Radio stations spend thousands of dollars trying to reach potential listeners online, on social media, and through digital advertising. Yet many stations overlook one of the simplest and most affordable promotional tools available: the local newspaper.
Before you dismiss the idea as something left over from the disco era, consider this: people still read newspapers. They may read them in print, online, or through digital editions, but they continue to seek local information, entertainment listings, sports scores, and community news. And unlike most advertising clutter, a clever newspaper ad can stand out, create conversation, and drive tune-in.
How Newspaper Ads Can Still Build Radio Listening
Many newspapers offer a section where radio stations can provide programming highlights, much like television listings. If your local paper already has a “Radio Highlights” section, buy a boxed ad and make sure your station is the one listeners notice. Spotlight contests, promotions, special programming, community events, or major features.
If the newspaper doesn’t currently offer radio listings, that’s even better. Your station can become the only radio presence on the page. Running an ad every day may be excessive, but one or two placements each week can provide consistent visibility at a reasonable cost. The entertainment section is often ideal placement, while Sunday editions offer opportunities for larger impact in the main news section.
Don’t Ignore the Classifieds
Here’s where things get interesting. The biggest display ad isn’t always the most effective ad. For decades, one of the most heavily read sections of any newspaper has been the Classifieds. People may skip the editorials, glance at the comics, and ignore half the display ads—but they’ll often read classified ads line by line. That’s where radio stations can have some fun.
Several Lund-consulted stations have generated awareness, curiosity, and word-of-mouth simply by placing multiple short classified ads throughout different categories. Instead of spending a fortune on one large display ad, they purchased a dozen small ads scattered throughout the paper. The result? More impressions. More curiosity. More conversation. And occasionally a phone call asking if the station is really housebroken.
Why It Works
Readers aren’t expecting to find a radio station in the Pets section, the Automotive section, or Help Wanted. That surprise creates attention. Attention creates curiosity. Curiosity creates tune-in. And tune-in is still the first step toward ratings.
Sample Classified Ads
Air Conditioning
Too hot? Keep it on Kool 101.7.
Or:
Thermostat on 72. Radio on Kool 101.7. Problem solved.
Antiques
Looking for Oldies but Goodies? Boomer Radio has them in mint condition.
Or:
Bob Seger has Old Time Rock & Roll. We play it every day on Classics 96.1.
Autos for Sale
1957 Thunderbird. Excellent condition. Radio permanently tuned to Star 101.
Or:
Drive a Chevy to the Levy. Don McLean loves BoomerKool 101.7.
Clock Repair
Need more time? We can’t help. But we can make the time fly. Listen to KEX 1190.
Concert Tickets
The Beat Goes On. Sonny & Cher live daily on Classic Hits 92.5.
Or:
The Beach Boys still make it Fun, Fun, Fun. Find them on Boomer Radio 104.1.
Home Repair
Is your radio broken? Or is it simply on the wrong station? Try Z104.5.
Pets
Free to good home: FM radio station. FCC certified. Good with children. Housebroken. Dial K-Earth 101.
Or:
Black Dog loves to rock. One owner. Occasionally barks Led Zeppelin. Hear him on 96.1 The Fox.
Schools
Learn basic math: 101 minutes of music plus fewer interruptions equals K-101.
Travel
The Four Seasons are waiting for you on 101 The River. No suitcase required.
Home Improvement
We Built This City on Rock and Roll. Starship and friends are on 103.7 The Fox.
One More Idea
Place several classified ads in different sections simultaneously. A listener may encounter your station in Automotive, Real Estate, Pets, Employment, and Travel—all within a few minutes of reading the paper. That’s called frequency. And frequency still works whether you’re buying radio schedules or newspaper space.
The next time your station is searching for a low-cost, high-impact promotional idea, don’t overlook the newspaper. After all, if listeners can discover a used lawn mower, a golden retriever, and a job opportunity in the classifieds, they can certainly discover your radio station.
Need More Ideas?
The Lund Consultants have developed more than 100 classified advertisements customized for radio stations, formats, and personalities. Contact us for a complete collection of proven newspaper promotion concepts.
Pic designed by Cebas for Envato Elements.
John Lund is President of the Lund Media Group, a radio programming, broadcast consulting, and research firm with specialists in all mainstream radio formats.