Why do you think people buy radio space? This is to enable them to try out different forms of advertising that are different from the other modes of traditional advertising. This form of advertising allows the advertiser to reach his particular target audience in a different and innovative manner.

By buying radio space he can reach out to them throughout the day or night and in short capsules of time that capture their attention and move onto something else before his attention span has dipped. Radio space at the same time offers one affordable low costs when compared to other traditional print media. At the same time the advertiser can target his niche audience rather than reaching out to all and sundry. These factors will enable an advertiser to decide whether he wants to go ahead with buying radio space.

Advertisers can also specify the city, time and so forth when they want their advertisements to be aired. This way radio space can reach more tightly focused groups of potential customers.

Although we live in an information age, where we are surrounded by information of all kinds not everyone has the access or the means to access all this information. They might not have the equipment or the technological knowhow or the knowledge of how to use it at their disposal. However, everyone at whatever remote part of the world they live in has tuned in and listened to the radio at some part of their lives. This is where radio space comes in. Hence they receive advertising messages in between the actual content. Another thing is during a television commercial they might get up and do other things but this is not so for a radio. The advertising jingles are short capsules and gone before the person can move away. Hence their impact is greater. If you buy radio space repetition of your advertisement at various times gets it imprinted in the listener’s minds.