First truth: $10.00 spots can be bought if an advertiser agrees to run
6a-6a. Stations keep the rates high for primes and giveaway dayparts with
less demand..

Second truth: Reps are trained to sell their inventory and not their
client's inventory.
To keep their jobs and hit budgets, reps rave about radio advertising then
place weak advertising schedules combined with even weaker copy/production.

Third Truth: National and regional ads take up more inventory creating
demand which drives up rates. And local advertisers can't afford to
advertise on your station at least during prime dayparts.

Fourth Truth: Local advertisers are reluctant to advertise after 7pm.

Fifth Truth: Nicer sound lies works once, twice and maybe the third time.
After that you have advertisers who've tried radio only to find it didn't
work.

Sixth Truth: Reps are trained to sell their inventory not their client's
inventory.
Radio cares more about their clients' money, than delivering client driven
results.

Seventh Truth: NTR is radio's revenue bright spot. Newer nicer sounding
lies work better than the old ones.