Against this backdrop, what is Radio City doing to increase the percentage of retail advertising on 91 FM?
A. National advertisers are all too familiar with the concept of advertising. The retail market, on the other hand, involves one-on-one sales and education as to how advertising will help the brand. So you talk to them about radio, probably create a radio spot, make them listen to it, tell them this is how the brand will sound when on radio. The process is pretty lengthy. Which is why the strength of our retail sales team is three times that of our corporate sales team because in retail sales there is this job of exploration and education, and of breaking new ground whereas with national advertisers, it is a question of marketing a new medium and educating people about it rather than having to explain the concept of advertising per se. Hence, the success rate with national advertisers is a lot higher than in the case of retail advertisers. You could have one out of eight calls clicking in the case of national advertisers whereas the score in retail could be one in 25.
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