You cannot speculate when a particular consumer is in need of your product or service, even if it is not your peak season. Many people do not subscribe to the local paper. It is not effective in reaching travelers. Television is very expensive for most business. There are local stations and cable to consider for total impact.
Production costs are high.
2 .Radio listening levels are consistent throughout the year . 3 .Car radio reaches 3 out of 4 adults each week . 4 .Frequency, consistency and production are all less expensive . Less commercial frequency is needed than with music radio. One in listeners with one year or more of college.