Radio advertising still pays off for many small business owners.

Millions of people listen to their radios at special times - in the morning "wake up" hours, at bedtime, and - particularly by motorists - during the morning and evening commuting hours.

Will radio advertising work for you? The quickest way to find out is to determine whether it works for business owners offering similar goods and services.

* Listen awhile and find out what kinds of advertisers use this medium consistently. If an established firm uses radio month after month, it's almost certain that the response has been measured and found satisfactory.

* Be especially interested in consistent advertisers who advertise specific products or sales. …