Ion Audio Portable PA System

"The transmission began over 75 years of age. If KDKA, America has signed the first commercial radio station in Pittsburgh, PA," said Rick Ducey, senior vice president for research at the National Association of Broadcasters. "It 'was a new experience for the audience, which began in relation to people on the radio as trusted friends," he notes.

According to the Radio Advertising Bureau, Americans spend 22 percent of their time listening to the radio listenening, 14 hoursmore than 21 hours per week, depending on their age. The portability coupled with its ability to segment audiences through its program of taste in his many years of popularity has been helped.

There are nearly 13,000 AM and FM radio stations in the United States, with about two-thirds of the non-duplication stations (where AM and FM do not use the same programming language) on a regular basis with the public service announcements. But before sending PSAs to stations there are a lot of details that you should considerplan in preparation for the campaign. Some of them are:

– Establish a budget for your radio PSA-production package, developed, replicated and sent.

– Decide what you want to produce your PSA – if you hire an independent producer, producing with your advertising agency or their internal production

– Choosing a dealer radio PSA. It should present a plan for stations of destination, to achieve the target primary and secondaryExamples of packaging show the public, will attract the attention of public service managers, develop a plan for packing various items ever designed, printed and shipped, and discuss how you want to advertise to assess the impact.

Building a Budget / selection of media formats

Your balance will depend largely on radio who is your producer, using the talent (famous names, of course, cost more, unless you can not do pro bono), and if you or orignialMusic Library. However, there are some guidelines that you use to determine how much money earmark for a professionally conducted PSA radio campaign can have.

"Your radio production and creative work even better than television because you do not have visual images, you need it with words and sound effects to create".

"Because the radio is not a visual medium, it is important to put a lot of thought into the creative message," said Roger Vilsack, an award-winningManufacturer with more than 25 years of experience in the middle. "Your radio production and creative work even better than TV, even if you spend a lot more about television production. Why not have visual images, you must create with words and sound effects," said Vilsack.

As a hub of TV sometimes it works, "a television spot fine should not work in radio," Vilsack said, although it can be used during a TV lift for the radio. He also advises to get the bestTalent can for your radio production, "because your radio is the place to people who not only read the copy, but acting out may depend on it." Vilsack remembers choosing talent among the main markets, notably New York, where there is a large pool of educated talent available.

Vilsack recommends budgeting $ 4,500 – $ 20,000 for radio production, depending on the number of voices, music and sound effects. Tax creative direction, script and selecting talentCost another $ 2,500 – $ 5,000.

Format / length flexibility

One of the most frequently asked questions on the radio PSA refers to the length to be generated. As with all material DPI, flexibility is no longer able to offer the media, the greater the probability of PSA on the air. Try to provide at least three different lengths – 15,: 30 and: 60 and make sure you copy both recorded and live for stations that are only one or the other message formats. Also rememberNews about the production of different target groups, ie, Country & Western, Middle-of-the-road African-American and Spanish. PSA plus radio, the format of the station program, the greater the chance of meeting are used.

The next decision you have to do is what type of packet radio, you want to use for sending materials to the stations. There is strong evidence that a packaging concept better than other cables, and would be very difficult to measure the use of the stationbased on package design alone. There are many factors that the decision of the media on a specific PSA, which have nothing to do with package design, as the time of the year, the nature of the message, the availability of time and the number of stations of the PSA 'widespread use have been affected. To a large extent the choice of packet radio is based on internal considerations (maintaining brand image), and especially your budget.

CDs have become the standard for music and radioProgramming, but there are a variety of different packaging concepts that make a big difference between the crowd, you can budget for radio distribution. To minimize shipping costs, we recommend packages that meet the Postal Service's automated transport system.

The package, which we normally use is called flex-mailer. And 'to cover a four-color printing and measures 5×7 folded. "Inside, the letter-scale public service is on the left side (when using a vertical design) and there isto hold a slot on the right side of the CD, the evaluation of the response card and any collateral publications. Your dealer should be able to design models for all elements and specifications for the CD label, which can be particularly challenging.

There are also some guidelines to consider when creating the CD and packaging, which were by Bruce Dowdy, the vast experience has provided radio operations.

– Send files to both CD and CD-Audio Enhanced. ThisCD tracks are audio files for these stations CD-ROM/MP3, who prefer to use computer-friendly format. In this way, it is easy to play for each transmitter of the PSA, and if not make it easy, do not worry.

