The Power of Radio

August 15, 2024

I got my haircut last week. That may not be the most compelling opening line for a blog, but bear with me. I went to a new barber shop and was paired with a 20-something woman. When I told her I worked in the radio industry, she said:

“Do people still listen to the radio?”

This is a problem. A problem we, as an industry, have been acutely aware of for far too long. Radio has become a second-class medium. Most of this is a perception issue. We have been out-hustled, out-promoted and out-“cooled” by other media – especially by the digital world. They have eaten our lunch, stolen our lunch money, and then laughed in our faces about it.

This has to stop.

This is why Research Director, Inc. has changed our focus to THE POWER OF RADIO. Yes, we are still The Ratings Experts but, being industry advocates, we believe we can help restore the perception that radio has value. That radio has life. And more importantly – that radio has a future.

We can tout facts to support this. We all know 92% of Americans listen to radio every week.

We know that radio is one of the most trusted sources for information.

We know that radio advertising actually works. Local advertisers do not continually buy time on your radio station because they are generous and kind. They do so because having radio as part of their media mix sells widgets.

We know that advertisers also consistently use radio personalities to endorse their products. They don’t do this because they are nice. They do this because it enhances their brand’s credibility.

We know that your listeners listen to your stream. Not because Nielsen says so, but because you see your server-side data and know people are tuning in.

We know that if you hold an event people will show up. That when you get involved with a charity, you move the needle. We know that when you make the effort at being local, people respond.

Radio continues to be a viable medium for information, entertainment and advertising. In a world where people are burdened with more and more subscription fees, radio remains 100% free.

You know all of this. You believe all of this. You live all of this.

It’s time to take the gloves off and tout, celebrate and promote THE POWER OF RADIO.

Who’s with us?

P.S. We’d love to help you with your selling! Take a look at our ideas to celebrate the power of our lovely medium. Also if you need any further help, go here to send us a message.

-Steve Allan, Programming Research Consultant

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