Traditional, internet and satellite radio stations offer unparalleled targeting for your marketing dollars. While some complain that traditional radio has become too uniform thanks to deregulation, it's still the easiest way to reach millions of listeners daily.

Internet radio stations, live radio stations and other niche markets offer benefits beyond the reach of traditional commercial radio stations. Think of the difference between a shotgun spread and rifle shot; with niche radio stations you can focus your marketing dollars on the exact demographic you're looking to hit, often at much lower cost than with traditional conglomerates. Before you spend your marketing dollars, take these steps:

1. Identify your customer base. Who currently purchases your product or service?

2. Identify your target demographic. Is there a particular slice of the population that's not buying that you might be able to attract with the right advertising?

3. Target radio stations that cater to your target demographic. Are your soon-to-be customers listening to talk, private or online radio stations? How about local stations owned by the largest commercial radio station companies?

Action Steps
The best contacts and resources to help you get it done

Home in on the commercial FM radio stations and AM channels that have your customers' ears

No matter what your current customer base is, odds are good that there's a commercial AM or FM radio station in your area that caters directly to them. Identifying who your customers listen to and dealing directly with them will give you a definite edge.

I recommend: More likely than not, the largest radio stations in your area are owned by either Clear Channel Communications, the largest radio conglomerate in the nation by stations owned, or Cumulus Media, number two in size behind Clear Channel. You can either contact the local stations directly to find out who owns them (and thus who you should contact about advertising) or you can visit the conglomerates' websites and browse their station portfolios from there. If you need to advertise in a variety of specific markets or areas, the latter approach will probably be most efficient.

Deal with commercial radio stations that know their demographics

The most efficient commercial radio stations to advertise with will be companies that have proven experience identifying, attracting and retaining specific demographics.

I recommend: Total Radius, Clear Channel's advertising arm, gives a clear background of which radio stations are targeted to which demographics. Use this to help decide which stations to advertise on. You can also use the interactive Arbitron Listening Trends page to find third-party statistics on which age range listens to which type of music in which parts of the country.

Identify your niche: Live, talk, internet or sports radio stations

Remember as you're locating targets for advertising: radio stations come in a variety of mediums, and the largest stations don't always offer the best exposure for your target demographic. If you're interested in selling to a niche consumer group, then you need to advertise in niche markets.

I recommend: The RRadio Network surveys listener information from internet radio stations to help you target your advertising to the online market. They can also put your survey questions in front of their listening audience for a price. Alternative radio stations or other specialty markets might not always land in the larger surveys, but you can contact them through directories like Radio Row.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Is your potential customers' favorite radio station commercial free? Consider making a donation. Many public radio stations and other non-profits will give you on-air credit for the donation and sometimes include a brief message. Instant advertising, and you'll appear very generous too for contributing to community radio. Some stations also let you make donations in honor of special occasions and will air a message on the special day, so consider making a generous donation in honor of employees' birthdays, personal anniversaries or to celebrate anniversaries within the company.