vertise, but, like newspapers, radio advertisements hit only a local area and many different radio stations would need to air ads to have much affect on sales. Of course, larger markets like New York, Los Angeles and Chicago are available, but the costs are much higher than a smaller station. One advertising agency offers 4 30-second spots that will air on a local station in one week for $450.00, but 208 spots run on 104 shows over the course of 12 months would run $9,360.00 (Low Cost, 1999: 1). Radio has also become a viable option to the escalating costs of TV advertising. Infomercials are now being aired on some radio stations
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