By Jon Holiday – Owner Radio Consulting Services
Last month I attended a conference in the Lexington, KY (nice area!). On my second day there, I got in the elevator and the man who had gotten on from a floor above me was attending a different conference and looked at my conference badge. I said, “Radio. It’s a radio conference.” I went on, “Most people think no one listens anymore.” I was pleased to hear him say; “Not me, I listen every day.”
But sadly, there’s no shortage of people ready to write radio’s obituary. Some of them even work inside the industry.
Through consolidation, budget cuts, and countless headlines declaring radio dead, one thing hasn’t changed: Radio works! And those who no longer believe that just might be in the wrong business.
We’ve all heard advertisers say, “I tried radio, and it didn’t work.” But how often was the problem radio itself? Maybe the advertiser didn’t receive the guidance needed to build an effective campaign. Perhaps the budget was inadequate, or the commitment simply wasn’t there. Radio isn’t magic. Like any advertising medium, it takes the right strategy, investment, and execution.
One of radio’s biggest challenges may be the negativity within our own industry. Despite the predictions of its demise, radio continues to evolve. For those who remain enthusiastic about the business, there are still opportunities for growth and innovation.
Consider something else. Every brand today wants influencers. Radio personalities were influencers long before anyone coined the term. And today, their influence extends well beyond the transmitter. Podcasts, social media, digital platforms, and live events give radio personalities more ways than ever to connect with audiences and advertisers.
We’re no longer simply in the radio business. We’re in the business of creating content, building relationships, and connecting advertisers with consumers across multiple platforms. And we have something many digital competitors struggle to establish: a genuine, personal connection with our audiences.
After all these years, I still find this business as exciting as I did when I started. The opportunities are there for those willing to recognize them. So, the next time a potential advertiser tells you radio is dead, don’t get defensive. Get excited! You’ve just been handed a great conversation starter.
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com