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Radio Interview 101


Different Types of Station Contact

Reaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station the show is done at. What's best? All of them at the same time, of course. But since that's cost prohibitive for almost any guest, you have to pinpoint what will do an acceptable job for an acceptable price.

Personal contact with prospective hosts is always the best, done by either by the guest or the booking person. These personal visits are usually only possible in the hometown of the guest or booking person, since radio PR campaigns just don't charge enough to pay someone to visit stations nationally. (Interestingly, high-level music airplay promotion campaigns DO charge enough for personal visits.) Regardless, if there is ever a chance to meet face to face with a host, do it... they will never forget you.

The telephone is the big equalizer in booking interviews. Most radio interviews are booked on the phone, since you can reach every host in the country, and, since hosts are big phone-people. Plus, radio people are used to being hit with calls from music promoters, syndication promoters, equipment salespeople, audience calls, etc. Two things about the phone, however,... you have to hit the hosts at the right time (especially music-station morning crew hosts/producers), and you have to sound good doing it.

Printed ads in radio publications are used by a lot of people who are trying to book interviews, and while these ads do generate "some" calls from smaller stations, I'll go ahead and say that an ad's purpose is not so much to generate calls as it is to build awareness (much like a billboard on the side of the road just builds awareness.) These printed "trade" ads certainly do have a use, but I just would not rely on them to make your phone ring.

Ads on radio websites are even a bit less useful than printed ads, as far as awareness-building is concerned (and certainly as far as generating calls is concerned.) It has something to do with radio's fight over the internet for streaming, artists, banner sales, etc. Regardless, radio does not take things seriously that are presented via banner ads ONLY. However, if you have a great site, adding a banner (that links to your site) as part of your phone campaign makes good sense.

Email contact is good for college stations and music-directors at community stations, but it is very weak at convincing commercial stations on FIRST contact. Once they know you, however, email is a good tool to get booking-times and dates across. Email has to be pin-point to the person... personalized and all. You cannot send one email to a list of people... they will never respond, and they will block you.

Fax is most certainly just an image builder (like a billboard), and not a booking tool. Getting your guest's point across in a fax (if used by itself) usually never works since it never gets to the right person. And you can't send it multiple times to the same fax machine, since that would not be welcomed.

Postal mail is a bit better than fax, as far as getting to the right person is concerned, but the cost involved, along with the proper-addressing hassle, makes mail prohibitive except for simple postcard-type image builders, or when mailing a book or book-cover is really needed. A nice thing about mailings is that you can target several guests with multiple pieces, mailed in intervals so that you don't fill up the receptionist's desk with your stuff.

Bryan Farrish Radio Promotion is an independent radio interview promotion company.
www.radio-media.com.
310-998-8305


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. April / 14 / 2021

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Advertising agencies imagine the office of the future  Business Insider

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Medical Advertising Hall of Fame postpones annual dinner - News - MM+M - Medical Marketing and Media  Medical Marketing and Media

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NuWave Voluntarily Modifies Certain OxyPure Air Purifier Claims Following National Advertising Division Inquiry into Implied COVID-19 Messages  PRNewswire

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ROI of Advanced Digital Advertising: What Marketers Need to Know  Law.com

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Beijing market regulator fines 360 search engine company for false advertising  WTVB News

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The Pitch: Advertising and marketing news for 4.13.21  RichmondBizSense

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Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

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Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

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How Artists and Advertisers Leverage Eye Gaze  Psychology Today

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Darby O'Brien Advertising Launches Catch & Keep Recruitment and Retention Initiative  Business West

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Tuesday Sector Laggards: Advertising, Apparel Stores  Nasdaq

IHeartMedia Shares Spike 9% as Analyst Projects Surge in Advertising Demand - Barron's
IHeartMedia Shares Spike 9% as Analyst Projects Surge in Advertising Demand  Barron's

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Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin - Yahoo Finance
AcuityAds Provides Q1 2021 Update on the Adoption of its Advertising Automation Platform, illumin  Yahoo Finance

Charter Must Pay $19M to Windstream for False Advertising - TV Technology
Charter Must Pay $19M to Windstream for False Advertising  TV Technology

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Germany tightens rules on marketing food to children: 'Advertising must not induce children to eat unhealthily'  FoodQualityNews.com

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2 3 Ways to Earn Money with Advertising  BBN Times

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New wooden satellite is part advertising, part student project  Ars Technica

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Worldwide Digital OOH Advertising Industry to 2026 - Key Players Include Clear Channel Outdoor Holdings., Global Media & JCDecaux Among Others  GlobeNewswire

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LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising  Sports Video Group

Regulators crack down on illegal advertising - SHINE News - SHINE
Regulators crack down on illegal advertising - SHINE News  SHINE

