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The Voice of

Why Radio?

Dr. Elizabeth Loftus, author and psychiatrist at the University of Washington, has shown that people remember more if they hear words, rather than if they see them.  The mind is able to understand a spoken word in 140 milliseconds, while it takes 180 milliseconds to understand the printed word.  Psychologists believe this 40 millisecond delay occurs when the brain attempts to translate visual data into aural sounds.

Similarly, what one hears is retained longer in his or her memory than what is seen.  A visual image fades in about one second, while an image received by the ear lasts four or five times longer.  Since sound lasts much longer in the mind, the spoken word leads to greater clarity of thought than does a picture.  Additionally, the tone of the human voice gives those words emotional impact that printed words alone can't impart.

Dr. Loftus maintains the impact of the spoken word never really stops.  ("Sticks and stones may break my bones" is certainly proof of that!)

Jack Trout, author of The New Positioning (McGraw-Hill), states that while visuals still play an important role in communications, the verbal message should be the primary driver, while the pictures serve to reinforce the words.

Three out of four viewers will replay the television message visually in their minds, when they hear the same material via radio.  It's called "Imagery Transfer."  Radio can create a synergy which keeps the message fresh and vibrant.  This method builds both "reach" and "frequency" effectively and inexpensively.

Keith Reinhard, Chairman/CEO of DDB Needham Worldwide, has made a compelling evaluation about radio.  He says: "I like the fact that we can paint more accurate pictures on radio.  Instead of asking viewers to identify with a typical family at a typical table as portrayed in a television commercial, we can call up the precise images of a million different families at a million different tables by saying in the radio commercial: 'Tonight as your family sits down to dinner...'  At that moment, each listener pictures his or her own family...just as you're picturing your family right now!"

Further observation from Reinhard assert success will be achieved by those who target more narrowly, tailor their messages more specifically, and receive repeated impressions and multiple contacts.  Noting the medium delivers all that potential, Reinhard concludes, "Radio is enormously underrated!"

As Jack Trout observes, down deep, you probably believe that the eye is more powerful than the ear.  It's also likely that you share a related preconception supposedly declared by Confucius 500 years before Christ's birth: "A picture is worth a thousand words."  These seven words (not pictures, mind you) have lived for 2,500 years!

Trout says: To set the record straight, we went back to the Chinese characters and had them translated.  What was really declared by Confucius was, 'A picture is worth a thousand pieces of gold.'  What Confucius actually foresaw was television, where indeed a picture sells for THOUSANDS of pieces of gold!

The classic "Pepsi-Cola Hits the Spot" radio commercial first ran 55 years ago.  Absolutely nothing went into the mind via the eye.  Yet, today, the commercial can cause recollection, and in many cases can be repeated by those who listened.

So, is a "picture worth a thousand words"?

Dr. Thomas Sticht of Stanford University in his book, Auding and Reading suggests, "How many times have you seen pictures trying to represent concepts such as 'God, trustworthiness, reliability and love'?  It's rather that the ear drives the eye.  That is, in radio, you see what you hear.  That is not to say that the visual doesn't play an important role.  What we are saying is that the verbal should be the 'driver,' and the pictures should reinforce the words.  All too often, the reverse is the case."

It's truer to say:  One word is worth a thousand pictures!

Author Jack Trout makes a final thought about our friend, Confucius.  "Isn't it ironic that he is remembered NOT for what he looked like, but rather for what he said?"

A Case For Radio

Whether it's the plethora of direct mail pieces going into mailboxes across America each day...or, the "over 500-channel" options via cable television...or, the phenomenal impact of accessible information via the Internet...today's American public has never had so many choices for entertainment, education and edification!

In fact, the average person is bombarded by three to five thousand marketing impressions each and every day.

With all of this competition for attention, is radio's "golden era" long past?  The answer is a resounding "NO!"

Unlike any other, radio, remains an extremely viable and contemporary medium for reaching the men and women in your target audience.

Why? Because...

Radio reaches nearly everyone - one person at a time!

Despite the fact that about 80% of the American public (aged 12 or older) listens to radio every day...it is uniquely intimate.  Listeners develop a day-to-day relationship with the broadcast entity.  Radio station managers across the country know from their own experience, there's no more loyal audience that those who tune in to Christian radio.  Even generally, with secular stations, radio listeners are almost fanatically loyal to their favorite stations and personalities.

Radio goes everywhere!

