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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 [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]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 17 / 2024

Amazon Advertising Portal Crashes, Disrupting Prime Day Sale - Yahoo Finance
Amazon Advertising Portal Crashes, Disrupting Prime Day Sale  Yahoo Finance

The state of comedy in advertising and why absurdist humor is in - Ad Age
The state of comedy in advertising and why absurdist humor is in  Ad Age

Taboola scores Apple advertising deal, shares surge - Reuters
Taboola scores Apple advertising deal, shares surge  Reuters

Advertising Will Drive Global Media & Entertainment Growth, Contribute 30% Of Streaming Sales By 2028, Says PwC’s Annual Outlook - Deadline
Advertising Will Drive Global Media & Entertainment Growth, Contribute 30% Of Streaming Sales By 2028, Says PwC’s Annual Outlook  Deadline

Global advertising revenue to hit $1 trillion in 2026 - Pocket Gamer.Biz
Global advertising revenue to hit $1 trillion in 2026  Pocket Gamer.Biz

For advertising: Firefox now collects user data by default - heise online
For advertising: Firefox now collects user data by default  heise online

Pa. Sen. Casey’s GOP rival calls for suspension of ‘negative advertising’ after Trump shooting - New York Post
Pa. Sen. Casey’s GOP rival calls for suspension of ‘negative advertising’ after Trump shooting  New York Post

Exclusive: Taboola to sell ads for Apple - Axios
Exclusive: Taboola to sell ads for Apple  Axios

Taboola shares rally on Apple advertising deal (AMZN) - Seeking Alpha
Taboola shares rally on Apple advertising deal (AMZN)  Seeking Alpha

Why advertisers aren’t happy about Google Merchant Center Next - Search Engine Land
Why advertisers aren’t happy about Google Merchant Center Next  Search Engine Land

Sensory Escape to open in Plain Township; WRL Advertising hits milestone - Canton Repository
Sensory Escape to open in Plain Township; WRL Advertising hits milestone  Canton Repository

Generative AI and Modern Advertising: Things to Keep in Mind - AiThority
Generative AI and Modern Advertising: Things to Keep in Mind  AiThority

IAB: Digital video advertising KPIs shift, with business outcomes on top - Marketing Dive
IAB: Digital video advertising KPIs shift, with business outcomes on top  Marketing Dive

Podcaster Ashley Flowers on politics, advertising, and a possible ‘Crime Junkie’ TV show - Semafor
Podcaster Ashley Flowers on politics, advertising, and a possible ‘Crime Junkie’ TV show  Semafor

Cooling down rhetoric in wake of assassination attempt? Who's saying and doing what in Pa. US Senate race - WTAE Pittsburgh
Cooling down rhetoric in wake of assassination attempt? Who's saying and doing what in Pa. US Senate race  WTAE Pittsburgh

Amazon Advertising Portal Crashes, Disrupting Key Prime Day Sale - Bloomberg
Amazon Advertising Portal Crashes, Disrupting Key Prime Day Sale  Bloomberg

Pipeline 360 launches new display advertising platform - MarTech
Pipeline 360 launches new display advertising platform  MarTech

Visit Philadelphia Launches Advertising Campaign in Atlanta as Part of New Fly-Market Strategy - Visit Philadelphia
Visit Philadelphia Launches Advertising Campaign in Atlanta as Part of New Fly-Market Strategy  Visit Philadelphia

Advertising industry’s social contribution builds trust with consumers - Creativebrief
Advertising industry’s social contribution builds trust with consumers  Creativebrief

Omnicom Celebrates Earnings Win Thanks To Advertising Growth - Finimize
Omnicom Celebrates Earnings Win Thanks To Advertising Growth  Finimize

New Report Highlights Vital Importance of Advertising’s Social Contribution - Little Black Book - LBBonline
New Report Highlights Vital Importance of Advertising’s Social Contribution  Little Black Book - LBBonline

Taboola lands Apple advertising deal, shares get much-needed boost - CTech
Taboola lands Apple advertising deal, shares get much-needed boost  CTech

Resident sparks debate with photo of billboard on moving truck: 'I genuinely don't understand how this is legal' - The Cool Down
Resident sparks debate with photo of billboard on moving truck: 'I genuinely don't understand how this is legal'  The Cool Down

What is out-of-home CTV advertising and why should brands consider it? - eMarketer
What is out-of-home CTV advertising and why should brands consider it?  eMarketer

Exclusive: Biden campaign to resume advertising this week after Trump shooting - Reuters
Exclusive: Biden campaign to resume advertising this week after Trump shooting  Reuters

