Radio reaches the unwashed, unfiltered masses. Rich and poor alike. Generally speaking, radio is not good at targeting specific types of persons, but it’s great for building a reputation.
If you want the public to think of you when they need what you sell, a nonstop radio schedule will work wonders.
But don’t fall into the trap of overpaying to be on the “right” station. Radio goes fishing with a net, pulling up thousands of fish with each pass through the waters. If you want to sit on the riverbank with a pole and a hook and target a specific type of customer, use magazines or a list or invest in Google Adwords.
But know this.
Weak ads fail, regardless of which media delivers them.
Strong ads succeed, regardless of which media delivers them.
(Read original article Radio of Tomorrow by Roy H. Williams, The Wizard of Ads @ MondayMorningMemo.com)