Not long ago we discussed how TV advertising has evolved to remain a powerful media for marketers. Well, Radio Advertising has been doing the same. Just as traditional media like Outdoor and TV have become more digital, so has radio. And with digitalization, there are more varied opportunities for radio to become part of a media plan. The new tactical uses of radio is what we call Radio Reimagined. As one of the earliest media forms radio was supposed to be replaced by “talking” movies. Then television and of course music television should have eliminated the need for radio. But [...]

Radio is a powerful advertising vehicle for many businesses. Radio reaches over 93% of the population in America. It is popular with people of all ages, reaching at least 90% of all age groups from Gen Z to Boomers to The Silent Generation. And radio is an intimate form of advertising since many people listen alone, i.e. jogging or driving. Because of this, listeners develop strong relationships with their favorite stations, identifying with the music and bonding with on-air personalities. Radio loyalty translates into trust. News delivered via radio was considered the most trusted news medium in the United States [...]

I recently came across an article that described radio as “resilient”. There has never been a media that has been written off more than radio. Talking movies were supposed to kill radio, they didn’t. With the growth of television radio was thought to be finished. Not. Radio was toast when portable music players like Walkman’s became the rage. Didn’t happen. And surely digital was more than radio could endure. But radio – the resilient media continues. Post Covid Ratings Not surprisingly, during the first six weeks of the pandemic radio ratings dropped dramatically. Drive time listening was impacted the most [...]

Most media coverage of advertising today focuses on digital. Whether it is the rise of social media, or the use of mobile in everyday life, the discussion is usually about online opportunities. However, 92% of Americans listen to traditional radio every week. And it still works! If you think radio advertising may be of value to marketing your business, follow the recipe below to develop a successful plan. Demographics Who is the core audience of the product or service you are going to advertise? You should be able to quantify your audience based on age and gender. Do you want [...]

You are looking to advertise your business and think that radio may be a good medium. However, your business is not located in an area where there are strong local radio stations. Or, you live in a metro with big stations but they cover much more geography than your business and are cost prohibitive. Maybe, you have a very specific target and don’t want the broad reach of radio but do want an audio message. There are times that terrestrial radio doesn’t make sense, and that is when streaming radio comes in. Streaming radio from providers like Pandora, Spotify and [...]