With all the radio station ownership consolidation, this might be a good time to look at cutting a deal with the ownership group instead of individual stations. For example, one ownership group owns several formats in the same market. In my market, one ownership group has news/talk, classic rock, oldies, hot AC, and alt rock formats.
If you are a venue this might work to your advantage. Think about all the events that you will have in a year. Could one ownership group in a market work? What if you cut a year long deal with the group? Of course all the radio ownership groups are saying “right on, this is why we own these formats”. In response to them, why don’t you act like it then? Work as a team to put these deals together.
This method of radio buying could be a win win for all. This does take effort from not just the radio station sales departments. This should include getting the programming and promotion departments involved too.
This should be a radio ownership synergy. It should be a true partnership between the ownership group and the venue. As a venue, you should be able to receive a better ad buy if all the radio dollars go to one group of stations. You should have a year round promotional campaign. When feasible, there should be cross promotional opportunities between the radio formats for the event. There could also be cross promotional efforts between the venue and the radio group.