What you are actually paying for
Three things, priced differently because they are different work.
The program itself. Defining what your business stands for, choosing the cause that genuinely fits, and building the commitment structure around it. This is advisory work and most of it happens once, at the start.
The reach. Getting the program in front of your community consistently enough to be believed. Radio for local credibility, streaming audio for frequency and targeting. This is the recurring cost and it is the larger part.
The consistency. Not a separate line on an invoice, but the thing that decides whether the first two were worth buying. A program people saw three times is a campaign. A program they have watched for two years is a reputation.
What moves the number
| Factor | Effect |
|---|---|
| Market size | The main driver. Reaching a metro costs more than reaching a county. |
| Frequency | How often your message runs. The biggest lever you control. |
| Duration | Longer commitments lower the effective monthly cost and raise the result. |
| What you already do | If you already sponsor and support, part of the raw material exists and you are paying to direct it, not create it. |
| Advisory depth | Whether you need help defining what you stand for, or already know. |
Why there is no rate card on this page
Because programs are quoted per market and per commitment, not off a price list, and a published list would be wrong for almost everyone who read it.
A business in a county of forty thousand and a business in a metro are not buying the same thing at different volumes. They are buying different programs. Any number general enough to print would be too general to plan against.
Why we will not quote a price per thousand listeners
Because it is the wrong unit, and quoting it would invite you to compare this to something it is not.
Cost per thousand tells you what attention costs. It cannot tell you whether anyone remembers you afterward, and remembering is the entire product. A campaign that reaches 50,000 people once and a program that reaches 10,000 people forty times over two years can cost about the same. Only one of them is still working in year three.
If cost per thousand is the number that matters most to you, there are cheaper ways to buy attention than us, and we will tell you that rather than compete for work we are the wrong choice for.
What happens on the first call
We ask what you are trying to fix and what your business already does in the community. Then we tell you whether there is a real strategy in it.
If your problem is that you need the phone to ring this week, this is the wrong tool, and you will hear that from us on the first call rather than after the first invoice.
If it is a fit, you get a real number for your market and your situation. Not a range, not a starting-at figure. A number you can decide on.