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Category: Reach

Radio on Main Street Podcast Featuring Kip Cassino, Executive Vice President of Borrell Associates.

Election day 2018 is about eight weeks away and while it is not a presidential election there are many state and local races that will be decided.

In this edition, Erica Farber, President and CEO of the RAB speaks with Kip Cassino, Executive Vice President of Borrell Associates. Borrell Associates recently updated their forecast for political media spending by media choice with their forecast for radio showing modest growth from their original April forecast.

With less than one-third of the 8.9 billion of political dollars yet to be spent this year, Kip shares his advice as to how radio can compete for a larger share of the available dollars and how important it is for radio to make the case that radio is local.

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5 Facts and Radio

Author: Annette Malave, SVP/Insights, RAB

Over 247 million.  That’s a great number.  It’s the number of people that listen to radio every week.  It is the top reach medium – touching more people every week than any other medium or device.  This is something that we in the radio industry know.

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Radio on Main Street Podcast Featuring Tina Murley, Director of Sales for the Beasley Media Group in Boston.

Having success in growing revenue all starts with relationships, being a true partner for your clients.

In this edition, Erica Farber, President and CEO of the RAB speaks with Tina Murley, Director of Sales for the Beasley Media Group in Boston. Tina is focused on creating a culture for her sales team of saying “yes” to their clients and potential clients. She empowers, provides the tools and helps her sellers find a way to just get it done.

She believes that digital is the future and because radio offers integrated local solutions, it’s is the perfect partner for advertisers.

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Radio Delivers Experiences

Author: Annette Malave, SVP/Insights, RAB

Of all generations, millennials have had the greatest influence on the advertising and marketing world.  Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.

While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups.  Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.

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Radio on Main Street Podcast Featuring Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media

In this edition, Erica Farber, President and CEO of the RAB, speaks with Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media.  One of the many strengths of local radio is the difference it makes in a person’s life. It is truly the voice of the local community.

Listen as they discuss the state of local broadcasting, the importance of creating remarkable content and the need for the industry to focus on creating value for the advertiser.

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In the Age of Outcome, Radio Has Some Great Stories to Tell

Author: Tammy Greenberg, SVP Business Development, RAB

At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.

Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.

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Radio: Still the One

There is little doubt that we are in a golden age of media overall, as content is available everywhere and across all devices.  Yet, according to Nielsen’s second quarter 2017 Comparable Metrics Report, radio remains the top way to reach consumers across all media platforms – 93% A18+. And radio also provides advertisers with effective digital opportunities to compliment and extend its large over-the-air audience. Such as: streaming, on-demand podcasts, HD radio, NextRadio, and pure plays… the list continues to expand. Radio’s social media websites provide advertisers with new ways to relate to the enthusiastic radio audience. As smart marketers, we must look ahead to understand these drivers of change and signals of progress to navigate forward. The media landscape is vast, complex with technology changing the way consumer’s engage with media and radio remains the best way to reach consumers across demographics.

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Local Radio Reigns Supreme

Earlier this month, the Los Angeles Times reported on the shuttering of a chain of Eastside community newspapers. One article even went so far as to say, “Local and regional newspapers that serve Southern California are going through tough times, leading some to question whether traditional newspapers can survive.” Radio has always been there – now it is even more valuable! The importance of local radio to the local community can’t be understated.

The challenge for local Newspapers has been how to sustain a newsroom and make a profit when print advertising is fleeing to lower-cost space on the Internet.  Most digital ads are concentrated on Facebook and Google, not newspaper websites. These two Internet giants take in 60 percent of online ad revenues.

Radio was shown as the most trusted platform used after the impact of hearing about “fake news” in political coverage.  See below for the Kantar “Trust in News” study where it was revealed ‘mainstream news media’s’ reputation remained largely intact while social media and digital-only news platforms sustained major reputation damage. In addition, Facebook and other digital platforms are not designed to promote civic connection, but rather communities of interest often unmoored from particular geographies.

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Radio: Consumers’ Weekly Leader

2018 is now in full swing, and with so many retrospective articles across publications it is also a great time to take a new look at media comparisons. 2017 seemed to be the year for digital and social media as seen in so many articles.

However, figures in other research publications and newsletters painted a very different image.

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2017 – It’s Been An Incredible Year

It’s incredible to believe that 2017 is coming to a close.  The year just seemed to fly by.

There were so many events that took place around the world this past year and many of these events left a mark in the world of pop culture.  Similar to events that shaped pop culture, there were events that shaped and influenced how radio is perceived. Continue reading “2017 – It’s Been An Incredible Year”

Reaching the Auto Buyer

The automotive industry is anticipated to see a slight uptick at the end of 2017.  Although October was slightly down, end-of-year incentives should provide a boost to November and December.

However, it’s not just about incentives.  Auto buying intenders are well educated prior to entering any dealerships.  The question is how do you reach them?  And when you do reach them, you need to understand their auto buying and auto servicing preferences as well as their radio listening habits.

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Radio on Main Street Podcast Featuring Andrew Curran, President & COO of
DMR Interactive

In this edition, Erica Farber, President and CEO of the RAB speaks with Andrew Curran, President & COO of DMR Interactive. The company focuses on developing performance driven marketing campaigns for broadcasters and in doing so they look at what drives radio consumption.

In this podcast they discuss a key driver of radio’s audience which is employment and that opens up a lot of possibilities for both the content side and the revenue side.

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Radio – A Medium for All Seasons

With the arrival of Fall, a shift began.  Stores have long been prepped displaying décor for fall holidays and Halloween.  Sadly, it is just a matter of time before holiday ornaments and decorations are available for purchase as well.

Although some of the things that people do may change with the start of new seasons, there are other things that won’t – like listening to the radio.

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Radio speaks to the “Middle Child”

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.

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Attention Back-to-School Shoppers

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.”

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Celebrate with Radio

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.

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Cost Effective and Targeted: How Radio Helps You Do More

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.

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Men are Shopping, Buying and Listening

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.

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Radio Reaches a $1.3 Trillion
Consumer Segment

Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.

According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.

While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.

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Consumer Segment”

There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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