Advertising on Radio


Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.


Advertising is a brilliant idea to increase business for all type business. Radio is still surprisingly inexpensive for advertising. The medium has been around for about 100 years. Many businesses give radio a pass because of the misconception of the return on investment.


The greatest advantage of radio is its ability to go after a very specific kind of market. Advertising on radio is the largest pre-buyer of national radio advertising and print advertising. It own multi-million dollar blocks of national radio advertising network time. This media gives its clients consistent profitable returns on their media dollars. Local, regional, national…straight media or performance based.


Today, everyone talks about ROI and the need to make marketing more accountable. Print and radio advertising measurement systems tells which media components work, for rapid ROI improvements. Print & Radio is the largest pre-buyer of national print advertising. In print media, the advantage of catering to specific target audience opens up countless opportunities to enhance sales figures. A fashion magazine would highlight cosmetic products and fashion accessories.


At the same time, a sports magazine would display sports related ads to cater to its readers. There is no wastage of resources as ads get to reach the target audience. They offer programs that cut the risk of advertising by clients, through the use of some programs.The Hispanic population generally spends an average of 26-30 hours a week listening to the radio – 13% more than the rest of the population. Additionally, readership of weekly community and free newspaper remains high and consistent.


The internet has transformed the way the world works in so many ways it is impossible to document. Of recent with the development of the dynamic web and free access to the internet we are seeing the decline of traditional media sources and the birth of online internet radio, TV, podcasts and ezines. People are no longer the confined audience of what the big networks deem is important according to their advertisers and big sponsors.


Radio Advertising Costs has a growing user base of both broadcasters and listeners. People are broadcasting their messages to their niche audience. Most of it would never have seen the light of day with traditional media outlets. These niche audiences are thirsty for good content pertinent to their interests. With the relatively low cost of software and the profusion of social networks like YouTube, Blogtalk Radio and Ustream there are more and more free internet radio stations hitting the airwaves all the time. Some people even speculate that the music industry will have a rebirth of sorts using these streams and the power of community connection.


For those that are going big and developing a business model around their broadcasting there is still cost involved to running it before going into profit. To make it a business success it is important to monetize what is being built. Once a large audience of 50 thousands listeners is achieved, companies wanting to connect with a particular group will be open to buying online radio advertising in the form of 30 second radio ads and infomercials or branded shows.