Radio is missing the hype, but it's got the goods

Radio has audience. Sort of like air has oxygen.

Radio reaches 93% of all Adults over age 12. That's most of us. That's more than any other medium. 

Radio is less expensive for an advertiser to reach their target audience than other outlets. Shall we look at Cost per Thousand or frequency?

We, as radio reps, have to sell radio first as the biggest benefit to the advertiser or we’re caught in a downward spiral of
arguing about price and trends, rather than value and driving business. 

We're never going to win an argument with someone who just figured out how to get their Bluetooth hooked up in their car with "now way!" Those folks are invested in their new tools. They're hearing things outside of their car and on their jogs that they have never heard before. They are experiencing a new consciousness. But don't give up, get rational.

Social media, online radio and the digital jukeboxes like Pandora and iTunes collections get a lot of hype. But as recently as December 2015, Nielsen, the premier media tracking source, reported that over 90% of all Americans listened to the radio each week: http://www.nielsen.com/us/en/insights/news/2015/apples-to-apples-radio-reaches-the-most-americans.html

RST-Pierre Bouvard from Radio Advertising Bureau on Vimeo.

This is a perception problem and we as sales people, who sell IDEAS have a responsibility to our medium. 

Watch this fascinating video on how many 'active listeners' think people listen to radio. Half of our listeners think only 53% of people listen to radio. Huh!

Radio isn’t dead. Radio drives around with people, drives their tastes and opinions, creates a community of listeners. There are plenty of ways to get entertainment, we’re part of that. But we’re also part of business.

A recent Nielsen sales effect study found that radio could generate up to a $17 return for a 1$ investment. Hispanic consumers led all categories measured in total spend and drove increased sales ranging from 9% to 49%.