Jamie Michaleson, President and CEO of SMZ in Troy, Michigan, recently shared with Jacobs Media his reasons why he continues to be loyal to radio.
- You listen to radio.
This may seem like an obvious statement. Of course we listen to radio. But the power of listening should not be ignored. At our company, listening is an integral part of our process. Listen. Think. Do. is our mantra.
Listening allows for a deep understanding. We regularly skim articles and skip videos, but when we listen we are truly engaged with a message. Radio allows us to listen to messages put out by brands in a natural, lightly intrusive way.
- Radio is your carpool companion.
What is radio? Is radio talk, news, podcasts, music, entertainment, or sports? Radio has always been a multi-faceted platform that provides an array of entertainment options for consumers. Sometimes it’s hard to peg exactly what radio is.
When I think of radio, I think of my morning commute. I have a few favorite morning shows – they’ve become my carpool companions. (Like a lot of people, I’m driving solo most of the time.) Morning radio shows garner a loyal following through this carpool companionship and that’s an excellent benefit for advertisers.
- Radio lets you have your finger on the button.
Listeners flip through their preset stations with ease. They have their fingers on the button all the time, and that drives us to create the highest quality radio ads we can. This lets us have our fingers on the button by keeping consumers engaged and interested in our content. This relationship is what keeps the art of compelling radio advertising alive and well to this day.
- We’re always predicting death.
The death of TV. The death of print. Sure, we’ve been predicting the death of radio for years now. As new technology continues to emerge, the death of radio seems to be a topic of conversation. Are we witnessing the death of radio? I’d argue not in my lifetime.
- Radio is MOSO. Or is it SOMO?
Bob Pittman, Chairman and CEO of iHeartMedia, said it best when he reminds us that radio connects to the consumer because it was the first mobile and social media platform. We’re all looking for the “next” up-and-coming social media platform to advertise on as we try to stay current. We’re bandwagon-hopping to platforms that may or may not last. So while we promote our posts, tweets, snaps and vines, let’s not forget our first social media platform: radio.
Jacobs Media Blog
August 5th, 2016
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