershey's Kiss for every advertiser, national and local. In individual radio markets, there's no reason why stations couldn't do the same on the local level.
And hey, if budgets are a little tight, I've got some leftover Halloween candy I'd be more than happy to volunteer.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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