These business categories represent tremendous opportunity for income growth. The strategy of selling by business category is not unlike the strategy of programming your station to appeal to core listeners. You are trying to get more of the same type of people involved with the station. Find the categories that make up half your income and spend two-thirds of your time trying to generate repeat and new business in these categories. Your underwriting income will grow.
Truth is, ad agencies are often the last place to find good underwriting sales.
That's because ad agency media buyers are paid to buy efficiency. Their job is to get as much value for as little money as possible. Additionally, accounts often change agencies and there is fairly high turnover among the buyers. The relationship your station has with the client changes often. Most of the underwriting money for public radio comes from direct sales.