The world of on-demand audio, such as podcasting, is growing rapidly so Erica Farber, President and CEO of the RAB sat down with one of its biggest champions, Steven Goldstein, founder of Amplifi Media.
Steve is recognized as a thought leader in audio programming, marketing and management and has a track record of success in virtually every major radio format for some of the country’s top broadcasting companies.
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Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.
According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.
So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.
In this episode of Radio on Main Street, Jeff Schmidt, SVP of Professional Development at the Radio Advertising Bureau, sits down with author and talent consultant Dr. Tony Alessandra to talk about what makes a great salesperson – Nurture or Nature?
Dr. Alessandra believes that with the right attitude and aptitude, successful salespeople can be nurtured and natural-born salespeople can be directed to greater success. With his simple and effective method companies can learn how to create a rewarding work atmosphere that effectively helps them retain good people.
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It’s time to get ready and get shopping for Back-to-School (B2S). If you think it’s too early to reach those consumers, think again. According to Deloitte’s 2017 Back-to-School survey, 71% of B2S shopping occurs during an eight-week period – July through August.
As the medium used closest to the moment of purchase, radio can help influence where they can get the best deals. According to this same Deloitte survey, consumers are shifting from shopping at larger department stores and specialty channels to mass merchants and off-price venues. Additionally, 20% of the respondents had not yet decided if they would shop in-store or online and “might be persuaded by targeted promotional efforts.”
In this episode of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Matt Scarano, President of the Chicago region for the iHeartmedia Markets Group. Matt is also chairman of the Illinois Broadcasters Association’s Radio Broadcasters of Chicago committee.
Matt and Erica discuss how Chicago radio is working together as a group using their collective airwaves to spread the message that radio is the most effective medium for advertisers.
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That’s what radio is – dynamic and interactive. So shouldn’t a website dedicated to providing all of the stats, data, research and information about radio be that way too? Introducing the new dynamic and interactive Why Radio micro-site — an easier to navigate, extensive radio marketing and research guide.
OK, so this blog is supposed to be about sharing information and not filled with commercials according to the rules of blogging. Well, rules were made to be broken, weren’t they?
When you hear the words; “Golden Age of Radio,” you might be thinking of the past. Ben Thomas, Senior Vice President and Channel Engagement Director for the largest independent advertising agency in Tennessee – The Buntin Group – says that right now is radio’s golden opportunity.
Jeff Schmidt, who leads our professional development team at the RAB had a candid conversation with Ben Thomas regarding what agencies want in this ever-changing landscape. In a provocative and direct way, Thomas tells us what radio does well, and how to gain more attention. He also shares what not to do.
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Local radio stations are a reflection of the community – the events and the personality of the town or city they communicate and engage with daily. On July 10th, Chicago radio stations joined as a community to simultaneously broadcast an interview with the Founder, President and CEO of Wintrust Financial Corporation — a bank holding company headquartered in Chicago.
In all, 40 stations in the Chicago area simultaneously aired a :60 second interview with Ed Wehmer, Founder, President and CEO. During this interview, Wehmer shared his views on radio’s effectiveness.
In this episode of Radio on Main Street, Erica Farber, President & CEO of the Radio Advertising Bureau speaks with engagement, marketing and radio expert Abbie Korman, who is also head of her own company Impact Marketing & Promotions.
One of radio’s strengths is the connection air personalities have with their listeners, something of great interest to advertisers. During this podcast Abbie discusses the importance of DJ endorsement campaigns and provides some insight as to what works and, just as important, what doesn’t work.
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Today’s blog post is courtesy of Jim Thompson, President of the Broadcasters Foundation of America
Radio broadcasters are a central part of everything that happens in our communities. Across all formats, radio reports on monumental events — both local and national. Radio is there to share in the joy that emanates from parents and their teens when the high school football team wins a home game and the happiness that radiates from children when the playground in the town’s park is finally completed. Radio is also there to express the sadness that strikes a community when disaster hits. Radio is a medium that connects emotionally like no other. It is an industry that cares and, with its unique emotional and local connection, it is always there to help!
But what happens when something tragic occurs to someone in the radio or television industry? When it is the general manager, the afternoon air talent, or even a retired broadcaster who falls on hard times? That’s when the Broadcasters Foundation of America steps in.
Continue reading “Granting Hope to Fellow
Broadcast Professionals”
In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Thom Callahan, President of the SCBA, the advocate for AM/FM Radio and its digital platforms in Southern California.
The SCBA and Nielsen Audio recently collaborated on an in-depth study showcasing broadcast radio’s ability to reach and motivate auto buyers, titled The Automotive Path to Purchase study.
In this podcast Thom and Erica discuss some interesting findings that are sure to help boost radio’s status with automotive clients and agencies and encourage them to make broadcast radio a larger part of their media plans.
