National Radio Advertising Auction Starts Phase 2 Expansion To Assist Small Stations

The Wholesale Airtime Auction is expanding their national radio advertising auction to help include some smaller stations in the Top 6-10 radio metro markets.

The first quarter may have gotten a little better for some smaller radio stations with unsold radio ads to sell, as The Wholesale Airtime Auction has announced the expansion of their weekly fire-sale auction. They have added 81 new stations to their weekly national radio advertising auction in the top 6-10 radio metro-markets: Houston-Galveston, TX; Atlanta, GA; Philadelphia, PA; Washington, DC; and Boston, MA. Here is just a sample of the radio stations that were added in each market:
• Houston, TX - KQBU FM; Houston, TX - KPRC AM; Houston, TX - KGLK FM; Houston, TX - KLOL FM; Houston, TX - KILT FM
• Atlanta, GA - WNGC FM; Atlanta, GA - WAOK AM; Atlanta, GA - WCNN AM; Atlanta, GA - WSTR FM; Atlanta, GA - WHTA FM
• Boston, MA - WCRB FM; Boston, MA - WAAF FM; Boston, MA - WBZ FM; Boston, MA - WRKO AM; Boston, MA - WMKK FM
• Washington DC - WAVA AM; Washington DC - WDCN FM; Washington DC - WWXX FM; Washington DC - WPRS FM; Washington DC - WRQX FM
• Philadelphia, PA - WNTP AM; Philadelphia, PA - WPHI FM; Philadelphia, PA - WBEN FM; Philadelphia, PA - WPEN AM; and Philadelphia, PA - WRNB FM.

These stations are immediately available for bidding in the weekly remnant radio advertising auction, along with several thousand other stations that were included previously. The General Manager at The Wholesale Airtime Auction, J. Mike Brown, did make it clear to us that just because a station can be selected for bidding does not mean they have unsold inventory available or want to sell it at the wholesale CPM price level that a small business might bid in the auction.

"Usually, our lawyer marketing clients want to bid on the perceived 'big dogs' in a market first," said Brown. "You know: the WBEBs, WTOPs, WHURs, WBZs, WSBs, and KODAs of the world. And we will always let our customers bid on whatever stations they want to bid on. Unfortunately, the perceived big dogs in a market are often sold out, and then overpriced. The stations we just added are high-quality stations, and just because we say 'smaller' does not mean they are anything less than great. Most of these stations are #1 or #2 in their target demographic, and some of them are even sold out from time to time. Most of them just have a slightly lower reach in the overall 18+ demographic. And if you are only paying them based on CPM for the average impressions they deliver (which is how our auction works), then slightly less reach in the market means very little," Brown opined.

If you would like to find out more about the Phase 2 expansion of The Wholesale Airtime Auction's national radio advertising auction, you can contact them via one of three options:
Mail - 9 E. Loockerman St. Ste. 3A-449, Dover, DE 19901
Internet -
Telephone - (302) 724-6592


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