Seattle-Tacoma and the cities between Everett and Olympia provide a fertile ground for radio advertising. The Puget Sound Market is one of the top 4 radio markets in the country as far as effectiveness. While Seattle-Tacoma is the 14^th largest market in the country, it ranks much higher in radio advertising effectiveness because of the tough and demanding traffic conditions in the area.

Radio continues to dominate the automobile. The average time in commuting is longer in this market than most places in the country.

Smart advertisers can use this to their benefit if they follow a few basic rules:

1. Buy 3-5 stations at a time and run your advertising strong.
2. Buy your demographic and make sure you are getting a good cost per thousand.
3. Don’t be afraid to buy around a particular station, if they won't give you a good rate, buy their competitor.
4. Have a creative theme and make sure the theme runs on all stations.
5. Produce your spots in a professional production studio if possible.
6. Use testimonials if possible, this is very effective.
7. Don't get into price wars on the radio, but do provide a reason to act now.

Seattle-Tacoma can be a very effective market to invest in radio. Contact us if we can be of service.

Robert Zink

Marketing and Advertising Consultant