Streamers are doubling down on advertising. Here's why. - Yahoo Finance
Streamers are doubling down on advertising. Here's why.  Yahoo Finance

Amazon Prime Day: Double-digit sales growth, short disruption on an advertising portal - Seeking Alpha
Amazon Prime Day: Double-digit sales growth, short disruption on an advertising portal  Seeking Alpha

New uniqFEED ROC to meet growth in sports virtual advertising - TVBEurope
New uniqFEED ROC to meet growth in sports virtual advertising  TVBEurope

5 takeaways from Amazon Prime Day advertising: An insider look at the birth of a retail revolution - SmartBrief
5 takeaways from Amazon Prime Day advertising: An insider look at the birth of a retail revolution  SmartBrief

Criteo Collaborates with Microsoft Advertising to Drive Retail Media Growth - PR Newswire
Criteo Collaborates with Microsoft Advertising to Drive Retail Media Growth  PR Newswire

A Refresher On Calculating Political Advertising Costs - Law360
A Refresher On Calculating Political Advertising Costs  Law360

Meet the Challenger Adtech Firms Competing to Grab Oracle Advertising Clients - Adweek
Meet the Challenger Adtech Firms Competing to Grab Oracle Advertising Clients  Adweek

Commentary: How to end violence in our society - Petaluma Argus Courier
Commentary: How to end violence in our society  Petaluma Argus Courier

Advertising to Account for Almost 28% of Streaming Service Revenue by 2028 - CEOWORLD magazine
Advertising to Account for Almost 28% of Streaming Service Revenue by 2028  CEOWORLD magazine

Four in 10 believe advertising drives positive social change - Marketing Week
Four in 10 believe advertising drives positive social change  Marketing Week

Gaming Is The Next Streaming: Microsoft Advertising’s Lynne Kjolso - BeetTV
Gaming Is The Next Streaming: Microsoft Advertising’s Lynne Kjolso  BeetTV

Taboola to power native advertising on Apple - Performance Marketing World
Taboola to power native advertising on Apple  Performance Marketing World

Exclusive-Biden campaign to resume advertising this week after Trump shooting - WTVB
Exclusive-Biden campaign to resume advertising this week after Trump shooting  WTVB

Heinz goes blatantly subliminal for Wolverine and Deadpool collab - More About Advertising
Heinz goes blatantly subliminal for Wolverine and Deadpool collab  More About Advertising

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Junk food is promoted online to appeal to kids and target young men, our study shows - Salon
Junk food is promoted online to appeal to kids and target young men, our study shows  Salon

Global advertising revenue to hit US$1 trillion in 2026 as streaming services look to consolidation and live sports to drive growth: PwC Global Entertainment & Media Outlook 2024-28 - PR Newswire
Global advertising revenue to hit US$1 trillion in 2026 as streaming services look to consolidation and live sports to drive growth: PwC Global Entertainment & Media Outlook 2024-28  PR Newswire

Elon Musk threatens to sue major companies over ‘advertising boycott racket’ targeting right-leaning media - New York Post
Elon Musk threatens to sue major companies over ‘advertising boycott racket’ targeting right-leaning media  New York Post

uniqFEED launches remote operations centre in Zurich in response to growing demand for virtual advertising - SVG Europe
uniqFEED launches remote operations centre in Zurich in response to growing demand for virtual advertising  SVG Europe

Pipeline360 Launches New Display Advertising Platform to Enable Branded Demand - PR Web
Pipeline360 Launches New Display Advertising Platform to Enable Branded Demand  PR Web

Lifting the lid on STōK Cold Brew Coffee’s & Hershey’s winning advertising strategies - The Drum
Lifting the lid on STōK Cold Brew Coffee’s & Hershey’s winning advertising strategies  The Drum

McCormick calls to suspend 'negative advertising' in Pennsylvania senate race: 'It's time to come together' - FOX 29 Philadelphia
McCormick calls to suspend 'negative advertising' in Pennsylvania senate race: 'It's time to come together'  FOX 29 Philadelphia

Pipeline360 launches display advertising platform - Marketing Tech
Pipeline360 launches display advertising platform  Marketing Tech

City advertising land swap deal before proceeding - Palatka Daily News
City advertising land swap deal before proceeding  Palatka Daily News

Mass-Tort Advertising Does Not Prioritize Our Nation or Our Health - The Well News
Mass-Tort Advertising Does Not Prioritize Our Nation or Our Health  The Well News

Castro hated them and banned them: Why TV commercials are making a comeback in Cuba - Miami Herald
Castro hated them and banned them: Why TV commercials are making a comeback in Cuba  Miami Herald

