NAB Unveils 'Radio 2020' Campaign
September 27, 2007 at 7:07 AM (PT)
NAB Pres./CEO DAVID K. REHR TODAY unveiled a comprehensive marketing campaign to reposition radio for the future. The campaign, dubbed the "Radio 2020" initiative and unveiled during REHR's keynote address at The NAB RADIO SHOW in CHARLOTTE is the result of a cooperative effort between NAB, the RAB and the HD DIGITAL RADIO ALLIANCE.
"Radio 2020 will not only address radio's greatest challenges, but will also guide us on how to explore our greatest opportunities," said REHR, noting that radio is heard by over 233 million listeners per week.
In preparing for the Radio 2020 initiative's launch, the groups oversaw an in-depth research project -- analyzing hundreds of reports, interviewing scores of radio stakeholders, fielding a dozen focus group sessions and conducting telephone research with over 5,000 consumers.
Results from the research showed that nearly all participants said they rely heavily on radio, REHR noted, explaining that listeners value radio's accessibility, portability, and diversity.
"Radio's value lies in the fact that it's accessible -- it's everywhere and portable," added REHR. "It's the one medium where everyone can freely and easily connect to a diverse world of entertainment and information, anywhere and everywhere."