Radio Listener Fans – A Treasure Trove of Information

Radio listeners’ emotional bond with the stations they tune into is no surprise.  We’ve shared in the past the unique connection that listeners have with the personalities on those stations.

Today, the two-way conversation that radio has with its listeners extends well beyond the call-ins from years ago.  Radio engages with its listeners via text, tweets, social media and even via their loyal listener database.  If the concept of a database for a radio station surprises you, then read on.

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The Radio on Main Street Podcast
Featuring Surprising Revelations from the HD Radio Ad Study

In this episode of Radio on Main Street, RAB President and CEO Erica Farber speaks with Joe D’Angelo, Sr. VP Broadcast Radio, and Rick Greenhut, Director, Broadcast Business Development from Xperi, the new parent company of HD Radio.

Joe and Rick provide updates on HD Radio and share some of the surprising highlights gleaned from the recent HD Radio Ad Study.

Radio – A Smorgasbord of Creativity

The Radio Mercury Awards just announced finalists for the 2017 awards.  There were 117 radio spots and campaigns nominated by a group of some of the most creative minds in the ad business.  It’s amazing to imagine all of those creative minds in one room – listening to their thoughts, insights, and of course, jokes.

“Anything is possible” was the theme set for this year’s awards by Mark Gross, founder and creative director, Highdive Advertising and chief judge for the 2017 Radio Mercury Awards, and there is a video to prove it. If you haven’t already seen it, I encourage you to do so as it truly highlights all that is possible on the radio.

Creativity is not just limited to the commercials that run on the radio stations. Creativity is also seen in the numerous ways that radio goes to market to help drive traffic and awareness of brands and products for advertisers.

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There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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Mom Knows Best, Best to Know Mom

 

Any way you slice it, U.S. moms are a massive group of passionate and loyal consumers who are decision-makers, multi-taskers, media junkies and have a collective buying power of more than $2.5T.

Not all moms are alike. There are stay-at-home moms, work-from-home moms, working moms, new moms, moms of older children and late bloomer moms, just to name a few. Generally speaking, moms are women who are making purchasing decisions not just for themselves but for the entire household. They are the consummate multi-taskers; they are socially active and aware; they value their time with family and their time alone or with friends; and they are constantly on-the-go.

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The Personality Connection

In case you missed it, read this commentary on youth and radio personalities.  Despite what some may think about youth and their communication via texts, half sentences, pictures and emoji’s, the human voice is still important.  And not just any voice, but the voice of a broadcast radio personality.

If you overheard a conversation and someone was referencing Mike and Patti, Letty B., Tad and Melissa or Ana Alicia, you might think that they were mentioning the names of friends.  Well, you are close. The names listed here are of those that seem like a friend to people on a daily basis – at least to listeners.  These are just some of the names of broadcast radio on-air personalities.

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