970 The Apple, WNYM-AM, is New York’s newest 50,000 watt News/Talk station. During the summer of 2009, TJ Maxx launched a campaign focusing on their golf merchandise. Being that WNYM-AM is still relatively new, the station had to think out of the box to earn the business out of Hill Holiday in Boston.  

WNYM-AM wanted to take national spot business to the next level by educating listeners on ways to become a better golfer. WNYM-AM created a daily vignette with a golf tip that was different each day of the campaign. Being that the News/Talk format is a very engaged audience; the concept of educating the listener goes hand in hand with a personality driven format.  

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Being that Radio is going through a transformation period, creative ideas like this make agencies look like heroes to their client.  It was also a success in the sense that Radio looked beyond ratings and cost per point to create an idea like the “Daily Golf Tip” that educated their audience vs. a direct response success story.