Comparison Of Radio With Other Advertising Mediums

Internet Advertising + Radio

It's hard to think of the internet as a competitive medium when Radio has as much of an opportunity to sell online inventory and e-commerce tools as anyone else.

Nobody owns the internet, and everyone has access to its potential for revenue generation.

So, when it comes to internet advertising, we aren't competing against the web, we're competing against ourselves.

On This Page

  • Advantages Of Internet Advertising
  • Current Status of Internet/Radio Advertising Rivalry
  • Disadvantages Of Internet Advertising
  • Benefits of Using Both Radio and Internet Advertising Together

Advantages Of Internet Advertising

  • Direct Response

    With the Internet, you can reach highly educated and affluent consumers who are able to purchase your products or services with a click of the mouse.

  • Interactivity

    The Internet allows your customers to communicate directly with you; they can tell you what they do and don't like, what they want, and what they will buy. They spend as much time as they choose with any amount of information you provide.

  • Tracking

    Internet technology allows you to measure exactly how many people saw your message. . . and how they responded.

  • Immediacy

    Thanks to online commerce, your message can reach consumers just before they buy online. . . and offer detailed information to shape the buying decision.

  • Enhanced Capabilities

    As more and more households upgrade to faster broadband Internet connections, advertisers will be able to incorporate rich media formats, which include streaming video, into their ads.

Current Status of Internet/Radio Advertising Rivalry

Radio Stations Have Been Slow To Appreciate Internet Advertising

Radio's adoption of the internet and all its potential has been sluggish, especially when compared to the newspaper industry and all the internet entrepreneurs.

Many Radio salespeople have been given only token online revenue goals and still resent having to meet the responsibility.

Given the astronomical growth in online revenue generation and e-commerce, a lack of interest in the medium is clearly not the problem.

Internet Advertising Is Here To Stay

The business community is enthusiastic about online opportunities, and most businesses have developed at least a moderate level of sophistication in their online efforts.

More importantly, we have reached the point where the internet is no longer an interesting experiment for marketing departments. It is now considered an essential part of conducting business in the modern marketplace.

Therefore, it is essential that Radio sales departments educate themselves regarding the internet.

Radio Offers Unique Internet Advertising Posibilities

Next, Radio must bring as much creativity to the process as we have in the past to creating traditional promotions for our clients.

Banner ads and online coupons are not going to generate much excitement or revenue. The good news is that advertisers are paying bigger money for better online ideas, and the inventory is infinite.

The only limitations on the revenue potential are our lack of understanding the medium and our limited ability to combine creativity with technology. Education is the key to Radio's future in online revenue generation, and you don't need to wait for your company or station to educate you.

There is an abundance of internet marketing and e-commerce information available to any individual who is committed to learning.

Radio Stations Website + Internet Advertising

Don't compete with the internet. Instead, adopt and embrace it. You and your clients have as much right and access to the virtual marketplace as everyone else.

There is a substantial and still-growing online consumer population, and your station's web presence is an important portal to reach them. You also have the added advantage of your station's connection to its listeners, which can be used to drive them to your client's virtual space.

By combining Radio advertising with traditional promotions and a dynamic online presence, you can deliver impressive results to your clients in virtually no time at all.

Disadvantages Of Internet Advertising

  • Perception

    Advertising is becoming more accepted on the Internet. However, the flip side of increased acceptance is decreased awareness. Many Internet users simply tune out ads or even block them with software designed for the purpose.

  • Consumer Concerns

    Legitimate ads are hard to distinguish from those that are malicious. Individuals using the Internet for spreading viruses or electronic fraud have created worries among Internet users. Phishing (pronounced "fishing"), where apparent legitimate businesses ask for credit card and security information, gives rise to identity theft.

  • Time

    Despite the growing broadband penetration rate, there will probably always be a core base of dial-up Web subscribers. Hardware bottlenecks make navigating the Net a slow, tedious process. Many users, turned off by the time it takes to view graphic-heavy pages, move on quickly when they don't think the site is worth the wait.

  • Infrastructure Problems

    As an increasing number of consumers access the Internet looking to shop and buy, sites that don't prepare for the growth in traffic (particularly around the Christmas holidays) will be plagued by painfully slow loading times or outright crashes. Moreover, e-tailers are very dependent on timely shipping, a possible weak link that could break down just when it's needed most. Loss of online visitors means your advertising will be less effective.

  • Rising Costs

    Much of the advertising on the Internet is being sold on a bid basis. The higher the advertiser bids, the better placement of the ad. Premium positions are often higher on a Cost-Per-Thousand basis than Radio.

  • New Technology

    The Internet, with its rapid advancements in hardware and software, creates confusion among consumers who turn away from many of the newest attention-getting forms of advertising.

  • Age Concerns

    A 2008 BurstMedia survey of 13,000 adult Web users revealed that only 38.6% of the respondents believe Internet advertising is focused on people their age. It is only among respondents 18-24 and 25-34 years that a majority feels online ads are directed at their age groups. (Burst Media, )

  • Retailer Concerns

    According to a 2008 Booz Allen Hamilton survey, which focused on marketers' possible objections to online advertising, 62% of the respondents cited ROI as a chief concern. In addition, 98% of the respondents said a lack of standardization in reporting of Internet statistics (page views, etc.) inhibits spending. (BrandWeek, )

Benefits of Using Both Radio and Internet Advertising Together


Radio is reducing clutter at a time when the Internet is becoming more cluttered. Draw attention to the advertising message by supporting Internet with Radio.


Cost-Per-Thousand impressions is still a bargain on Radio.


From the beginning, consumers have expressed caution in using and believing the Internet. Radio is consumers' local, trusted source for information. Add credibility to your advertising campaign with Radio.

Easy to Use

Radio is fast and simple. Turn on the receiver and begin enjoying a favorite station immediately. The Internet's complex, confusing, and often slow processes turn the user's experience into a negative one. Reach consumers within a positive environment.

Target Specific Customers

With Radio, you can target specific customers by demographic group, lifestyle trends, and specific product affinity. And since the average Radio listener spends almost three hours each weekday and five hours per weekend with their favorite stations, it's easy to generate enough message frequency to get them to check out your online advertisement. As Radio draws consumers to your online message, it can encourage them to print special coupons directly off the Web and redeem them at your place of business. (Radio Marketing Guide & Fact Book, 2007 edition)(Radio Marketing Guide & Fact Book 2007, )

Marketing Partners

Radio and the Internet make perfect marketing partners. Radio has proven its ability to drive consumers to advertised Web sites, and many Radio stations have their own Web sites offering advertisers unique multi-media marketing opportunities.

Other Advertising Mediums

Comparison of radio with other advertising mediums and how they can work together

  • Newspapers
  • Outdoor
  • Internet
  • Point of Purchase
  • Direct Mail
  • Yellow Pages
  • Broadcast TV