Radio is an effective advertising medium for several reasons: 1) It has near universal reach as 96% of people listen to the radio in their cars for an average of 15 hours per week. 2) It is portable and can reach people wherever they are, including in their cars, at work, doing chores, and even in the shower. 3) Radio advertising is cost effective compared to other media like television, print, or billboards, allowing advertisers to purchase more frequent commercials within a given budget.

1. Why Radio?
- Everyone Drives a Car:
A recent national Arbitron sponsored In-Car Study found that 96% of those who have
driven or ridden in a car in the past month have used the car radio.
People are in their cars an average of 15 hours per week, the average commute to work
is now 51 minutes round trip.
39% say they spend more time in the car now than a year ago.
For the advertiser as well as the listener, radio is everywhere reaching virtually
everyone.
Radio works 24/7, 365 days a year. Think about it, how many businesses do you visit
where a radio is playing.
- Radio Is Intimate. It's people talking to people. Isn't that how you persuade others in your
life? And Radio can use emotion so much better than other forms of advertising. Emotion drives
our purchasing decisions and Radio's "theater of the mind" can create emotional scenarios that
help your message resonate with listeners.
- People Don’t Have To Pay To Hear Radio: Radio has always been a "free" medium giving
even the smallest stations a broad audience. Whether your business is a small corporation or a
one-person-operation, radio advertising offers tremendous reach.
- Radio Is Intrusive. And in this case, that's not meant in a bad way. You see, you want your
advertising to "intrude" into peoples' lives to be noticed. And based on its portability, Radio is
very intrusive. You can get your message to people wherever they are. When they're in the car,
the yard, the garage, the boat -- even in the shower and in bed. Radio follows people wherever
they go and influences them while they're living busy lives.
- Speed, Flexibility, and Immediacy: A distinctly user-friendly medium, radio gives advertisers
the speed, flexibility, and immediacy needed to compete and excel in today's highly competitive
and oft-times cluttered marketplace.
- B2B Factor: Don't discount the B2B factor. Radio advertising can help plant the seeds of
awareness in potential clients. The vast majority of radio listeners tune in from two places: in
the car and at the office.
- Straight To The Store: 63% of 25-to-64-year-olds listen to Radio within an hour of making their
biggest purchase of the day. (RAB Marketing Guide and Fact Book – 2003-04).

2. - Word Of Mouth: Radio is "word of mouth on steroids." We've all heard people who say their
best advertising is "word of mouth." We don't doubt a satisfied customer is valuable to your
business. But think about it. When was the last time you told ten friends about a good service
or buying experience you had? We're all more likely to share bad experiences. After all, it's
human nature to commiserate. But what if you could tell thousands of potential customers
about that the good experience surrounding your business? Radio lets you do just that. You're
in control and managing your message. No bad word of mouth here.
- Cost Effective:
Radio usually costs less than other media. For the JD500 you'd spend on a small
newspaper ad, you could have anywhere from 8 to 45 commercial messages on one of
our Radio stations. One impression vs. 45? That's a no-brainer.
When you buy cable TV or billboard, you have to pay sometimes out-of-this-world
production fees, producing an ad costs way less. Those savings allow you to buy more
ads, increasing your message's frequency. And that's something that's become more
and more important in our advertising-saturated society.
Though cable television advertising is affordable, your ad reaches a much smaller
market.
- Customize Your Target Audience: Radio is a great demographic targeting vehicle. Talk to a
particular customer. Male or female. Young or old. High school graduate or college graduate.
Radio allows you to more efficiently reach the kinds of people who are likely to buy what you
sell. Some media -- like newspaper -- offer a "broad brush" approach to reach the masses. But
what good does it do to spend money reaching people who aren't likely to respond to your
offer?
- Radio responds to your needs. It's easier and quicker for us to change your advertising
messages than almost any other medium. Hmmm... How many weeks will it take your billboard
company to change that sign?
- Reach is nice, but frequency sells
- Every car comes with a radio as standard equipment.