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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 them 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 announcements into all day parts, 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 them the 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 commitment, 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 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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. January / 22 / 2020

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

DoubleVerify targets connected TV advertising fraud - FierceVideo
DoubleVerify targets connected TV advertising fraud  FierceVideo

Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising - MarTech Series
Instreamatic Partners with Triton Digital to Accelerate Voice-Driven Audio Advertising  MarTech Series

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

OUTFRONT Media (OUT) Clinches WMATA Advertising Contract - Yahoo Finance
OUTFRONT Media (OUT) Clinches WMATA Advertising Contract  Yahoo Finance

VDO.AI: Shaping the Future of Video Advertising - Yahoo Finance
VDO.AI: Shaping the Future of Video Advertising  Yahoo Finance

CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign - Yahoo Finance
CuriosityStream Launches "Your World of Factual Entertainment" Advertising Campaign  Yahoo Finance

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Get Ahead of Competition With New SocialPeta Advertising Intelligence Database - MarTech Series
Get Ahead of Competition With New SocialPeta Advertising Intelligence Database  MarTech Series

Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers - Yahoo Finance
Seasoned Publishing and Advertising Executive Jeff Rich Joins Rhombus to Expand Footprint with Brands and Publishers  Yahoo Finance

ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture - Coeur d'Alene Press
ADVERTISING: Advertorial — HOLLY CARLING: The complex health picture  Coeur d'Alene Press

National Advertising Division Recommends PRN Physician Recommended Nutraceuticals Discontinue Certain Challenged Product and Ingredient Claims for Nuretin Medical Food - BioSpace
National Advertising Division Recommends PRN Physician Recommended Nutraceuticals Discontinue Certain Challenged Product and Ingredient Claims for Nuretin Medical Food  BioSpace

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising - Business Wire
Study Finds 98% of Brands Believe Customer Attention Metrics Can Improve Mobile Advertising  Business Wire

Successful advertising: it's what you know, not who - Netimperative
Successful advertising: it's what you know, not who  Netimperative

Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles - WCBS 880
Uber Drivers Urge NYC To End Advertising Ban On For-Hire Vehicles  WCBS 880

Polish Industry Fighting Against Advertising Tax On Supplements - HBW Insight
Polish Industry Fighting Against Advertising Tax On Supplements  HBW Insight

Massive Facebook influence on public opinion makes its ad policy a serious election threat - USA TODAY
Massive Facebook influence on public opinion makes its ad policy a serious election threat  USA TODAY

Out of Home Advertising Association of America Launches Biweekly News Service - Citybizlist Real Estate
Out of Home Advertising Association of America Launches Biweekly News Service  Citybizlist Real Estate

Radio Advertising: Dead or Alive? - Radio & Television Business Report
Radio Advertising: Dead or Alive?  Radio & Television Business Report

Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts - SportsBusiness Daily
Little Caesars, Hard Rock Set For Super Bowl Advertising Debuts  SportsBusiness Daily

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

Upper Providence Advertising for Police Officer - The Schwenksville Post
Upper Providence Advertising for Police Officer  The Schwenksville Post

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority - MarTech Series
OUTFRONT Media Awarded Long-Term Advertising Contract By The Washington Metropolitan Area Transit Authority  MarTech Series

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road… - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: Wine on the road…  Coeur d'Alene Press

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry - The Fashion Law
TOUS is Under Fire for Allegedly Engaging in "Fraudulent" Advertising of Gold, Silver Jewelry  The Fashion Law

Kelley Drye Launches Advertising and Privacy Law Resource Center - Ad Law Access
Kelley Drye Launches Advertising and Privacy Law Resource Center  Ad Law Access

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Advertising's Share of Time Spent With Media Continues To Erode - Editor And Publisher Magazine
Advertising's Share of Time Spent With Media Continues To Erode  Editor And Publisher Magazine

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

Brand advertising is broken. Here's why. - The Drum
Brand advertising is broken. Here's why.  The Drum

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Marketing pros give their take on 2020 challenges at AAF Pittsburgh event - Pittsburgh Business Times
Marketing pros give their take on 2020 challenges at AAF Pittsburgh event  Pittsburgh Business Times

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: What options do you have when back surgery fails?  Coeur d'Alene Press

Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts - Business Insider
Walmart's ad execs to know, hot DTC companies, iHeartMedia breaks hearts  Business Insider

