BY JOHN KIESEWETTER | JKIESEWETTER@ENQUIRER.COM

Cincinnati Reds games will remain on WLW-AM (700) under a new five-year contract through 2012 that will generate more advertising revenue and marketing opportunities for the club.

But to Reds fans, the games should sound the same – with WLW continuing to produce the games described by Marty and Thom Brennaman and Jeff Brantley, said station executives.

Under the new deal, announced Tuesday, the Reds will sell almost all advertising during the games, plus pregame and postgame shows, the club announced.

The Reds sought control of the advertising instead of receiving a rights fee from the station. WLW paid about $3.8 million to the team – and kept revenues from advertising during games – under the five-year contract that expired at th eend of the season.

The Reds should realize significantly more revenue from what they’re receiving in rights fees,” said Rob Riggsbee, and advertising-buying expert from Inside media. Riggsbee estimates the Reds could pocket $5 million to $7 million with the new arrangement.

The team had controlled radio advertising through the 1970s until 1984, when Marge Schott took over th eteam. The club and station had been negotiating this new deal for more than a year.

The Reds now will be able to bundle radio sponsorships with stadium signage, promotional giveaways adn other marketing opportunities, Riggsbee said.

The club also plans aggressive promotional offerings to Reds Radio Network stations throughout the region, said Bill Reinberger, Reds vice president for corporate sales and marketing.

WLW has broadcast the Reds since 1969, one of th elongest continuous radio relationships in Major League Baseball, said Darryl Parks, AM operations director.

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