According to Nielsen Media Research, 89 percent of Americans age 12 or older — nine out of 10 — listen to radio in a given week. Radio reaches 94 percent of adults in the 35 to 49 age group — only slightly more than those ages 18 to 34 and 50 plus. Even better, news/talk radio is the second most popular format.

There’s no question that radio is a tremendous publicity vehicle for authors with something to say.

Add the growth in podcasting to the mix and you’ll have many interview opportunities.

Where to find the stations and shows

Don’t wait for them to discover you and your book, though. Pitch radio shows and offer yourself as a guest.

Start by signing up at RadioGuestList.com, a service that connects talk show hosts with guests.

In addition, if you have more money than time, purchase a radio station database from radio publicity guru Alex Carroll (that’s an affiliate link) or Gordon’s Radio List that you can use repeatedly.

If you have more time than money:

• Search the Radio-Locator database for contact information.
• Use the blogtalkradio.com directory  to find online shows in your category.
• Use Google to find podcasts that address your topic. (That’s how I found the shows for “19 of the best podcasts for authors and writers.”)
• Create your own database of stations using a media directory at the reference desk of your local library. (It’s an old school approach, but some people like doing things that way.)

Who to pitch

Pitch the talk show producer. At smaller stations, that’s often the talk show host. The media directory or database you’re using will have names, e-mail addresses, telephone numbers, and so on.

For podcasts, pitch the show host. Make sure the show uses guests before taking the time to pitch, though. Not all of them do.

How to pitch radio shows

Send a short e-mail “pitch” (sales letter) to the producer. (For a fill-in-the-blanks radio talk show pitch template and a sample pitch, see Build Book Buzz Publicity Forms & Templates.)

Dos and don’ts include:

• Show that you know that you’re pitching an appropriate show. For example, if you’re pitching an interview related to an Amish romance novel, indicate that the station is in a region with many Amish residents or that you know the show has a strong female audience.
• Don’t state that you’d like to be interviewed because you’ve written a book about XYZ. It’s not enough to talk about a new (or old) book. You need a hook.
• Offer a few controversial, compelling, interesting interview topics related to your book. That Amish romance book I just mentioned? There’s an online dating site for Amish people. Who knew, right? A morning drive time host would have a lot of fun using that as a starting point.
• Provide a list of suggested questions. Honestly, talk show hosts don’t have time to read your book. That’s why if you leave it up to them to know what to ask, you might be disappointed in the direction the interview takes (especially in morning drive time).
• If you have media interview experience, mention it. If you don’t, don’t.
• Offer to send a few books to use as prizes or giveaways. This is an effective tactic for getting listeners interested and engaged.
• State your preferred time frame. Would you like your interview to happen two weeks from now? In three weeks? Be sure to mention any relevant dates linked to your pitch — a holiday, event anniversary, and so on.
• Include your book announcement press release. Don’t attach it. Copy and paste it, along with the suggested questions, under your e-mail signature.

Finally, start with your local radio stations first. If you’re not in a major metropolitan area, they will give you the warmest reception because you’re a local author. This approach gives you a chance to get comfortable with the process before taking your show to a larger stage, too.

Do you have a radio pitching tip or a radio publicity success story to share? Please comment!

(Editor’s note: This article was first published in November 2012. It has been updated and expanded.)