Leading businesses have long known Radio drives revenue. Since the first Radio commercials in the in 1920's 'til now, Radio continues to prove itself as a medium that builds business.

In 1926, Wheaties made advertising history with Radio. General Mills disappointed with the struggling breakfast cereal was close to discontinuing the product. At a company staff meeting, an advertising executive for Wheaties observed that sales were up in regions where the cereal's musical Radio commercial aired. He proposed launching the Radio jingle across the country and Wheaties quickly became one of the most popular and profitable breakfast cereals in the United States.

RJ Reynolds introduced Winston Cigarettes in 1954. The enduring slogan, "Winston tastes good like a cigarette should," aired on Radio through the early 1970's. It became the best-selling brand of cigarettes in the United States. Advertising Age, in 1999, ranked the Winston jingle as the eighth best aired slogan of the 20th century.

And in the 21st century, Radio continues to be integral in helping businesses launch breakaway brands. In March of 1999, Travelocity.com chose Radio as its foundation media to pull ahead of it's competition: by the second quarter of 2000, Travelocity.com's sales totaled 94% of its entire 1999 total revenue — slightly over $1 billion. Travelocity.com, in 2007, is still the world's largest online travel site.

Radio works. It penetrates, promotes and connects. Businesses, local and national, that use Radio with the intent to grow and dominate the marketplace — Win.

Sources: RAB Case Studies, Wikipeda, www.old-time.com