Retailer Takes Back TV, Radio

Consumer electronics retailer Tweeter is bringing the broadcast portion of its $30-35 million advertising business in-house.

The move signals the end of a five-year relationship with Atlanta’s BaylessCronin.

Canton, Mass.-based Tweeter already handles its own print, outdoor, in-store, interactive and direct mail marketing.

Casey Media in Braintree, Mass., will continue to handle the dealer’s media planning and placement, sources said.

Agency chief executive officer Tim Bayless did not return calls at press time.

“Economies of scale are driving our decision,” said Anne-Marie Boucher, public relations director for the fast-growing chain.

Tweeter’s revenue is expected to nearly double from $406 million in 2000 to approximately $800 million this year, the result, in part, of a series of mergers and acquisitions.

The company consistently spends 7 percent of its annual sales on marketing, Boucher said.