Sound Advice by Leon Sievers Sound Professional December 13, 2001

• While being probably the most expensive medium to utilize, with the right type of spot placement, television can yield the greatest results. Whether you're dealing with commercial, cable or public, make a point to become informed on the demographics of the stations in consideration.
• When buying time, target programs that appeal to the expected age of your audience attendees.

• Be sure to utilize both larger metropolitan papers as well as smaller community papers. When talking with editors, besides including the concert announcement in a community events section, make a pitch for an interview or feature story and placement of a photograph.
• Be sure to contact area college and high school papers. Generally, these publications are always in need of material and often have a strong focus on entertainment.
• Contact the management office to ensure that the artist's publicist and you are communicating and working together on interviews, newspaper stories or features, etc.

• When first designing your promotional campaign, be sure to include both time and manpower to cover this area. All too often this area is overlooked. Putting a voice to what you're putting out in print can make the difference.

Key calls should include talking with pastors, youth pastors and music ministers in your area. The goal should be not only to inform them of the concert date and the ticket price breaks for groups but also to educate them on the focus and integrity of the artist's ministry. You should call a minimum of 50 churches in your region, and considerably more in some cases. 

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