Highly Selective: Radio can target your best prospects by reaching the demographics you desire.

Cost-Efficient: Your radio message can be delivered with the frequency necessary to influence today's busy consumers.

Mobile: Radio can reach and influence consumers wherever they are and whatever they're doing.

Captive Audience: A Radio listener in their car has no other media option available.

The "MINUS" side of Radio...

Fragmentation: Duplication of formats makes targeting a specific consumer group difficult. To effectively penetrate a certain demographic, an advertiser might have to purchase commercials on numerous radio stations.

Station Surfing: Listeners have the ability to easily change the station when a record, commercial or program feature "turns them off."

Commercial Blocks: The latest trend by radio stations is to cluster many commercials in long stop-sets. While "ten songs in a row" might appeal to a listener, the advertiser's message can get lost in the pack or unheard.