Radio’s success is rooted in the emotional connection between a radio station (and its personalities) and its listeners. Radio’s theater of the mind can take you on an emotional journey by playing a song you haven’t heard in a decade or by cutting into regular programming with breaking news.

The spoken word of radio isn’t constricted by the edges of a paper or by the corners of a screen. Radio is the constant companion you take with you wherever you go.

Audio is incredibly powerful, with auditory images lasting longer than visual ones. People prefer speaking in person or talking on the phone rather than reading an email or a letter. Think about learning the ABCs. If you’re like most Americans, you learned your ABCs through song. If you’re a parent, you’ll never forget the first word you heard your child speak. Words matter.

Beyond the power of audio, radio is incredibly effective at targeting particular groups of people. If your business wants to reach younger males, a rock station could make sense. If you want to capture a younger female audience, for example, you would want to advertise on a Top 40 station. Find out how to choose the right station for your business.

Finally radio, unlike TV, has low to no production costs. This means your money is actually being invested in targeting a particular audience and building frequency in their minds.

Check out more reasons why radio makes sense below.