According to estimates from Arbitron, 92.5% of the population over the age of 12 listened to the radio for 15 minutes during an average week. AM/FM radio continues to have impact on people’s lives. Despite a large audience, total radio revenue was down 18% in 2009 compared to 2008, according to the Radio Advertising Bureau. The radio and other media trends are discussed in Pew research’s “The State Of The News Media – 2010″ report. This article discusses those results in the context of San Diego radio advertising market.

According to Sandiegoradio.com, San Diego’s total radio market revenue broke 0M for the first time in 2004 an it is ranked sixteenth for radio revenue. Historically automotive industry has been the leading spender in radio.

Here is the list of major radio station serving San Diego,

Station                          Name                                     Genre

KSDS  88.3 FM          San Diego City Colle              Jazz Radio

KPBS  89.5 FM          San Diego State Univ             Public Radio

KHTS  93.3 FM          Channel 933                            Top-40

KMYI 94.1 FM            My 94.1                                   Hot AC

KUSS  95.7 FM          Real American Countr            Country

KYXY  96.5 FM          Kicksy 96 Soft Favor              Adult Contempor

KQVO 97.7 FM          San Diego State Univ             Spanish

KIFM  98.1 FM          Jazz Fm 98                              Smooth Jazz

KLVJ  100.1 FM        K-Love – Positive an               Christian Conte

KFMB 100.7 FM        Star 100.7 Star            Hot AC

KPRI   102.1 FM        Authentic Rock,                      Adult Album Alt

KLQV 102.9 FM                                                        Spanish

KPLN 103.7 FM        The Planet                               Classic Rock

KLNV 106.5 FM                                                        Spanish

KOGO 600 AM           News Radio 600                     News/Talk

KFMB 760 AM                                                           Talk

KECR 910 AM           Family Radio – Chris               Religious

KCBQ  1170AM        Intelligent Talk                        Talk

KXO   1230 AM         The Best Oldies on t               Oldies

KKSM 320 AM         Palomar Community Co         College

KFSD 1450 AM         Classical

According to Pew research, News-and-talk radio remains the most popular category and it grew in both audience and number of stations. Some of San Diego’s popular talk/news radio stations are KFMB760, KCBQ 1170 AM and KOGO 600 AM. Rick Roberts is a popular talk show host in KFMB.

Local advertising is the main source of revenue for radio medium. In 2009, it fell by 19% nationwide, according to Pew research. Total radio market revenue for San Diego county in 2007 was estimated at 2M (Source Miller,Kaplan Arase & Co).

Number of radio stations converting to HD radio has fallen significantly over the past few years, despite a large marketing campaign. However many of the San Diego stations also broadcast in HD including KSDS, KPBS, KSOQ, KHTS, KMYI, KBZT, KUSS, KYXY, KSON, KIFM, KGB, KLQV, KSCF, KIOZ, KOGO.

Forprovides insightful information about San Diego advertising media, please visit http://www.sandiegoadmedia.com

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How is your business doing in today’s economy? Are you getting the sales that you hoped for at the beginning of the year, or are you struggling and are barely making it in your business? I can remember the story of this chiropractor who slept on his office floor because he was trying everything in the book, but still wasn’t getting the patients that he had hoped for.

It wasn’t until he discovered a form of marketing that made him profitable immediately. The form of marketing that I am talking about is direct response marketing. When this chiropractor discovered direct response, he immediately turned his practice around. In fact, this guy is making over ,000 a month from his practice.

Would you like to achieve profits like the chiropractor that I just mentioned? If so, then you will more than likely want to switch what you’re doing now for something that can make your business even more profitable. And right now, I want to show you a technique that has been proven to work for others, and that can be proven to work for you too. Here’s the technique I’m talking about:

- Radio advertising

I once heard of a guy who was making ,000 a month from doing radio advertising. Whenever he was on the air, he said that he would stand up for the entire radio appearance, just so that he could come off as clear and coherent. This guy would do his radio ads all in his pajamas.

This is something that you can do too. Even if you don’t want to be interview on the air, you can still run 30-second to 1-minute radio ads that advertising your business and your products. I hear radio ads all the time when I’m in my car, and I listen and pay attention to see what these advertisers are doing to make their radio ad a success.

So even if you don’t want to be interviewed (but you should be interviewing), you can still run radio ads to convey your marketing message. In my personal opinion, I think it’s better to be interviewed rather than just running a radio ad. You want to be interviewed for a few reasons.

