The Reincarnation Of Radio

The Reincarnation Of Radio

A writer friend of mine is keeping busy writing radio ads. Why? Because there’s a market for it, that’s why.

I still listen to radio. With my AirPods through Overcast on my phone. NPR news or local AM news, while cooking breakfast and dinner. You can’t beat it for local news and I really hope it never goes away.

Since the pandemic, more people than ever are doing the same thing. The drop in commuting by car has resulted in greater numbers listening on mobile – 30% of all audio programming is listened to on a mobile device, according to Edison Research. 

And there’s a lot to listen to. There’s Spotify, Pandora, iHeartRadio, and Podcasts. Both Spotify and iHeartRadio are investing in tech to advertise to you even more. And yes, there’s still plain old radio.

Then there’s the social audio: Discord and Clubhouse made the biggest early splashes, followed by Twitter Spaces and a soon-to-be Facebook version of Clubhouse.

Audio is such a great way to take in a story. It engages your brain more than video, and it allows you to imagine what your hearing might look like. I personally liked the podcast of Tiger King more than the documentary film for that very reason.

Those of you out there who are writers should really learn how to write for rad–err–audio. It’ll do you good. And get you gigs. A good place to start is the episode on Motel 6 from the Podcast "Tagline".

Tom Cunniff

Brand Strategy Consultant | B2B Marketing Expert | AI Leader | Clients: SAP, Samsung Ads, Wipro

3 年

Audio is bigger than ever. IAB (full disclosure, they're a client) says podcasting advertising alone will grow as much in the next two years as it did in the past decade. Yet few audio ads are as good as they could be. Great opportunity to get creative! https://www.iab.com/news/us-podcast-ad-revenues-grew-19-yoy-in-2020-set-to-exceed-1b-this-year-and-2b-by-2023/

Jaye Davis

bicoastal creative director | copywriter | teacher | occasional art director

3 年

I used to do a fair bit of it (‘cause I’m old). It’s a difficult medium, for sure. And, a nice creative challenge. Though we did have a more captive audience with commuters — let’s be honest. ??

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