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The short answer to the question is: The radio salesman. It's his job to solicit paid advertising, i.e. to 'attract' sponsors. The question seems to be asking "Why would sponsors be attracted toward paying the station to air their announcements ?" The answer to this aspect of the question is: The sponsor's desire to have his message heard by potential customers. The radio station that has the largest listening audience, in the age group that the sponsor wants to sell to, will be able to sell the most advertising to that sponsor, at the highest price per minute. This process is the fundamental purpose for the existence of every commercial radio (and TV) station. The history of radio, and later TV, since about 1930, has been a constant balancing act and thinly disguised tug-of-war between the 'public service' interests and commercial business interests.

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