Already a member?
Welcome to Brazen Careerist!
Emily Ma is using Brazen Careerist to share ideas. Join now to become a member and start networking with Emily Ma and other professionals just like you. Learn more.
Brazen careerist
Where ambitious young professionals connect and grow
Email
Print
In an ever-changing media landscape where newspaper’s are shrinking in size and climbing in cyber readership, one medium stays tried, tested and true– radio.
Since the days of the transistor, folks have been tuning in and reporting religiously to the ol’ talk box. And according to a recent study published in Marketing Magazine, a whole lot hasn’t changed. Radio profits jumped about 5.5% in Canada last year– a far cry (laugh, rather) from Torstar’s (Canada’s largest newspaper publisher) 67% decrease in sales in 2006.
Why, in an uber-tech age, does the ancient radio reign? Here’s a few reasons:
1. Convenience. Radio ratings are highest during the early morning hours and in the late afternoon– commute time.
2. It’s effortless. The average newspaper/internet reader spends less than 10 seconds with an article before deciding whether to read or skip it. Radio attention requires less effort and more repetitive.
3. Radio is more personable.
4. Radio is free and readily available.
A recent study shows that radio is an effective advertising medium because of its recency to the point of purchase (listeners were more likely to have listened to a radio than read a newspaper or an internet ad right before making a purchase). Neat!
For more timely, relevant, and engaging articles,
subscribe to Brazen Careerist.
- A New Kind of Business Mover and Shaker
- How To Find a Writing Partner Who Can Help You Achieve Your Goals and Make More Money
- Continuing Education: Extending Learning Beyond Your Campus Years
- The Anti-Stalker’s Guide for Converting Online Contact into Real World Collaboration
- Why You Might Be Better Off Without a Job After College
Comments
07.31.08
I love listening to the radio.
If you think about quality radio, it's really one of the earliest forms of social media--extremely personable, free, interactive w/ it's audience. And their transition into the new media realm has been a lot easier than print media's.
07.31.08
Radio has had a easier transition to new media. In the developing world, it is still one of the most prevalent forms of media. Radios are relatively cheap, do not require electricity, and there are no barriers to use due to illiteracy. It's a pretty big market that someone could tap into if they were interested.
08.01.08
I really enjoy AM talk radio before podcasts.
Radio is a medium most listened to while driving, Plus:
- Traffic report
- Live local news updates
- Live discussions in on AM talk radio (somewhat interesting when an argument happens)
Also TV & newspaper ads not as effective nowadays, radio is low cost medium & listeners are mostly loyal to a 1-3 stations. So it might be more attractive to advertisers, because it's a medium they know & trust.
08.01.08
I could listen to talk radio all day. Maybe I should consider a career change.
08.01.08
It's funny Josh, but I'm the same way. I have Sirius and the production and content is unbelievable.
Got Something To Say?
Got Something To Say?
Not a Member? Brazen Careerist is a career management tool for next-generation professionals. Set up a free account today to comment on this post and start sharing your ideas. Learn more.
Login to view your networks!
 |
|
 |
 |
|
