RADIO - THE EMERGING MEDIUM

Radio has many natural advantages that make it an excellent choice for an advertising medium. These advantages include a high amount of time spent listening (TSL), precision targeting, strong listener loyalty, ad recall, message retention and more.

Unlike other media that requires the consumer to actively seek them out, radio travels with the consumer throughout their day ­at home, in the car, in the office.

Radio is personalized and effective in delivering the message to your target audience. A unique benefit that only radio can deliver is the ability to customize each product message to suit the time of the day, the day of the week, the lifestyle of the target audience or any other factor that is relevant to the advertiser's marketing strategy. It is easy to do this with radio as production costs are economical and turn-around times are fast.

SO WHAT IS FORMAT RADIO ?

Format radio is a method of radio programming that is research-driven. It focuses on the LISTENER and what they want to hear.

This means everything from the music selection, tone, mood and feel, to the on-air delivery of all dialogues and promotional contests are specifically targeted to appeal to the station's audience. The rationale behind this concept is simple. The radio station has to give it's audience what they want in order to hold their attention and keep them listening. A happy listener is a loyal listener.

The strength in format radio lies in its consistency in delivering exactly what the audience wants, when they want it. It is this specific formula that is maintained 24 hours a day, 7 days a week, that ensures that audiences always know what to expect when they tune in to their favourite radio station.

For advertisers, this means a more targeted communication to deliver advertiser's niche marketing messages to a very specific audience group. This also means maximum Return On Investment on advertising expenditure by reaching the right people at the right time.