Tweeter Marches to Its Own Tune

Consumer electronics retailer Tweeter is bringing in-house the broadcast portion of its marketing business, which is estimated to be worth $30-35 million—a move that signals the end of a five-year relationship with BaylessCronin.

Tweeter, based in Canton, Mass., already handles its own print, outdoor, in-store, interactive and direct mail marketing. The agency in Atlanta had worked on TV and radio efforts.

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

“Economies of scale are driving our decision,” said Tweeter representative Anne-Marie Boucher.

The decision comes as a particular blow to Bayless CEO Tim Bayless, whose distinctive radio voice (“…audio, video and a boatload of know-how…”) has defined Tweeter’s brands in hundreds of radio spots that target consumers across the country.

“There’s a lot of equity in Tim’s voice,” Boucher said. “But we’ve made a significant shift from radio as our primary advertising to television and radio.”

Bayless officials did not return calls by press time last week.

Tweeter operates 149 stores in 19 states. In recent years, the company acquired Atlanta-based HiFi Buys, Sound Advice in Dania, Fla., and Showcase Entertainment, based in Phoenix.

Sound Advice remains a wholly owned subsidiary; HiFi Buys’ South Carolina and Alabama outlets currently operate under the Tweeter brand.