The lure of a multitude of shiny new media emerging daily is turning out to be a blessing in disguise for professional radio marketers. It wasn’t that radio stations tried to sell their stations or clusters against other stations and clusters.
\nToday, most stations are trying to sell their fit with new digital media. The days of muddying the waters by knocking other radio stations, except for in the largest transactional markets, seem to be coming to an end. Hooray!<\/p>\n
I’ve always been from the school that a rising tide lifts all boats, and that radio should work together to strengthen our position in the eyes of the advertising community.
\nThe rise of new media has helped us focus on radio’s fit in the new media landscape, in three strategic ways;<\/p>\n
1.)<\/b>Radio is the Proactive Media<\/b><\/span> We position radio as ‘proactive’ and the internet as ‘reactive.’ \u00a0Radio proactively reaches and influences customers not yet in the market for a product or service in a way that reactive media cannot.
\nOnce consumers have a need for a product or service, they react by searching for a supplier online.
\nSeldom will you find an advertiser who wants to rely solely on reactive media, once you explain a proactive strategy of radio to inspire, internet to inform.<\/p>\n