Great Audio Makes Dollars and Sense

Over the years, the radio industry has gone through challenging times, surviving the growth of media fractionalization with every new generation. Yet, for all the challenges facing broadcasters, local radio still plays a significant role in the daily lives of virtually everybody in our society.

But will it keep its hold on younger, growing audiences?

As the number of audio options increase—seemingly by the minute—one factor is indisputable when looking at the future of radio: relevance. We have evolved into a mobile society, one in which local radio that listeners deem relevant can continue to play a key role in daily life.  This isn’t a new concept, but it begs the question: How can radio stay relevant to current and potential new, younger listeners?

The answer is clear. It’s about audio.

Audio isn’t just all music all the time. Radio can and should do much more. Radio is meant to be listened to, rather than simply heard.  Good, powerful audio builds your brand and makes your station a destination for the listener.

Regardless of how audiences are measured today, the true measurement of radio and its significance depends on what the listener gets from an enriched listening experience.  Greater listener involvement results in stronger response for your clients; and everyone wins.

As a strong advocate of local radio, CRN has developed powerful audio elements at the center of our marketing campaigns, which stations have incorporated without sacrificing their core programming in any way. The result of making radio the foundation has been hundreds of successful campaigns over the years. No matter the age of the listener, the power of compelling and interesting audio and the marketing of radio go hand-in-hand.

Good audio and relevance to the moment are linked. If you hear something pleasing, informational, problem-solving or otherwise meaningful to you in the moment, you’ll stop and listen, remember where you heard it and will make an appointment to hear more.

Connecting your clients with strong audio and extending its presence across digital, social and other platforms expands your reach as well as ROI for your advertisers. Information or entertainment audio delivers more marketing value to listeners and advertisers without reliance on commercials. Brands are built on trust, which is developed by associating with something the listeners consider authentic and valuable. You know your audience and what they like and need. Think it through.  Make it relevant, informative and entertaining.

Powerful audio has a place in any format.  Make the investment in keeping and growing your audience with great audio. Our clients have seen the difference it makes, and they come back for more.

A CRN International survey of 525 consumers, conducted last June, confirmed our thinking that audio content on the radio is an expedient route to the hearts and wallets of listeners. When asked which form of radio messaging, out of six options, would make them the most likely to consider buying a product, 41 percent chose content—the most popular choice by more than a twofold margin over the runner-up tactic, real-people testimonials. Not only did the survey results support the desire of consumers to hear such content, but that they would remember and appreciate brands that provided it.

What’s more, in a CRN poll of marketing professionals, 57 percent indicated they were very pleased with the results of radio campaigns that employed branded content.

The most ardent young listeners looking for music can find it anywhere. With well-thought-out non-music content, you keep them by giving them a reason to listen beyond the music.  Make it matter, make it relevant to their world and they will look to you for it, and pass the word along.

All music all the time only gets you so far—people need more than music. Music is the currency, we know this, but you can stop the music and deliver audio that makes an impact on the daily lives of your listeners.

Good audio is not poison, good audio is power, but only if you invest in doing it right. 

If you build it, they will come, listen and buy; and your clients will love you for it.


Dick Kalt
Executive Vice President