The Ladies Professional Golf Association has utilized an Encino company’s online auction to find radio time to advertise its first major championship of the year. The LPGA used the reverse auction of Bid4Spots.Com to find radio stations in the New York and San Francisco markets to air 104 spots promoting the Kraft Nabisco Championship taking place at the Mission Hills Country Club in Rancho Mirage. Bid4Spots President and Chief Executive Officer Dave Newmark said that radio was an effective channel for targeted, measurable advertising. “There’s a lot of interest in the LPGA with so many exciting players on the tour, and we’re thrilled they’ve chosen to test our capabilities,” Newmark said. Newmark, chairman of Newmark Advertising, launched Bid4Spots.com just over a year ago as a means to sell radio advertising time. The reverse auction concept hinges on radio stations making bids on what the advertisers are willing to pay to run their spots.