Re: OT - Radio Advertising Effective?

Sheryl Stover ( )
Thu, 28 May 1998 13:45:25 -0700 (PDT)

I last ran a radio campaign for an ISP about a year and a half ago in
a market slightly larger than yours. We saw about a 50% increase in
signups and a commensurate increase in calls for information during
the time the ads ran. The calls started about the second day the ad
ran and continued for about a week after it stopped.

We ran the ads on the most popular news radio (AM) station during
morning drive (6 a.m. to 10 a.m.), and on a local "adult alternative"
(FM) station in the evenings (6 p.m. to midnight). Our frequency was
high (probably about a $3k investment for 6 weeks) but a package deal
since the same broadcasting company owned and managed both the AM and
FM stations.

Radio works if your ad is clear and the information on how to contact
you is easy to remember. We had a custom telephone number based on
our company name and also had billboards up at the same time with the
number on them, so retention from when someone heard it driving
down the road was probably higher as a result.

You might want to ask this question over on the isp-marketing list as
well (


On Thu, 28 May 1998, John David M. Miller wrote:

: We are preparing our own radio campaign and want
: to make sure we have added enough cushion to our
: facilities for the increased business.
: Just wondering what people have seen for response
: from radio advertising. We are located in a market
: of perhaps 300,000. Ideally I would like to know how
: much your signups increased, what type of music style
: station gave you the best results, AM or FM, frequency
: of radio spots, how quickly you saw response, etc.
: If you are in a similar sized market it would be even better.
: John Miller

Sheryl D. Stover
IEA Software Sales
509.444.2455 x 51 (voice) Emerald ISP Management Suite
509.624.9903 (fax) RadiusNT