The complimentary features of radio and newspapers, both very distinct and important high-reach media, make a very powerful pairing. So what does this mean for advertisers? Brands which use radio in addition to national press stand to gain significant benefits. Apart from increasing the impact of a campaign, for example by using radio for reaching out to consumers at certain times of day, they can also add another dimension to their communication - a more personal, friendly connection with customers via a trusted medium which "speaks at my level"

Use radio's outreach abilities in combination with national press to increase campaign effectiveness

REAL research shows by combining radio with newspapers, advertisers can achieve a dramatically increased level of brand awareness, and an enhanced ability for consumers to playback the communication message. Consumers are also more likely to choose the advertised brand as their first-choice

What happens to response when radio is added to press? - A landmark case study comes from Career Development Loans. They were being advertised on inserts in national press, and radio was added to the schedule in the hope that response would improve. Both awareness and response were measured in three different areas: a) area with no radio, b) radio area - listeners, c) radio area - non listeners. Resonse levels did improve, by a very significant 60%. Find more details at RAB OnLine, plus case studies from 'VW Value Campaign', 'Nicotinell', 'BT Call waiting'

Use radio's outreach abilities in combination with national press to increase campaign effectiveness. Functional media characteristics: Radio offers - 1)real-time communication, 2)high frequency of impacts, 3)reaches out-of-market consumers. Newspapers offer - 1)room for detail, 2)"keepability", 3)well-segmented editorial environments