RHH Insiders Guide

8/8/2019 RHH Insiders Guide

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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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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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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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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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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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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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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

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