Published on .

(April 23, 2001) -- Leading radio rep company Interep, New York, is investing $1.5 million over the next 18 months in an effort to increase struggling national spot radio sales.

In order to sustain spot radio's annual growth rate and overcome the weak ad environment in the first two quarters, national reps must bill $1.6 billion in the second half, according to estimates from Interep, whose bookings were from 10% to 20% for the first two quarters.

The $1.5 million effort includes an aggressive new-business initiative consisting of presentations about the effectiveness of radio to more than 1,500 advertisers and agencies; a donation of $200,000 to Arbitron's proposed Radio Effectiveness Lab to measure the impact of radio advertising; funding to the Radio Advertising Bureau and radio broadcasters; and sponsored events to raise radio's visibility.

Interep aims to help the radio industry grow 8% in 2002 through this effort, similar to its marketing push in 1992 called "Radio 2000," which helped boost radio's share of advertising from 6.5% to 8.0% in eight yeras. -- Cara Beardi

Copyright April 2001, Crain Communications Inc.

Most Popular
In this article: