Tag Archives: Radio

Radio’s Big Surprise

Your clients tend to think of Millennials as permanently attached to their smartphones.

They also tend to think of radio as a medium used mostly by older people, the ones who can’t quite figure out how to work an iPod.

Both of those stereotypes are dead wrong, along with a lot of other ideas about media usage in a must read article published in Media Life Magazine.

The article quotes Nielsen’s most recent total audience report, a quarterly document that tracks media use by different age groups, shatters a number of misconceptions about new and old media use.

It says “It might surprise you to know that more Millennials listen to traditional AM/FM radio each week than use smartphones.”

Nielsen found 93 percent of adults 18-34 listen to radio weekly, while just 80 percent report using a smartphone.

In fact, radio is the most frequently used medium among Millennials. It’s well ahead of TV at 76 percent and PCs at 49 percent.

I recommend that you copy the entire article at this link  http://www.medialifemagazine.com/surprising-facts-about-media-usage/                    and mail, email or hand deliver it to every business on the planet as a third party endorsement of radio’s continuing relevance.

 

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The Myth of Complete Disruption

One of the blogs I read this week said, “Mobile has completely disrupted digital marketing”.

          I have not seen piles of laptops along the roadside on garbage pick-up day with the move to mobile anymore than I saw radios piled in a heap when the internet began in 1982.  We continue to use laptops, and radio, even as we add new media to our lives.

          And while there is no doubt the digital marketing world continues to change faster than a speeding bullet, ‘complete disruption’ is an over-statement. This complete disruption myth is one that has been repeated almost weekly as the internet, search engine optimization, social media, mobile and a long list of digital marketing alternatives evolves.

          As our digital media expert, Alysia Taylor, explains it, “These changes are an evolution, not a revolution.”

          Imagine being a business owner in 2004 who bought the ‘complete disruption’ story with the introduction of MySpace, the self-proclaimed first social media. What would have happened had you put all of your eggs in that marketing basket just before Twitter, Facebook, and a long list of other social media evolved?

          No business wants to be left behind in the evolution of electronic media. At the same time, as this world changes ever-faster, there is a great deal of comfort, and success, in continuing to use tried and proven heritage media like radio as the constant in this chaos.

          The announced complete disruption has not made allowance for the fact that one of the oldest electronic media, radio, continues to reach in excess of 90% of adults every week, in spite of all of the new media introductions.

          I would never discourage an advertiser from trying something new. But we also owe it to advertisers who want to sleep at night, to point out a constant that they can rely upon during this evolution….radio advertising.

          Our Winning in the New Media Economy advertiser seminars and local market surveys are convincing local advertisers across North America to include radio as a primary media in their media mix. Contact [email protected] if you would like to facilitate our surveys and seminars in your market.

 

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What’s New

 Marketers have always known the power of the word ‘new’.

    From packaged goods distributors who advertised ‘new and improved’ to the digital media folks who describe their platforms as ‘new media’, there is no disputing the allure of all things new.

       But here’s the thing. For business categories that don’t currently advertise on radio, radio can be positioned as the something ‘new’ they are looking for.

       As some of our better advertiser categories take budget from radio to try new media, radio can be new media for advertisers that are losing confidence in their old print or Yellow Pages stand-bys.

       Our Share-of-Mind surveys in more than 100 markets across North America have proven our Share-of-Voice = Share-of-Mind = Share-of-Market formula.

       When you crack a new advertiser who has no competitors advertising on your station they automatically have the dominant share of voice with your audience, and the results will amaze even you!

 

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A ‘Must Read’Article About Radio Influence

Did you see the article in Forbes Magazine declaring Radio deserves a much bigger piece of the automotive advertising pie?

And did you happen to see the CTV expose’ where the Better Business Bureau has named fraudulent online reviews as one of the Top 10 Scams?

Amidst all of the digital media hype, many truths like “56% of digital ads are not seen” need to be understood by your advertisers.

There is still time for you to register for the Radio Works Workshop  in Vaughan, Ontario on June 4th  to discover the tools to sell more radio.

The Silent Killer of Corporate Profits: Ad Waste Forbes

Each year, hundreds of millions of ad dollars may be wasted due to outdated communication models. Those old ad models assumed people could be trained to purchase via stimulus. Therefore the number of times a person saw a message the more quickly they would respond. In their 2009 book “Media Generations,” Drs. Don Schultz and Martin Block of the Medill School at Northwestern pointed out that the old ad model theory was no longer viable and clearly outdated. They made the case for a consumer-centric model for media to improve ROI, which included an increase in radio allocation for car and truck advertising.   …READ MORE

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