– When it comes with the talent unions receive unlimited use of buyouts so no matter if the air PSAs, you're protected. Or, alternatively, put a date on every package of killing radio PSA, stations, should be pulled if the PSA said. ByHave you done your due diligence with regard to compliance with collective agreements.

– Provision of two, "as recorded" live announcer copy and in stations. The first stations to reach your public service announcements to their audience, the second will be useful if the station does not use PSA recorded.

– Provide written descriptions of places, which are useful when the station quickly scan the material for the best "fit" for the sender to determine the demographics. Moreover, as recorded scripts, and liveCopy for stations that can not be used PSA recorded.

– If you create MP3 files, try them useful, descriptive file names – for example: U.S. OurOrg_5kWalk_Country_30.MP3 find a sampling frequency of 44.1 kHz with a bit rate of at least 128 kb / sec, or stations, the quality acceptable. 192 or 390 kb / sec is even better – especially if it contains your music news.

Another technique to get your messages on the air is "donut" posts, where some of the availableNotice is recorded, and some remain open for the local station to customize their talents on the air or tax supplement to be paid by a sponsor message.

Tips to reduce costs

Since you can put up to a value of hours of programming on a CD, you should seek the widest possible use of capacity. Here are some tips to consider:

Place all the different types of PSA in a single CD, even if they are aimed at different target groups. Your dealer can tell you what radioMost popular sizes, but tend to be those shown here. You can do separate separate PSA for the Spanish public and Afro-American, since that vary considerably. If you do PSA Spanish is not necessary to make a separate Spanish-package, but you must use a translator who speaks Spanish mainstream, and the use of Spanish titles and photography on the packaging.

Another idea is placed there, in front of two to five minutes of audio tracks – often referred to as the ANRS(Press Audio) CD. You are about to produce the same amount of money and to distribute the pay package, so that you can create more value, better serve your interests.

You can also distribute the PSA materials for any other type of media on the CD release as PSA. Both are distributed on CD and all you have to do is set the file of creativity in separate folders and label accordingly. This is done to its distribution in half compared to slicesseparate shipments.

If you're really on a tight budget, another way to reduce costs is to use a "shared disk" delivery service. We call our radio and synchronous DiskPAK wide variety of public service announcements on a single client record, we can reduce costs by more than half.

For the supply of

Regardless of the packaging concept, there are several things that you contact your local distributor. First, if you provide camera ready artwork, then you need to provideArt for all pieces of collateral on a hard drive with all the native files, including fonts, art and artistic expression. You should check with your dealer to see what kind of file is accepted the seller arts, packaging and replication. If the dealer is the production of the artwork is, you have to offer:

– Copy of a letter to the director of public service to your organization's letterhead
– Logo with color breaks and PMS colors for the logo
– Signature of subscriberLetters to black ink (felt tip preferred)
– Copy scripts live announcer, as recorded scripts, and facts about the problem of the client or organization (preferably a Word document file)

The distribution plan

Unlike television, which is a support in the general interest radio programs aimed at audiences with special interests, making it easier to stop the segment of ethnicity, age, education level and lifestyle. The following list contains the most important formats of radio andapproximate number of stations in each format:

AUDIENCE SIZE COUNTS
Adult Contemporary Years 2205-40
African-American/Urban 458 African-American youth
Beautiful Music / Big Band 332-to-Mid-Age Elderly
Classic 288 Mid-Age-to-Elderly
Country / Western 3346 All ages / lifestyles distorted / Rural
Education of young people 18-25 1238
Middle-of-the-road 1105 All ages / lifestyles
Oldies 784 Mid-Age 30 to 50,
News / Talk 908-to-Mid-Age Elderly
Religio 974 AllAge; distorted Black Gospel
Rock / Rock Albums 1208 Youth 18-25
Spanish 567 Spanish-all ages
40 324 Best Mid-Age 30 to 50,

The number of stations which should aim at is influenced by a number of factors, including your target audience, budget, demographic considerations and the practical use of the previous station. Our typical program of 3,500 stations, but also the actual scope of this plan is more than 5,000, because there are more than 1,500 stations, which have multiple owners,and just want to be a PSA, they receive a share of his sister with their stations. These stations are all ex-SAP users, and provides coverage in all markets and formats of the program.

