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How does WTOP do it?

M

MediaBoy4Radio

Well congratulations again to WTOP for being the top ad biller in the USA. All the reports on this achievement talk about how much of the ad money comes from federal contractors, military contractors, lobbyists, and others who are attempting to reach representatives and senators in order to influence legislation and spending. My simple and maybe silly question is," Why are they spending all this money on a local radio station when members of Congress are increasingly away from the DC area and not listening?"
 
If I recall, Federal News Radio was on WTOP's website before getting a radio frequency. I'm sure there's a lot of internet and app listening by people in the Federal Government.
 
OK....Lets say for sake of argument that government department heads and agency heads are listening to TOP. What is the cost of these ads per 1000..... er.....100.....er,,,,,1?

It might be more cost effective to send an announcer to these department heads and deliver the message personally.
 
DC is a company town. Rules are different. It's now how many people you reach, it's whether you reach the right people. WTOP is must hear radio for people in the government.

An example of company town radio: WJR, Detroit is 50kw flame thrower with a strong daytime signal into much of three states and one Canadian province. Back in they day they ran spots for automotive components and the companies that make them. Those spots were intended to reach three people: The guys who made the decision on buying that component at each of the major automakers. Auto execs listening to WJR then the way people in government listen to WTOP now.

Government contracts are lucrative and contractors are willing to spend money to make money. WTOP also gets good numbers and good demos overall, so they can do well with regular advertisers, too.
 
News and Talk stations run a lot more commercials than music stations. Couple that with good ratings, and there's your answer.
 
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