Remnant Radio Advertising Auction Starts Phase 1 Expansion To Help Smaller Stations

The Wholesale Airtime Auction is expanding their remnant radio advertising auction to help include some smaller stations in the Top 5 radio metro markets.

The Christmas holiday may have gotten a little brighter for some smaller radio stations with unsold radio ads to sell, as The Wholesale Airtime Auction has announced the expansion of their weekly fire-sale auction. They have officially added 100 new stations to their weekly remnant radio advertising auction in the top 5 radio metro-markets: New York, NY; Los Angeles, CA; Chicago, IL; San Francisco, CA; and Dallas - Ft. Worth, TX. Here are a few of the radio stations that were added in each market: Los Angeles, CA - KFSH FM; Los Angeles, CA - KFWB AM; Los Angeles, CA - KDAY FM; Los Angeles, CA - KABC AM; Los Angeles, CA - KDLD FM; New York, NY - WXPK FM; New York, NY - WBBR AM; New York, NY - WXRK FM; New York, NY - WPAT FM; New York, NY - WRKS FM; Dallas-Ft. Worth, TX - KHYI FM; Dallas-Ft. Worth, TX - KKDA AM; Dallas-Ft. Worth, TX - KLIF AM; Dallas-Ft. Worth, TX - KZZA FM; Dallas-Ft. Worth, TX - KDGE FM; San Francisco, CA - KBWF FM; San Francisco, CA - KLLC FM; San Francisco, CA - KBLX FM; San Francisco, CA - KMEL FM; San Francisco, CA - KVVF FM/KVVZ FM; Chicago, IL - WSSR FM; Chicago, IL - WCCQ FM; Chicago, IL - WIND AM; Chicago, IL - WPWX FM; Chicago, IL - WLEY FM.

These stations are immediately available for bidding in the weekly remnant radio advertising auction, along with several thousand other stations that were already included previously. The General Manager at The Wholesale Airtime Auction, J. Mike Brown, did make it clear to us that just because a station can be selected for bidding does not mean they have unsold inventory available or want to sell it at a wholesale CPM price level that a small business might command in the auction.

"Usually, our legal marketing clients want to bid on the perceived 'big dogs' in a market first," said Brown. "You know: the WGNs, KCBSs, WBAPs, KRTHs, WINSs, and WCBSs of the world. And we will always let our customers bid on whatever stations they want to bid on. Unfortunately, the perceived big dogs in a market are often sold out, and then overpriced. The stations we just added are high-quality stations, and just because we say 'smaller' does not mean they are anything less than great. Most of these stations are #1 or #2 in their target demographic, and some of them are even sold out from time to time. Most of them just have a slightly lower reach in the overall 18+ demographic. And if you are only paying them based on CPM for the average impressions they deliver (which is how our auction works), then slightly less reach in the market means very little," Brown opined.

If you would like to find out more about the Phase 1 expansion of The Wholesale Airtime Auction's remnant radio advertising auction, you can contact them via one of three options:
Mail - 9 E. Loockerman St. Ste. 3A-449, Dover, DE 19901
Internet -
Telephone - (302) 724-6592

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