My news director recently sent me a link to an article on the death of radio.
Unfortunately the link is no longer active but the essence of it was that a top radio exec told people in the business that radio as we know it today will be dead in 20 years.
I think he’s optimistic. I don’t think it will take that long.
On the other hand, it seems to be pretty alive and active today, at least where I place spots.
I just produced a :30 sec with our president, Maravene Loeschke, to promote our new leadership brand. I placed it with about 20 stations around Pennsylvania and New York State and didn’t think much more about it. I did a 10-day flight schedule. Not long after that the president rushed into my office. “Dennis, that radio spot we did, can you play it for me?”
Being a typical PR director I thought something was wrong.
(Sometimes I think for public relations directors, PR means “paranoia rampant.”)
“I just want to hear it,” she continued. “People have been stopping me all over telling me how they heard the spot and how much they liked it and how they liked my voice.” I, of course, was immensely relieved, especially with the last comment about her voice since she spent 30 some years as an educator/administrator/actress.
A few days later our media person in Harrisburg asked if I’d send him the spot. He said a lot of people around the state capitol had been talking about it.
Last week my student worker came in saying, “I’ve been hearing your voice all over the place.”
I asked where and she listed off different stations and different commercials. “I thought you didn’t listen to radio,” I said.
“I do when I’m driving and I’ve been doing a lot of that lately,” she answered.
So I’m pausing to rethink things . I don’t have hard figures, but I’m getting a lot of anecdotal evidence that a lot of folks still listen to radio.
I’m continue to move into the evolving new media.
But maybe I won’t turn that dial as fast as I had planned.
PS. I realized, reading this over, that turn that dial dates me. Does anyone under 30 even understand that phrase?