Culture is Driving Growth

Author: Annette Malave, SVP/Insights, RAB

Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections.  This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.

Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen.  Despite this projection, the dollars spent to target and advertise to  multicultural consumers remain relatively low.  While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
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Keep Your Files in Order

Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C

Just as the 2020 federal election campaign shifts into high gear, on October 16, 2019, the Federal Communications Commission issued two significant orders “clarifying” broadcasters’ political public file obligations in response to complaints filed against several stations.  In both orders, the Commission made it very clear that it is station licensees – and not political ad sponsors or their ad buyers – who are responsible for ascertaining, collecting, and uploading in a timely manner to the FCC online political public file, all the information required by Section 315(e) of the Communications Act and the FCC’s political broadcasting rules.

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Radio Generates 8X More Response

Contributor: Bruno Tabbi, President and Co-Founder, Ignition Toll-Free

Results. That’s what all advertisers want from any media channel they use. Radio has proven that it can drive in-store traffic and online traffic but what about phone traffic? Despite all the tech options available today, many consumers like to make their initial inquiry to a business over the phone. But using a random phone number on radio makes it incredibly challenging for listeners to remember how to reach the advertiser they just heard. That’s where vanity phone numbers come in. 

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Consumers with a 1.3 Trillion Dollar Buying Power

Author: Annette Malave, SVP/Insights, RAB

Young. Strong. Influencers. These are just some of the characteristics of a consumer group that yields a buying power of 1.3 trillion dollars – Black/ African American consumers.

Black Americans are receptive to advertising and believe that radio ads provide them with meaningful consumer product information. “The role of radio, particularly Black radio, in the community is important and of great influence,” according to Steven C. Roberts, CEO, Roberts Radio Broadcasting.

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Radio on Main Street Podcast Featuring Jose Villa, Founder and President/Chief Strategy Officer of Sensis

Generation Z. Born after 1995 and unaware of a world without the internet or mobile devices, this generation now makes up over one quarter of the U.S. population. Their unique views on culture, brands, language and purchase behavior are vastly different from their older cohorts – millennials.

In this edition, Annette Malave, SVP Insights at the RAB speaks with Jose Villa, founder and President/ Chief Strategy Officer of Sensis – a cross-cultural marketing agency with digital at its core. Specifically, they discuss findings from a new study on this cross-cultural group – “We are Gen Z”, their perspective on everything from culture to food and what it all means to advertisers, radio and potential employers.

Radio on Main Street Podcast Featuring Ed Levine, President/CEO of Galaxy Media Partners

As discussed in last week’s podcast the opening session of the first full day of this year’s Radio Show was titled, “You’re Not Just in the Radio Business” and it centered around stories told by innovators who’ve made the transformation.

In this edition, Erica Farber, President and CEO of the RAB speaks with Ed Levine, President/CEO of Galaxy Media Partners. Galaxy is one of the premiere privately owned independent media groups based in Central New York. Ed was one of the innovators that participated in this important session and believes strongly in the importance of being optimistic and taking risks.