Radio continues to be a great availability medium, but its reach is relevant to the age demographic. Many other media choices for the Gen-X and Millenials demographic make radio a tough way to reach this segment. They're on the I-pods and Mobile phone and Internet radio stations. The Adults 25 - 54 demographic segment continues to be the most desired by traditional advertisers. This quantitative demographic can be further targeted using psychograhic research on buying habits and planned purchases.

Advantages:

• Radio is a great medium to reach potential customers within hours of purchase because of in-car listening.
• Ability to target demographic group by format.
• Production costs are low.
• Portable medium.
• Personality driven, often listeners choose stations based on favorite personalities.

Disadvantages:

• Terrestrial radio is losing ground to other entertainment devices including I-Pods, I-Pads, mobile devices as well as Internet radio such as Pandora and IHeart. Automobiles are being manufactured with Internet radio options.
• Results vary based on copy, offer, station selection, frequency, reach and consistency.
• Clutter; long music sweeps result in lengthy commercial segments.
• Not visual.