Wednesday, July 23, 2008

Chattem, Inc (Gold Bond) Responds Re: Michael Savage

I received the following response from Chattem, Inc, this morning:

Let me start by telling you how much we appreciate your taking the time to share your thoughts about the Michael Savage Radio Show. Chattem has been in business for over 125 years, and in that time, we have learned to listen to our customers above everyone else. It is through feedback such as yours that we attain a real time understanding of the sensitivities and concerns of consumers.

In response to your email, you should know that Chattem does not purchase any advertising from nor is a sponsor of the Michael Savage program.

While commercial air time may be indistinguishable to most listeners, there are several ways for advertisers to acquire commercial air time. Chattem chooses to buy commercial air time that is supplied by the local radio stations rather than commercial air time that is supplied by national programs such as Michael Savage, Rick Dees, Liza Gibbons, etc… Generally, the commercial air time purchased by Chattem sponsors the local news, weather and traffic reported to listeners by a local radio personality. Sometimes Chattem advertising copy is delivered by a local radio personality. Other times the local radio station plays a pre-produced advertising script just after or just before the local news, weather, and traffic report. In all cases, Chattem advertising is occupying commercial air time that was the property of the local radio station rather than the national program that is being broadcast. We have requested that the local stations not air our advertising during his show.

Again, thank you for your comments.

Dawn Simpson
Consumer Affairs
Chattem, Inc.


What Dawn Simpson is saying here is similar to what I guessed the situation to be with advertising on the radio; most of the companies aren't even aware that their commercials are being aired during Michael Savage's show, and want nothing to do with him. If they make the extra effort to ask the stations not to air their commercials during Savage's show, that's great.

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