New Marketing Push From Industry: 'Radio Heard Here'
April 15, 2008 at 6:01 AM (PT)
What has radio done for you lately? That's a question radio programmers and ad sellers alike have been asking consumers and ad buyers in recent years, as radio's share of the overall media mix stabilizes while online and TV continue to expand, reports AD AGE. Now the original reach-medium is hoping to reclaim some of the relevance and pervasiveness of its pre-TV heyday by kick-starting an industry-wide campaign called "Radio Heard Here." The campaign launches TODAY (4/15) at the NAB CONFERENCE in LAS VEGAS.
The idea is that [Radio Heard Here] becomes our 'Got Milk?'
The multimillion-dollar campaign -- which aims to actively encourage more radio listening among listeners aged 18-24 and 25-34 -- will encompass plenty of radio airtime across all broadcast groups as well as non-radio elements including print, outdoor, YOUTUBE and other social-networking destinations. NAB CEO DAVID REHR said the average consumer tends to perceive radio as oxygen. "They don't know what they'd do without it, but because it's everywhere they've kind of forgotten its value."
"Radio Heard Here" is part of a larger initiative called RADIO 2020, spearheaded by the NAB, RAB and HD RADIO ALLIANCE. The initiative's goal is to reposition radio as a major growth medium by the year 2020, the 100th anniversary of radio broadcasting in AMERICA. In the meantime, it intends to make radio available on every device with a speaker or headphone by 2010.
"The idea is that [Radio Heard Here] becomes our 'Got Milk?'" said RAB CEO JEFF HALEY, referring to the popular campaign promoting milk drinking. "It's a flexible, easily-accessible phrase that can stand for a lot of things and can move from place to place to really be relevant."
Peter Smyth's Opinion
GREATER MEDIA Pres./CEO PETER SMYTH writes about radio "on offense," and discusses the new "Radio Heard Here" campaign in his monthly web column "From The Corner Office."
He writes, "I will be joining with other radio CEOs and executives to begin a sustained series of visits to major advertisers and ad associations nationwide to personally tell radio's story and invite them to make radio a fundamental part of their marketing solution. We must take the time to explain that radio is moving aggressively and quickly through investment in new technology to become a premier platform for integrated, accountable marketing solutions that are cost-effective and produce measurable results. We are moving forward with significant investments in new technology because radio has to make itself available wherever and whenever our listeners desire it. More than 3,500+ stations nationwide are now available via web stream, making it more convenient than ever to multitask with your favorite local station. We continue to work with software and hardware producers to integrate radio into mobile phones, mp3 players and other handheld devices. We continue our investment in HD Radio and are focusing on the data delivery capabilities of HD, which will bring new, multidimensional services to our listeners."
Check it out here.