Radio Advertising Strategies to sell a Regional Magazine

In an attempt to out weigh the disadvantages of radio advertising I need to know strategies that will assure me a listening audience to convince to buy my regional magazine.

Timing

Having the advertisement air during AM will catch consumers as they are on their way to work. My magazine audience is youths, so also producing a PM ad that will catch them as they are on their way back from education or about to go out when they are most attentive. I think a minimum of 30 seconds for our advertisement would be the best to keep our listeners interested.

Clear Messaging

Because of the limited amount of time to catch listeners' attention I have to use this time efficiently to effectively communicate our message. To ensure that the listeners are left with an understanding of the message about the regional magazine I need to make our point succinct. 

Creative Edge

To make the advert creative I will select an uncommon concept or individual method of message delivery. By doing so it will set the advert apart from the other adverts that fill the airwaves.

Repetition

The name of the regional magazine will be repeated numerous times throughout the advert.  If I were to state the product name one time, there maybe a risk of listeners not hearing it and, as a result, missing the point of the advert. However, if we are too repetitive, the advert might sound forced and fake.

Example of a regional magazine radio advert- 'Local Biz Duhram'

The joyful tone of the backing track plays an important part in soothing and attaining the attention of the listener. This joyful sound reflects the positivity of the regional magazine and Durham in America.  The male voice over has a distinctive regional accent which is identifiable to the people living in the regional area.  The voice sounded like a middle aged man which would appeal to this listening audience and would direct them to buy the magazine.  However, I think the content is a bit wordy and loses the idea of the advertisement. Also there was no 'stand out' techniques to make the advert or the name of the magazine memorable as it was just a man speaking all the way through and only mentioning the name of the magazine at the end. This radio advertisement was over a minute long where as generally radio adverts last approximately 30 seconds, so listening to this got a bit tiresome and the listener would zone out, missing the purpose of the advertisement.