Radio/Newspaper Smack Down

In a real world test radio delivered 14 times the results of newspaper.

Roy H. Williams, the Wizard of Ads, designed and ran a quarter-page newspaper ad for his client, Lifestyle Centers of America. The ad cost $900. The ad directed the reader to a website. They received 217 unique visitors to the website within 48 hours.

They then took $900 and placed it on a single radio station. They aired all the radio commercials on the same day using the same message. They received 3033 unique visitors within 48 hours.

That’s fourteen times the response for the same investment.