How Can Radio Complement a Newspaper Campaign?

Both newspapers and radio are extremely valuable advertising tools, and where one may lack some crucial element, the other can fill in the gaps. So it would make sense that combining the best features of both media would create a solid advertising venture.

Here are five solid reasons to use a combined newspaper/radio campaign:

1. Extra local impact in relevant markets or regions

2. Radio can break through ad clutter in newspapers by directing listeners to advertisers' coupons

3. Newspapers allow advertisers to provide more detailed information than would fit in a typical 60-second radio spot

4. Radio's demographic targetability increases the reach of an ad and ensures greater coverage among light readers and younger consumers

5. Radio can complement targeted newspaper section placement with programming features or sponsorships - sports, business reports, etc.

Still not convinced? Check out this study by the Radio Marketing Bureau that "highlights the implications of adding radio to newspaper campaigns. Opportunities for exposure, brand recall and preference, message playback, advertising efficiencies and communication strengths are explored."