HomeLatest NewsStingray Radio offers free advertising as...

Stingray Radio offers free advertising as ‘economic stimulus’

Stingray has announced what it’s dubbing an “economic stimulus plan” offering local businesses the opportunity to apply for “grants” in the form of free radio advertising.

Through the program, Stingray says it will provide a minimum of $15 million in radio advertising grants to local businesses in markets where Stingray operates one of its 104 radio stations. The grants will range from a minimum of $1,000 up to a maximum of $100,000 per business. The recipient business will then have 12 months to use the grant towards booking and airing a campaign with no additional investment required.

“Radio advertising has long been a successful stimulus for local economic activity in our country,” said Ian Lurie, President, Stingray Radio, in a release. “We are delighted to support local businesses lacking the capital resources to invest in advertising to effectively relaunch their business. The Stingray Stimulus Program is our way of helping to kick-start Canada’s economic engine for local business.”

As of today, any registered Canadian business, not-for-profit organization or charity that operates within 100 kilometres of the designated municipality in which the applicable Stingray radio operation is located, can apply for a grant. The program will include an approval process overseen by the local Stingray radio management team that will be based on factors, including immediate economic need, COVID-19 impact, social need, community benefit, and long term (macro-economic) benefit. Stingray says existing clients, who have continued to advertise during the pandemic, can also apply.

Scott Broderick, Vice-President of Sales, for Stingray, told Broadcast Dialogue in an email Thursday afternoon that response to the program has already been “swift and strong.”

Stingray says it remains to be seen whether anticipated demand for commercial production will mean that some of the 90 employees temporarily laid off in March will be recalled early. Most of those furloughed are in positions tied to revenue, including copywriters, producers, and those in public-facing roles like reception and promotions. Stingray staff have also taken temporary wage rollbacks amounting to 10% for most employees and 75% for CEO Eric Boyko.

“Ideally this program has an impact on getting everything back to “normal”…for our employees and our clients. Exactly how it impacts our plans remains to be seen, but the goal of this program is to jump start Canada’s economy with an injection of $15 million in advertising, which we believe will be a big step towards finding normal again,” said Steve Jones, SVP, Brands & Content, Radio.

Jones added that while Stingray is the first to rollout such an initiative, he expects other broadcasters will launch their own programs.

“While we are proud to be leading the way, I am sure our competitors will rollout various programs of their own, and that’s excellent,” added Jones. “The economy needs the boost. Anything our company and other broadcasters can do to help the economy and our industry get back on solid ground is a very good thing and we welcome it.”


Subscribe Now – Free!

Broadcast Dialogue has been required reading in the Canadian broadcast media for 25 years. When you subscribe, you join a community of connected professionals from media and broadcast related sectors from across the country.

The Weekly Briefing from Broadcast Dialogue is delivered exclusively to subscribers by email every Thursday. It’s your link to critical industry news, timely people moves, and excellent career advancement opportunities.

Let’s get started right now.

* indicates required

 

SUBSCRIBE NOW - IT'S FREE!

At Broadcast Dialogue®, we are committed to delivering industry-leading insights, news, and analysis directly to your inbox—completely free of charge.

By providing full / accurate information, you are helping us sustain Broadcast Dialogue® as a free resource. In return, we commit to delivering high-quality content that keeps you informed on the latest trends, technology, and news shaping the broadcast landscape—at no cost to you.

The Weekly Briefing from Broadcast Dialogue® is delivered exclusively to our subscribers by email every Thursday.
Please enable JavaScript in your browser to complete this form.

Your Subscription Information

Your Name
Your Email Address
Broadcast Dialogue uses this information to understand our audience and deliver relevant content.
Broadcast Dialogue uses this information to understand our audience and deliver relevant content.

Your Company Information

A Couple Of Questions

Do you consider yourself retired?
Are you seeking employment opportunities?

Connie Thiessen
Connie Thiessenhttps://broadcastdialogue.com
Connie has worked coast-to-coast as a reporter, editor, anchor and host at CKNW and News 1130 in Vancouver, News 95.7 and CBC in Halifax, and CFCW Edmonton, among other stations. With a passion for music, film and community service, she led News 95.7 to a 2013 Atlantic Journalism Award and regional RTDNA award for Best Radio Newscast. More recently, she was nominated for Music Journalist of the Year at Canadian Music Week 2019. To report a typo or error please email - [email protected]

Latest News

2024 Canadian Radio Awards winners

Pattison Media's 102.3 NOW! Radio (CKNO-FM) Edmonton is among the multiple winners at the 2024 Canadian Radio Awards. NOW! won Major Market Station of the...

Broadcast Dialogue – The Podcast: Is radio becoming obsolete to national advertisers?

Radio is still a cornerstone of many national media buys in Canada, but let’s be frank - it doesn’t deliver metrics that digital-first marketers...

Events / Conferences