Radio has been facing imminent demise since the mid-20th century. Television was supposed to kill radio. It didn’t. Color television was supposed to kill radio. It didn’t. Cable television was supposed to. It didn’t. Cassette tapes, Satellite radio, internet, mp3 players, and streaming. No, no, no, nope, nada. This dinosaur of a medium, somehow continues to survive the death blow of the latest technology and come out on the other side stronger and more resilient than ever.
The world of digital and online advertising posed the most recent, and I believe the gravest threat to radio. Digital certainly had the “shiny” part of the “shiny new penny” down. It’s easy to target, it’s trackable, and has a very attractive cost per thousand. Sexy as hell, right? The problem is that we’ve found recently that a lot of digital advertising is rife with fake accounts, fraud and bots.
Obviously, a strong digital strategy is important for a successful media plan. In fact, I talked about how radio can greatly enhance your online presence in this video. But this spooked heard mentality to stampede over to this “too good to be true” form of advertising is just plain silly.
Thankfully, sanity is coming back to the world of advertising. Companies like Procter and Gamble are “re-balancing” their media portfolios to better represent the roles of digital, and traditional advertising. They are “re-discovering” that no medium is better building reach, frequency, and establishing credibility than good old boring radio and television.
I ran across this article and it reminded me that radio is the original “product influencer” It reminded me that radio has been facilitating brand engagement since 1920.
It reminded me that not only is radio still around and kicking harder than ever before, it’s a vital part of a healthy, balanced and successful marketing plan.