When I got my first job in radio in the summer of 1979, I worked for a tiny station that had just 5 full time employees and two part-timers on staff. We didn't have a lot of advertisers, but we used a simple system to get sponsors for our shows. This method proved valuable because we had a solid base of advertisers plus an income stream that didn't fluctuate. What we did was sell program sponsorships.
Here's what sponsorships can do for your internet radio station 30 years later. Sponsors provide a solid income and are easier to sell than just selling 'spots' on your station. The problem with AM and FM stations, and the problem you can find with your station is when selling advertising, you frequently run into businesses that want to know how many listeners you have. Not necessarily how dedicated your listeners are, but how many. By selling sponsorships, you take something that isn't tangible (air time) and make it tangible.
Here's how: instead of selling air time, selling programs. That way, when you talk to sponsors you can tell them they can sponsor the weather forecast for "x" amount and that means that when you do your weather forecast, it will start something like this... "This look at the Upper Westside weather is brought to you by John's Widget store, when you need a widget, think John's Widget store on the upper westside..". John the sponsor is happy because he has been associated with a "program" on your station, and your listeners will also appreciate the fact that John brings them the weather. You will also find that by tieing in sponsors with important program segments on your internet radio station that your listeners wil listen longer and will not look at sponsors like they do advertisers on regular AM & FM stations.
No matter what you broadcast on your station, you must relate with your listeners so they will continue to listen. By making advertisers into sponsors, you connect them with your listeners and that means that when your listeners make purchases, they will feel an emotional tie to the business that sponsors their favorite internet radio station. That means you win with money from advertisers, the advertiser wins by becoming a sponsor, and your listener wins by having a new trusted source to purchase from.
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