(By Spike Santee) One of the most frustrating and frequent responses we get when we approach a new prospect is, "I tried radio once and it didn't work." In fact, we hear, "I tried (this, that, and the other thing) and it didn't work" a lot. I've even heard prospects say they tried a trade-out with the radio station and it didn't work. If your station uses barter as a part of your business plan, this article is for you.
