235 Million Per Week + The Personal Touch


Thats what Radio Ink quotes as preliminary findings from Arbitron concerning radio’s reach:

NEW YORK — June 16, 2008: Preliminary results from Arbitron’s RADAR 97 network-radio ratings show that more than 235 million people listen to radio every week — up from 232 million in the RADAR 93 survey a year ago. Additionally, Arbitron says, “RADAR Network affiliates have consistent delivery with reaching the key young and adult demographics that advertisers target; they reach 84 percent of adults 18-34 and nearly 85 percent of adults 25-54. They also reach almost 85 percent of adults 18-49.”

Complete results from RADAR 97 will be forthcoming on June 24 according to the article. A two million listener uptick is hardly something to sneeze at, and the political class is well aware of it. As we ramp up for the busy part of the Presidential election, members of both parties attempt to find ways of using radio to increase their leverage. One example, which touches on my repeatedly posed commentaries about forging a personal bond between radio and listeners, occurred just the other day in New York.

Via The Associated Press:

WASHINGTON (AP) — Democrats tapped a teacher from upstate New York to make the case that their party will do more for working Americans than Republicans will.

Jeff Alberici, an eighth-grade history teacher in Auburn, N.Y., was chosen to deliver the Democrats’ Saturday radio address — an unusual choice for a weekly task usually performed by elected officials.

Mr. Alberici commented on the day-to-day struggle in an America where prices are steadily rising while resources are not. Putting a personal touch on the issues presented is an extremely media savvy move for the Democratic Party to make at this juncture. Mr. Albirici’s comments use radio’s ability to create a connection with listeners to relate the experience of the “Average Joe,” during the economically uncertain times we are facing.

Photo courtesy of CarbonNYC, used under its Creative Commons license


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