Still Going Strong since 1921

There will be a lot of readers of this article, that really don't have a clue about radio. For most of the Gen X, Y and Zer's, if there isn't an "app for that"...radio isn't even on their radar. We're seeing technology changing around us so fast, consumers can't keep up with it. You buy an electronic item; a phone, tablet, PC, laptop...and on and on....in a month...something greater comes out that makes what you purchased, "behind the times".

I wrote this little article to re-enforce a message that needs to be a constant reminder for everyone. Radio has been around since the early 1900's, here in the US. Religious broadcasters found out that radio was a powerful way to broadcast the Gospel to many who wouldn't dawn the doors of their church. Paul Rader was an early pioneer in radio, and realized the impact God's word could make in the airwaves to listeners all over the world. He once was quoted, "It can push out the walls of the biggest church and reach the unsaved ..." Radio today, still has this same impact. Unfortunately, there are many today who serve as leadership in church & ministry, who don't believe that. The audible spoken word is more powerful than any social media graphic or post that could ever be created. I'm not slamming social media, but its not the end all to beat all. I browse my FB news feed on Sunday mornings and see so many churches who are broadcasting their services on Sunday's; and a lot of them look like they have more "Pew room" than people. According to a 2002 report by the respected Barna Research Group, more adults—141 million—experience the Christian faith in a given month in the United States through Christian radio, television, or books than attend Christian churches (132 million). You can't deny the numbers. Radio is still the number one medium...right now! That old song..."Still the one" keeps ringing in my head...when I think about this. Still the one after all these years! Oh and by the way, KDKA was one of the first to broadcast religious programming when it all began, from Pittsburgh PA, my home town!

Now lets turn the page and talk a little about radio and business. Radio Matters! Ignore it if you want to, but if you are a business owner....ignoring it...will only cost you money...really! Radio's a vital part of a marketing mix, and if you don't include it...it would be like making a pizza...and not putting on the cheese. YUK! Radio is reaching 92% of Americans every week (Age 18+) If big business is buying radio, as a small business, wouldn't you think it's an essential part of a marketing campaign? T-Mobile thinks so. Their radio budget exceeds 100 million dollars a year. And Comcast is right behind them at over 76 million dollars a year.

I hear this misguided quote a lot from business owners. "Well, social media is more effective than radio" I work really hard in responding nicely when I hear that, because most of the time, it's "Really" because social media is dirt cheap, compared to anything else. Unless "clicks" and "likes" are turning into dollars for you, and you can track that with your plan....clicks and likes are useless.

Social media by itself is like eating a bowl of plain vanilla ice cream. Adding Radio, on top of your social media marketing strategy is like adding the fudge, whipped cream and a cherry! Driving conversation and engagement among listeners is one of radio’s greatest strengths, and the personalities on radio stations are the original social media influencers. As the original social medium, radio informs and entertains. 

Here a few reasons why:

• Radio reaches more adults every week than social networking on devices.
• Radio ads are effective in driving both offline and online behavior.
• 77% of listeners would try a brand recommended by their favorite DJ.
• Radio drove an increased 18% in total web traffic for a utility company & the DJ endorsement spots performed 21% better than the campaign average.
• 49% of listeners stated that DJ recommendations increase perceived value of brands, products and services. 
• As social media influencers, radio station personalities offer increased value for advertisers.
• 81% of listeners consider DJs a friend, family member or acquaintance 
• Radio ads influence auto purchase closer to the moment of decision (with disclaimers). 

My hopes in writing this article, is that influencers in the church, business and in communities will read this article and take away from it...more knowledge that will encourage to include radio in their campaign strategies. Remember this....Radio is FREE. FREE is always attractive.

So call your local radio station, and ask about their ad rates, and their reach...and get on the air!

This article is written by Clark Thompson. Information in this article has been cited with the links provided. Other sources include the Radio Advertising Bureau.