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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.

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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.

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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.

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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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