March 7th, 2013|
Historically, Yellow Page books were evaluated based on what we call a “quality call.” A quality call is a call lasting three minutes or longer. This evaluation method was put in place based on research showing approximately 70% of calls lasting three minutes or longer turned into intakes. (more…)
May 10th, 2012|
Do we buy GRP’s (gross rating points), or do we buy calls? The answer is really both–in a way. We buy spots to generate calls, not deliver points. We use points as a tool for negotiating low rates as well as adding free spots (via quarterly posts). Stations are held accountable for the rating points that we buy.