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Half priced gift certificates

C

Casual_Observer

I've noticed a bunch of stations doing "half priced" restaurant gift certificates lately.  Can someone explain how this process works?  Does the station do a straight trade and then try to sell the gift certificates for their cut?

--- Casual Observer
 
Casual_Observer said:
I've noticed a bunch of stations doing "half priced" restaurant gift certificates lately. Can someone explain how this process works? Does the station do a straight trade and then try to sell the gift certificates for their cut?

--- Casual Observer
Click to expand...

The station either trades commercials for the gift certificates or, just as often, gives up no commercials but specifies the number of on-air mentions the restaurant will receive.
 
I know that a station can trade out for gift certificates, but who derives the incomes from them when they are sold for half price? I would assume the station sells them for half price in their various promotions, effectively selling their commercial inventory for half of what it would be worth, and they pocket the money.

--- Casual Observer
 
And the response is insane! Client station (a "standards/MOR" hybrid) this week "sold out" of certificates after one day on their website. Go figure.

CJ
 
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