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July 4th. On this day 271 years ago, the Declaration of Independence was signed. In commemorating the occasion, we celebrate our collective patriotism and most importantly, remember all those who have and continue to protect and serve our country.
During this holiday like so many others, radio stations across the country will celebrate, honor and recognize those who have served and continue to serve – both overseas and in our communities. Radio as a live and local medium has the ability to bring listeners of like minds, passions, interests and lifestyles together. Radio celebrates with its listeners every day.
Today’s guest blog post is courtesy of Karen Hayes, Principal, Marketing Consultant with Mount Marketing
Think for a minute. While you read this, another company or organization is targeting your customer. Regardless of what you’re offering — a product, service, or even information – another company is offering the same or similar. Advertising channels, once limited to TV, radio, print and direct mail, have exploded in recent decades. Now companies have multiple channels available to them to target and reach your customers: cable and network TV; radio; print; out of home; direct mail; social; mobile and digital among others. When you have a multi-billion dollar advertising budget, you can leverage a strategic combination of several channels to reach customers. But what happens when you are trying to reach a national audience with an advertising budget so limited that some multinational companies could spend more in one market? That’s the reality for some organizations.
Continue reading “Cost Effective and Targeted: How Radio Helps You Do More”
In this episode of Radio on Main Street, Annette Malave, who leads RAB’s Insights team and its multicultural efforts, speaks with Thomas Hawing, Multicultural Supervisor with MediaCom – the content and connections agency – a GroupM company.
Annette and Thomas discuss the nuances of reaching multicultural radio listeners. Thomas also recalls some of the successes that he has experienced and touches on the importance of good marketing partnerships. You’ll also get some great advice on how radio can continue to help clients succeed with the medium.
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In this edition of the Radio on Main Street Podcast, RAB President & CEO Erica Farber talks with Mitch Bennett, Executive Creative Director of Fitzgerald and CO based in Atlanta.
Mitch is responsible for the creative on such iconic brands as Coca-Cola and the award winning “Long Story Short” campaign for Quikrete, just to name a couple.
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Previous posts have touched on radio’s ability to reach people across age groups, gender, language and locations. Radio’s reach is based upon many things – community, personalities, music and news. Yes, news. Despite technology and social media trends, people continue to listen to news on the radio.
While it may not be surprising that of those adults who believe that radio is a good source for learning and providing information, 83% are radio listeners. It may surprise you to know that of those adults who believe radio is the most trusted, 30% are A18-34, 56% are A18-49, 54% are A25-54 and 36% are A35-54 – based on GfK MRI data.
It doesn’t matter what state or city you are in or even the street you are on, smartphones are everywhere. Smartphones have become an item that you can’t be without. Think of the last time you forgot your phone. Did you get that sick and almost lost feeling, like you were disconnected from everything? It’s even harder when you live in a city where you commute using public transportation? You have no choice but to read the signage on the bus or trains and even worse, look at people!! Yikes.
OK, well maybe that’s a bit extreme, but I’m certain that brought at least a chuckle! The point is that the smartphone doesn’t replace everything in a consumer’s life, but it does complement it. Similarly, streaming or online radio complements broadcast radio.
Continue reading “Over-the-Air Radio Dominates —
Complemented by Streams”
In this episode of the Radio on Main Street podcast, Erica Farber, President and CEO of the Radio Advertising Bureau, sits down with an old friend, Mel Phillips, at WRKO/Boston’s 50th reunion party held the weekend of June 2nd.
Mel is a legendary radio programmer and author. Here he shares some interesting WRKO history as well as his own insights into radio’s relevance today.
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In recent years there have been studies and articles about millennial males and the increasing impact they have on purchases for everything from food to personal care. While this may be true, it is because the role that men play in today’s American families has changed and continues to change.
According to Pew Research Center, “fathers today who live with their children are taking a more active role in caring for them and helping out around the house. And the ranks of stay-at-home and single fathers have grown significantly in recent decades.” The number of stay-at-home fathers varies based upon the source, ranging anywhere from 215,000 to 1.3 million. Anecdotally, we all know that the number continues to grow – we hear about it more and more from friends, colleagues and family members.
This post is not intended to focus solely on stay-at-home dads, but to highlight how efforts to reach the male audience today has changed and is reflective of the shift in their role at work, at home and with family. In the U.S. today there are nearly 120 million men 18 and older. So here’s what you need to know.
This Radio on Main Street podcast shines a spotlight on an organization dedicated to improving and strengthening communities across the country by creating opportunities for sustainable home ownership. What does that mean you may ask? Well take a listen as Tammy Greenberg, who leads RAB’s business development efforts, speaks with Barbara Floyd Jones, Senior Manager of National Home Ownership Programs for NeighborWorks America.
During this podcast, you will learn about the benefits and resources consumers have access to through NeighborWorks Organizations and the role that radio plays in educating and inspiring listeners to consider home ownership.
June is home ownership month, so there couldn’t be a more perfect time for this conversation.
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