Radio is a vibrant, varied, exciting and entertaining portable companion. You can get it in all forms; talk, racing, music, entertainment, personality style and everything in between. It can come professionally wrapped or in amateur hue, some is suitable for mum, or dad, and each one of the kids can have a favourite station. Radio, like Australia, is definitely multicultural.

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It is a part of all our lives and commercial radio takes the lead here because it reaches around 80% of Australians, who each spend on average 2 hours 41 minutes listening each day. The average Aussie home has 5 radios in it, (count yours), and don't forget the clock radio, stereo tuner and walkman styles. You can take radio everywhere. And while it is being used by so many Australians radio cuts through. Time Spent Listening research shows that people are listening longer to radio than they did 5 years ago. The most popular time for radio use is at breakfast when 7 million people tune in. Then during the day, people tend to listen longer while at work. For the advertiser, radio is an effective way to get their message across.

Kathy Kobliski is the author of Advertising Without an Agency and owner of Silent Partner Advertising and says, "You have some stations where people listen for long, long amounts of time ........ You need fewer commercials on one of those stations to have people hear it, " she says. "On Top 40, hard rock and younger types of stations, the kids channel surf and click through those like crazy. You've got to put a lot of commercials on one of those stations."

Are there some companies that shouldn't consider radio? Not in Kobliski's opinion.

"No, radio can help anybody," she says. "One of the beautiful things about radio is you can so target your demographics by age and by gender that you can just cherry-pick the stations. You just have to be sure you know how to do that and that you're on the right stations so you're not ever advertising to the wrong people.

"If you're advertising on the right stations, you're never really losing money."

We couldn't have said it better ourselves.

The Hot Tomato Team

If you want to find out more information about advertising on 102.9FM Hot Tomato or myGC.com.au please complete the form below or phone 07 5519 2200 to speak with one of our Account Managers.