Some form of advertising is required by every business. Radio advertising is one of the most effective forms of advertising and when spots are purchased through a business trade exchange the same ad space can be purchased with minimal cash outlay.

More than 90% of all consumers aged 12 and older listen to the radio each week, which is a higher penetration than television, magazines, newspapers or the Internet according to Arbitron’s 2009 American Radio Listening Trends Report. Radio is heard at work, in the car and at home. Radio advertising has the ability to be very targeted, has a large audience and is free to listeners. Many radio stations broadcast online for additional distribution and to provide supplementary information about the station.

Using a barter exchange to purchase radio advertising for a singular ad campaign or using it to supplement an existing campaign is a great way to save cash and attract new customers.

A trade exchange, like BizXchange, acts as a media buying agency that uses barter to provide significant cash savings to clients. Through strategic relationships with radio stations, a trade exchange can identify suitable media available on trade and provide clients with opportunities to fund or expand a new or existing cash media budget.

To pay for radio advertising, companies can monetize unused assets. For example a hotel could sell unoccupied hotel rooms or empty meeting space, restaurants could fill empty tables with new patrons or a printing company could sell unutilized press time. By selling these products through a trade exchange, a company can then purchase radio spots with their unused capacity rather than cash and realize full value of their excess products or underutilized service.

Selling radio advertising through barter is a smart choice for radio stations as well. Media space is perishable. That space is either used by a sponsorship or lost forver, which means the media company loses income. By allowing companies to purchase unused radio time through barter, they gain an additional revenue stream that they can use to offset the cash outlay for other business expenses.