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    High-tech ads find spots on the radio

    © 06/01/98 Dallas Morning News

    In the land of high-tech advertising, radio is something of a hidden valley.

    But Carrollton ad agency Rizzuti, Beckman & Lyman continues to convince clients that radio is a great place to push software and such.

    As a result, three RB&L clients will spend at least $3 million total on radio in June alone. John Rizzuti, the agency's managing director, calls it the biggest radio blitz of its type in history.

    One of the three campaigns is a radio launch for CyberMedia, a California company that makes Guard Dog, an Internet privacy and security program. Another is the second phase of a campaign by Irving-based Resumail Network, which operates a Web site for job searching and recruiting (www.jobs98.com).

    Mr. Rizzuti won't name the third client, which is testing radio to see if it should shift ad money there from print. RB&L specializes in high-tech advertising and was a pioneer in using radio to sell software.

    The agency, which had billings of about $18.5 million last year, prides itself on being innovative in ad placement. "We did in-flight magazine ads before that was cool," Mr. Rizzuti says.

    Radio can reach prized prospects for high-tech products, Mr. Rizzuti says. Among his favorite vehicles are Rush Limbaugh, Howard Stern and Dr. Laura Schlessinger.

    One reason the "Dr. Laura" show works well is that it draws "the affluent woman who surfs the Internet."

    - John Kirkpatrick
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