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Marketing Dollars Make Radio Sense

By Michael C. Hodes

Every law firm struggles with the dilemma of how to allocate their marketing and advertising budget. Should funds be used to pay for sports tickets, a dinner at an elegant restaurant or perhaps advertisements in a newspaper or magazine? Few firms consider radio as a means to make information available to the listening public while also attempting to develop or perpetuate a brand in their community.

In 1984, I stumbled into the embryonic genre of talk radio. I began hosting a radio show that emphasized financial matters while also discussing employee benefits, wealth preservation, real estate matters and elder law. As talk radio became the rage so did the availability of brokered time where individuals and companies could buy an entire hour to discuss more narrowly defined areas ranging from automobiles and gardening to insurance and mortgages.

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