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Why Radio?

Radio is personal and trusted
Listeners actually notice the ads!

While people regularly avert their eyes from press or banner ads, listeners cannot close their ears!  They remain attentive when the ads come on and rarely turn off or channel-hop to avoid commercials*.

Banner and ad-word campaigns have their place in the advertising mix, but radio reaches people who never click ads, and it can be cheaper.

* Source: Radio Advertising Bureau
Study on Ad Avoidance (PDF)

 

Why Internet Radio?

Highly targeted audience
Cost effective (do the sums!)
International

Aside from the obvious cost advantage, internet stations are highly specialized and hence highly personal.

People tend to listen to internet radio 'close-up' using speakers right on their desk in front of them, or using earphones - they will hear the ads!

Research shows that listeners to internet radio listen to a wider variety of stations than audiences of terrestrial radio do. This is actually a good thing for advertisers - it means you're not just hitting exactly the same audience pool every time.

Radio station Advertising Executives often point out that radio is a "repetition medium", and that's true to a point, but there's an optimum number of times a listener needs to hear an ad if they're going to act on it - beyond a few times is just wastage. Internet stations have a nice churn of audience within their demographic, so advertisers can leave an ad running and it can reach a new audience every month.

 

Why News Radio International?

Quality audience
Easy to use
Bangs per buck
Professional

We are one of few stations to deliver an international rolling news format. Most news stations are in fact "News-Talk" or "News-Chat" - they also feature local phone-ins, weather and traffic reports - they're only relevant inside their own neighborhoods.

News Radio International does not carry any local content so does not alienate non-local listeners.

The news format appeals to listeners who are mature enough to have disposable income, but young enough to be receptive to advertising.

We don't aim to cover stories in complex detail - our objective is to condense the main points of the news into 15 minutes without the user needing to make any effort to find/sift/read.


Facts Not Opinions

 

 


Audience

We have a quality audience - the "riff raff" don't listen to the news, so you're not paying to advertise to them!

The News Radio International audience is international and distributed throughout the most affluent areas of the English speaking world.

Many people listen to internet radio using a mobile phone or PDA - they're listening on earphones. There is no better way to put a message directly inside somebody's head! 
News Radio International reaches the elusive iPod generation and people who don't click on ads.

Because we're a speech station, our listeners speak English! This is an important contrast to music stations with their international audiences which don't understand English.

Our news rolls (repeats) every 15 minutes, so our audience 'rolls' too - it's not just the same people hearing the ads over and over again all day.

 

Production

Clients can supply their own commercials, or we can take care of everything - including writing a script and recording a commercial.  Our Commercial Producer is British, and has 25 years radio experience. 

The cost of producing a commercial is minimal and the process is simple.  Production charges are here: Rates

Additionally, we accept "Presenter Read" scripts, to be read by our own staff - this eliminates production costs for lower budget campaigns.

Read our dos and don'ts on writing your ad below.

To maintain professional standards, script acceptance is subject to approval. We can help with writing.

 

Which products are suited to radio?

Radio is ideal for general awareness, branding and reinforcing other display advertising.

This is an international station, with a savvy international English-speaking audience. 

Listeners are sitting at their computer right now. An in-stream audio ad on News Radio International is perfect for driving quality traffic to your website or online shop.

Advertising on Internet radio is cheap and efficient.

Listeners might be particularly interested in the following types of products:

Internet Shopping
Holidays & Travel
Recruitment
Digital products - phones, software and apps.
Internet-only businesses
Universities, colleges and private schools
Newspapers, publications and websites
Online fashion

FAQ

Must I use an advertising agency?
No, but both agencies and direct clients are equally welcome (interested agencies please email).

How long should my ad be?
As long as it needs to be to achieve its goal - no more, no less.
Some stations try to push 60 second spots but we think this is generally too long. We think 20 to 40 seconds is optimal, but there are no rules!

Is there a minimum order value or setup fee?
There's no set-up fee,
The minimum order value is $50us, 31.60GBP, 37.10Euros.

