Advantages

• A personal medium
• Broadly selective
• Low CPM
• Proximity to purchase
• "Imagery transfer" or "theater of the mind effect"

Types of spots available

• Liners & Billboards: 10 voiced during a show
• :30 and :60 standard prerecorded

Buying Tips

• Identify station format
• Rank the stations by desired demographic
• Spread your radio dollars over the top two to three stations as well as including smaller, lower costs stations that directly target your desired demographic
• Do not put all your media dollars in one day part
• GRPs are defined as 1 percent of the total population being measured
• Refer to Therma-Tru policy guidelines for information to specifically increase or decrease reach and frequency values
  Note: In surveying the Fall 2002 radio trends, Arbitron indicates that the top five formats in national averages were (in order):
  1. News/Talk/Information
  2. Adult Contemporary (AC)
  3. Contemporary Hits Radio (CHR)
  4. Urban
  5. Country

Top Radio Ownerships (by number of stations owned)

1. Clear Channel
2. Cumulus
3. Citadel

• Radio rates are always negotiable and usually quoted gross