Paying for Media Exposure

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This ad came to me recently in an email:

TELL THOUSAND’S OF LISTENERS ABOUT WHAT YOU DO! BE ON THE AIR FOR AN AIR TIME 15 MINUTE SEGMENT FOR ONLY $125! SEGMENTS CAN BE BOOKED FOR A LATER DATE! TIME IS RUNNING OUT! SPECIAL ENDS DEC. 30TH!!  GET HEARD BY THOUSANDS OF LISTENERS! 15 MIN SEGMENT ON THE RADIO FOR ONLY $125!

O.K.—let me break this down:  First, I will overlook the fact that there are grammatical errors in this email.  The sender (radio host) clearly states she is offering 15 minutes of airtime on a radio show for $125.  That breaks down to about $8.35 per minute so if you consider that the average :60 second commercial spot can run you anywhere from $50 to $200, that’s not a bad deal.  If it’s a Q&A interview, your 15 minutes might only be about 12 minutes and if you have a “chatty cathy” for a host and other announcements are played during that time period, your time could be even less.

You’ll be heard by thousands of listeners:  If the host can prove it with the station’s arbitron ratings, that’s another good deal but just because the station can be heard by thousands doesn’t necessarily mean thousands are actually listening.

And what else do you get for your $125?  The email doesn’t say but you should ask if the show is “live” or recorded and if you are entitled to a copy of the interview.  You also want to know if the host will be promoting your appearance and what media outlets they’ll be using.

If the host books 4 guests in an hour time slot, she can make $600 per hour, while you get the chance to be heard by thousands.

I do not charge my guests to appear on my radio show, The Boomer Beat, but I do offer a promotional package if you want it.  My interview package includes a press release announcing their appearance, posts on Twitter, Facebook and LinkedIn with a podcast to follow and upload to Blogtalk Radio, along with a link for you to promote your appearance long after the show is over.  Cost:  $99  Value: $575.

And no, I don’t guarantee you’ll be heard by thousands (even though the station has a 50-thousand listener radius) but I do guarantee you’ll get plenty of exposure for your ONE HOUR interview.  Be my radio guest:  The Boomer Beat on WCOM

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