Radio advertising Or Television – Is One Better Than The Other?

February 18, 2007

Making the most of your media efforts is important to every organization. Even more important is maximizing your profit potential when advertising through radio, television, and other methods of exposure.

The two most common forms of advertising consist of radio and television. First off, let’s talk about how radio spots can be an effective form of advertising.

Radio has many distinct advantages that a media buyer should take into consideration. Radio spots can be had on both local and national levels. This allows targeted marketing efforts to be coordinated. In other words, if you are advertising for a local company, you would be best off using local radio stations. Also, radio can be used in cooperation with other media efforts. Many companies find success in using radio spots to correspond with television efforts, or vice versa. This guarantees that you are reaching as many people as possible, both while at home, and while in the car. Also, it should be remembered that people often listen to the radio while on their way to purchase new products. So, if somebody is on their way to the car dealership to look at a new car, and hear a radio spot advertising for the newest luxury sport utility vehicle, the buyer would be more so inclined to check it out. When used alone, or with another form of media, radio advertising can be most effective and a great way to maximize return on investment.

Now let’s talk about advertising via television commercials. To many companies who can afford it, this is the most effective way to reach potential clients. Millions of people spend millions of hour’s everyday watching television, including the commercials. During the Super Bowl, advertisers spend millions of dollars on a single 30 second spot. That alone shows that advertisers feel that television is the greatest way to reach the largest amount of the population, with the smallest amount of effort. Like the radio, television spots are also available on both a national and local level. During the Super Bowl advertisers are paying to be seen by everyone watching the game, thus the price increases greatly. On a more local level, companies can place spots on local access television stations. Again, if you are going for a more regional presence, local stations would more than likely be the way to go. It will save you time, and also ensure that you are in front of your most prized customers.

Royalty free radio. Radio spots done right.

No more 13 weeks cycles. UNLIMITED usage. Radio production and radio talent.

The biggest factor in determining which media to use, outside of who your audience is, would be money. It is much less expensive to run a 30 second local radio advertisement than running a 30 second television spot during the Super Bowl. All of these factors are taken into consideration by the buyer before making a decision.

Overall, both radio and television provide a great way to get your message out. The more research that is done before the buying, the better chance you will have of making the most of your hard-earned money. The next decision will be think about whether you want a 40 inch television or a 35 inch television.


The Lowdown on Radio Advertising

February 17, 2007

Here’s some basics. Understand these and we’ll soon get a deeper understanding from some actual professionals in the business. We’re going to be interviewing a few seasoned veterans and actually posting some podcasts for our readers. For now…here are some basics. 

The Lowdown on Radio Advertising

Radio advertising offers you the opportunity to deliver a simple yet powerful message to a targeted group of consumers that may be interested in your product or service. You can write and produce the ad yourself with minimal effort and then identify those stations that best serve your market. If you are lucky, you might even find a popular radio DJ with a large following to take a personal interest in your product or service and deliver the message on air during his or her show. This will give an extra “endorsement” boost to your radio spot.


Royalty free radio. Radio spots done right.

No more 13 weeks cycles. UNLIMITED usage. Dude, just check it out.


The cost of a fifteen-, thirty-, or sixty-second radio commercial will depend upon the frequency of the ad broadcast and the time of day that the announcement runs. Morning and evening drive times are usually more expensive than middle-of-the-day or late-night spots because the radio audience tends to peak during commuting hours.

The type of station you choose to advertise on should be determined by your target market. If you are looking to appeal to men between the ages of eighteen and thirty, for instance, you might want to consider advertising on an all-sports station or an FM rock station.

There are production costs to consider in addition to the spot expenditure. These will be determined by your need for music backgrounds, sound effects, and use of professional or amateur actors, such as yourself, to read your copy.

In general, since you know your product or service better than anyone else, you should write the copy yourself. Make sure you communicate the benefits of your product or service in such a way that listeners will immediately identify with your product.

