SHOULD YOU OWN YOUR OWN RADIO STATION?

Our favorite uncorporate advertising tactic of all might be owning your own radio station. Financier Michael Bloomberg did just that in the New York area, promoting his pricey trading terminals on a news radio station that aired Bloomberg's own news. That route might be a bit much.

There is another way of getting your own radio station, however. Several smaller businesses in the Los Angeles area have put up low power radio transmitters next to their own strategically placed highway billboards. The billboard tells motorists to tune in to a specific frequency. The transmitter, which has a range of a few hundred yards, plays a repeating loop of ads. The effect is eerie - a brief trip into the Twilight Zone. Of course it helps to change the billboard and the ads every once in a while. Licensing guidelines for low power radio transmitters are relatively loose, though you should check with technical experts and a communications attorney before trying anything of this sort.

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