Radio Ink Magazine

HOW TO SELL AGENCIES AND LOCAL DIRECT

There are two different specialties within the world of the radio station account executive. No doubt it is possible to become proficient at both specialties, although I’ve never met an AE who was. And that includes me.

The first specialty is the selling of dedicated media buyers. Every advertising agency has at least one media buyer, as do many privately owned companies.

Media buyers are like jewelers. Every jeweler believes they have a perfectly balanced understanding of “The 4 C’s” of a diamond: color, cut, clarity, and carat weight. But every diamond wholesaler knows that every jeweler has an unconscious preference. One jeweler will sacrifice a little

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