I won’t be recording an audio clip today due to schedule issues, but I would like to share with supporters some preliminary thoughts on putting together an ad strategy — with an eye toward making it part of the overall proposed expense list published when we start our Summer (Q3) 2009 fundraising drive.
Any ad strategy we pursue should, as I see it, have two distinct goals. The first goal is to simply further our mission of building public awareness of market anarchism. The second goal is to recruit those who already support market anarchism to support us, so as to be better able to meet the challenges of the first goal. Simply put, we need to find more supporters to enable future growth in operations.
What I discuss here would, after taking into account feedback in comments, then make it into our Q3 fundraising proposal — with the third quarter beginning July 1st. If the ad buys are effective, we would see increased support on our Q4 fundraising drive that would begin roughly half-way through Q3.
One of the possible ad buys that I’m considering bringing before you, our supporters, as part of that proposal is — Free Talk Live.
I had a phone call with Mark of FTL today. Although we could buy slots for recorded ads (and FTL can arrange a great rate on ad production), those don’t necessarily reach all listeners. Their most enthusiastic supporters have access to a podcast without recorded ads. However, live ad reads by the hosts do make it into that version of the show. As their most enthusiastic supporters are exactly who we also want to reach, live ad reads would seem to be the way to go.
Mark quoted me a price of $35 per fifteen second live read. He also recommended not necessarily buying an ad on every show during a given week, but spreading the buy for a week out by purchasing three per week that the shows producers would fit in across the six shows per week — getting the biggest cross-section of listeners for the least expense.
At three live reads per week on Free Talk Live, our expense for that would be $105 per week. If we buy ads for the first half of Q3, up until the start of the Q4 fundraising drive, that would be roughly six weeks — for a total of $630 for that part of the ad campaign. Although I’d like to purchase FTL ads across the entirety of Q3, I believe the more conservative approach would be to try it and see if it accomplishes what we hope it will. Thus, the six week ad buy instead of twelve or so.