Hi Elizabeth, I can't comment on radio too much but I can tell you we do T.V. in our market and I think they have similar benefits. First I will say that I think that 90 day's might not be enough to gage, maybe six months would be better. Secondly what demographics does the show and station have for your desired market. We have found that with television we have a built in credibility that was not there a year ago. That said we can only directly track 1 transaction to the show. It' however did pay for the show for 6 months. that said we get recognized alot these day's but we also have a heavy print presence in our market so the two worked well. I think that with radio you will get some recognition but you will need to promote your show heavily in your print ads and postcards etc. This is why I believe print is still very effective for branding. The fact that your show will be informative should be a great resource as time goes on, record them and post to your website and youtube. I am not sure what  other marketing campaigns you do in your market but they should all promote your show as well. I am actually in the process of forming a production company with the host of our show (a small one) to do not just television but radio, youtube video blogs and webstuff. I could go on but I am not sure what else you want to know. I can't stress enough the length of committment being longer then 3 months, and no I have no shares in your local station lol. If you ever want to pick our brains about our experiences so far (2 years of mass media marketing) feel free to call toll free @ 1-866-240-5455. I don't have all the answers for sure but maybe a few. You can check out the show by going to our website www.thedreamteamonline.ca and click the button that say's "our t.v. show" warning it is not big budget lol. Radio is probaly just as effective if your market already knows your name. All The Best.

One more thing. To get started we used the services of a media buyer.....they seemed to get us a much better rate then we were originally quoted. You may want to check into that for your market. I realize that you are already well known in your area but used properly it should be an effective tool for you.