Local coverage: It offers local coverage on its medium wave channel. FM also offers local coverage.

Wide reach : It permeates all economic strata and thereby reaches masses.

Frequency : Continued messages can be broadcast daily. Repeated messages during one day are also possible. It has a loyal listener base which tunes in regularly. It is thus a high frequency medium.

Rural coverage : Rural folks who do not read print media can be reached by radio.

Illiterate people : We can reach illiterate people through radio.

Interactive : Radio can be adapted to the the target audience. It is also suitable for modern active life.

No captive audience : We can do a lot other activities while listening to the radio.

Multiplier medium :  It improves campaign efficiency as a multiplier medium.

Mobile : Radio is portable.

Low cost: It is cost efficient. There are multi-city packages.