CHAPTER 23

Creating Powerful Radio

Promotion

“Promotion is the exploitation of opportunity.”

— Doug Harris

What Is Radio Promotion?

Simply, promotion is anything that puts the word out about your station. Promotion gets people talking about and listening to your product.

Promotions are events such as contests, publicity stunts, and outside advertising on billboards or TV. “Promos,” on the other hand, are the spots or segments you run on your station that support your own programming.

Radio promotion has two goals: To draw in new listeners and to get current listeners to tune in more often. Promotion is also a sales tool for additional revenue while expanding the station’s audience.

Doug Harris, marketing and promotions consultant, believes that ...

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