I tell people all the time… if there was a better media to use to advertise your local retail or service business… I’d go work for them.

I had a conversation with someone recently who was concerned about the future of Radio. He was wondering about it because he doesn’t listen to “regular radio” as much any more. But he’s a business owner. Business owners don’t listen to AM/FM Radio like the average consumer does. They have too many shoes, chainsaws, and hammers to juggle every day. The time to listen is limited for them.

As long as the radio industry is proactive with technology and keeping live and local DJs… Radio will be fine. After all… approximately 89 to 91% of adults listen to AM/FM Radio every week.

Some feel that Spotify or Pandora might be stealing a lot of listening time from Radio. But that’s just a perception, not reality……..

The audience share of AM/FM Radio is actually 8x bigger than Pandora and Spotify combined.*

If you’re a business owner, you have to understand that as long as there’s still a FREE option for good music, interactive and entertaining DJs, local news and event info… there’s always going to be a big audience for AM/FM Radio.

Now, that we have that out of the way, I want you to think about what the biggest, most successful brands on the planet do to advertise. It’s all about reach. Reaching the masses. They’re discovering that narrowing their target audience by moving more dollars into targeted, digital advertising was a big mistake. They’re starting to understand that the reason they used mass media from the beginning was because the more people who know about you, directly translates into more customers and more sales.

And why local radio for advertising? Remember? Radio reaches approximately 90% of adults. But the best reason is because radio is intrusive. Meaning you don’t have to do anything to hear them. They’re just there. And you can move or shut your eyes, but you can’t close your ears.

All you have to do is say something in your radio advertising that people would care enough to listen to. And that’s our specialty at Results Radio Townsquare Media. The message. We know how to create ads that get heard and remembered.

It doesn’t matter if you’re advertising on the biggest radio station in town… if your ads don’t cut the mustard, you’ll be unhappy with the results. We’ve acquired a certain set of skills here that can take an average advertising strategy and plan… and turn it into something that has horsepower. Or we can start from scratch and bring something to you that will have traction from the get-go.

The list of our happy clients is pretty extensive. If you’d ever like to speak with any one of them about their experience with us… let me know.

I’m confident that Radio has a bright future, and our radio clients can rest a little easier because of that. This is still the best local advertising medium to build a great brand in my opinion, and it also helps that I work for a great company that is still doing things right. Otherwise, I’d go work for someone else.

That’s all for now. Happy New Year!

Duane Christensen

9 Yards Marketing

Sioux Falls, SD

*Westwood One