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Radio Moves us to Action

Published Wednesday, January 01, 2003

Martin Marietta Materials recently discovered what has been the best-kept secret of advertising agencies and public relations professionals — radio. This past fall, the company allowed a popular morning radio show to broadcast from the Ames underground limestone mine (see MMM Seizes the Day in Iowa on page 12). Listeners were invited to drop in for a tour. No big deal. Who listens to the radio? It was a cold, wet fall day in Iowa, but by mid-afternoon 3,000 people had toured the mine. What happened? Radio isn't as sexy as television or surfing the web, but it ...

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