Is Radio Still a Good Media Buy for Local Businesses?

Wendell Carr
Jun 22, 2024By Wendell Carr


Local businesses often look for effective ways to reach their community. With the rise of digital marketing, many wonder if radio is still a viable option. This post explores whether radio remains a good media buy for local businesses.

red and white nike logo

Targeting Local Audiences

One of the main benefits of radio is its ability to target local audiences. Businesses can choose stations that align with their target demographics. This ensures that their message reaches the right people. Local radio ads can also create a sense of community and trust.


Radio advertising can be cost-effective compared to other media. Production costs are generally lower, and businesses can choose from various ad packages. This flexibility allows businesses to work within their budgets while still reaching a wide audience.

cost effective

Radio ads can be challenging. Businesses need to use specific call-to-actions or unique offers to measure response rates. While this can be less precise than digital metrics, it still provides valuable insights into the ad's effectiveness.

Complementing Digital Marketing

Radio can complement digital marketing efforts. By combining radio with online campaigns, businesses can create a multi-channel strategy. This approach can enhance brand awareness and reach. For example, a radio ad can drive listeners to a website or social media page.

black and silver headphones on black and silver microphone

Local advertising, and radio offers the opportunity to repeat messages throughout the day. This repetition can make a business more memorable to potential customers.


Radio remains a valuable media buy for local businesses. Its broad reach, cost-effectiveness, and ability to target local audiences make it a strong option. When combined with digital marketing, radio can enhance overall marketing efforts. Local businesses should consider radio as part of their marketing strategy.