Just “being on the radio” doesn’t mean it will “work”.  There is and always has always been multiple factors that play into how effective a radio ad can be.  More than 94% of the population listen to radio on a daily basis.

Jeff Healey the President of the Radio Advertising Bureau recently said “Advertisers’ expanding use of Digital and Off-Air platforms to complement their sustaining broadcast commitment strengthens Radio’s current and long term viability. The live and local environment that Radio offers provides an ideal platform for a diverse group of advertisers to zero in on their target audiences,” because of this “The positive growth we’ve seen over the twenty-one month period is unprecedented since the late 1990?s. Once again, this underscores Radio’s strength during these unusual economic times,”.

Radio advertising has been a life saver for many small and medium-sized businesses in troubled economic times.

It is clear that a focused message airing on a targeted and well listened to radio station can produce results for almost any small, medium or large business. As more and more people ditch the cd and find the process of creating a tedious “playlist” just that, tedious – the influence of radio advertising will continue to grow into the future. Another factor that has increased radio listener ship in the past few years is the death of local newspapers. As print (the medium had traditionally been the pulse of a community) continues to die, people are looking for a new trusted source of local information.

Most times, local radio stations and their websites have become that source.

A targeted radio plan on the right station with the right message may be more effective today than at any other point in history.