Why Radio Refuses to Lay Down and Die

An influential, and opportunistic, medium, radio remains a preferred marketing medium.

Although the concept of radio has undergone transformative changes throughout the years, one common thing still remains, it’s an important media landscape that’s chalked full of opportunities. Now, if you believe that the majority of Americans listening are Millennials, then you’re in for a big surprise. Although Millennials are surprisingly outpacing Boomers in radio usage, don’t count out the older generation just yet. More than 57 million Boomers use the radio each week, with a majority of them listening around 10am to 3pm. That’s a staggering amount of listeners that are “rolling” in with the new times.

Increasing Engagement via Airwaves

Essentially the most original mass medium, radio continues to play a large role in American’s lives as of today. No longer tied to transistor radios, software and applications have been designed to stream radio stations from mobile devices. More people are actually listening to online audio than ever before. Steve Doctrow, Executive Vice President of Rogers & Cowan, believes that radio plays an active role in business by targeting local communities, increasing brand recall, and driving market shares.

So what does this mean for audio engagement opportunities? Advertisers have signed on to these new online platforms to engage in a dedicated audience. Not only has radio broadened the appeal and influence of audio, but it also delivers a call to action to a mass audience in real-time.

Perhaps one of the most dominating mediums, radio continues to push boundaries and change “with” the times, rather than being stagnant. New audio programming has allowed businesses more personalization and more reach than ever before.