As Erica Farber, President & CEO of the RAB, was preparing for the last podcast of the year, she began thinking about specific areas of personal focus on for the new year.
She posed this topic to our senior leadership team at the RAB and, in this podcast, she shares their thoughts with you.
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Author: Tammy Greenberg, SVP/Business Development, RAB
As we leave one decade to enter another, we couldn’t be prouder of the progress that radio has made to continuously deliver first-class and relevant content to listeners any way they wish to consume it. Among consumers today, audio is hot and radio is hotter. Advertisers from Main Street to Wall Street are tapping into radio’s incredible power and unique attributes. Why? Because radio is emotionally engaging, personal and measurable with the ability to deliver ad messages in a safe and receptive environment.
Continue reading “Radio’s Top 10 to Usher in 2020”
Contributor: RC Williams, Account Manager, AnalyticOwl
In an increasingly competitive and evolving media landscape, and with growing advertiser demand for tangible, measurable responses, radio has never been more ready to meet the challenge.
Continue reading “More Than Ever, Radio is Ready to Prove Results”
Author: Annette Malave, SVP/Insights, RAB
“What’s today’s weather forecast?” Did you know that is one of the top requests on smart speakers by their owners? Personally, that’s a question I ask my smart speaker daily. In fact, I often find myself wanting to ask that question out loud – even when I am away from home.
Author: Annette Malave, SVP/Insights, RAB
Small businesses. They are the heartbeat of America and Main Street. Despite the current trend of online shopping, consumers across the country still love to support and shop at small businesses where they live and work. This Saturday, we celebrate small businesses across the country.
Continue reading “Local Driving Business”
Author: Annette Malave, SVP/Insights, RAB
Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections. This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.
Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen. Despite this projection, the dollars spent to target and advertise to multicultural consumers remain relatively low. While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
Continue reading “Culture is Driving Growth”
Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C.
Ever since December 2018, when the 2018 Farm Bill removed hemp and derivatives containing no more than 0.03% THC from Schedule I of the Controlled Substances Act (“CSA”), it seems that hemp-derived CBD products are everywhere – in grocery stores, pharmacies, online, and even in pet stores and restaurants. Sales and investment growth figures for the CBD industry are staggering and with that a lot of potential advertising revenue. However, any decision to take CBD advertising must be made with an understanding that the legal status of CBD-infused food, beverages, and dietary supplements remains unsettled and confusing. Although hard and fast rules are hard to come by (and probably will be for a while), here’s a summary of where things stand as of October 2019.
Continue reading “What’s the Deal With CBD Product Advertising?”
Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C.
Just as the 2020 federal election campaign shifts into high gear, on October 16, 2019, the Federal Communications Commission issued two significant orders “clarifying” broadcasters’ political public file obligations in response to complaints filed against several stations. In both orders, the Commission made it very clear that it is station licensees – and not political ad sponsors or their ad buyers – who are responsible for ascertaining, collecting, and uploading in a timely manner to the FCC online political public file, all the information required by Section 315(e) of the Communications Act and the FCC’s political broadcasting rules.
Contributor: Bruno Tabbi, President and Co-Founder, Ignition Toll-Free
Results. That’s what all advertisers want from any media channel they use. Radio has proven that it can drive in-store traffic and online traffic but what about phone traffic? Despite all the tech options available today, many consumers like to make their initial inquiry to a business over the phone. But using a random phone number on radio makes it incredibly challenging for listeners to remember how to reach the advertiser they just heard. That’s where vanity phone numbers come in.
Author: Annette Malave, SVP/Insights, RAB
Young. Strong. Influencers. These are just some of the characteristics of a consumer group that yields a buying power of 1.3 trillion dollars – Black/ African American consumers.
Black Americans are receptive to advertising and believe that radio ads provide them with meaningful consumer product information. “The role of radio, particularly Black radio, in the community is important and of great influence,” according to Steven C. Roberts, CEO, Roberts Radio Broadcasting.
Continue reading “Consumers with a 1.3 Trillion Dollar Buying Power”
Generation Z. Born after 1995 and unaware of a world without the internet or mobile devices, this generation now makes up over one quarter of the U.S. population. Their unique views on culture, brands, language and purchase behavior are vastly different from their older cohorts – millennials.
