Ratings
aren't everything.
Your choice doesn't have to be #1. The main thing to remember about ratings is this: You can achieve results with virtually any radio station that reaches your core customer effectively if you follow all the proper guidelines for a successful campaign. The station you're doing business with doesn't have to be #1. It hurts to say that, since I happen to work for a high-ranked station, but it's true. As long as you're reaching the right audience, you can get results from a well-formed campaign. Keep in mind that radio stations with smaller audiences will require a smaller investment…with a smaller return. Conversely, larger stations command more money but have the potential to bring a larger return on your investment. All things are relative, even in radio.
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Men Were Created Equal - All Radio Stations Weren't.
When it comes to marketing your business, radio stations are usually defined by the sheer number and "type" of listeners they reach. In almost every market, there are several stations whose formats are similar on the surface. However, pay attention to the perception of the station you wish to use. For example, if two stations share
most of the same choices in music, there could still be vast differences that mean something to you as an advertiser. Is one station a little too "edgy" to be associated with your business? Is one station more 'family-oriented' in their programming? Is the morning show appropriate for your children to hear? These are all things the listeners pay attention to…you should, too.
You are where you advertise.
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