First, radio’s reach as a mass medium, combined with its reasonable cost structure, makes it an attractive medium to raise awareness. An effective broadcast schedule is affordable for all potential advertisers, large and small. We don’t require the creative investment that television or cable does, and a bit of creativity goes a long way. Live spots and personal endorsement spots have proven highly effective for local businesses talked about by local personalities.
We’re transforming our business into an extraordinary local capability to provide an advertiser with a turnkey and affordable integrated solution to their marketing problem.
Radio’s toolkit has expanded to include video and audio, both streaming and on demand; engagement tools like online games; texting and mobile solutions that can drive listeners to specific advertiser locations; and e-mail and social media marketing efforts that can single out interested listeners and deliver them through online platforms to the advertiser to close the sale. And that’s just scratching the surface
On the air, online and onsite, we want to be available to our listeners and increase their loyalty and involvement with our brands.
And advertisers still need the reach of radio to spread the awareness!
Our medium sits at the intersection of broadcast mass media and hyper targeted digital media. I, for one, cannot think of a better place to be.
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