Radio personalities often are faced with difficult decisions in balancing entertainment, brand-building, and revenue. Sales managers and account executives pressure talent to take on any and all endorsements and live reads. It’s tempting because the talent fees are attractive and who doesn’t need the money? But each personality should carefully evaluate whether to endorse an advertiser or pass on the opportunity.

In this article, I share a checklist to help radio personalities decide whether to endorse an advertiser. Including:

  • How live reads, voiceovers, and endorsements all impact your personality brand.
  • A list of things to look for when choosing to endorse an advertiser.
  • When to run away from the opportunity, even if the money is good.

How To Decide Whether To Endorse An Advertiser


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