Currently, there is one medium for audio advertising where the distribution cost can be less than the production price: Internet radio. There are easily over one million different broadcast (live) and podcast (pre-recorded) programs that can be heard on Internet radio “channels” every day. While most of these programs are hosted by folks whose faces won’t be found on billboards or magazine covers, each still garners thousands and thousands of listeners. Because neither the shows nor the hosts are household names — yet — time on the shows can be purchased for a few cents (or less) per listener. Also the on-demand nature of podcasts doesn’t restrict you to budgeting for a particular day or time slot. Furthermore, the audience can be targeted by topic, lifestyle or even geographically.
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