Radio station changes help Penny/Ohlmann
Agency gets business when managers move
The constant ownership and management changes at local radio stations has forced many media buyers to keep an eye on how program and personality changes may effect their clients.
But at least one advertising agency has learned to work the industry’s flux to its advantage.
Penny/Ohlmann/Neiman Inc. has found a way to ride the shirt tails of Dayton radio managers when they make a career move form Dayton and into a new market.
This year the agency has landed accounts with radio stations in Philadelphia and Las Vegas from two station managers that were impressed by the agency’s buying power when they worked with its media buyers in Dayton.
For instance, Debra Parenti, the creator of the Radio First advertising concept who left the Dayton market shortly before Jacor Broadcasting’s purchase of Amercian Radio System’s five Dayton stations, has hired Penny/Ohlmann/Neiman to promote her new station, WXTU-FM, a country music station in Philadelphia. She declined to disclose the station’s advertising budget.
“I know P/O/N and its reputation over the years,” Parenti said. “I thought it would be better to go with an outside agency (of the Philadelphia market) than to select one agency here and leave the rest behind.”
Likewise, Alan Gray, former owner of Dayton’s now 103,9 WXEG-FM, has given Penny/Ohlmann/Neiman the responsibility of spending his new station’s share of the $6 million radio revenue in the Las Vegas market.
The new accounts are proof that the agency’s media buying philosophy – “Tough negotiations alone may win the battle but not the war” – have worked well for it in the long term.
“We never lose sight of the fact that the same stations from which we buy time are also the stations with which we want to run gratis promotions and bring value-added items to the table,” said Linda Kahn, vice president of media.