For one, it builds credibility. Number 2, people want to do business with some one they like and trust. Number 3, the radio host will more than likely ask you questions that will be beneficial to their listeners. So if you combine all of these things inside of your radio interview, it’s almost certain that you can gain more new customers from your ad.

The best way to prepare for a radio ad is to practice. Practice on your enunciation skills, and imagine questions that the radio host may ask you. You never want to go on the air unprepared, so these simple tips will help you to be prepared.

Hopefully you will use the tips shared today to have success with radio advertising. It will be more than beneficial for you to do so.

Good luck with making radio ads work for you.

San Antonio Radio Advertising. Learn the power of our radio stations as your lead generation tool for your business. improveroi.wordpress.com
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In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who knows WHAT he’ll start talking about.)

Much of that reputation comes from radio being tough to track. On one hand, radio does work. Businesses do notice an increase in sales when they add radio to the mix. However, radio doesn’t test well. In surveys and other tracking methods, radio tends to be the one with the dismal scores.

A good friend of mine, who’s also a marketing consultant but before that she sold radio for many years, has a theory about that. She says radio works on a subconscious or unconscious level. People remember the ad, but not that they heard it on the radio. So, they tend to credit a different medium for the ad, like the yellow pages. Yellow pages gets a boost while radio drops a few points.

Regardless, radio should not be ignored because it does work. And many marketing consultants will probably tell you radio is an excellent medium to reach a local market.

However, I feel there are possibilities beyond merely reaching local customers.

Internet radio shows are starting to take off in a big way. That means advertising and sponsorship opportunities are also taking off. In addition, “offline” methods have been shown to be pretty effective at driving traffic online. If increasing Web traffic is your goal, using traditional media outlets to increase traffic should be a part of your mix.

If people already know you (which they might in your local market) they’re more likely to be loyal. And they’re more likely to send other customers to your site. Depending on the costs of radio in your community, radio may be a very affordable way to get a good viral campaign going. (A viral campaign is when your customers send promotional items about your business such as e-mails, articles, Web site urls, etc. to their friends and family members.)

Below are some other positive reasons to use radio:

* Affordable — when you compare spot to spot, radio tends to be one of the least expensive media out there. However, one spot ain’t going to do it. To reach your target market, you need to purchase several spots. That’s why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio — for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message.

* Psychological, if you voice the commercials yourself — hearing your voice makes people feel like they “know” you. (Hence the popularity of audio on Web sites. In fact, marketing gurus claim just by adding audio to a site substantially increases how many people buy.)

People tend to buy from people and businesses they know and trust. Hearing your voice helps them feel as if they know you. These psychological aspects may be another reason to consider running a few radio ads in your local market even if you have an Internet business.

* Speed — you can get your spot up and running in no time.

* Loyalty — listeners choose stations based on the music or shows they like and they tend to be quite loyal to that station. If you know what your customers enjoy listening to, it’s an excellent way to reach them. (I include both music and talk shows in this.)

* Good support medium — radio works really well when paired with other marketing mediums (like print, direct mail or television).

But for every positive, there’s a negative. In the spirit of being objective, here are a few for radio:

* Background medium — radio tends to be on in the background, which means it tends to be ignored. Generally, your target market needs to be exposed to your ad more times than other marketing media before they’ll act upon your message.

* Little staying power — the lack of visuals again keeps radio from “sticking” with people. At least, that’s what some of the marketing gurus say. But, here again my marketing consultant friend differs. She thinks it’s that subconscious thing again.

And if you can write a spot that creates pictures in your customers’ heads, you can actually work this to your advantage. In fact, according to my friend, if the picture is defined enough, not only will people remember it better, but they’ll also think it was a print ad instead of a radio ad. (More on the art of creating pictures using words in later issues.)

* Hard to track – it’s impossible to know exactly how many people are tuning in at any given time.

A final note: Because radio is subconscious, keep that in mind when crafting your ad.

Repeat your business name a lot and any other branding info, so it gets into your customers’ heads. Don’t put in phone numbers. Instead, purchase a memorable Web site domain name and repeat that. And remember to create “pictures” whenever possible.

How can you use radio in your business?

Would radio work for your business? Let’s find out.

Take out a sheet of paper and a fun pen. (I’m partial to gel pens.) Draw a line down the center.

