mit Julian Allitt
What kind of advertising campaign should I have?
You are talking to people when they are doing something they enjoy – listening to JazzRadio. The best campaigns respect that – they give listeners useful, interesting information in a way which fits the style and programming content of the radio station.
You don’t need gimmicks and listeners don’t like advertising that seeks to get their attention by shouting at them. My advice is to tell listeners:
We recommend you include a website address but probably not a telephone number – but that’s your decision.
You may choose to enhance your Spot with a sung jingle, such as those of Dekofactory and Anzak Autovermietung, both sung for JazzRadio by New Yorker Desney Bailey.
We will help you with your script. We like to use our own Moderatoren/innen to voice spots on JazzRadio because, together with a nice jazz music bed, it makes your Spot blend in with the overall style of JazzRadio.
The “most Music” station
JazzRadio plays more music – and less speech – as a proportion of its output than any other Berlin radio station. We know speech has an important role but we like to choose our words carefully. We do not promote “personality” programmes or have a “morning crew” talking to each other. We prefer to play great jazz.
How many listeners does JazzRadio have?
According to the latest independent industry research, the Medianalyse,
Of all the major Media, RADIO is the most trusted
This emerged from some fascinating research into people’s perception of media, carried out by the UK Radio Advertising Bureau. Members of the public were asked to visualize Television, Newspapers, Magazines, Billboards and Radio as people.
Reach all age groups
Most radio stations will identify a “Zielgruppe” defined by age, perhaps 18-29 years or 30-49 years. We take a different view. JazzRadio’s Zielgruppe is everyone who listens! Here they are, broken down by age. Incidentally, that makes us one of only two stations in Berlin that includes anyone over 60 years in our Zielgruppe.
What kind of people listen to JazzRadio?
JazzRadio listeners have high average household income*, the highest standard of education and include a high proportion of Entscheidungsträger.
*Surveys for 10 years routinely showed that JazzRadio had the highest proportion of listeners in the highest average household income category (3.000 Euro und mehr). Two years ago, the research was altered to define the highest household income category as only 2.500 Euro und mehr). This places JazzRadio in the top six. We have our suspicions about why the category limit was changed!
Is JazzRadio just about jazz?
No, it isn’t. Our listeners have many other interests and we seek to reflect those in our programming and advertising. We broadcast thousands of tips each year on a wide range of cultural events, such as art exhibitions, literary readings and theatre plays. We cover the Berlinale each year. We include small blocks of speech from experts to help listeners with their tax and good health.
Our listeners have relatively high disposable income and they spend it on travel, automobiles, high-end electronic goods, fashion.
If you have goods or services for sale which will interest our listeners, then radio is an appropriate marketing medium for your business.
Radio vs. Newspapers
As a former newspaper journalist, I have great respect for the written word. I would never advise a client not to use print advertising. But I might suggest he or she reduce the amount spent on print advertising in order to put some money into radio to achieve an effective multi-media campaign.Newspapers have experienced a huge loss of readership in recent years, whereas radio has kept its audience. Fewer and fewer young people read newspapers but more than 90% of the population regularly tunes into radio, including young people.
“Radio is Expensive”
It actually isn’t. You can advertise on JazzRadio for a year for about the same as it costs to buy a half-page advertisement in a regional newspaper on one day.
The majority of JazzRadio advertisers book campaigns for at least a year and our special offers are designed to encourage our clients to think long-term.
“Radio doesn’t work”
We occasionally hear that from potential clients. But, if that were the case, you