Radio Advertising Bureau is a sight mostly devoted to those in radio advertising seeking general information, training tools, and market sales data concerning the radio industry. The site is somewhat informative and should be considered an effective vehicle for radio advertising.

The articles on the home page advance the interests of radio as well as most of the links in the side columns. The "Find It Fast" pull-down menu of different types of advertising markets is extremely informative as it offers statistics and other useful data concerning specific industries.

In addition, the Media section which offers ideas for advertising and success stories, is informative as well as the Co-op section which offers helpful tools such as newsletters and a "training corner."

Perhaps the most interesting feature about the site is the variety of links offered to those interested in the radio advertising, such as the RAEL site and the EDI site.

The site would be even more successful if not required membership even for simple things such as the statistics related to African-American and Hispanic markets.

In addition, even the requirements for membership where rather unclear. The site does mention "If your station or company does not subscribe to RAB.com, you may subscribe by calling" a toll-free number and "if your station or company is not an RAB Member, find out how you can join by calling another" toll-free number. The site's ambiguity is negative in that it doesn't make the viewer want to join by not listing advantages or perks of membership.

Also, the site offers nothing in the area of local radio sales forces. Perhaps by allowing viewers or members an opportunity become engaged through some sort of network and allowing users the opportunity of a message board, the site would be more successful in gaining more viewers and return visits.

In conclusion, the site is an informative tool overall. With a few minor adjustments and additions, the site could see an improvement in hits as well as an increase in memberships.

Works Cited http://www.rab.comvisited January 29, 2003