RADIO STATION USES DIRECT MAIL TO GAIN LISTENERS
By Adnews Staff
Toronto radio station E Z Rock 97.3 had a 13% return rate within three weeks of launching a direct mail campaign to lure listeners to the station. Recipients have sent back about 12,000 reply cards in the hope of winning $1,000 instantly or entering a draw for another $1,000 and a free E Z Rock 97.3 T-shirt. The campaign, which was launched on Sept. 8, was done by Eagle Marketing Services of Fort Collins, Colorado. The station repositioned itself in June from CJEZ-FM to E Z Rock in an effort to attract more female listeners aged 25 to 54. At that time, Vickers & Benson Advertising of Toronto launched a billboard, print and TV campaign to launch the new format. E Z Rock is owned by Telemedia of Montreal.
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