* Source Streetwise Small Business Start-Up

Technorati Profile

Radio Revenue Finishes Up in 2006

February 16, 2007

Radio is growing.  Here’s a recent report form Media post.

Radio Revenue Finishes Up in 2006From Media Post Publications 

According to the Radio Advertising Bureau the Grand total Radio revenues increased 1 percent in 2006 over 2005, boosted by a 10 percent increase in non-spot dollars over that same time period. Total combined local, national and network sales figures were flat for 2006 compared to 2005. National business grew 5 percent in a year-over-year comparison. Local ad sales figures fell 1 percent, 2006 over 2005. Network Radio decreased 2 percent year over year, 2006 versus 2005.

Fourth quarter 2006 grand total revenues for Radio grew 3 percent when compared to that same quarter from a year ago.

To put the intermediate and long-term growth of the Radio industry into proper perspective, the Radio Advertising Bureau (RAB) introduced an Ad Sales Index that equates base year 1998 to 100. The RAB sales indexes for full-year 2006 are: local, 137.7; national, 146.8; and total combined local and national, 139.7.

Ongoing, the RAB will report quarterly Radio revenue in dollar amounts beginning with the 2007 results. Monthly percentage growth rates will continue to be available on the RAB website at

Click here to read the article and see the stats.- You’ll need to grab a free membership to access it.

Some great Radio ads…

February 2, 2007

Here are some great radio advertisements. What elements of comedy does each ad use if any? The radio spots ran in several markets around the country and are great examples of both radio production and writing for radio spots.

This radio spot is for an online ticket purchasing club caled

Very funny, relevant and useful.

Simulator Radio Spot

Timberland Radio Spot

CookHouse Recording Studios and Voiceworks Recording join forces.

February 2, 2007

Audio Ruckus Recording. Radio production.

Two of the most well known recording houses in the country recently joined forces to create a recording powerhouse. The new name “Audio Ruckus” reflects the frenzy of activity in the house and the talent in the studio. These guys know their craft.  Need a radio spot? Soundtrack? Voice over work?

Check ’em out at The story is below along with a list of some of their toys.

Tel. 612.333.2067
Fax 612- 333-2961

Audio Ruckus is the union of Cookhouse Recording Studios and Voiceworks Recording, two of the America’s premiere audio production houses now in one studio. For over 30 years, agencies, writers, producers, local brands and Fortune 500 companies nationwide have sought audio recording and post-production perfection from each studio. Now we’re joined at the hip and bringing audio production to a whole new level. Need a solid Minneapolis recording studio? Put a little Audio Ruckus in your life. Hopelessly obsessive audio heads.Have been for years. We’ve made scores of award winning radio spots. We mix and edit audio for TV, film, videos, audio books, podcasts and the web. We’ve worked with thousands of talent. We have enough gear, technology, music and SFX resources to make your head spin. But most importantly, we have the people who know how to pull it all together and make it work for you. Fast.

What can we do for you?

• Digital audio record, mix and edit

• ISDN / Digital Patch (Telos Zephyr and APT)

• Mix to picture / ADR

• Post production

• Phone Patch

• Sound design and original music

• Fast Channel and Spot Genie spot trafficking

• SFX and music search

• Casting and script consultation

• Duplication

• Client spot bank (Spot Genie)

• Off-site recording

• AFTRA signators

The Audio Ruckus Gang.

Doug Dixon.

Position: Engineer / Co- Head Honcho

Years in league: 24

Edge: Doug is the guy behind the curtain, without the big giant head. He’s a whiz at making a production amazing and outstanding, but you never know
he’s there. These days, ghost-like audio gurus are very hard to find.

Steve Harley.Position: Engineer / Co- Head HonchoYears in league: 26Edge: Traveled more miles in a boxcar than your average hobo. Actually enjoys wiring stuff and tearing apart computers.

Jim Schnobrich.Position: Pocket-sized engineerYears in league: 4 years, 5 months, 18 daysEdge: Jim has normal-sized ears, but he picks up on things that reach far beyond the normal audio/decibal range. You can say “I want to hear something different, but I’m not sure what that is.” Jim knows what that is. Jim is also known for tearing holes in the universe with his wicked editing speed.