On one side, put the header: Why advertising on radio is a good idea for my business. On the other side, put the header: Why advertising is a bad idea for my business.

Now pick a side and start writing down reasons.

You might be more comfortable starting with the side that’s easiest for you. Then when you work on the other side, you can simply turn the reasons around.

For instance, let’s say you started with the bad idea. One of your reasons was: My product is completely visual. You could turn it around by saying “Because my product is so visual, I’ll have to work harder to create pictures in my customers’ minds. And because the customers create their own pictures, they’re more likely to remember them.”

Or what if you started with a good idea, and one of the reasons was: “Because my business is local.” You could turn it around and say “Because radio is holding me back — I’m only reaching this local market.” (Ah, now I’m even going against what I said earlier. Maybe with this statement you could look for ways to get your customers to spread the word outside the area about your business.)

As you saw by my last example, you’ll be amazed at what comes out when you do this exercise. Even if you don’t change your views on radio advertising, you may come up with new and powerful insights to your business.

Radio advertisement is far from being a new concept; in fact, radio advertising has been around for a very long time. Yet, often times business owners and organizations overlook the very real marketing potential that radio advertising offers. Radio advertisements reach individuals when they are in their homes, in their cars, while they are on the Internet, and can even reach them in a public setting. For example, while people are waiting in the doctor’s office for an appointment in Los Angeles, or even while they shop, radio advertisements are often played in the background. Such a time is an excellent time for Los Angeles business owners and organizations to get their message heard by the public.

Jingle is based on the idea of creating an audio-only environment and placing the listener inside of it. A typical radio spot features a professional voice-over artist reading descriptive copy over an appropriate bed of background music. Important information may be repeated several times over the course of the spot, such as contact phone numbers, addresses, website URLs, or a geographical reference. As one spot of radio advertising ends, another spot begins and the process continues until the program resumes.

We learned here that a good commercial is not necessarily one you’ll remember. It’s the one that makes you spend.

Below are some other positive reasons to use radio:

Affordable — when you compare spot to spot, radio tends to be one of the least expensive media out there. However, one spot ain’t going to do it. To reach your target market, you need to purchase several spots. That’s why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio — for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message. Psychological, if you voice the commercials yourself — hearing your voice makes people feel like they “know” you. (Hence the popularity of audio on Web sites. In fact, marketing gurus claim just by adding audio to a site substantially increases how many people buy.) People tend to buy from people and businesses they know and trust. Hearing your voice helps them feel as if they know you. These psychological aspects may be another reason to consider running a few radio ads in your local market even if you have an Internet business. Speed — you can get your spot up and running in no time. Loyalty — listeners choose stations based on the music or shows they like and they tend to be quite loyal to that station. If you know what your customers enjoy listening to, it’s an excellent way to reach them. (I include both music and talk shows in this.) Good support medium — radio works really well when paired with other marketing mediums (like print, direct mail or television). But for every positive, there’s a negative. In the spirit of being objective, here are a few for radio: Background medium — radio tends to be on in the background, which means it tends to be ignored. Generally, your target market needs to be exposed to your ad more times than other marketing media before they’ll act upon your message. Little staying power — the lack of visuals again keeps radio from “sticking” with people. At least, that’s what some of the marketing gurus say. But, here again my marketing consultant friend differs. She thinks it’s that subconscious thing again. And if you can write a spot that creates pictures in your customers’ heads, you can actually work this to your advantage. In fact, according to my friend, if the picture is defined enough, not only will people remember it better, but they’ll also think it was a print ad instead of a radio ad. (More on the art of creating pictures using words in later issues.) Hard to track – it’s impossible to know exactly how many people are tuning in at any given time.

If you are investing in radio advertising with a view to driving more traffic to your website, it is essential that your website doesn’t let you down. Having succeeded in motivating high numbers of visitors to your website, you want your visitors to be immediately captivated by the design, you want it to be easy to use and it needs to be visually appealing so that it stands out from the bland image projected by your competitors.

It is also imperative that it performs in the search engines, so that people surfing the Internet, find it and as a result of your radio advertising, instantly recognize who you are and choose to visit your site as a result.

Because radio is subconscious, keep that in mind when crafting your ad. Repeat your business name a lot and any other branding info, so it gets into your customers’ heads. Don’t put in phone numbers. Instead, purchase a memorable Web site domain name and repeat that. And remember to create “pictures” whenever possible.

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