Since only a limited budget, you must make some difficult decisions about which stations target and why. The budget, we believe that the next important factor to consider are the stations that regularly PSA. We maintain such a thing as the previous user index (PUI) for every radio station in our databaseThis is very useful when targeted subsets of the entire universe radio.

Another factor to consider in the development of distribution centers, which we consider may be important to your community partners. Stations have done, for example, the support of local non-profit charity events, those living in remote controls for a special occasion, or those who provided the cover should all be aligned.

Finding Radio PSA

There is also another problem that shouldAddress when planning the radio production – if the location of the SAP. There are several ways to find radio PSAs, including:

– Supply of live-read scripts for the presenter on-air personality with local phone numbers and contact information

– Provision of a "donut" with "holes" for the information stations located, enter the record of his own personality and speakers

– Provision of a fully localized version of stations for the local product with the tag already VOincluded on the CD.

Evaluation

It 'important for assessing the impact of radio PSAs for several reasons:

– We help stations dealer for your next destination of the PSA, to those that your previous year were used as received

– It helps the retailer to update their database of radio station PSA and PSA-maker preferences

– We need feedback on where your PSAs are getting used to (geographically) and what types ofTarget groups, which can be accessed through the analysis of station formats in which they were transmitted PSA

– It helps to justify the cost of production and distribution of other campaigns, because the management is able to see exactly what he received in return for their investment

There are a variety of assessment methods that are used in order to use the data on the radio PSAs, including telephone surveys can be used to analyze the calls, if the toll-free numbers are used in the PSA, and mostcommonly used technique is the bounce-back card. The BRC is used in the package with other materials will be posted at stations and on the back of a shipment clues to maximize response rates.

The quality and the response you get is due in large part, well, the BRC will be determined. Open questions, where the stations can subjectively give vague or feedback should be avoided because the evaluator must interpret what stations does "TFN" (until further noticeNotice), "ROS" (Run of Station) and other nonsensical comments.

To use quite precise and significant design data, the stations we have questions, very specific data that are required to provide reports to provide reasonable use. The critical information that is necessary is: What long spot was used, the frequency (number of times a week, and now the frame (number of weeks) to make it easier for stations to the BRC, where we use a complete design. stationssimply circle the frequency and duration of use. In addition to usage data, other information that should be on the response card has spaces to provide the name of the director of public service station call letters and format of the station

We are often asked how our PSA, compared with the others to treat you? To answer this question, we use a benchmark result of 43 radio campaigns, we distributed over several years. With the reference data, the average value of a radio PSA campaign$ 750,000 free broadcasting time, a solid return on an investment of $ 40 thousand in the production and sale.

Their assessment reports should be the standard type of feedback on their use, or summarize the sender's name, size, number of pieces of length commercials and a monetary value with an estimated gross impressions and user-friendly statistics. If you have local offices, it is also useful to sort through the office to write reports so that you can see where the coverage is stronger andweaker.

New methods of assessment

To complete bounce-back cards that admits all is not as accurate as electronic tracking, there are some monitoring services available that are used for the new radio PSAs should follow exposure. We have successfully tested a MediaGuide name in our tests and has electronic tracking attention if only 40% more bounce-back cards contributed uses. Since there is no trace of electronic service, the PSA-sharing on all U.S. radio canStations, it is important to use both methods of monitoring, but make sure your software is programmed evaluator to avoid redundant reporting by the two sources.

Reminder postcards

Many years of evaluation radio PSA campaign is a very significant amount of exposure that occurs for all radio campaign PSA, which is usually not reported, if you take any kind of follow-up.

While the vast majority of radio stations that your PSA is not submitted applicationsanswer, that does not mean they are not users. About 30% – - No matter how simple you make it for stations to respond, will be a fairly substantial number who do not respond to use, but a mailing PSA. To try to capture some of this effort, often use memory cards. Designed as two parts greeting card, this device usually contains a note to the director of public service, and a reply card, which is identical to the original sent with the package. These cards can generatesignificant increase in reported rates of use and exposure, as shown.

In summary, a radio PSA of more cost-effective production techniques of mass communication are used to spread your message to both general audiences and discrete populations.

Radio PSAs offer flexibility, allow you to reach out-of-home audience, are relatively cheap, and give a good return on investment. However, to maximize the return on investment, like any other massCommunication tool, you should establish goals and develop a comprehensive plan for the campaign.

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