WHAT WE DO

There was a time when local advertising had the luxury of sounding down home...

There is no such thing...

There was a time when local advertising had the “luxury” of sounding “down home” and unsophisticated… particularly in markets outside the big metro areas. After all, the big national advertisers paid little attention to non-metro markets. And the smaller markets were the province of the “mom & pop” stores. So it didn’t matter if the advertising in the smaller markets didn’t sound as sophisticated as in the large metro markets. No one really expected it to. And the competition didn’t demand it.

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Today there is no such thing as a “small market

as a "small market!"

Today there is no such thing as a “small market.” With major chain operations opening in every city and town in the country and with the immediate access to the internet enjoyed by nearly everyone, the market is truly global. The “mom & pop” store is gone. So is the mentality that supported it. Today, the customer in the smallest city is exposed to the same level of sophistication that was once the exclusive province of the major cities. The customer who was once content with the “smallness” of his or her local market now expects to live and consume like someone living in the nearest major city. So if your business is going to compete with big-time competitors, it had better have a big-time look and feel to its advertising and promotion.

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Traditionally, radio stations have offered commercial production services

More than just producing a "spot."

Traditionally, radio stations have offered commercial production services to advertisers free of charge. In many cases, this arrangement still works well. But for top-end creative services, most radio stations have only limited resources. Most of the voices working in a radio station are “on-air,” meaning that their primary role is to fill an air shift or host a program. These people are announcers, not voice actors. And the volume of work that most radio stations must produce precludes time-consuming research, development, writing and production. ATW CREATIVE exists to bring the services of the most talented writers, producers, technicians and voice actors to bear for the benefit of the local market advertiser.

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