Response Magazine - June 2008

> > Fig. 2

Fourth-Quarter 2007 DR Radio Categorical Distribution

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Apparel: $164,200

0

Audio supplies and equipment: $3,904,400 Automotive and travel: $84,300 Business: $14,300 Collectibles and art: $2,900 Computers, software and home office: $77,000 Correspondence schools: $5,900 Crafts, hobbies, sporting goods and toys: $710,600 Drug and toiletry: $2,337,600 Food and beverage: $628,800 General: $1,530,800 Home and building: $223,200 Household, furniture and appliances: $6,919,700 Lawn, garden, seeds and bulbs: $26,000 Multiple category ad: $1,119,300 Publishers and book clubs: $171,600 Video supplies and equipment: $225,900 Total: $18,146,500

$1 million

$2 million

$3 million

$4 million

$5 million $6 million

4Q 2007 Total DR Radio Campaigns: 83

Average Money Spent on a Campaign Based on Total: $218,632.53

Average Money Spent on a Campaign minus Top 10: $67,843.84

or $457,000, spent. “Bose Wave” traded the No. 2 spot for the No. 10 spot, while the “Bose Quietcomfort 2 & 3” campaign filled the No. 2 spot with nearly $2.2 million spent.

National spot radio had only four campaigns: “Circuit Country Computer Products” represented the lion’s share with $29,100; “ Morac-tives Food” totaled $10,000; “Trading on Target Correspondence School” reported $3,400; and “Ashton-Drake Galleries” dabbled with $1,400.

Fourth-quarter 2007 symbolized 2007 overall for DR radio, as the year turned out to be a disappointment, aside from the glimmer of hope offered by the third-quarter rebound. However, two weak quarters in the beginning of the year put a lot of pressure on the fourth-quarter to reverse the trend. The only bright side to all this is that 2007 managed to stay nearly $800,000 above 2005’s all-time low results. ■

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Total Quarterly DR Radio
Media Billings

$30 million

$ 20 million

$ 10 million

$5 million

$23,923,400

0

4Q 2004 DR Radio

$17,357,400

4Q 2005 DR Radio

$22,220,600

4Q 2006 DR Radio

$18,146,500

4Q 2007 DR Radio

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