Opinion | It’s Time to Ban Pharmaceutical Advertising - The New York Times
Opinion | It’s Time to Ban Pharmaceutical Advertising  The New York Times

Criteo collaborates with Microsoft Advertising to drive retail media growth - Campaign US
Criteo collaborates with Microsoft Advertising to drive retail media growth  Campaign US

Firefox's New 'Privacy' Feature Actually Gives Your Data to Advertisers - Lifehacker
Firefox's New 'Privacy' Feature Actually Gives Your Data to Advertisers  Lifehacker

Marketing Strategy: What It Is, How It Works, and How to Create One - Investopedia
Marketing Strategy: What It Is, How It Works, and How to Create One  Investopedia

SPONSORED ADVERTISING by UREVO Spacewalk : ATX-tra - FOX 7 Austin
SPONSORED ADVERTISING by UREVO Spacewalk : ATX-tra  FOX 7 Austin

Commission clarifies rules for energy labelling in visual advertising following Court ruling - Energy
Commission clarifies rules for energy labelling in visual advertising following Court ruling  Energy

Paris 2024 Paralympic Games on Channel 4 most accessible ever: all advertising to carry subtitles during the Games - WebWire
Paris 2024 Paralympic Games on Channel 4 most accessible ever: all advertising to carry subtitles during the Games  WebWire

Advertising Will Drive Global Media & Entertainment Growth, Contribute 30% Of Streaming Sales By 2028, Says PwC’s Annual Outlook - imdb
Advertising Will Drive Global Media & Entertainment Growth, Contribute 30% Of Streaming Sales By 2028, Says PwC’s Annual Outlook  imdb

86% of UK SMBs recognise the potential in advertising for attracting new customers - Marketing Tech
86% of UK SMBs recognise the potential in advertising for attracting new customers  Marketing Tech

More people think ads drive positive change says new AA report - More About Advertising
More people think ads drive positive change says new AA report  More About Advertising

Mozilla expands partnership with adMarketplace on the journey to protect consumer privacy while delivering value to advertisers - PR Newswire
Mozilla expands partnership with adMarketplace on the journey to protect consumer privacy while delivering value to advertisers  PR Newswire

The top 10 uses of education stock photos for advertising - themonmouthjournaleastern.com
The top 10 uses of education stock photos for advertising  themonmouthjournaleastern.com

Netflix Shares Undervalued With 'Leading Global Subscriber Base': Analyst Highlights 'Significant Advertising Ramp' In 2025 - Markets Insider
Netflix Shares Undervalued With 'Leading Global Subscriber Base': Analyst Highlights 'Significant Advertising Ramp' In 2025  Markets Insider

Dave McCormick calls for suspension of negative campaign ads after Casey pulls all advertising - The Philadelphia Inquirer
Dave McCormick calls for suspension of negative campaign ads after Casey pulls all advertising  The Philadelphia Inquirer

McCormick proposes a negative advertising ceasefire to Casey in Pennsylvania Senate race - Washington Examiner
McCormick proposes a negative advertising ceasefire to Casey in Pennsylvania Senate race  Washington Examiner

Chinese groups take centre stage in Euro 2024 advertising drive - Financial Times
Chinese groups take centre stage in Euro 2024 advertising drive  Financial Times

Should Australia ban fossil fuel advertising? - The Australia Institute
Should Australia ban fossil fuel advertising?  The Australia Institute

Screen technician arrested for Faisal advertising billboards criticizing Sisi - Mada Masr
Screen technician arrested for Faisal advertising billboards criticizing Sisi  Mada Masr

N.Y. loosens advertising rules for retail cannabis shops - Times Union
N.Y. loosens advertising rules for retail cannabis shops  Times Union

Holiday Advertising Trends Guide 2024 - The Trade Desk
Holiday Advertising Trends Guide 2024  The Trade Desk

The ‘Mad Men’ Era Is Long Over. Why Is Advertising Still So White? - The New York Times
The ‘Mad Men’ Era Is Long Over. Why Is Advertising Still So White?  The New York Times

SNAP at Farmers Markets: Advertising and Marketing - USDA Food and Nutrition Service
SNAP at Farmers Markets: Advertising and Marketing  USDA Food and Nutrition Service

Traditional advertising losing ground as digital strategies drive EV sales - AM
Traditional advertising losing ground as digital strategies drive EV sales  AM

UP ZOOM Announces its Expansion into the Thai Advertising Market - Thailand Business News
UP ZOOM Announces its Expansion into the Thai Advertising Market  Thailand Business News

Advertisers spending more on female athletes ahead of Paris Olympics | Olympic News | Onmanorama - Onmanorama
Advertisers spending more on female athletes ahead of Paris Olympics | Olympic News | Onmanorama  Onmanorama

