"RADIO...RED HOT BECAUSE IT WORKS!"

If you were to ask a group of top advertising executives to create the ultimate medium, I believe they would say the following:

"The ultimate medium would be with all of the people, all of the time. They wouldn't be able to get away from it. It would have many forms of distribution so that it would continually be around them. It would create a personal connection with them. It would always be with them when they wanted it; they would never have to go out of their way to get it...it would require no effort. It would be designed to satisfy their personal needs; in essence they could individually program this medium. It would solve their information and entertainment needs simultaneously on demand. It would not require a reason to use it; it would be part of life, woven into the fabric of living and as convenient as turning on lights. And there would be no charge to the consumer to use it"

"It would be inexpensive to produce and distribute and would reach the audience immediately. It would create any picture imaginable at a low cost and be distributed to people in a manner of minutes. It would integrate into the information superhighway, but not get caught in the start-up traffic jam. It would target people by demographic and lifestyle. Most of all, it would be cost efficient and produce great advertising results."

Cable, television, print, direct mail, billboards, and on-line services cannot meet all of the aforementioned requirements. But RADIO can...and does!

People often say that if radio had been invented after television, it would be the top medium. Radio got a bum rap when television was invented. People said it was dead and a whole generation of advertisers never got beyond that. But attitudes toward Radio are changing.

Radio is stable, personal and has an average of six distribution systems (sets) in every household. It reaches 99 percent of the people every single week. It can be heard while simultaneously doing something else. It's in most places of employment, most homes and most cars. It provides information, it's targeted, it's free, it's convenient, and it's got the best pictures because it still requires imagination. It's cost efficient, easy to distribute to thousands of stations quickly, and it produces excellent results for advertisers.