Month: July 2026

Radio Creates Demand. Digital Captures It. Part Two

Author: Annette Malave, SVP/Insights, RAB

Part Two: Measuring the Consumer Journey

Note: This is the second article in a two-part series exploring how radio and digital work together to build consumer trust and drive measurable business results.

In part one of this series, we explored why radio and digital work best as partners rather than competitors. Radio introduces consumers to a brand, while digital provides opportunities to learn more and engage when the time is right. Together, they create the repeated interactions that build familiarity and, ultimately, consumer confidence. The good news for today’s marketers is that this journey is becoming easier to understand.

Continue reading “Radio Creates Demand. Digital Captures It. Part Two”

Radio Creates Demand. Digital Captures It.

Author: Annette Malave, SVP/Insights, RAB

Part One: Why the Best Marketing Strategies Don’t Choose Between Radio and Digital

Note: This is the first article in a two-part series exploring how radio and digital work together to build consumer trust and drive measurable business results.

Consumers don’t think in terms of media channels. They simply respond to messages that capture their attention. They may hear about a business on the radio during their morning commute, search for it later that afternoon and make a purchase from their phone that evening. To the consumer, it is one seamless experience. Yet marketers often evaluate each step independently, making it appear as though radio and digital are competing when, in reality, they are working together.

Continue reading “Radio Creates Demand. Digital Captures It.”

Radio On Main Street with Bonneville International’s Scott Sutherland on One Voice for Radio

In the final episode of the Radio on Main Street series recorded on-site at NAB Show 2026, RAB’s Mike Hulvey sits down with Scott Sutherland, executive vice president of regional media at Bonneville International. Additionally, Sutherland is the current treasurer of the RAB Board of Directors.

In this conversation, Sutherland reflects on the current landscape for radio and the building blocks for success at Bonneville.

He also shares his perspective on the continued momentum behind the One Voice for Radio initiative—and why collaborating is more critical than ever and truly makes us Better Together.

Click here for Season 9: 2026 NAB Show podcasts

Click here for Season 8: 2025 ANA Masters of Marketing podcasts

Podcast: Play in new window | Download

The Secret to More Profitable Marketing? Audio.

Author: Annette Malave, SVP/Insights, RAB

What if one media channel could make every other part of a marketing campaign work harder?

Continue reading “The Secret to More Profitable Marketing? Audio.”

Radio On Main Street with Scott Herman, chairman of the Broadcasters Foundation of America

In the eighth episode of the Radio on Main Street series recorded on-site at NAB Show 2026, Mike Hulvey sits down with Scott Herman, chairman of the Broadcasters Foundation of America.

A longtime industry leader—formerly COO of CBS Radio and a respected former chair of the RAB Board of Directors—Herman shares what led to his deep involvement with the foundation.

The conversation highlights how this work reflects a meaningful intersection of his commitment to the industry, his desire to help others and the importance of supporting broadcasters in times of need.

Click here to watch the interview on our YouTube channel

Click here for Season 9: 2026 NAB Show podcasts

Click here for Season 8: 2025 ANA Masters of Marketing podcasts

Podcast: Play in new window | Download