Tag Archives: Radio

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Radio on Main Street Podcast Featuring Megan Lazovick, Vice President at Edison Research

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Country Radio Broadcasters, Inc. recently released the results of a research project titled, Understanding Parents, Teens and Country Music, conducted by Edison Research. Although the focus of the study was based on country music users, the overall findings of the research are applicable for parents and teens who listen to any type of music format on the radio.

In this edition, Erica Farber, President and CEO of the RAB speaks with Megan Lazovick, Vice President at Edison Research. Radio by far is the most listened to form of audio among the parents of teens but the research suggests that due to the vast technology options available, it’s the teenagers that may be changing their parents listening habits.

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Facebook Takes Another Hit

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(By Spike Santee)

Many local business owners have developed the perception that advertising their business on Facebook is a good investment. They don’t seem to care that their audience reach is extremely limited and their cost per thousand is astronomically high. It is easy for a local business owner to find themselves in a personal feedback loop where even the smallest response is considered a big success.

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10 Secrets For Great Radio Ads

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Here are ten secrets that will help make your Radio advertising messages more effective

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Top 10 Radio Show Takeaways

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Photo Credit: RAB/NAB Radio Show 2018

Author: Annette Malave, SVP/Insights, RAB

During the 2018 Radio Show, the overarching theme was about data – demystifying it, understanding where to get and how to use it as well as the opportunities it can create.

In addition, throughout the Radio Show, there was a secondary message: Radio is a strong and nimble medium that continues to evolve, to not only meet but exceed the demands and expectations of its listeners and advertising partners.

Here’s a Top 10 list of other things we learned at the Radio Show:

    1. Data is a game-changer for radio. Radio is a multi-platform and integrated medium that has an incredibly loyal audience. Tapping into the available insights and information that radio stations can glean from listener databases, surveys, social media, etc. will help to drive revenue and positively impact stations’ programming, sales and marketing efforts.
    2. Radio works. Advertisers continue to see the benefits of including radio within their marketing plan. Radio can amplify the impact of other media.  Radio can influence behavior and brand consideration.  Radio can drive awareness.
    3. Radio drives store traffic. Based upon real-world campaigns across a broad range of retail brands in four major ad categories, on average, radio drove a 22% lift in store traffic. Find details here.
    4. Radio rules the dash. The car is the top location for audio listening and, despite new in-dash entertainment options, broadcast radio listening is still the most dominant in-car audio choice.
    5. Relationships matter. Data and analytics are great tools but it all begins and ends with a relationship. Strength in relationships between customers and clients are the most important things we can work on.
    6. Understand perspectives. The role that the radio seller and buyer has are each very different.   Appreciation for the responsibilities and experience each party brings to the table will help build successful partnerships.
    7. Radio is swimming in a sea of new information. Radio combined with digital helps increase sales.  Also, a strong creative message helps effectiveness and can help a brand be more likeable.
    8. Podcast and Broadcast can be a powerful combination.  Radio should continue to embrace podcasting.  Podcasts can help personalities and hosts extend their content beyond on-air programming, expanding the audience they reach.  The podcast and radio audiences are different.  For music artists, it creates and offers fans a different perspective.  “As an artist it’s very appealing, because podcasting gives my audience the chance to have a 360 relationship with me,” said multi-platinum recording artist Jewel.
    9. Embrace change. Technology is creating massive shifts in how consumers engage with all media, including audio.  All industries, especially radio, need to have four types of diversity – ethnicity, gender, background and, most importantly, thinking.  Different opinions and schools of thought will help organizations and the radio industry grow.
    10. Radio does good. Radio entertains and improves mood but, more importantly, radio makes a difference during times of crisis. During natural disasters such fires or floods radio can save lives.  And after events like the Pulse nightclub shooting in Florida, radio can help a community heal.

To view Radio Show sessions on demand and see what you missed, click here.

 

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Radio on Main Street Podcast Featuring Angela Kluke, Director of Sales Training & Product Development for MBC Broadcasting

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In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Angela Kluke, Director of Sales Training & Product Development for MBC Broadcasting.  The company operates throughout Ontario, Canada with a focus on small and medium markets.

Since this podcast was recorded we have learned the company has been listed on the “Growth 500” list of Canada’s fastest growing companies for the 8th consecutive year, an amazing accomplishment for any organization.

