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Radio's New Wave

It's not just for local advertisers anymore--with online radio and simulcasting, you can now broadcast your message to millions.

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This story appears in the November 2006 issue of Entrepreneur. Subscribe »

Can you name the single medium that consistently reaches nearly 95 percent of all Americans over the age of 12? If you guessed radio, you're on the right track. No matter your target audience--whether it's college grads, ethnic Americans or working moms--radio is a smart way to reach it.

The average radio consumer listens more than 19 hours every week, according to Arbitron's 2006 report, "Radio Today." And while a massive amount of radio listening takes place in the home every weekday morning, nearly three-quarters of workday radio listening occurs away from home-whether in the car, at work or at the gym.

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