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Re: What is a TAP plan?

Fraser Elliott (FElliott@beap.com)
10/28/1999 7:48:00 AM 

I think TAP stands for Total Audience Plan but I've always understood it =
to be a radio daypart mix of about 10% weekend middays and then equal =
parts AM drive, weekday midday, and PM drive.  It's typically the most =
efficient way to maximize audience delivery if you can get clients past =
the belief that nobody listens to the radio during the day.  Stations =
charge such premiums for drivetimes that if you include middays you get =
higher reach for less money.

>>>  10/28 7:17 AM >>>
I have a question for the list.  What is your understanding of what a TAP
plan is?  I've heard different versions.

Thanks,

Rod Carveth

Visit http://www.amic.com, the hot site for media professionals.
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Visit http://www.amic.com, the hot site for media professionals.
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