A popular feature of RDS is the ability to supply traffic information to your listeners. You probably already do this today in some form or another. You may even pay a traffic information service provider as well as obtain traffic information sponsors with some of your advertising clients. Listeners tune to your station for the latest in traffic information during the drive to and from work. There may be some listeners who tune to your station simply because you offer the best traffic services in town. You may even gain listeners because they have tuned to your station specifically for traffic information.