Radio is still easily one of the most powerful tools at an advertiser’s disposal. Sometimes when people start thinking about their advertising campaigns, they feel the need to put all their eggs into one basket. I’ve seen clients go through phases of only cable television, only broadcast television, only digital, even only radio…with lackluster results.

With AM/FM radio reaching over 92% of all Americans (according to Nielsen Audio), it’s imperative to include radio in the foundation of a successful advertising plan.  A client might come to an agency trying to reach 18-24 year olds, and think that going digital is the only way to go. While digital will certainly reach that demographic, 18-24 year olds absolutely are part of the 92% that listens to AM/FM radio.

Conversely, a client may have had great success for over 30 years placing almost all their advertising dollars in print and direct mail pieces, and perhaps they have seen ROI slip in recent years. They might be ready to give up on advertising altogether, when the reality is that they need radio to complement a direct mail campaign, with a few targeted pieces of print advertising.

How does one fine tune the process of finding the right amount of money to allocate to radio, and which stations to reach their target audience? That’s where selecting the proper Agency of Record is crucial. In terms of Radio, nobody lives, eats and breaths more than the Radio Agency. If you’d like to speak with us about how radio can be successfully utilized for you in new year, please contact us.  We’re tuned in.

Greg McGlone is a Media Buyer at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com