This week, we’re looking at the radio sales conundrum, taking off on new Clear Channel CEO Bob Pittman’s speech at The Radio Show earlier last month.
He noted that radio has not traditionally gotten its fair share of “the revenue pie,” and much of that is due to the industry not telling its story effectively.
As Pittman pointed out again and again, radio remains a vital medium, and those who aren’t on that bandwagon aren’t looking at the facts. So let’s take a look at some of the newest data that sheds light on usage patterns by medium and by generation of consumer.
It turns out that my alma mater, Frank N. Magid & Associates, recently did a study under their Magid Generation Studies arm in partnership with MBA Online and Ad Age. And the infographic below speaks volumes about who’s using what medium/gadget and when.
This is a complex graphic and because the radio icon is very similar to the TV symbol, I have added yellow boxes to highlight precisely where radio fits into the bigger scheme of things. You may not be surprised, but as Pittman encourages us, a view of the facts is often helpful in shaping advertiser opinions – and radio’s ultimate sales strategies:
This is a fascinating look at how our entertainment and information lives are changing by technology – and yet, how traditional media like radio continue to be viable to many people throughout a given day. It also suggests that as Bob Bellin and others commented yesterday, the problem may have less to do with media usage or even a better storytelling effort, salespeople have to become better listeners and even better problem-solvers for the clients they serve.
Tomorrow, we’ll take a closer look at revenue generation and discuss radio’s ability to expand its slice of the pie.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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