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:RadioAds@BigIdeasGroup.com

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 Mike@BIGIdeasGroup.com 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:subscribe-956603364@ezinedirector.net

---

Google News Updated : Fri, 29 Aug 2008 18:25:37 GMT Gustav on the Brink of Explosive Development - Washington Post Telegraph.co.uk Gustav on the Brink of Explosive Development Washington Post - 1 hour ago Over the past 48 hours Tropical Storm Gustav proved it was a survivor, as it withstood difficult journeys over Haiti and Jamaica. Now it may turn into a monster. Video: Gustav Set to Batter Cuba, Enter Gulf of Mexico AssociatedPress Gustav threatens Caymans after swamping Jamaica The Associated Press KIII TV3 - AFP - Voice of America - AccuWeather.com all 5,361 news articles Publ.Date : Fri, 29 Aug 2008 17:05:23 GMT Evacuations begin in Louisiana - Houston Chronicle Calgary Herald Evacuations begin in Louisiana Houston Chronicle - 1 hour ago By DANE SCHILLER Copyright 2008 Houston Chronicle NEW ORLEANS - About 1000 disabled and elderly residents west of the city are being evacuated this afternoon and New Orleans officials are considering whether to order more people out of the projected ... Video: New Orleans Braces For Gustav CBS Gulf Coast prepares as storm Gustav approaches The Associated Press BBC News - ABC News - Bloomberg - The Swamp - Tribune's Washington Bureau all 4,379 news articles Publ.Date : Fri, 29 Aug 2008 16:56:04 GMT Thai Protest Stops Trains and Planes - New York Times Times Online Thai Protest Stops Trains and Planes New York Times - 54 minutes ago By THOMAS FULLER BANGKOK - Protesters in Thailand ratcheted up their campaign to oust the government on Friday, broadening their occupation to stop trains and block provincial airports, as well as waging an unsuccessful attack on police headquarters ... Thai rioters attack police station Aljazeera.net UPDATE 8-Thai protests hit police HQ, disrupt airports Reuters The Associated Press - guardian.co.uk - United Press International - AFP all 2,319 news articles Publ.Date : Fri, 29 Aug 2008 17:31:31 GMT In Lack of Health Insurance Coverage Texas Is First - eMaxHealth.com Ontario Now In Lack of Health Insurance Coverage Texas Is First eMaxHealth.com - 3 hours ago Texas is at the top of the heap again - this time we are the most uninsured state, health care-wise, in the country. Oh wait, being without health insurance coverage is not a good thing, is it? Number of uninsured Americans drops Bizjournals.com Update2: Number Of Americans Without Health Insurance Drops eFluxMedia dBTechno - UT The Daily Texan - Bolingbrook Sun - U.S. News & World Report all 336 news articles Publ.Date : Fri, 29 Aug 2008 15:22:00 GMT Microsoft to Buy Greenfield, Adding European Web Shopping Site - Bloomberg Siliconrepublic.com Microsoft to Buy Greenfield, Adding European Web Shopping Site Bloomberg - 1 hour ago By Phil Serafino and Dina Bass Aug. 29 (Bloomberg) -- Microsoft Corp., seeking to catch Google Inc. in the Internet-search market, agreed to buy Greenfield Online Inc. for $486 million to add Web sites that help consumers find product reviews and ... Survey Says ... Microsoft Is a Smart Shopper Motley Fool Microsoft to buy price comparison website Financial Times BetaNews - Red Herring - Web Host Industry Review - Xconomy all 356 news articles Publ.Date : Fri, 29 Aug 2008 17:24:21 GMT Mayor Melton Advises Public of West Nile Precautions - WLBT-TV Mayor Melton Advises Public of West Nile Precautions WLBT-TV - 57 minutes ago When planning outdoor activities this Labor Day weekend, Jackson residents are encouraged to reduce their risk of contracting West Nile virus by protecting themselves from mosquito bites and removing sources of standing water near their homes. DELAWARE: West Nile virus appears later than usual Bethany Beach Wave West Nile victim's widow ponders his death Newsday Los Angeles Times - eFluxMedia - WSYR - The Olympian all 545 news articles Publ.Date : Fri, 29 Aug 2008 17:28:14 GMT Detroit mayor's political future back in court - The Associated Press Washington Post Detroit mayor's political future back in court The Associated Press - 1 hour ago DETROIT (AP) - A lawyer for Mayor Kwame Kilpatrick asked a judge Friday to freeze next week's hearing that could remove him from office, accusing Gov. Judge to decide Tuesday on mayor's bid to halt ouster DetNews.com Hearing under way on suit against Granholm Detroit Free Press Chicago Tribune - Crain's Detroit Business - MyFox Detroit - New York Times all 1,672 news articles Publ.Date : Fri, 29 Aug 2008 17:06:32 GMT Clickbank Make Money Online

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company's advertisements for... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

Where To Call For Free Advertising And Free Business Advice

Believe it or not, there are plenty of opportunities out... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

How To Track Your Advertising Like A Hawk

Tired of pouring endless money into advertising? Do you wonder... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

The ONLY Type Of Advertising People LOVE!!

Can it be???Is there advertising that people actually love?You bet... Read More

If You Want To Get More Customers, Heres 10 Powerful Stories To Improve Your Ads

Remember, as a child lying in bed and listening to... Read More

Advertising Through Moms

Moms have a very powerful influence on what their families... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

2005 Super Bowl Ads... Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the... Read More

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money... Read More

Your Eye Catching Publicity Flyer

Your website is done, your business cards have been delivered,... Read More

Advertising For The Long Haul and Not the Short Term Gains

New Age Media Concepts issues its first article... Read More

Constructing Business Advertisements

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

How to Write B2B Ads That Catch Customers

Are your business-to-business ads working for you? If they are... Read More

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More