OnMoney.com, an Internet destination that enables clients to view, consolidate and organize all of their finances in one place, has three distinct target prospects: adults, 25-54, with annual household incomes of $40,000 to $200,000; "time-starved" adults, 35-54, with incomes ranging from $80,000 to $200,000; and younger adults, 25-34, also with annual incomes of $80,000-$200,000. Depending on needs and/or income level, the website provides assistance with and expertise on such subjects as banking, investing, financial planning and insurance.

Local radio advertising, according to Jim Blumenfeld, senior vice president and chief marketing officer, allows the company to go after all three targets via "a combination of dayparts and different radio formats." Dayparts, Blumenfeld says, "tend to be drivetimes. We want to catch them between home and the office."

OnMoney's creative approach, designed to build its brand, is based on personal stories and experiences of OnMoney customers, and local radio's 60-second commercial length is particularly effective for this strategy. "We've used customer testimonials in our radio commercials to broaden out the message," explains Blumenfeld, "and you can do a little bit more with 60 seconds of radio than you could with a 30-second TV commercial."

The website was launched in February via a national radio campaign that lasted through early April. Very focused local radio advertising began in early September and will run through the end of the year in three markets, including New York. The New York campaign is airing on about seven stations.