You should start at least four weeks in advance of your add date (also known as “adds”, the date a station can add your music to their playlist) to run a decent campaign, and a few extra weeks may be in order if you’re new to the game. During the start of your radio promotion push, you’ll mail out promo CDs to all the program directors of the stations that you’re targeting. After that, you’ll spend about a week confirming your packages were received, soliciting initial feedback and re-sending any promos that didn’t make it to their intended recipient.