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Hebron named Director of Advertising for Amplified Rapid City and Rapid City Journal  Rapid City Journal

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eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids  eMarketer

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Goldman Sachs Invests $75M In Contextual Advertising Technology Company GumGum  Yahoo Finance

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Location-Based Mobile Advertising: A Guide for Restaurants  Modern Restaurant Management

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

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Car advertising process evolves with pandemic  Automotive News

How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising - Forbes
How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising  Forbes

What’s with all the blank spaces on our site? We’re making room for our new advertising partner. - Greater Greater Washington
What’s with all the blank spaces on our site? We’re making room for our new advertising partner.  Greater Greater Washington

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Surveys Show Pandemic Burnout Hitting TV Journalists and Advertising  PR News - For Smart Communicators

Kai Schoene from Film making and video designing to advertising - The Jerusalem Post
Kai Schoene from Film making and video designing to advertising  The Jerusalem Post

Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy - Telecompetitor
Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy  Telecompetitor

Roku Adds New Partners to Boost TV Advertising Analytics - AiThority
Roku Adds New Partners to Boost TV Advertising Analytics  AiThority

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking... - MacRumors
Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

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Ad industry expected to make a major COVID comeback  Axios

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Understanding Federal Regulations Governing CBD Advertising  Benzinga

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Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With  Locale Magazine

American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award - SpaceCoastDaily.com
American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award  SpaceCoastDaily.com

Massachusetts Joins the Digital Advertising Tax Wave - Lexology
Massachusetts Joins the Digital Advertising Tax Wave  Lexology

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Letter: Don't be fooled by advertising  The Columbian

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Global Digital Advertising Market to Witness a Pronounce Growth During 2026| IAC, Twitter, Tencent, AOL, Amazon, Pandora, LinkedIn, SINA, Yelp and more – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Chrome users, see if Google is tracking you with new targeted advertising  Mashable

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iPhone's Next Software Update Aims to Give More Privacy Control  TIME

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Global Newspaper Advertising Market Procurement Intelligence Report with COVID-19 Impact Analysis | Global Market Forecasts, Analysis 2021-2025 | SpendEdge  Yahoo Finance

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Irdai notifies regulations on advertising rules for insurance companies  Mint

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Buying Weed Means a Consumer Has More Money, Is Good Advertising Target  Bloomberg

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Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform  Ganjapreneur

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Should You Be Excited About Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) 20% Return On Equity?  Simply Wall St

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Digital Marketing Logos - How Using Digital Advertising in Your Business Strategy Can Help You Maximise  Global Banking And Finance Review

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Comments on: Future television advertising priorities  Commentary Box Sports

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Planning Your Advertising Approach with COVID-19 in Mind  Special Events

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UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

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Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle  Entrepreneur

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Reports outline importance of connected TVs to brands - Advertising  BizReport

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Germany tightens up rules around advertising 'junk food' to children  just-food.com

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Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act  JD Supra

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Guangzhou market regulator fines Alibaba-backed UC Browser 2 million yuan for false advertising  Reuters

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Half of all advertising dollars now spent online  Newsroom

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Facebook: personalised advertising isn't all bad - it can support bricks and mortar retail  City A.M.

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Facebook blocks Jewish prayer ad calling it 'political advertising'  The Jewish Voice

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Pattison Media Ltd. Introduces Dynamic Ad Insertion – DAI – Enhancing Value to Advertisers  Yahoo Finance

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Engage Restaurant Goers By Leveraging Out-of-Home Advertising  QSR magazine

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Study.com names Texas State's advertising degree among best in nation – Corridor News  San Marcos Corridor News

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Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

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Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns  CT Examiner

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Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Omnicom PSA contest will advocate increased representation of Asians in advertising  AdAge.com

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What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

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Clarence Saunders — Advertising Genius  Memphis Magazine

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Team Fortress 2 Bots Are Now Advertising Bot Immunity Services  GameRant

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Advertising overload: Let’s break it down  The American Genius

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Pure Michigan Regional Advertising Campaign Launches  mitechnews.com

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Advertising Agency Billing Software Market Share, Trends, Growth, Sales, Demand, Revenue, Size, Forecast and COVID-19 Impacts to 2014-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

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Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

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How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

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US advertising employment increased by 2,200 jobs in March  AdAge.com

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With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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Barge displaying advertisements sets sail in Volusia County  WKMG News 6 & ClickOrlando

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Microsoft Advertising announces Automotive Ads open beta in the US and UK  Search Engine Land

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Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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Rise and Decline of Adobe's Advertising Business 2021  Business Insider

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Six Tips to Properly Advertise Your Health and Wellness Claims  Lexology

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Is online advertising about to crash, just like the property market did in 2008?  The Guardian

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