The vast majority of people listen to radio to be entertained, informed, or a combination of the two. If you have to write promotional or public-service copy that will be broadcast, it’s important to keep those points in mind.
It’s also important to remember that radio doesn’t have a rewind button. In fact, that’s more important than most people who create radio announcements realize. With a print ad, a website, or a brochure, it’s easy for the reader to scroll back, glance back, or turn to a previous page if he or she misses a key piece of information. That can’t happen with a radio commercial.