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Tuning In

Hit the airwaves to talk up your company, and watch your sales soar.

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This story appears in the June 2001 issue of Entrepreneurs Start-Ups magazine.

You can't see it. You can't touch it. You can't taste it. But it's around you all the time. It may sound like a horrible riddle, but it's actually an often-overlooked marketing medium. What is it? Radio, of course.

"Most everybody puts their focus on television," notes Dan Collins, senior manager of media relations at Mercy Medical Center in Baltimore. "But there's a large amount of time people spend commuting and driving, and they're listening to the radio. People forget that. They think it's television or nothing."

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