RadioOur Most Valuable Advertising Resource
Our Most Valuable Advertising Resource: Radio
Throughout the Radio Heard Here campaign we've consistently tapped into our most valuable marketing resource: our own medium. Practicing what we preach - that radio is a powerful outreach tool - we continue to provide stations with spots featuring up and coming artists and positive messages about radio. So far, we've received a great response. Stations across the country are airing these consumer- and advertising-oriented spots and are hearing great feedback from listeners.
Some might question why we use radio to promote radio - after all, isn't that preaching to the choir? But the reality is, with 235 million listeners tuning into radio each week, why wouldn't we utilize our own medium? Just this month Arbitron reminded us that despite adoption of MP3 players and the growth of online-only stations, broadcast radio reaches 92 percent of Americans ages 12 and older each week. What product wouldn't love to be able to tout those numbers?
We know that radio plays an important role in people's lives - but we also know that like air, water and electricity, they often take radio for granted. Radio has the unique ability to connect, inform and inspire. But why and how radio matters to listeners must be made clear and compelling in a way that effectively conveys our value to key audiences.
That's where we come in. With our consumer- and adverting-oriented spots, we are reminding listeners of the power of radio to introduce new artists, connect with listeners and provide a pipeline for businesses to connect with their customers. Promoting radio on radio is our way of reminding consumers of the important role radio plays in their everyday lives and turning passive listeners into active radio fans.
With Radio Heard Here we are reigniting the passion for radio. We are reaching out to virtually the entire ecosystem radio touches - radio insiders, the media industry and consumers - to remind them of radio's reach and value. We are turning the very listeners that take radio for granted into radio ambassadors that share their love for radio with their peers, friends and family. And it is our hope that together with these ambassadors we will reinvigorate this great business.
If you're one of the few stations not currently airing Radio Heard Here spots, what are you waiting for? Download spots today by clicking here.