Mike Stalcar. aka “Dr. Mike-Dreamy”Position: Engineer
Doubles as “receptionist/ shooter girl” on “Halter Top Fridays”. (summer months only)Years in league:
Call me Methuselah. All my friends do.Edge:
Ginsu editor. I once saved a cheerleader, so does that mean I saved the planet?

Karen Quale.Position: EngineerYears in league: Oh come on, a woman never gives an answer in number of years!!!Edge: Fearless. I once escaped from a stuck elevator in a skirt and heels.

Kate Lawrence.Position: Ruckus ManagerYears in league: 3Wicked skill set: In the time it takes most humans to blink, Kate can get your spot to 320 radio stations nationwide. It’s spooky.

Edge: Kate is the only person on the planet under 30 who has a thing for the Grateful Dead and Led Zeppelin. This makes Kate wise and interesting beyond her years.

For more information on the Ruckus see, launches… royalty free radio?

February 2, 2007

Royalty-free art. It happened in photography. It happened in film. It’s finally happening in radio. For decades advertisers have sought, and sometimes begged for, fixed prices on radio voice-talent and production. But the industry wasn’t budging. It’s always been too easy, and too lucrative, to charge royalties. Enter Radio Dojo Productions. A Minneapolis-based firm that’s found a way for client’s to finally get the royalty free radio they’ve been asking for.

      “I can’t tell you how many times in the 17 years I’ve been in this business that client’s have said to me they are sick and tired of paying royalties, market up charges, medium cross-over charges-the works. It’s not even so much the extra cost as much as it is the pain in the ass factor.” Says Radio Dojo president John Arms, also a co-founder of Wingnut Marketing and Design. “So what did clients do about it? They just pulled out of radio all together, en-masse. Radio has taken a serious thumping in the last five years. That’s the unfortunate part. It’s a great medium. We’re making it possible for clients
to jump back in the game- and get the quality radio they used to have to pay royalties for.”

      Radio, like any other advertising medium, relies on creativity to rise above the noise. This is where Radio Dojo truly sings. The company has sourced dozens of union and non-union voice talent from the United States and Canada, outstanding talent with the ability to bring voice over and characters to life on air. With a reliable stable of talent, and a solid scriptwriting and production team, Radio Dojo has made radio accessible again. Clients pay one price, one time, and never see another bill again. And the best part is it doesn’t cost any more on average than the going rates at your typical ad agency. In fact, it’s often far less.  Comments Arms, “Now everyone is happy. The voice-talent are working again. Clients get good radio without the headaches. And I get to write fun radio spots day in and day out. You can’t beat that!”

Learn more about royalty free radio at

John Arms can be reached at 612-590-1995 or by email at

Radio Advertising. Easier done than said.

February 2, 2007

Old School radio spots and radio productionWelcome to TheRadioAdvertisingBlog! This is the place to learn everything about radio advertising. There are things to look out for and other stuff you need to know so you don’t waste your time and money. If this is your first time reading about radio advertising you may want to start here.

Advertising on the radio is not as expensive as it seems. Sure, you’re not gonna get a whole lot for $500…actually they won’t even talk to you for $500 BUT… with a little ambition and street smarts, you can pull it together and get your product on the air.

The old clunker on the left is all that is needed to reach your audience. Think about it. Anyone with a radio can hear what you have to say…the audience is already listening. Consider this…

“With Radio you can target specific customers by demographic group, lifestyle trends, and specific product affinity. And since the average Radio listener spends more than three hours each weekday and about 5 1/2 hours per weekend with their favorite stations, it’s easy to generate enough message frequency to get them to check out your online advertisement. As Radio draws consumers to your online message, it can encourage them to print special coupons directly off the Web and redeem them at your place of business.”1

Including radio in any ad campaing as part of a well thought out plan will do wonders for the product or service you’re advertising.

1. source: