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Radio on Main Street Podcast
Featuring Abbie Korman of
Impact Marketing & Promotions

In this episode of Radio on Main Street, Erica Farber, President & CEO of the Radio Advertising Bureau speaks with engagement, marketing and radio expert Abbie Korman, who is also head of her own company Impact Marketing & Promotions.

One of radio’s strengths is the connection air personalities have with their listeners, something of great interest to advertisers. During this podcast Abbie discusses the importance of DJ endorsement campaigns and provides some insight as to what works and, just as important, what doesn’t work.

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Granting Hope to Fellow
Broadcast Professionals

Today’s blog post is courtesy of Jim Thompson, President of the Broadcasters Foundation of America

Radio broadcasters are a central part of everything that happens in our communities. Across all formats, radio reports on monumental events — both local and national.  Radio is there to share in the joy that emanates from parents and their teens when the high school football team wins a home game and the happiness that radiates from children when the playground in the town’s park is finally completed.  Radio is also there to express the sadness that strikes a community when disaster hits. Radio is a medium that connects emotionally like no other.  It is an industry that cares and, with its unique emotional and local connection, it is always there to help!

But what happens when something tragic occurs to someone in the radio or television industry?  When it is the general manager, the afternoon air talent, or even a retired broadcaster who falls on hard times? That’s when the Broadcasters Foundation of America steps in.

Continue reading “Granting Hope to Fellow
Broadcast Professionals”

The Radio on Main Street Podcast
Featuring Thom Callahan of the
Southern California Broadcasters Assoc.

In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Thom Callahan, President of the SCBA, the advocate for AM/FM Radio and its digital platforms in Southern California.

The SCBA and Nielsen Audio recently collaborated on an in-depth study showcasing broadcast radio’s ability to reach and motivate auto buyers, titled The Automotive Path to Purchase study.

In this podcast Thom and Erica discuss some interesting findings that are sure to help boost radio’s status with automotive clients and agencies and encourage them to make broadcast radio a larger part of their media plans.

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Celebrate with Radio

July 4th.  On this day 271 years ago, the Declaration of Independence was signed. In commemorating the occasion, we celebrate our collective patriotism and most importantly, remember all those who have and continue to protect and serve our country.

During this holiday like so many others, radio stations across the country will celebrate, honor and recognize those who have served and continue to serve – both overseas and in our communities.   Radio as a live and local medium has the ability to bring listeners of like minds, passions, interests and lifestyles together.  Radio celebrates with its listeners every day.

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Cost Effective and Targeted: How Radio Helps You Do More

Today’s guest blog post is courtesy of Karen Hayes, Principal, Marketing Consultant with Mount Marketing

Think for a minute. While you read this, another company or organization is targeting your customer. Regardless of what you’re offering — a product, service, or even information – another company is offering the same or similar. Advertising channels, once limited to TV, radio, print and direct mail, have exploded in recent decades. Now companies have multiple channels available to them to target and reach your customers: cable and network TV; radio; print; out of home; direct mail; social; mobile and digital among others. When you have a multi-billion dollar advertising budget, you can leverage a strategic combination of several channels to reach customers. But what happens when you are trying to reach a national audience with an advertising budget so limited that some multinational companies could spend more in one market? That’s the reality for some organizations.

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The Radio on Main Street Podcast
Featuring Thomas Hawing, Multicultural
Supervisor with MediaCom

In this episode of Radio on Main Street, Annette Malave, who leads RAB’s Insights team and its multicultural efforts,  speaks with Thomas Hawing, Multicultural Supervisor with MediaCom – the content and connections agency – a GroupM company.

Annette and Thomas discuss the nuances of reaching multicultural radio listeners.  Thomas also recalls some of the successes that he has experienced and touches on the importance of good marketing partnerships. You’ll also get some great advice on how radio can continue to help clients succeed with the medium.

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The Radio on Main Street Podcast
Featuring Mitch Bennett
of Fitzgerald & CO

In this edition of the Radio on Main Street Podcast, RAB President & CEO Erica Farber talks with Mitch Bennett, Executive Creative Director of Fitzgerald and CO based in Atlanta.

Mitch is responsible for the creative on such iconic brands as Coca-Cola and the award winning “Long Story Short” campaign for Quikrete, just to name a couple.

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News – Listeners Hear All About It

Previous posts have touched on radio’s ability to reach people across age groups, gender, language and locations.  Radio’s reach is based upon many things – community, personalities, music and news.  Yes, news.  Despite technology and social media trends, people continue to listen to news on the radio.

While it may not be surprising that of those adults who believe that radio is a good source for learning and providing information, 83% are radio listeners.  It may surprise you to know that of those adults who believe radio is the most trusted, 30% are A18-34, 56% are A18-49, 54% are A25-54 and 36% are A35-54 – based on GfK MRI data.

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Over-the-Air Radio Dominates —
Complemented by Streams

It doesn’t matter what state or city you are in or even the street you are on, smartphones are everywhere.  Smartphones have become an item that you can’t be without.  Think of the last time you forgot your phone.  Did you get that sick and almost lost feeling, like you were disconnected from everything?  It’s even harder when you live in a city where you commute using public transportation?  You have no choice but to read the signage on the bus or trains and even worse, look at people!!  Yikes.

OK, well maybe that’s a bit extreme, but I’m certain that brought at least a chuckle!  The point is that the smartphone doesn’t replace everything in a consumer’s life, but it does complement it.  Similarly, streaming or online radio complements broadcast radio.

Continue reading “Over-the-Air Radio Dominates —
Complemented by Streams”

The Radio on Main Street Podcast
Featuring Mel Phillips, Legendary Radio Programmer, at the WRKO 50th Reunion

In this episode of the Radio on Main Street podcast, Erica Farber, President and CEO of the Radio Advertising Bureau, sits down with an old friend, Mel Phillips, at WRKO/Boston’s 50th reunion party held the weekend of June 2nd.

Mel is a legendary radio programmer and author. Here he shares some interesting WRKO history as well as his own insights into radio’s relevance today.

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Men are Shopping, Buying and Listening

In recent years there have been studies and articles about millennial males and the increasing impact they have on purchases for everything from food to personal care.  While this may be true, it is because the role that men play in today’s American families has changed and continues to change.

According to Pew Research Center, “fathers today who live with their children are taking a more active role in caring for them and helping out around the house. And the ranks of stay-at-home and single fathers have grown significantly in recent decades.” The number of stay-at-home fathers varies based upon the source, ranging anywhere from 215,000 to 1.3 million.  Anecdotally, we all know that the number continues to grow – we hear about it more and more from friends, colleagues and family members.

This post is not intended to focus solely on stay-at-home dads, but to highlight how efforts to reach the male audience today has changed and is reflective of the shift in their role at work, at home and with family.  In the U.S. today there are nearly 120 million men 18 and older. So here’s what you need to know.

Continue reading “Men are Shopping, Buying and Listening”

The Radio on Main Street Podcast,
featuring Barbara Floyd Jones, Senior Manager of National Home Ownership Programs for NeighborWorks America

This Radio on Main Street podcast shines a spotlight on an organization dedicated to improving and strengthening communities across the country by creating opportunities for sustainable home ownership.  What does that mean you may ask?  Well take a listen as Tammy Greenberg, who leads RAB’s business development efforts, speaks with Barbara Floyd Jones, Senior Manager of National Home Ownership Programs for NeighborWorks America.

During this podcast, you will learn about the benefits and resources consumers have access to through NeighborWorks Organizations and the role that radio plays in educating and inspiring listeners to consider home ownership.

June is home ownership month, so there couldn’t be a more perfect time for this conversation.

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Radio Reaches a $1.3 Trillion
Consumer Segment

Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.

According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.

While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.

Continue reading “Radio Reaches a $1.3 Trillion
Consumer Segment”

The Radio on Main Street Podcast
Featuring Dave Denes of Benztown

In this edition of Radio on Main Street, RAB President and CEO Erica Farber speaks with Dave Denes, President and co-founder of Benztown. Benztown is an international radio imaging company that provides multiple products including production libraries, programming, jingles and voice-over services.

During this podcast Dave discusses the importance of radio stations projecting a consistent image and keeping their brand in the forefront at all times – both on the radio and in the marketplace.

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Radio = Results

Today’s blog post is courtesy of Jim Higgins, President, Chief Operating Officer, United Stations Radio Networks; co-author and contributor: Matthew Warnecke, Senior Account Executive, United Stations Radio Networks

As audience behaviors expand, contract, and realign, much time is taken up with the search for the latest answer to age-old marketing questions. Namely, where are the consumers? How can we reach them? What are their lives like? How can we do more with less?

Potential customers are now living in a media consumption world of “and,” rather than “or.” In other words, don’t put all of your commercial messaging into one media. It’s finding the right “mix” that can mean success in reaching audiences effectively. Multi‐media is the smart answer and radio/audio is a substantial part of that mix. Depending on which recent studies you look at, at least 90% of Americans listen to radio every week! Whether it’s RADAR (247M weekly 12+ listeners), or Nielsen’s Q4 Total Audience Report (280M weekly 6+ listeners), marketers can’t go wrong when they look for consumers among a universe of HUNDREDS of MILLIONS. If we look at Adults 18+, 92.5% (222.2M) tune in to radio each week (Nielsen Comparable Metrics 3Q 16). Nielsen says that is a larger number than TV, larger than PCs, larger than smartphones, larger than tablets. Read that previous sentence again.

Continue reading “Radio = Results”

The Radio on Main Street Podcast
Featuring an Interview with
Stan Richards of The Richards Group

In this episode of the Radio on Main Street Podcast, RAB President and CEO, Erica Farber speaks with advertising icon Stan Richards,  a recent inductee into the 2017 Advertising Hall of Fame.

Stan is the founder of Dallas-based The Richards Group, one of the largest independent advertising agencies in the world. In this podcast he shares the egalitarian principles he employs in the workplace and talks about the agency’s legendary work with Motel 6.

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Radio Listener Fans – A Treasure Trove of Information

Radio listeners’ emotional bond with the stations they tune into is no surprise.  We’ve shared in the past the unique connection that listeners have with the personalities on those stations.

Today, the two-way conversation that radio has with its listeners extends well beyond the call-ins from years ago.  Radio engages with its listeners via text, tweets, social media and even via their loyal listener database.  If the concept of a database for a radio station surprises you, then read on.

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The Radio on Main Street Podcast
Featuring Surprising Revelations from the HD Radio Ad Study

In this episode of Radio on Main Street, RAB President and CEO Erica Farber speaks with Joe D’Angelo, Sr. VP Broadcast Radio, and Rick Greenhut, Director, Broadcast Business Development from Xperi, the new parent company of HD Radio.

Joe and Rick provide updates on HD Radio and share some of the surprising highlights gleaned from the recent HD Radio Ad Study.

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Radio – A Smorgasbord of Creativity

The Radio Mercury Awards just announced finalists for the 2017 awards.  There were 117 radio spots and campaigns nominated by a group of some of the most creative minds in the ad business.  It’s amazing to imagine all of those creative minds in one room – listening to their thoughts, insights, and of course, jokes.

“Anything is possible” was the theme set for this year’s awards by Mark Gross, founder and creative director, Highdive Advertising and chief judge for the 2017 Radio Mercury Awards, and there is a video to prove it. If you haven’t already seen it, I encourage you to do so as it truly highlights all that is possible on the radio.

Creativity is not just limited to the commercials that run on the radio stations. Creativity is also seen in the numerous ways that radio goes to market to help drive traffic and awareness of brands and products for advertisers.

Continue reading “Radio – A Smorgasbord of Creativity”

The Radio on Main Street Podcast
Featuring Kelly McIlwraith and Insights from USTN’s Neuro Radio Research Study

In this Radio on Main Street Podcast Annette Malave, who leads RAB’s Insights team, speaks with Kelly McIlwraith, Marketing and Strategy Director with Australian Traffic Network.

Recently, Ms. McIlwraith presented the results of a United States Traffic Network (USTN) study to prove the effectiveness of short form ads via both engagement and long term memory encoding to a room filled with some of the largest media buying and planning agencies. She shares some of the compelling results of the Neuro Radio Research Study with us here.

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