What are these Radio Buying Services I keep seeing?

I have been asked several times this month about those "Cheap" radio buying services that business owners are seeing on the internet after doing a google search: "How To Buy Radio Advertising". It frustrates me that the first potential piece of information that a business owner recieves after trying to educate themselves on using radio advertising as a viable media to advertise their business is information on how to "NOT" to buy radio advertising. Radio Advertising is not "CHEAP". Here is a definition of "cheap" as defined by dictionary.com ;

1. costing very little; relatively low in price; inexpensive: a cheap dress.
2. costing little labor or trouble: Words are cheap.
3. charging low prices: a very cheap store.
4. of little account; of small value; mean; shoddy: cheap conduct; cheap workmanship.
5. embarrassed; sheepish: He felt cheap about his mistake.
6. obtainable at a low rate of interest: when money is cheap.
7. of decreased value or purchasing power, as currency depreciated due to inflation.
8. stingy; miserly: He's too cheap to buy his own brother a cup of coffee.


The problem with putting the word cheap and radio together is that people have the perception that they can buy an effective advertising while buying the cheapest commercial inventory. Here is an inside secret into what is know as "traffic" in radio stations. The cheapest spots or commercials get the lowest priority. Your commercials will get bumped off, switched around, thrown out, or put into placement from Midnight to 5am in the morning. Yep! You heard me, those cheap spots are useless when trying to reach your target audience. Trust me, if you are considering Radio Advertising, their are plenty of professionals who can help you do it the right way.

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