We're on the move!  People are more transitory today than at any time in our history.  And only radio goes wherever we go.  Whether it's checking traffic reports in the car, or listening to music on the beach, or tuning in for weather while shaving...radio is there!  In fact, it's the radio that people turn to as a reliable source in time of emergency.  When the power goes out and storm fronts are raging, a battery-powered radio is the primary means by which listeners stay informed!

Radio can provide creative and immediate access to the people you want to reach!

With distinctive formats, radio can target the audience and deliver the message enough times to make a lasting impression.  It provides the "reach and frequency" needed to stand out.  And, thanks to satellite delivery options, you can react instantly with radio!  Material can be updated overnight so that programs are contemporary, concerns are immediately addressed, and constituents keep current.

Radio is cost-effective!

Radio's Cost Per Minute (CPM) has increased the least among all major media in the last 12 years - 30%.  At the same time, direct mail has risen 52% and spot television 57%.  Radio continues to offer the most economical means to deliver a message to the greatest number of (targeted) people.

(Interesting, too, that radio is cost-effective for consumers as well - while we pay for magazine subscriptions, cable TV hook-up and Internet access, radio remains free to its users.)

So...who's listening to radio?

Almost everyone listens to radio...and, on average, for 3.5 hours a day.  Adults spend more time with radio from 6am - 6pm than any other medium - 44% for radio versus 41% for TV.  Car radios reach 87% of consumers each week.

For comparison, the average weekday share of time spent with various medium shows 58% for radio, 34% for TV, 8% for newspapers, and 4% for magazines (no wonder there's concern from the print side).

The average US household has nearly 6 working receivers.  Estimated receivers in use amount to more than half a billion (580,000,000).  Estimated vehicular receivers in use are another 144 million.

Unlike the "surfers" on television, the average radio listener doesn't change stations when commercials come on.  Since 18% of radio listenership takes place in a car (where scanning is most likely to occur), that means the other 82% are loyally listening to the radio message, including the commercials.

But does anyone listen to Christian radio?

According to the "M Street Journal" (12/10/97), there are over 1600 "religious" stations in the U. S. - that represents nearly 15% of the total broadcast "universe" nationwide.  (With 849 stations tallied for religion, that represents nearly 20% of the AM side)  That means that virtually everyone in America now can access religious radio.

Formats break out into a number of designations including "Teaching/Variety; Contemporary Christian; Gospel; Southern Gospel" and more.  Of these, the largest audience is still attracted to "Christian talk and teaching."

Even isolated to "Large Markets," the #7 format is "Religion/Teaching-Variety."  If all related formats were combined, it would move the general category up to #3 overall - ranking right under "Country" (#1) and "News/Talk" (#2).

By the way, if you question the viability of religious radio today, note that in 1990, there were 998 religious stations - that's a growth rate of 60% over seven years!

Listening to Christian radio is up almost 9% over last year (in weekly CUMES).  In fact, it's now estimated that more than 24 million listen to religious radio weekly.  Both commercial and non-commercial outlets are contributing to this accomplishment.  Commercial stations have added over 500,000 to their weekly audience in the past year with non-commercials indicating even larger audiences than their commercial counterparts.

Among that number is a steady growth of male listenership, now accounting for 36% of average quarter-hour listenership nationwide.  As merely a further sampling of encouraging growth reports: Inspirational stations have raised their teen audience by 51%, with men turning in to traditional Gospel stations up 144%; Women 35-44 are still the largest segment, with healthy gains moving up fast demographically from the teen group, as well as men in the 35-54 category.

Over the past 60 years, radio has proven to be an incredible tool for communicating the message of Jesus Christ.  Its viability now is stronger than ever before.  Radio remains an extremely effective and exceedingly cost-efficient way to impact thousand of people every day!

More Facts About Radio

Radio's highest listenership is in the age bracket of 35-54.  Of men 18+, 36% listen at home, and 42% in cars.  With women, it's 40% at home and 39% in cars.

When it comes to "Religious Radio," the 35-44 age group ranks the highest (27%).  Next highest age group is 25-34 (23%).  Those 55-64 were at 10%.

Studies show adults 18 and over represent a surprising 61% listenership from the hours of 3:00-6:00pm; 56% 6:00-10:00am.

Media Targeting 2000 reveals that while 22% watching television purchased a commodity within one hour of watching, the figure in the same analysis jumps to 57% as applied to radio.

Complied by Ambassador Advertising Agency

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Last modified: 06/17/09