Bombshell report details how a little-known corporate cartel targets outlets — including The Post — claimed to be spreading 'misinformation' - New York Post
Bombshell report details how a little-known corporate cartel targets outlets — including The Post — claimed to be spreading 'misinformation'  New York Post

Digital video ad spend sees 16% increase this year - MarTech
Digital video ad spend sees 16% increase this year  MarTech

LG Ad Solutions Highlights Olympic Games As Key Moment For Back-to-School Advertising - TV News Check
LG Ad Solutions Highlights Olympic Games As Key Moment For Back-to-School Advertising  TV News Check

Lamar Advertising: A Unique REIT With Margin Expansion And AFFO Growth Potential - Seeking Alpha
Lamar Advertising: A Unique REIT With Margin Expansion And AFFO Growth Potential  Seeking Alpha

Calls for junk food advertising to be removed from public transport - MSN
Calls for junk food advertising to be removed from public transport  MSN

More and more Brits see advertising as a force for good - Decision Marketing
More and more Brits see advertising as a force for good  Decision Marketing

"Someone Is Getting Sued": Marvel Uses Subliminal Advertising in New Deadpool & Wolverine Teaser - ComicBook.com
"Someone Is Getting Sued": Marvel Uses Subliminal Advertising in New Deadpool & Wolverine Teaser  ComicBook.com

The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising - AdExchanger
The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising  AdExchanger

Connie Francis-Cioffi, Former Vice President of Advertising at Anne Klein, Dies at 68 - WWD
Connie Francis-Cioffi, Former Vice President of Advertising at Anne Klein, Dies at 68  WWD

Conagra ‘nudges’ up snacks, frozen food volumes with merchandising, advertising & innovation - FoodNavigator-USA.com
Conagra ‘nudges’ up snacks, frozen food volumes with merchandising, advertising & innovation  FoodNavigator-USA.com

Apple gains new advertising partner for Stocks and Apple News - MobileSyrup
Apple gains new advertising partner for Stocks and Apple News  MobileSyrup

Back-to-School Advertisers Can Go for the Gold During Olympics - Next TV
Back-to-School Advertisers Can Go for the Gold During Olympics  Next TV

Welcome to the brand new rules of advertising - Fast Company
Welcome to the brand new rules of advertising  Fast Company

Ads Out, Cloud In: Oracle's Pivot - CMSWire
Ads Out, Cloud In: Oracle's Pivot  CMSWire

Advertising Authority Orders Removal Of ‘Greenwashing’ Irish Dairy Advert - Plant Based News
Advertising Authority Orders Removal Of ‘Greenwashing’ Irish Dairy Advert  Plant Based News

Elon Says ExTwitter Will Sue The Group ExTwitter ‘Excitedly’ Joined Just Last Week - Techdirt
Elon Says ExTwitter Will Sue The Group ExTwitter ‘Excitedly’ Joined Just Last Week  Techdirt

Uncovering the efficiency illusion in advertising - Creativebrief
Uncovering the efficiency illusion in advertising  Creativebrief

Firefox now collects user data for advertising purposes by default, here's how to disable it - GIGAZINE(ギガジン)
Firefox now collects user data for advertising purposes by default, here's how to disable it  GIGAZINE(ギガジン)

ASA confirms Geoff Banks in breach of advertising code - Gambling Insider
ASA confirms Geoff Banks in breach of advertising code  Gambling Insider

Tech Giants Are Leading the Charge in AI Advertising Campaigns, But Here's How Startups Can Still Compete - Entrepreneur
Tech Giants Are Leading the Charge in AI Advertising Campaigns, But Here's How Startups Can Still Compete  Entrepreneur

LegitScript’s Data Reveals 1200% Increase in Violative and Problematic Advertisements for GLP-1 Medications - Business Wire
LegitScript’s Data Reveals 1200% Increase in Violative and Problematic Advertisements for GLP-1 Medications  Business Wire

Deadpool & Wolverine: Subliminal Advertising In New TV Spot, New Image - Bleeding Cool News
Deadpool & Wolverine: Subliminal Advertising In New TV Spot, New Image  Bleeding Cool News

Community Radio calling on MP's to start sharing advertising dollars and 100 million paid by Google - 100.1 BayFM
Community Radio calling on MP's to start sharing advertising dollars and 100 million paid by Google  100.1 BayFM

Amazon Is Taking on Spotify? What an $80 Million Deal With Dax Shepard Says About Amazon Advertising - The Motley Fool
Amazon Is Taking on Spotify? What an $80 Million Deal With Dax Shepard Says About Amazon Advertising  The Motley Fool

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