Reaching Black and Hispanic Populations through Radio and
Other Media

Contributor: Gabriel Soto, Manager of Research, Edison Research

Under the current climate of the COVID-19 pandemic, it’s important to disseminate information to various communities effectively. Often overlooked, African-American and Hispanic communities can benefit with a few insights into each group’s media consumption.

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Other Media”

Radio on Main Street Podcast Featuring Erica Farber’s Conversations with Radio Personalities About Their Role as Influencers

Listeners have a personal connection with Radio’s influencers – the on-air talent.  They have a personal connection with their favorite station because of their favorite radio personalities and during this very challenging time, the connections between the on-air personalities and their listeners have never been greater.

In this episode, Erica Farber, President and CEO of the Radio Advertising Bureau, speaks with several on-air personalities across the country to ask them about the connections they have with their audiences and why those connections can be so important to advertisers. Even though these conversations were recorded before the Covid-19 crisis, we thought the content was so appropriate for what everyone is dealing with today that we wanted to share it with you.

Here’s What Listeners Are Thinking

Author: Annette Malave, SVP/Insights, RAB

Understanding the mindset of the consumer has always been important for advertisers. However, during these times, what resonated with consumers pre-COVID may no longer be relevant. How a consumer currently feels, their concerns and their trust has never been more important for advertisers to recognize than now.

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Advertising During Difficult Times

Author: Annette Malave, SVP/Insights, RAB

It can’t be said enough – these are extremely unusual and difficult times for everyone. As each day passes, I think it is safe to say that we all hope and look forward to things getting better. They will, but it is just a matter of when.

I am certain that many of you have gone to local businesses in search of certain products or items and looked at the people in those businesses in a way you never had before. They are on the front lines, making sure that we have what we need.

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The Spirit of Radio – Connecting in Times of Business Unusual

Author: Tammy Greenberg, SVP/Business Development, RAB

“There’s something about the spirit of radio. It helps us all to know each other better and gives us a sense of purpose and community in a time where we need those things more than ever.”
– Adam Grant, Creative Director, AKQA (abridged).

Historically speaking, in periods of great challenge, truly there is no more important medium than local radio. In uncertain and unpredictable times, broadcast radio has proven that it is the backbone of the country’s information distribution system, with increased listening among consumers across all of its platforms.

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Radio on Main Street Podcast Featuring Carl Goldman, Owner of KHTS and a Recent Victim of COVID-19

Carl Goldman and his wife Jeri are the owners of KHTS AM 1220 & FM 98.1, the Santa Clarita, California hometown radio stations.

Some of you may know Carl through the business but many of you know Carl because he has become one of the most visible individuals directly affected with Coronavirus, Covid- 19.

In this “Special Edition”, Erica Farber, President and CEO of the RAB, visits with Carl to find out more about his recent experience. As this pandemic has affected all of us in some way, we were relieved to know that Carl is back home, and most importantly, with a clean bill of health.