Guru Preso2

Supporting Radio Station’sof ThePARC

The book compliments of
The PARC and these
supporting
Radio Groups:
CBSRadio
ClearChannel
Entercom
RoseCity Radio
WestsideRadio

Special Thanks:
The Portland Ad Federation
American Marketing Association
Public Relations Society of America
Portland Business Alliance

THE ORIGINAL
WIRELESS
Radio: Classic Technology in the Modern World Still Captivates Audiences
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

What is
RADIO?

Local Radio is
PERSONAL.
“I feel like the advertisements were directed
toward me personally,” and “Advertisers who use
this medium care more about reaching me
personally.”
Wirthlin Worldwide Study:
Radio’s Personal Relevance,Personal Connection

Local Radio is
POWERFUL.
“The key to advertising today is reaching the individual
through multiple channels of communication states.”
Richard Rosen, CEO
AlloyRed Brand-Interaction Marketing and Advertising.

Local Radio is
PROFITABLE.
Radio moves product. Across four different advertisers,
Radio advertising consistently and significantly increased
product sales and delivered meaningful profit for each
dollar of advertising. Radio demonstrated that it can
function as a primary medium for advertising.
Millward Brown and Information Resources, Inc.
Radio’s ROI Advantage, June 2005

The persuasion of
RADIO

The indisputable, prove facts…
235,000,000
People reached by Radio every week
Advertising Age, October 23, 2007

Local Radio
leverages it’s power to capture large audiences on air
and grounds your message with technology:
Websites.
Text messaging.
E-Messages.
Online Streaming
HD Radio

TOP 5
Emotional attributes people associate with local Radio:
Improves your mood.
Makes you feel motivated.
Comforts you.
Makes you relax.
Helps you have a good time.

Who listens to
RADIO?

Commercial breaks hold:
92
%
of the lead audience.

of consumers
who own MP3
Players listen
to the Radio
the same amount
of time.
75%

Where are Consumers
REACHED?

of Consumers are
reached
weekly by local
Radio.
93%

Reached in their
car.
46.6%
35.1%Reached at
home.
18.3Reached at work.

of all Consumers
reached
daily.
72%

What makes
RADIO
different?

Local Radio
leverages it’s power to capture large audiences on air
and grounds your message with technology:
Websites
Text messaging
E-Messages
Online Streaming
HD Radio

Local Radio’s ROI is
49%higher than television.

By replacing 1 of 2 TV ads
with 2 local Radio ads;
Brand recall increases by
34%

Local Radio reaches
people on an emotional level
just as well as television and
much more than newspaper.

Brand recall triples when
local Radio replaces
1 of 2 newspaper ads.

Size doesn’t effect
recall in Newspaper.
Make a smaller Newspaper ad,
then add a Radio spot to
your marketing mix.

Is
RADIO
right for
YOU?

RADIO
satisfies consumers personal
wants
and needs.

RADIO
targets
key lifestyle
markets.

RADIO
affects listeners
personally
and emotionally.

RADIO puts you on
TOP-OF-MINDS
Radio highlights your message
for those who are ready to buy.

and Other Sources of Information…
• Radio Marketing Guide and Fact Book 2007-2008
Advertising Bureau
• “Clear Channel Radio: Big Bucks Up for Grabs for the Radio Advertising
Radio Ink, July 17, 2007
• “Good Neighbors: Mary Beth Garber Explains the Virtual Neighborhood
that Unites Radio and Its Listeners”
Radio Ink, June 4, 2007
• www.dictionary.com
• Synergy: The Benefits of Moving Money Into Radio
The PreTesting Company and the Radio Ad Lab
• Media Facts: A Guide to Competitive Media
Radio Advertising Bureau
• Newspaper Association of America
 Media Audit 2007

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