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February 19th, 2016

What if video (and other media) didn’t kill the radio star?



By Krista Beyer, Associate Media Director

In recent years, consumers have been introduced to a slew of new challengers for traditional radio from satellite to streaming options. So one would think that traditional radio constantly feels a little like this meme:

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This fear seems completely justified, no?  I mean only a generation ago people were either listening to traditional radio or a cass-single of Coolio’s one-and-only smash hit Gangsta’s Paradise (a personal favorite). But since then, audio sources have multiplied like gremlins. With things like smartphones, MP3s, smart TVs, satellite radio, streaming radio, tablets, podcasts, TV music channels, and even your appliances.

So with all this competition, you might think radio is dead. You’re wrong. Thanks to the addition of streaming services like iHeart and digital buy extension offerings for their clients, radio is holding its own.

Fact: 91% of Americans 18-34 (you know, #millennials) say they listen to radio each week! And the reason it still works is because it’s engaging. It’s personal. And it’s still a great way to discover new music. How else would you know all the lyrics to Adele’s Hello right now? You just wouldn’t! See, when it comes to content marketing, local radio is O.G. (Right, Coolio?) They team up with the advertiser and reach the audience in a way that only local radio can do.

So, by now you’re probably wondering, if radio is relevant and so are newer sources, which one do I choose? Both! The goal is to reach your entire target audience and the best way to do that (based on our recommendations of your target audience, message, etc.) is with the perfect mix of traditional and new to fit the objective of the campaign. We recognize the power of newer technologies like streaming services and often, it means treating Pandora, iHeart or Spotify as an additional station on traditional local radio buy.

So, to sum up, did video kill the radio star? No. No one has. The radio star is alive and well. Well, at least until they invent all-music brain stations. But that’s at least a year away.