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Radio Advertising :: Radio Advertising is Hot!
Radio advertising is one of the most effective ways to promote a message or product. It has been this way from the earliest days, dating back to the early 1920’s. Back then, broadcast serials contained many ads for soap products, such as Ivory, hence the name for these programs quickly became “soap operas”. During the decade of the 1920’s and 1930’s, radio became widespread across America, gaining entrance into over 60% of homes. Families would huddle nightly around the large radio sets, listening to popular shows, soap operas and dramas.
After World War II, television entered into the media scene, and some thought radio days might be over. The ads went to TV, where products could not only be described, but shown and demonstrated visually. Programming expanded to include news and entertainment. Radio also branched off into news, sports, entertainment and music formats. By the 1950’s, with the advent of rock and roll and popular disc jockeys (DJ’s), high school sock hops helped keep radio popular. The invention of the transistor radio made the medium portable, while in the 1960’s radio popularity was again growing.
From hard rock 60’s, disco 70’s, dance 80’s, heavy metal and tech 90’s, to the current age, radio formats have evolved into narrow niches, like golden oldie’s, pop, rhythm and blues, county, classical, gold, hits, adult oriented rock, hip-hop, etc. 1970’s media guru Marshall McLuhan categorized radio and television into “hot” and “cool” mediums. Radio, requiring less participation and using just one sense, was “hot”. Television, requiring more thought and using both sight and sound, was considered a “cool” medium. Radio is friendly, goes everywhere 24/7, into the home, car, school, business, public buildings and transportation. For this reason, radio advertising is also “hot”.
For advertising use, radio is just about perfect. In the early days, ads were common for soap, cereal, coffee, personal and beauty products, and cars. Today anything under the sun is advertised somewhere on radio stations. Ads can be purchased on a small, targeted local area, or nationwide. Ads are written to target specific target audiences, or for a broad reach. They can be for a product or an image, or, as in political ads, for a person or cause. Radio ads are effective because more ads can be run for a budget than on television due to lower cost and equally broad reach. For an advertisement to be noticed, a person needs to see or hear it at least six times. For this reason, radio ad schedules contain a group of ads. Stations will offer professional copywriting and varied schedules. Ads may run for a day, week, month or yearly. Stations offer discounts for multiple ad schedules. Ads can be created and on the air almost instantly, can be updated and changed quickly, which is not the case in television. Radio advertising is cost efficient and does the job well.
Creativity is endless, and impact good due to repetition of the messages. Radio ads usually are :30 or :60 seconds in length. Other ads might be a one line intro or exit ads for news and other programming specials, and :10 or :15 second ads. Copy writing must be to the point with limited time, and be focused.
Today’s radio advertising is better than ever. Stations are more specific in targeting their audiences. Creativity is also improved with new technology and effects. New radio like Sirius reaches very specific audiences who pay for their listening pleasure. Radios are available in all shapes and sizes, offering even more portability and convenience than before. Radio advertising is hot and here to stay!
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Ad Agencies :: Radio Channels :: Chicago
| Registered Name | Frequency | Format | Network |
| *670 The Score: Chicago Sports Radio | 670 AM | Sports/Talk | CBS |
| *The Voice of Chicago | 720 AM | News/Talk/Information | WGN |
| *NewsRadio 780 | 780 AM | News | CBS |
| *Air America Radio | 850 AM | News/Talk/Information | Air America Radio |
| *NewsTalk 890 | 890 AM | News/Talk/Information | ABC |
| *Chicago ESPN Radio 1000 | 1000 AM | Sports/ESPN | ABC |
| *Gospel Radio 1390 | 1390 AM | Gospel | Clear Channel |
| *The Talk of Chicago | 1450 AM | Talk/Personality | American Urban Radio |
| *Real Oldies 1690 | 1690 AM | Oldies | Clear Channel |
| *UOC Public Radio | 88.5 FM | Classical/ Dance/Folk/World/Jazz/Public Affairs/Rap/Rock/Specialty | University of Chicago |
| *Independent Community Radio | 88.7 FM | Public, Independent Music Format/Indie/Roots/Community | Independent Community Radio Broadcasting from the campus of Loyola University |
| *Northwestern Radio | 89.3 FM | Variety | Northwestern Universit |
| *90.1 FM WMBI | 90.1 FM | Christian Contemporary | Moody Broadcasting Network |
| *COD Public Radio | 90.9 FM | News/Talk/Information | College of DuPage |
| *Chicago Public Radio | 91.5 FM | News / Talk / Information / Jazz | National Public Radio |
| *Nine FM | 92.5 FM | Variety hits | Newsweb |
| *Nine FM | 92.7 FM | Variety hits | Newsweb |
| *93-XRT Chicago's Finest Rock | 93.1 FM | Triple-A | CBS |
| *La Kalle 93.5 | 93.5 FM | Reggaeton | Univision |
| *Chicago's Feel Good Workday Station | 93.9 FM | Adult contemporary | Clear Channel |
| *Chicago's True Oldies Channel | 94.7 FM | Oldies | ABC |
| *WNUA 95.5 Smooth Jazz | 95.5 FM | Smooth jazz | Clear Channel |
| *95.9 The River | 95.9 FM | Classic hits | NextMedia |
| *B96 Chicago's Hits & Hip Hop | 96.3 FM | Rhythmic/CHR | CBS |
| *The Drive | 97.1 FM | Classic rock | Bonneville |
| *The Loop | 97.9 FM | Mainstream rock | Emmis |
| *98.7 WFMT | 98.7 FM | Classical | WTTW |
| *US*99.5 America's Country Station | 99.5 FM | Country | CBS |
| *Nine FM | 99.9 FM | Variety hits | Newsweb |
| *Love FM | 100.3 FM | Rhythmic oldies | Bonneville |
| *Everything Alternative Q101 | 101.1 FM | Alternative | Emmis |
| *The Mix | 101.9 FM | Modern adult contemporary | Bonneville |
| *V103 Today's R&B & Old School | 102.7 FM | Urban adult contemporary | Clear Channel |
| *La Kalle 103.1 | 103.1 FM | Reggaeton | Univision |
| *KISS 103.5 | 103.5 FM | CHR | Clear Channel |
| *Jack FM | 104.3 FM | Variety hits | CBS |
| *La Que Buena 105.1 | 105.1 FM | Regional Mexican | Univision |
| *The Great 105.9 | 105.9 FM | Talk/Personality | CBS |
| *Pasion 106.7 | 106.7 FM | Adult contemporary/Español | Univision |
| *#1 for Hip-Hop and R&B | 107.5 FM | Urban contemporary | Clear Channel |
| *La Ley 107.9 | 107.9 FM | Regional Mexican | SBS |
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