Can you provide detailed ratings figures from Arbitron or Rajar?
There is no organization which monitors internet radio audiences, instead, we use our server statistics to measure how many listeners hear each ad. We sell airtime according to either the number of spots or the number of "impacts" expected - you choose!

Can I decide when my ads are played?
We have two ratecards, one is based on the time of day your spots are played, the other is based on the number of times your ad is heard worldwide. Choose whichever suits the nature of your business. One is best for targeting a specific region at peak times, the other offers best value for an international reach. Commercials can be any length and any frequency.

If I'm using your production service will I hear my ad in advance?
Yes, we'll email you an mp3 before transmission if we're recording your ad (not Presenter Reads which are read as live).

How quickly can I get on air?
Usually within about a day or so once your payment is received and you're happy with the ad (if we're recording it).
Note that our Scheduling dept does not work 24/7, so book early if possible.

Are there any restrictions regarding the content of advertisements?
Yes, please read our
Terms & Conditions

 


What does it cost?

10,000 impacts (listens) costs less than a tank of gas.

Everybody really can afford a radio commercial on News Radio International.   Advertising Rates

 
 

Some points to consider when writing your radio commercial:

DO

From the outset, be clear what the purpose of the ad is
If the aim is, say, for the listener to visit a web site, don't lose sight of that objective when writing the script.
Solve the customer's problem
The customer doesn't care that a shop was established in 1958, he wants to know what it can do for him now.
Keep it simple
Effective ads are usually based around simple ideas. Focus on the key benefit or "USP" - the Unique Sales Proposition.
What's better of different about your product?
One point, one ad
Don't confuse the spot with too many offers and facts, use a separate ad for each (the airtime is no more expensive).
Focus on the listener
Talk one-to-one with the listener, not address an audience.
Respect the listener

People are more likely to follow your recommendation if they like and trust you.
Use emotion
People have feelings. Create empathy, interest and desire.
Keep it fresh
Update your ad often.
Don't run the same ad indefinitely, it'll lose it's effectiveness.
Include a URL but..
Keep it simple. People won't bother typing sub-domains or forward-slashes. Repeat the URL at the end.
Talk about benefits not just features
People are only interested in what your proposition can do for them, save the rest for your website.
Tell people what they should do, and why
Give a clear call to action and a compelling reason why they should act, now.
Consider long-term branding, reputation and familiarity
People might not need your product or service today, but when they do, they may remember you or recommend you to a friend. Use consistent branding that's memorable.

DON'T

Don't write too many words
If an ad is rushed, people shut it out, they don't want to make an effort to follow a hyped-up selling voice.
Speaking s-l-o-w-l-y has more impact (try it in conversation!).
A 30 second ad should be 90 words max. "Less is more"!
When timing a script, read it aloud, pronouncing every word clearly. Don't just read it in your head, the timing will be way too short.
Don't waste too many advertising seconds gaining attention
The audience is already listening. If I'm intending to buy a camera I'll automatically be interested in a camera site.
Don't sound like a Salesman or cheesy DJ
 People hate salesman and cheesy DJs.
 It's more effective to be normal and sincere.
Don't include a phone number
Radio simply isn't the best medium to plug phone numbers, they eat too many seconds and nobody remembers them anyway. Better to repeat the website address.
Don't SHOUT!
Your ad won't actually be any louder, they're all played at the same level. "Excited" salesy voices just alienate the advertiser. Be likable.
Don't try to record a commercial yourself..
unless you can do it well, let us do it or find another studio which can.
You wouldn't let a mechanic cut your hair, right?
Don't just brag
People are hard to impress - focus on solving the customer's problem.
Don't try to be funny
Go for sales, not laughs. People find different things funny and jokes are only funny the first time (at best). Any comedy must be relevant.
Don't list too many products and prices
Focus on one proposition and benefit per ad. If one price is appealing, listeners will assume others are too. Don't confuse the key offer, make one point, well.
Don't restrict your audience
Your target buyer may well be (say) a 25 year old American male, but in reality, your potential customers probably include a whole circus of different people from places you hadn't considered. When writing and recording your ad, balance carefully who it's aimed at.

 


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