A New Decade Dawns – The Shaping of the Advertising Ecosystem - MarTech Series
A New Decade Dawns – The Shaping of the Advertising Ecosystem  MarTech Series

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Advertising watchdog bans 'anti-hangover drink' ad - The Drinks Business
Advertising watchdog bans 'anti-hangover drink' ad  The Drinks Business

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Revcontent Launches Industry-First Video Marketplace - MarTech Advisor
Revcontent Launches Industry-First Video Marketplace  MarTech Advisor

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

New agreement locks in 25 percent more revenue from WMATA's advertising network - MassTransitMag.com
New agreement locks in 25 percent more revenue from WMATA's advertising network  MassTransitMag.com

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Former Trump Aide Named Advertising Agency CEO - Patch.com
Former Trump Aide Named Advertising Agency CEO  Patch.com

Merkle launches digital advertising solution for retailers to monetize their customer data - MarTech Today
Merkle launches digital advertising solution for retailers to monetize their customer data  MarTech Today

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

AppsFlyer raises $210 million in Series D for mobile advertising attribution - GamingStreet
AppsFlyer raises $210 million in Series D for mobile advertising attribution  GamingStreet

Meet the entrepreneur redefining the TV advertising industry - Business Leader
Meet the entrepreneur redefining the TV advertising industry  Business Leader

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Longtime FTC Advertising Official to Leave the Agency - Bloomberg Law
Longtime FTC Advertising Official to Leave the Agency  Bloomberg Law

Presidential candidates spend millions on social media advertising - KCAU 9
Presidential candidates spend millions on social media advertising  KCAU 9

Sign spinning isn’t just about advertising, it’s a sport too - WBTV
Sign spinning isn’t just about advertising, it’s a sport too  WBTV

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Mr. Peanut's death rattles the internet: 'Always classy, always crunchy' - Yahoo Celebrity
Mr. Peanut's death rattles the internet: 'Always classy, always crunchy'  Yahoo Celebrity

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Google Appoints Former Advertising Executive To Head Its South African Operations - Moguldom
Google Appoints Former Advertising Executive To Head Its South African Operations  Moguldom

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem? - CryptoTicker
Can Basic Attention Token (BAT) Solve the Traditional Advertising Problem?  CryptoTicker

Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook - Investor's Business Daily
Facebook Stock Gets Price-Target Increase On Positive Advertising Outlook  Investor's Business Daily

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

Lamar Advertising offering $1B in debt - Seeking Alpha
Lamar Advertising offering $1B in debt  Seeking Alpha

Blockchain In Media, Advertising And Entertainment Market Latest Trends, Demand And Analysis – Dagoretti News - Dagoretti News
Blockchain In Media, Advertising And Entertainment Market Latest Trends, Demand And Analysis – Dagoretti News  Dagoretti News

If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33% - Simply Wall St
If You Had Bought Saylor Advertising.Inc (TYO:2156) Shares Five Years Ago You’d Have Made 33%  Simply Wall St

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024 - StreetInsider.com
Lamar Advertising Company Announces Conditional Redemption of 5 3/8% Senior Notes Due 2024  StreetInsider.com

Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics - AgraNet
Italy - Eni fined for misleadingly advertising HVO blend - The only source of comprehensive biofuels statistics  AgraNet

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News - Dagoretti News
Global Outdoor Advertising Market Size, Share, Growth Rate, Revenue, Applications, Industry Demand & Forecast to 2026 – Dagoretti News  Dagoretti News

Outdoors Advertising Market 2019 Growing Demands and Precise Outlook – AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – Dagoretti News - Dagoretti News
Outdoors Advertising Market 2019 Growing Demands and Precise Outlook – AdSpace Networks, AirMedia, Titan Outdoor, APN Outdoor – Dagoretti News  Dagoretti News

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny - Irish Post
Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny  Irish Post

2020 Global Online Advertising Management Software Market Outlook: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin – Dagoretti News - Dagoretti News
2020 Global Online Advertising Management Software Market Outlook: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin – Dagoretti News  Dagoretti News

Spanish Minister Criticises 'Jungle Law' On Gambling Advertising - GamblingCompliance
Spanish Minister Criticises 'Jungle Law' On Gambling Advertising  GamblingCompliance

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Pharmaceutical and life sciences advertising to healthcare professionals - guidance from the courts - Lexology
Pharmaceutical and life sciences advertising to healthcare professionals - guidance from the courts  Lexology

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