The SKINNY on Radio Advertising

From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks. Not bad when you consider the many ways to hawk your service or product

They get their fair share because radio works. With over twelve THOUSAND radio stations in the country, the music and news they broadcast is everywhere.

Radio is the mobile medium. Few cars have TV's up front, and few drivers can read the New York Times while driving (safely). The advertising on radio targets you passively. You don't have to be looking at it or reading it to get the message.

Radio's strength is drive time. The times of the day when most people are in their cars driving to and from work. You can sound like a pro when you call 'em AMD and PMD.

AMD is morning (AM) drive time, typically 6 to 10am. AMD is traditionally the most expensive radio time because that's when more people listen.

PMD is afternoon (PM) drive and is considered to be 4 to 7pm.

Other radio slots are DAY which represents 10a to 4p period and EVE, 7 to midnight.

Most radio stations offer two ways to buy ads. Specific placement (I want to be in the Roscoe Billy Bob Show) and ROS (Run of Station) a formula that spreads your announcments into all dayparts, including late night and overnight. Of course there are specials and sponsorships, too.

Here are my tips for buying radio ads

+ Always use 30 second ads. If you can say the whole Lord's Prayer in 20 seconds, 30 is enough for your business (no matter what the media person says)

+ Buy advertising on the stations that reach your target customers, not the ones you like. Just because you listen doesn't mean everyone does (especially if you like Classical Music)

+ Buy ads on two or more stations if possible. Few markets have one radio station so dominant that it reaches all the listeners.

+ Buy one week on one station, the next week on the other, back and fourth. Limit your buy to 4 weeks in any month, two on each station. 48 weeks per year gets thew same impact of 52 and saves 4.

+ Buy at least 12 ads a week (18 on each if you can afford it) and advertise every other month.

+ Insist on no overnight or evening ads. Ask for a package that puts you in AMD and PMD at a discount. Like the newspaper inches committment, you are talking about over 400 ads per year per station.

For more about radio get my article "Do Your Radio Ads Work?" Send a blank eMail to MailTo:[email protected]

Remember the media salesperson is interested in selling ads, not improving your business. It is up to you to be the expert and make the informed decisions.

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]

In The News:

WTF is Ad-ID?  Digiday

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

LED video Displays

LED video displays give you the power to communicate, to... Read More

How Do People Know Youre in Business?

One of the most important things to do now that... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many... Read More

Offline Advertising Tips

Since most of us are always online and our business... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

Constructing Business Advertisements

What many may consider the most important part of advertising... Read More

Creditability In Advertising

I recently saw an ad taped to my mailbox, mind... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

CD Business Cards- Why Use Them?

CD Business cards are the electronic version of the now... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

How To Write Super-Effective Ads and Sales Letters!

"The more things change, the more they stay the same".... Read More

Online Classifieds

Choosing a Classified Website and creating your advertisements.The internet has... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Send em to the White Pages

Your business is listed in the Yellow Pages whether you... Read More