Video didn't kill the radio star
Even with the rising popularity of satellite and Internet radio, terrestrial radio — your standard AM/FM radio — is here to stay. Despite the fact that AM radio began broadcasting nearly a century ago, it is still a popular communications medium. Yes, it has been edged out slightly by television and, more recently, the Internet, but terrestrial radio is readily available in a wide range of locations and on several types of devices. Best of all there are no exorbitant service fees or expensive equipment to buy, making it accessible to the masses.
Terrestrial radio serves several important purposes, aside from entertaining listeners with programming. First, it acts as an immediate notification system in the event of an emergency. Because radio is localized, stations can broadcast emergency information and updates to the people in that area without interrupting programming elsewhere. Terrestrial radio also serves as an events calendar, letting people know what’s happening in their area.
Radio is also an important advertising tool for local businesses. Terrestrial radio advertising is less expensive than national advertising on television and other media, and the message is concentrated. Besides the fact that national advertising is often not in the budget for local companies, it is just not necessary. Since the company’s services or products are not available on a national level, there is no need to advertise to people who cannot be customers.
Another benefit of terrestrial radio advertising is the size of your audience. Because there are no fees for accessing radio and the readily available equipment, radio advertising reaches a broader scope of listeners. All cars in the U.S. are sold with radios and most homes have at least one stereo or radio, so it’s easy for potential customers to hear your message.
While radio advertising is quite beneficial to local and smaller companies, these companies also need to have an active presence online on as many social media platforms as possible. All companies should have a Facebook page — it’s free — and someone should be updating regularly, both with information about your company as well as other useful facts and links. Ideally, businesses should use radio and mobile media in tandem, drawing consumer feedback and providing targeted savings and real-time updates whenever possible.