Media Outlook

Radio’s Voice Gains Strength Amid Uncertain Times

Rhonda Munk,
Premiere Radio Networks

In a year when Americans experienced far-reaching challenges, radio found itself as one of the most resilient and stabilizing means of communication. At year’s end, more than one-third of radio listeners indicated they were tuning in more now than in the past, according to a special survey. From an advertiser’s perspective, Joseph A. Iannelli of Procter & Gamble stated that, ‘We are rediscovering radio.’ On the air, more high-profile personalities debuted on radio. Additionally, technology provided more ways to reach radio listeners with customized messages, while new strategies from Clear Channel Radio are set to identify audience research in geographic Trading Areas for advertisers. Despite an uncertain economy, many advertisers took advantage of radio’s effectiveness and frequency to deliver clear messages that built brands with radio.

RADIO INCREASED LISTENERSHIP WITH NEWS – AND MUSIC, TOO