5 Facts and Radio

Author: Annette Malave, SVP/Insights, RAB

Over 247 million.  That’s a great number.  It’s the number of people that listen to radio every week.  It is the top reach medium – touching more people every week than any other medium or device.  This is something that we in the radio industry know.

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Spend Time with Radio on Labor Day

Author: Annette Malave, SVP/Insights, RAB

Labor Day.  Some just see it as a time to relax and unwind – spend time with family and friends or plan last-minute picnics and barbecues.  To some, it unofficially marks the end of summer while to others it is the approach of fall.  Whichever perspective, radio will be there to deliver music, news, traffic and weather information.

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The Uncertain World of Marijuana Advertising

Contributors: Brad C. Deutsch, Principal, Garvey Schubert Barer, P.C. and      Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C.

Despite the recent wave of marijuana legalization across the US, options for marijuana advertisers remain slim.  However, navigating the minefield of marijuana advertising that could lead to revenue opportunities for radio is deceptively complex.

Advertising is generally protected by the First Amendment, but only so long as an ad is related to “lawful activity.”  So, that raises the question – does the sale of marijuana count as “lawful activity?”

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Building Relationships with Radio

Author: Annette Malave, SVP/Insights, RAB

“In relationships, the little things are big things.”  No truer words have ever been said as these by Stephen R. Covey, author of The 7 Habits of Highly Effective People.  Building and nurturing relationships is important for any successful person or business.

There are other quotes that can help frame the approach for opportunities:

  • “Make a customer, not a sale.” – Katherine Barchetti, founder K. Barchetti Shops
  • “There is only one boss.  The customer.” – Sam Walton, founder of Walmart

Each of these individuals were successful retailers and, like Stephen Covey, they, too, understood the value and importance of relationships.

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Radio Delivers Experiences

Author: Annette Malave, SVP/Insights, RAB

Of all generations, millennials have had the greatest influence on the advertising and marketing world.  Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.

While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups.  Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.

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Auto Disclaimers Help Drive Purchase Intent

Author: Annette Malave, SVP/Insights, RAB

One of radio’s biggest creative challenges has been the disclaimers that are mandatory for commercials of specific ad categories.  The long list of rates, money down, and other qualifiers once considered audio noise contained within auto ads may in fact be influential for those consumers who are in the market to purchase/lease a vehicle.  Based upon a recent analysis of auto dealer ads, these along with additional findings can be a game changer for increased revenue opportunities for radio.

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