It’s Like Winking at a Girl in the Dark

June 2, 2016

In the two and a half years since Nielsen took over Arbitron, they have released numerous studies and papers highlighting the strength of radio and its value to both listeners and advertisers. At the same time, industry leaders, such as Pierre Bouvard at Westwood One, have compiled effective slide decks about the value of radio. I commend their openness to share these decks with the industry. We at Research Director, Inc. have armed our clients with similar ammunition demonstrating why radio remains a vibrant form of audio entertainment and a desirable option for advertisers.

It is our hope that every person representing our industry has studied these materials and recognizes their tremendous value. It’s paramount that

each of us understands radio’s strengths and advantages, but we can’t stop there. We must communicate it to those outside our industry – those who can impact our success.

On-air personalities must remind listeners that they are a companion, friend, and source of information. Sales people must assure advertisers that, after nearly 100 years, radio is still a tremendous advertising vehicle that provides a healthy ROI. While the number of advertising choices has multiplied, radio remains strong. Telling our story in an effective and professional fashion, to as many targets as possible, is crucial to our future
success.

To quote Steuart Henderson Britt, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody
else does.” Understanding the strength of radio may make you feel good, but that does nothing for others’ perceptions. We need to advertise ourselves to the world.

You have nothing to lose – and maybe that girl will wink back.

-Charlie Sislen, CRMC, Partner

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