Overall, most Americans (58%) text message. One out of three Americans (31%) send or receive text messages on a typical day. These stats are from the Pew Internet and American Life Project.
Radio stations are beginning to generate revenue from text messaging. Here are some ways to make money from texting.
1. On air ask listeners to text the station to win. All but the one winner receives a return text that includes an electronic coupon, such as: "Show this screen at your local Pizza Hut and receive $1 off your next order." Pizza Hut pays for the coupon.
2. On air ask listeners to register online for station updates on various topics. When there is news of interest on the topic the listener recieves a text, such as: "Last night's Colorado Rockies rainout will be played as a double-header tonight starting at 6:30. Brought to you by Coors." The client buys the text sponsorship or buys a multi-media campaign that includes the text.
3. At events like basketball games or concerts, use big screens or PA announcements to invite listeners to participate in contests, polls, or trivia games. Everyone gets a return message with the sponsor message.
Kris Foley, GSM of WAKS (Kiss FM) in Cleveland, says: "Developing a texting program specific to our station was one of the best things we could have done for spot revenue growth. Our local sellers are getting wonderful, trackable results for their clients. Revenue is grown by great ideas and our texting short code allows us to implement many advertiser-specific concepts that are highly customized and effective. This year, WAKS has developed programs for more than 30 clients by incorporating texting into their spot campaign. Interactive Media, and specifically our texting technology, has been a major tool for revenue growth."
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Article Courtesy John Potter, RAB VP Interactive Revenue Development
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