Radio – Is it Still Effective?

Hello Friends, we are quickly approaching the end of semester and I only have two more required blog posts! My number of viewers/readers have been steadily increasing as the weeks come and go. I only need about 100 more clicks to reach my semester goal! Again, I would like to thank Professor Scardillo for posting the link to my blog on his LinkedIn profile. He’s a great mentor and professor. I encourage you all to take his a look at his LinkedIn profile!

Reminder: Please continue to share my blog with everyone you can! The semester is quickly winding down meaning that we have limited time!

Before I get started, I just wanted to praise for a minute. WordPress just updated their website so now their users can easily track how many views and visitors they have. It is also more aesthetically pleasing. As I am writing this current post, it looks modern and sharp. Exciting stuff!

First, I would like pose the question about the effectiveness of radio advertising. After the first known broadcast was introduced in August of 1920, the effectiveness of the radio has greatly diminished after the inventions of the television, computers, internet, and cellphones. Some experts have even predicted the use of radio to be extinct when the television was introduced in the 1950’s. This theory was clearly disproven as people continue to consume radio messages. The radio industry has seen a gradual increase in advertisement spending.

Using the radio today still provides businesses with sufficient advantages such as, targeting certain demographic groups, relatively low cost (compared to TV advertisements), and the greater possibility in running repeating messages that will build awareness or develop brand knowledge. These advantages, however, may be offset by some limitations. For example, by targeting certain demographic groups may lead to a very small percentage of the whole population. Also, generally speaking, consumers only listen to the radio in two main parts of the day, morning and evening. The scarcity of consumers listening to the radio throughout the day also provides some degree of worrisome.

I would like to take some time and talk about my personal experience with radio. I love to listen to the radio. I am a big fan of NPR, or National Public Radio. NPR provides their listeners with the latest news, weather, and advertisements. My love for the radio stems from the convenience that it provides me. It is so convenient because I am always in my car when I listen to it. As a commuter student, I am frequently driving back and forth to either school or work. When I drive, I also need background noise. Radio is a perfect solution to my personal problem!

Fun fact of the day: Albany, New York is the United States’ 58th largest radio market.

I want to thank you again for reading my latest post on the internet. Stay tuned to see what Dean from Siena is going to say! Have a great Thanksgiving!

Dean Maloney from Siena College



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