In this edition, Annette Malave, SVP Insights at the RAB speaks with Jose Villa, founder and President/ Chief Strategy Officer of Sensis – a cross-cultural marketing agency with digital at its core. Specifically, they discuss findings from a new study on this cross-cultural group – “We are Gen Z”, their perspective on everything from culture to food and what it all means to advertisers, radio and potential employers.
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As discussed in last week’s podcast the opening session of the first full day of this year’s Radio Show was titled, “You’re Not Just in the Radio Business” and it centered around stories told by innovators who’ve made the transformation.
In this edition, Erica Farber, President and CEO of the RAB speaks with Ed Levine, President/CEO of Galaxy Media Partners. Galaxy is one of the premiere privately owned independent media groups based in Central New York. Ed was one of the innovators that participated in this important session and believes strongly in the importance of being optimistic and taking risks.
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Author: Tammy Greenberg, SVP/Business Development, RAB
It’s nothing new to say that we are living in an attention economy. We are marketing to consumers during a time when there is more noise and choice than there ever has been before – in media of all forms, on the shelves of grocery stores, in the search results on your mobile device or computer, in airports, at events and more.
Last week, the Association of National Advertisers hosted their annual confab of Masters of Marketing. Over a period of three days, chief marketing officers from national brands took the stage inspiring a group of nearly 3,000 brand stewards, media professionals, analytics and ad tech partners with their brand stories, strategies, and goals for growth.
Continue reading “Leaning In To The Consumer To Drive Growth”
Contributor: Gordon Borrell, CEO, Borrell Associates
In today’s confusing whirlwind of marketing choices, radio advertising seems to have become a bellwether. Radio has been getting high ratings not only among local ad agencies, but also from local “direct” buyers. The number of businesses who say they’re buying radio advertising has increased steadily since 2017, according to the largest annual survey of local ad buyers.* Continue reading “Survey Shows Radio Has Become Marketers’ Bellwether”
Photo Credit: RAB/NAB Radio Show 2019
Author: Annette Malave, SVP/Insights, RAB
“Radio, Streaming, Podcasting.” During the reimagined 2019 Radio Show, session content touched on all aspects of the audio landscape and delivering insights applicable to all media and advertising professionals.
In session after session, the overarching message was simple. The content broadcast stations deliver to listeners is the core differentiator when compared to other audio sources and how that content is delivered should and will be embraced – regardless of platform or device.
Author: Annette Malave, SVP/Insights, RAB
In this world, there are always ingredients, products or events that disrupt culture and make an impact. A few years ago, it was bacon. Bacon has moved from the breakfast table to the dinner table and ultimately to desert. It could be found on anything from soups to cupcakes. Similarly, data has found its place everywhere and in anything we do. That is probably why, Amber Hameed, Vice President, Information Systems, Dollar Shave Club referred to data as “the new bacon.” Data can be found anywhere and by anyone.
Author: Annette Malave, SVP/Insights, RAB
What’s the one thing that everyone needs but not many have? It’s also one thing that many adults won’t speak to their loved ones about. Life insurance.
According to the Insurance Information Institute, only 60% of U.S. adults had some form of life insurance and 20% believed that they didn’t have enough. The most common reasons for owning life insurance: cover burial and final expenses, help replaced lost wages of a wage earner and leave some money/inheritance.
Continue reading “Looking for Coverage? Radio Can Help”
Author: Annette Malave, SVP/Insights, RAB
Today, consumers have a multitude of audio options to choose from — broadcast, satellite, pure-plays and podcasts — across a multitude of devices. In other words, audio has never been hotter.
One of the hottest topics in audio today is podcasting. There are now more than 700,000 active podcasters and recent research shows that 51% of the U.S. population have listened to a podcast, with 22% of the population listening on a weekly basis.
In this edition, Erica Farber, President and CEO of the RAB speaks with RAB’s SVP of Digital Services, Dave Casper. Representing the RAB, Dave recently attended Podcast Movement held in Orlando, Florida. This conference, that began in 2014, now welcomes over 3,000 people in attendance and focuses its content entirely on podcasting.
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Author: Annette Malave, SVP/Insights, RAB
This year, Labor Day celebrates its 125th anniversary. Often viewed as the holiday that marks the end of summer, Labor Day was created to celebrate and honor the American worker.
Continue reading “Relax and Unwind with Radio”
