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Who would have thought, in this brave new
technological world, that one of the media of
would also be one of the oldest?
Chris Campling, timesonline.co.uk, March 2009
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They say were making a comeback. you know we
never wenT away. radio has been an inTegral parT o
american lie since 1920. were a TrusTed source o
enTerTainmenT and inormaTion or virTually every
man, woman and child in america. so inTegral ThaT
some have orgoTTen jusT how relevanT radio is and
how much iT means To Them. wiTh your help as a radio
insider, The radio heard here campaign is going
To remind Them and reigniTe our naTional passion
or a medium ThaTs more relevanT To lisTeners and
adverTisers Than ever beore. we wanT you To join
The army o radio ambassadors who will Tell our
sTory and ensure ThaT radios value is recognized
now and in The uTure.
1
Data reported in March o each year or consumers
12 and older using radio (millions)1
Radio Remains RelevantRadio has added six million listenersover the past six years.
0M
48M
96M
144M
192M
240M
0M
48M
96M
144M
192M
240M
229 230 231 232 235 235
0405
0607
0809
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2
speak up, speak ouT, speak or us all.
The purpose o this booklet is to help you
participate in the national conversation about
radio with the latest acts about the medium
and its vitality.
Were starting by empowering you, the radio
insider, to sing radios praises to inuencers,
consumers, advertisers and others. In the
ollowing pages o this guide, youll fnd
inormation you can use to educate your
colleagues, your community and your
business partners on the great story
and uture o radio.
poinT 1: radio reaches everyone.
92% lisTen weekly.
You can enjoy radio no matter where you live,
how much money you make, what interests
or education you have. Radio reaches an
overwhelming majority o Americans each
week. And, you dont need an expensive gadget
to enjoy radio its accessible to everyone.
Radio Reaches More People
Percentage o consumers reached by each o thesemajor media sources in a typical week.2
0%
20%
40%
60%
80%
100%
0%
20%
40%
0%
80%
00%
92%
75%
48%
RadioInternet
Newspaper
48%
Yellow Pages
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3
of Americans 12
and older listen toradio weekly.3
Over Americans listen
to radio regularly.5
new listeners were added
between March 2004 and March 2009.6
say radio plays an important
part in American life.4
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4
Radio Is Driving Technology
There are nearly 7,000 streaming radio stations
in the U.S. And the number is growing.7
poinT 2: radio Technology is everywhere.
Radio is adapting, changing, exploring,
innovating, investing and responding to a
changing world. Radio can be heard on the
Internet, mobile phones and MP3 players,
creating new choices or consumers. Radio
continues to maintain its status as a avoredchoice or new music discovery, entertainment
and inormation.
This isnt by accident radio is embracing
new technologies and is responding to
marketplace changes with programming
innovations and new technologies, such as
HD Radio. Radios goal is to be available
anywhere there are speakers or headphones.
0
1400
2800
4200
5600
7000
0
1400
800
4200
5600
7000
3,500 4,250
6,974
09
08
07
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5
The iheartradio application for the Apple
iPhone has been downloaded more
than a million times.8
mobile wireless subscribers listen to
streaming online music or radio on
their mobile phone.9
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6
Theres never been more
in radio than there is today. Radio is
now becoming a more important
component to consumer electronics.
David Rehr, quoted in Radio World, January 2009
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7
new ways To enjoy radio.
Radio has introduced the ollowing innovations
to help consumers access and enjoy their
avorite inormation and entertainment:
Mobile phone applications
MP3 player radio tuner
Online streaming
HD Radio push to buy
Audio search
Podcasting and on-demand
iTunes tagging
Buy rom FM
Radio Is MobileRadio unctionality is growing more rapidly
than MP3 unctionality on mobile phones.10
0%
30%
60%
90%
120%
150%
0%
30%
60%
90%
120%
150%
Radio
MP3
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8
poinT 3: radio oers more choices Than ever.
As the radio industry continues to drive
innovation and technology, it oers more choices
than ever beore. Listeners can listen to more
than 1,800 digital stations available on the air
and online, and this number is growing ast.
What kind of stations are on HD Radio?
My HD interactive request channel
Club Phusion dance hits
Hispanic Reggaeton Latin usion
Foggy Mountain classic country
Full Metal Racket hard rock and
heavy metal
Joke Joke all comedy
Mother Trucker southern rock
National Geographic world music
Undies Indie Rock underground
college and indie rock
The Walk contemporary Christian
The Bayou blues
HD Radio On The RiseThere are more than 1,800 HD radio stations in
the U.S., and the number continues to grow.11
0
400
800
1200
1600
2000
0
400
800
200
1600
000
0908
0706
05
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9
Americans listen to online radio every week.12
Americans have listened
to audio podcasts of AM/FM broadcasts in
the last month.13
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poinT 4: radio is resilienT.
iT is growing in a Time-sTarved world.
