How To Advertise Your Business or Web Site On Radio
Posted on September 29, 2000
by Kevin Nunley
Recent trends show radio is rapidly becoming the advertising
method of choice for thousands of businesses and web sites. Radio
lets you focus your ad dollars on specific groups of customers.
You can zero in on important towns and cities. Radio also offers
lower prices than other broadcast media.
Radio has long been one of the best advertising choices for small
businesses. Almost everyone listens to radio, with more than 500
million radios in the US alone. On average, people say they
listen to radio at least two hours per day every day.
Choosing the right stations
Most medium-sized cities have one big newspaper, six TV stations,
and dozens of radio stations. If a radio station puts out
one-size-fits-all programming, they will wind up with very few
listeners. Instead, stations specialize in entertaining specific
age groups, lifestyles, and subject interests.
Radio's ability to go after a very specific kind of listener is
its greatest strength. More mass appeal media--like a newspaper
that goes out to virtually everyone in town--can't give you this
tight targeting. With radio, you don't waste ad budget sending
your message to thousands of people who aren't likely to be
interested in what you sell.
It is important to advertise on a station that reaches your best
group of customers. A pop or Top 40 station will mostly appeal to
teenagers and 18 to 24 year-old women. Country stations usually
pull in lots of 25 to 54 year-old men. A classic rock station
would also attract 25 to 54 year-old men. A news/talk station
would specialize in an affluent audience over 55 years old.
Radio programmers first look at an audience that isn't being
served, then they create a format to appeal to that audience.
Think like a radio programmer and you will immediately see which
stations your best prospects and customers are listening to.
You can get ratings information provided by Arbitron, the company
that measures radio audiences. Advertising agencies have access
to Arbitron ratings as do most radio station advertising
departments. You can also find radio ratings for different cities
announced at rronline.com, the site for Radio and Records, the
industry's trade publication.
Arbitron gives you lots of different ways to look at the
audience. If you are going after women 25-54 you can get ratings
for women 18-34, 25-34, and so on.
All this can become a bit confusing when you're talking to a
radio sales representative. Their job is to sell ads by putting
their station in the best light possible. Just about any station
can show they are number one or two in at least one demographic,
even though the age group may be quite narrow (the old joke among
radio programmers is "even though we don't have very good
ratings, we're number one in men 18-24 who have hair loss".)
How to buy ads
Radio stations have been selling many more ads lately and their
rates have been going up. Expect to pay more for Morning Drive
times (5am to 10am) than for other less listened-to parts of the
A few years ago you could get 60 second spots in Morning Drive
for $20 in a great many cities. Now it isn't unusual to pay
WOR, New York City's famous news station, charges $200 to $600
per commercial. News station KRLD in Dallas charges $75 to $350
depending on what time of day you advertise, says Keli Carey of
RadioAirtime.com, a site that helps businesses buy radio
Leslie Speidel, a veteran media buyer in Raleigh, North Carolina,
says Morning Drive spots in her market are $400 on a top station
and $100 on lesser rated stations. "I can usually lessen the pain
for the advertiser by combining Morning Drive with lower priced
commercials in other parts of the day," she says.
This points out a fundamental aspect of buying radio. You get a
much better deal by buying advertising packages. Stations will
sell you multiple commercials at different times of the day to
run over weeks or months. The price of individual spots can drop
These days the radio industry is consolidating rapidly. It is not
unusual for one large corporation to own hundreds of stations all
over the country. It is not unusual for one owner to run five or
six stations in your city. Sales people can arrange for you to
have your commercial running on several different stations with
different formats and individual audiences.
How to produce your radio commercial
Most radio stations will produce your radio commercial for you at
no additional charge. In most cases, the sales person who places
your spots will also write your ad copy. It will be recorded by
one of the station's DJ's (or "air personalities" as they like to
Radio stations have to do a lot of work very quickly. Although
some sales folks are excellent writers, most weren't training for
that part of their job. You may do better to enlist the help of a
professional writer. Contact local writing clubs. Search for
freelance writers online.
Sixty second ads are usually a better deal than 30 second ads.
They only cost a few dollars more and double the time your
message is on the air. Be sure to repeat your main benefit you
offer customers at least three times in your commercial. End with
your phone number, store address, or web site URL so listeners
can remember it.
DJ's are often in a rush to get through the day's production
chores. You can get better quality by insisting on meeting the
air personality who will record your spot. DJ's have big egos (I
used to be one) and really appreciate it when an advertiser shows
them respect, gratitude, maybe even brings along a sample of
their product as a gift.
Reaching out a hand can greatly improve the quality of your spot.
Not many advertisers go to this little bit of trouble, but those
who do get far better results.
Live ads and on-location remotes
The most effective radio ads are often the ones that are read
live by the DJ. The audience regards the air personality as a
familiar friend and puts more confidence in your advertising
message when the personality reads your spot live.
Most DJ's don't keep an eye on the clock when they are reading a
live ad. If you encourage the personality to ad-lib your spot in
their own words, they will often spend more time on your
commercial than your allotted 60 seconds. I've seen one minute
spots regularly go 90 seconds to two minutes.
When you buy an advertising package, see if you can get a live
remote included. The radio station will appear at your place of
business for one, two, even three or more hours with a
personality promoting your store live on-air. Stations often
bring attention-getters like brightly painted vans, huge
inflatable mascots, even free food for customers. Make sure you
have plenty of staff on hand to convert visitors to buyers.
While we might figure that radio is an older media that may be
getting left behind by the Internet, just the opposite is
happening. The crush of web-based businesses have moved to radio
to give them affordable, targeted advertising in specific
markets. The great explosion of small businesses in the last few
years is looking to radio to give them a promotional boost. Take
time to consider using radio in your advertising mix.
Kevin Nunley provides marketing advice, business writing, and
promotion packages. Read all his free tips and strategies at
http://DrNunley.com Reach Kevin at firstname.lastname@example.org or