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That's because humor in radio requires the
timing be perfect, much like the way a standup comedian tells jokes which means
even less copy than normal is needed. This will keep your message fresh while giving you the opportunity to
present different features in each spot. Some radio stations are now selling thirty second spots which is fine if you can get
your message across in that limited time frame. However, unless you've been on the
radio a long time, I would suggest sticking with the sixty second format for awhile,
at least until you feel you've established your brand. If you're writing clever creative or having it written for you, make sure
you've budgeted for at least two different spots that can be rotated within the
campaign.
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