I recently spoke with a radio consultant who had just returned from the Vegas NAB . He told me there seemed to be a consensus amongst many who attended that radio is getting a bad rap and is in serious trouble. Does this mean the demise of radio? Or, could it simply mean that radio is in need of repair?

Since its inception, radio formats have evolved to meet the demands of the audiences listening habits and changing lifestyles. And those changes continue, perhaps now, at it fastest pace ever. But none of these changes reflect the one constant about radio, i.e. it remains one of the most effective and intimate mediums available to advertisers.

So what’s the big deal about radio being an intimate medium? Well, simply put, if you understand advertising and its relationship to consumers, you would recognize that it’s our feelings and emotions that drive us to action (or reaction). If we don’t connect to what we hear then we can’t respond. We hear all kinds of stats about increases in radio listenership in all of its various forms. So then we can only assume that those listening to radio find some connection or feeling towards the music, the stimulation of talk radio, the excitement of sports, the banter of radio personalities, the need to be informed, etc.

Evidence and research indicate the medium of radio is as effective as it ever was. It still has the power to captivate and build listenership, to connect and relate to the listener in a feely-touchy kind of way. Yeah, let’s call it intimacy. So, I’m going out on a limb here and draw my own conclusion that if radio is truly in trouble, then it’s not the medium, but the system that prevents
advertisers from using and “experimenting with” radio.

If the advertisers message doesn’t emotionally connect to the listener or consumer, then why should that advertiser spend money in radio? Let’s stop blaming the medium and start to think about generating results for advertisers who have the potential to return to radio again and again and maybe even return with bigger budgets.

NEXT TIME, I’d like to focus on some suggestions how we can start changing the system and changing how we think about radio advertising..and not only at the radio station level, but at all size ad agencies as well as those in-house advertisers who fail to recognize that good radio advertising is as specialized as TV or print.

But first, do this. Make a concerted effort to listen to the commercials now airing. Do you hear what I hear? The morning personality who rips through a testimonial without a shred of credibility? Did you get that advertisers phone number? How about the second time? Were you able to jot down those individual sales item prices? Was it the sound of the announcer on that particular spot made you select one bank over another or one car dealer or another? Or was it the musical background? Or did the local carpet dealer shouting his message or the store owner’s bland recitation of the copy finally convinced you to flip to another radio station?

What do you mean you turned down the volume till the commercial ended?