By Kim T. Gordon

If you're thinking about using radio to advertise your business, you're in good company. Advertisers spend close to $20 billion a year on radio -- and even during the 9/11 crisis last year, radio never fell victim to the slump experienced by print and other media. You can buy radio locally, regionally or nationally, depending on the audience you're trying to reach. And you can use radio quite effectively to target specific ethnic groups, select demographics (young men, aged 18-34, for example), or people with interests in common, such as soccer fans.

The results you get from your radio campaign will depend on at least two factors: creating appealing and effective spots, and making an effective media buy.......[read more after logging in]

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