Radio reaches Receptive Listeners. Heavy Radio listeners are more willing to try new products than heavy Tv viewers or heavy newspaper readers. Radio is for All Seasons. Research shows that, unlike other media that falls off in the summer, Radio's audience stays high and consistent all year long. There are no off periods.
Radio programming is selective.
It is relatively easy to reach the intended audience in hundreds of smaller markets that listen to radio for their daily news source. Radio is flexible. When necessary advertisers may change copy and schedule on very short notice. Radio advertisers are not locked into the built in deadlines and delays of print ads.