What is a national rep? What do we do?
A national rep negotiates airtime on behalf of multiple client
radio stations in various markets. A national rep is an integral
extension of a radio station's sales staff. On average, the
national rep firm accounts for 20% of a radio stations annual
billing. National sales will generally consist of any advertiser
that places business from outside the local market radius. Most
of the national business derives from advertising agencies located
in major cities throughout the country. In 2003 over $2.4 billion
was spent in National Spot Sales.
What is the Katz Radio Group (KRG)?
The Katz Radio Group is America's largest independent national
rep firm. Through our three divisions, Katz Radio, Christal
Radio and Eastman Radio, the KRG represents 2,000 radio
stations throughout the United States and Canada. Our client
list consists of leading broadcast groups including Bonneville,
Citadel, Cox Radio, Cumulus, Greater Media, Infinity, Radio
One and Tribune.
What is the difference between local sales and national
sales?
A national rep has the responsibility to service advertising
agencies who place their commericals across multiple markets.
A local sales rep is responsible for servicing the local retail
or local service type business. Both the local and the national
sales staffs sell for their respective radio station(s).
What is an Advertising Agency or Buying Service?
An Advertising Agency is the executor of their clients marketing
plan. A full service agency will have an Account Team that deals
with the client directly, a Creative Team that creates the commercials
for their client, a Planning Team which allocates how and in
what advertising medium the clients monies will be spent and
finally, a Media Team which is responsible for the allocation
of the clients media dollars. Radio Rep firms work with the
media department at agencies. They place their clients advertising
dollars on our stations through the sales reps. Additionally,
there are some agencies that hire Buying Services to place their
advertising. We work with these Buying Services and their media
departments as well.
