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.