By Mia Hays
65.2 million people in the United States alone listen to the radio each day. Why is it then, lately, the attitude toward radio is that it’s a thing of the past? Too many people view the radio like a pager or VHS player, both having been replaced by newer, more advanced technologies. Looking at the statistics, however, one will find it is in fact the leading reach platform.
For people around the world, radio is available. Despite location or socioeconomic status, countries that go without Internet or cable are more likely to have radio. Amid disaster, radio is often the only line of communication and source of updates on the status of a situation when all phone lines, cable and electricity are gone. Moreover, online radio or podcasts have also brought traditional radio to an even larger demographic, increasing from 12% of Americans listening to 53% over the course of the past five years. One can tune it at anytime to find out what he or she has missed.
While watching TV, one can fast forward or pause, going straight to his or her desired viewing. The difference with radio is that many will turn on the radio to discover something new whether it be a song or a quick happening on the news. On the radio, people may hear a news update or a blerp of a talk show and get hooked! In a matter of minutes, they have learned about a new world or local event or company that they must further investigate! Moreover, radio is on in cars, buses, and offices, each place becoming a marketing opportunity.
In PR, radio is essential to spreading awareness about a client’s news. Much of the time we will work to find an available time slot for our clients to share about their accomplishments or new product. This is a prime opportunity for them to share their skills with the community and ultimately attract more business!