Mid-2005, John was asked by the Gold Coast’s Hot Tomato radio station, to contribute ideas for stimulating Advertising sales revenue.
Like all radio stations worldwide, Hot Tomato had a particular need to sell advertising time across daytime, evening and early morning. (Breakfast, Morning, Afternoon and Drive Time tend to be the more popular sessions for advertisers, therefore leaving evenings and “overnight” sessions a little harder for stations to sell.)
John came back to the station with a unique concept, being an “advertising package” which included Direct Mail. He suggested a two dimensional advertising model where advertisers would buy a package which included:
a) 30 second radio ads across numerous sessions, but with the majority placed in night and early morning.
b) Advertising in a Hot Tomato magazine which would be distributed to over 100,000 homes in the listening area. (On the Gold Coast.)