Radio has demonstrated outstanding listener
retention in an increasingly time-starved world.
Unprecedented changes in technology and
liestyle have compressed activities into
smaller and smaller windows. Consumers are
spending less time at the gym, less time with
the kids, less time with books; theyre even
sleeping less. But listening time has dropped
only slightly. Thats because radio is the onemedium that is an ideal companion to other
activity. People listen while they drive, work
out or do the dishes. And theyre listening to
Internet streams on the job or while doing their
homework. So even in a time-compressed
world, radio is a great choice.
The number o Americans playing 25 or more
rounds o gol has dropped by one-third.14
The percentage o American adults reading
a daily newspaper has dropped rom
58.6% in 1998 to 48% in 2008.15
Yet, radios audience remains stable,
reaching 92% o Americans 12 and over
each week.16
And, over the past 10 years, radio has
retained 87% o its time spent listening.17
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11
More Than 2 Hours A DayAverage minutes consumers spent with these
major media sources in the last 24 hours.18
At work
On mobile phones
In the garage
On MP3 players
On the porch
In the pool
In the shower
In the laundryroom
On the run
On their computers
In the bedroom
At the beach
At the park
On the street
On the bus
In the tent
americans are lisTening everywhere
0
30
60
90
120
150
0
30
0
90
120
150
126
85
29
Radio
Internet
Newspaper
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radio heard here: The campaign.
The Radio Heard Here campaign is designed
to underscore the broadening versatility o
radios content, the pioneering innovation o its
technology and the continuing relevance o the
medium in Americans lives.
The initiative is comprised o our major pillars:
Accessible technology.
Eorts are under way to ensure that radio
is integrated with a variety o electronic
devices. A core tenet o the campaign isthat radio should be available wherever
there is a speaker or headphone, and
particularly on all mobile devices.
Playlist variety and format diversity.We must communicate the industrys
progress toward oering listeners greater
variety and choice.
Building for the future.We are taking a proactive approach toward
ensuring radios progress and prosperity in
the uture, including promoting the growth o
our listening audience and consumer reach.
Reigniting consumers.
We must remind listeners o the many
benefts o radio and the broad variety o
people, places and purposes it connects.
12
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ciTaTions and sources.
1. at radar 80, m 2004, 229 .
at radar 84, m 2005, 230 .at radar 88, m 2006, 231 .
at radar 92, m 2007, 232 .
at radar 96, m 2008, t 235 t.
at radar 100, m 2009, t 235 t.
2. at radar 100, m 2009, t 235 t.
h itt, ot at n u t itt,
.tt./_/x.?pid =973. nat a (naa ), Newspapers Reach: The Competitive Edge
2008, t. k nt sttt r t y p
at, T 2008 y p at it u st
nt rt, Print in the Mix A Clearinghouse o Research on Print
Media Eectiveness, pt it ct t rt ittt
T, tt://ttx.t.///54.
3. at radar 100, m 2009, t 235 t.
4. a m s, r ix, a 2006.
5. s tt 1.
6. T r mt g, w r, ../.
7. i r/m stt ct, 2009
8. T d, n c c s m a o lt
r a b 15 pt, m 16, 2009, .tt./-/tt/t/2009/03/15/ar 2009031501401.t.
9. n t t p h, rab : m mt o
ott r, Mediaweek, m 17, 2009, ../
/tt_//35961716890172952940429.
10. i w, m t- t t , vnunet.com, 29,
2008, .t./t//2210900/--t-
-.11. stt t a, hd r, ../f___t_
_tt..
12. at, sft ht, The Infnite Dial 2008: Radios Digital
Platorms, . 4, .t.//t__t_2008..
13. s tt 12.
14. p vt, m a a g u g, New York Times,
21, 2008, .t./2008/02/21//21.t.
15. n at a, s r, Top 50 Market
Report, 19982007. naa , T a v at, Why
Newspapers?, 2008 t, ..//Tn/w%20
n%202008%20inal ..
16. s tt 3.
17. at, radar 19962006, a r T, T stlt ett.
18. b ptt, tt t nabs 2008. ptt : Tvb ,
n m r ct s, 2006.
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National Association of Broadcasters
Getmoreresourcesat
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