So who had a good third quarter this year? Not too many business categories or companies, that's for sure. But there was one shining exception - the Hershey Company, makers of chocolate treats from Hershey Bars to Reese's to Kit Kats.
While some might simply attribute their success to Halloween, their CEO, David West tells Advertising Age that an increase in advertising spending was a major driver. As he notes, "We are encouraged on several of the brands where we'd made the investment (in advertising)."
Whoa. Radio getting a little love from an advertiser? After the multitudes of articles claiming the industry's death is imminent?
Well, it's no surprise to those of us who continue to champion radio as a fabulous, cost-effective ad medium. In fact, with the economy being on the brink, there's never been a better time to cut great deals in radio.
If I'm the RAB, I'd put together little packages that contain this Ad Age article and a Hershey's Kiss for every advertiser, national and local. In individual radio markets, there's no reason why stations couldn't do the same on the local level.