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What the Marijuana Industry’s Organization Voluntary Ad Standards Mean for Radio

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

 In our previous blog posts, we’ve addressed both the possible risks associated with marijuana advertising that are unique to being the federal licensee of a radio station and the intricacies of many state laws regarding digital media advertisements for marijuana.

The latest development in the push to normalize marijuana and cannabis products as a consumer good comes from the cannabis industry’s own “Self-Regulatory” member organization, the National Association of Cannabis Businesses (NACB), which has recently adopted voluntary standards for advertising by its members. This blog post examines what impact these voluntary standards will actually have for advertising on the radio.

The answer is that these standards are mostly significant as a marketing tool for the cannabis industry. The standards do not represent any actual change in the legal status of marijuana or in the risks associated with airing an ad for a product that is still illegal at the federal level.

As we shared in our post on digital media advertisements, the most common state laws governing marijuana advertising typically address three concerns:  (1) making sure that ads do not geographically target audiences that live outside the state in which marijuana is legal, (2) making sure that ads are not targeted to anyone under 21, and (3) making sure that ads are not false or misleading.

The core aspects of the NACB standards track these common state restrictions by: (1) pledging not to buy advertising that specifically targets persons located outside the licensing state, (2) requiring any ad buyer to “utilize a method of age affirmation” to prevent ads from targeting anyone under 21, and (3) prohibiting any false or misleading ads.

These guidelines are comparable to the standards used in the alcohol industry and the cannabis industry’s interest in policing itself is really an effort to make consumers comfortable with the product and convince regulators that the industry deserves a light touch. In rolling out the standards, the NACB said the goal is to “build trust amongst market participants and local, state, and national regulators.”

The new industry advertising standards are available on RAB.com as well as on the NACB website. But, once again, these standards are voluntary industry best practices for a member-based industry association. The penalty for non-compliance is only that an offending company could be expelled from the association.

The fact remains that any decision to air a marijuana ad remains a careful risk assessment and at this point it may be best to err on the side of caution because, at the end of the day, radio stations operate based on a federal license and marijuana remains illegal at the federal level.

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Radio Reaches Health and Fitness Club Members

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Author: Annette Malave, SVP/Insights, RAB

Parties. Food. Time with friends and family — and more food.

During this time of the year, everyone begins to talk about their resolutions for the New Year.  One of the most common resolutions is getting fit/going to the gym.

According to the International Health, Racquet and Sportsclub Association, over 12% of consumers join a gym in January – an amazing spike compared to the average of 8.3% for the full year.

Radio is the perfect medium to address consumers who plan on getting fit in the new year.  In fact, 90% of broadcast radio listeners who are members at some type of health club or gym work out two or more times per week.  More than half exercise at some type of club, 36% work out at home and 36% also work out at some other facility.

The attitudes and actions of radio listeners as they pertain to health and exercise vary by gender.  Nearly 25% of female radio listeners strongly agree that they follow a regular exercise routine, while 34% of male listeners somewhat agree.  Of those radio listeners that are gym members, 83% follow a regular exercise routine.

Fitness isn’t just about exercise.  It’s also about diet and eating habits.  Female radio listeners are 25% more likely to eat with fitness in mind and 23% more likely to eat for weight loss.  Male radio listeners have a different perspective.  Seventy-four percent do not have any type of diet plan as part of their diet control and eating habits.

Whether the listener is male or female, a regular fitness enthusiast or not, radio is the perfect medium to spread cheer as well as share new year gym membership incentives.  For now, season’s greetings and we’ll see you at a nearby gym in the new year – working out and listening to your favorite radio station!

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Radio on Main Street Podcast Featuring Chris Beresford-Hill, CCO at TBWA\Chiat\Day NY and the 2019 Radio Mercury Awards Chief Judge

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In this edition, Leah Kamon, who leads marketing and communications at the RAB, speaks with Chris Beresford-Hill, Chief Creative Officer at TBWA\Chiat\Day NY and the 2019 Radio Mercury Awards Chief Judge.

Chris riffs about audio, creative collaboration at the agency, how he approaches radio, and his feelings about Awards shows and specifically the Radio Mercury Awards.

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