Op,
Advertising to an "out of market business" only works if people are going to be coming to your market in the first place.
Vegas is a destination. People in Vegas already know what's there. When Vegas advertises in another market, they look for stations that have the best ratings in the demographic that they're trying to bring to Vegas - like 25-54 males. They don't look for a .1 share - no matter what the source.
In your original example, you cited a business in Ashtabula advertising on a Buffalo radio station that, through freak of nature, comes in clearly in Ashtabula. The response is "what kind of numbers does that station get in Ashtabula". If that Buffalo station gets a .1, then buying airtime on that Buffalo station - which will be considerably more expensive than buying local Ashtabula airtime - won't get you any new customers, or remind old customers that you're still around.
In your most recent question, you ask about advertising in distant markets because you have a "destination" business that will interest people from many miles away. The R&R Hall of Fame in Cleveland does this. The Province of Ontario advertises in NY, PA, OH, MI, and other states within driving distance because they feel that they have attractions that those people don't have in their own back yards. Once again, it's not a distant signal rim-shotting into the market that does the advertising - it's cost-effective stations in the target market.
So, the Ashtabula pizzeria advertising on Buffalo radio would be throwing money away. Cedar Point, however, is a destination that will draw families and roller-coaster enthusiasts from other markets. There aren't enough local residents to keep Cedar Point in business, so they have to advertise in other markets to bring in customers. Since they're staying in business, that would seem to be money well-spent.
Advertising to an "out of market business" only works if people are going to be coming to your market in the first place.
Vegas is a destination. People in Vegas already know what's there. When Vegas advertises in another market, they look for stations that have the best ratings in the demographic that they're trying to bring to Vegas - like 25-54 males. They don't look for a .1 share - no matter what the source.
In your original example, you cited a business in Ashtabula advertising on a Buffalo radio station that, through freak of nature, comes in clearly in Ashtabula. The response is "what kind of numbers does that station get in Ashtabula". If that Buffalo station gets a .1, then buying airtime on that Buffalo station - which will be considerably more expensive than buying local Ashtabula airtime - won't get you any new customers, or remind old customers that you're still around.
In your most recent question, you ask about advertising in distant markets because you have a "destination" business that will interest people from many miles away. The R&R Hall of Fame in Cleveland does this. The Province of Ontario advertises in NY, PA, OH, MI, and other states within driving distance because they feel that they have attractions that those people don't have in their own back yards. Once again, it's not a distant signal rim-shotting into the market that does the advertising - it's cost-effective stations in the target market.
So, the Ashtabula pizzeria advertising on Buffalo radio would be throwing money away. Cedar Point, however, is a destination that will draw families and roller-coaster enthusiasts from other markets. There aren't enough local residents to keep Cedar Point in business, so they have to advertise in other markets to bring in customers. Since they're staying in business, that would seem to be money well-spent.