A recent article by Doug Schoen in Forbes begins, "You wouldn’t know it from all the media coverage focused on streaming video and streaming music, but recent Nielsen data shows radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference." A Maine small business owner who is considering marketing her goods or services on Portland radio may, understandably, want to know if the medium's superior reach translates to sales.Read More
Radio Results Blog
We wanted to put Doug Schoen's thesis to the test to see if, in fact, Maine small business owners' perceptions of traditional AM/FM radio have been misguided by the lopsided share-of-attention enjoyed by newer media options.
Doug Schoen is a pretty smart guy. He graduated magna cum laude from Harvard where he also received his law degree. He earned doctorate of philosophy from Oxford. He co-invented overnight polling for political campaigns. He has written tons of books. And the clients of his market research company, Penn, Schoen & Berland, include Proctor & Gamble and AT&T.
A few weeks ago, in an article published in Forbes magazine, the very smart Schoen said, "You wouldn’t know it from all the media coverage focused on streaming video and streaming music, but recent Nielsen data shows radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference. Schoen goes on to say, "Despite how often the media reports on newer forms of advertising, it is in fact free broadcast radio – yes, a mass market medium that’s been around since the 19th century – that often most effectively reaches and truly influences consumers."
To test Schoen's thesis we surveyed Maine business owners and media buyers who depend on Portland radio to market their goods and services. One hundred of them told us what they thought. Here is what they know about radio that just ain't so.Read More
People love radio. That's a finding of a recent study by Nielsen, a global research company. The study, which has received wide attention from a diverse range of media outlets shows traditional, AM/FM radio is used by 93% of all adults each week. More than TV. More than smart phones. More than computers. The study prompted Doug Schoen of Forbes magazine to proclaim, "It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
This is old news to many Maine business owners who depend on Portland radio to successfully market their products and services to their current and prospective customers. This includes Adam Soule, General Manager of A-Best Windows, a Maine company that has been manufacturing and installing replacement windows for 30 year. Soule has found radio to be a "timeless marketing tool where every car has a radio and radio is free to the consumer."Read More
Joy Golden died this week at the age of 85. You may not recognize her name, but during the 1980s, you could not turn on a Portland radio station without hearing one of her commercials. Golden wrote and produced not only memorable but extremely effective commercials for many well-know companies. But, her most famous campaign was for Laughing Cow cheese.
Laughing Cow Cheese with its round shape, wax covering and iconic red, net bag has been around since 1921, nine years before Golden was born. Sales of the brand, however, were sluggish until 1983, when Laughing Cow's parent company, FroBel, asked Golden's agency, TBWA, to create an advertising campaign for its Mini Gouda and Mini Bonbel, Mini Babybel varieties. According to the book, "And Now A Few Laughs From Our Sponsor", radio was not the first choice to advertise the processed cheese.Read More
Maine small business owners spend good money to advertise on Portland radio. We have shared dozens of success stories from advertisers like Mathews Brothers, Cathy Manchester Real Estate, WH Demmons, and Dunbar Water. These are all businesses who have seen their sales expand because of what they say in their radio commercial.
Sometimes, though, commercials don't work. They fail to engage the listener. An unengaged listener does not convert into a paying customer. And nothing disengages a listener faster than a cliche. What is a cliche? The dictionary says they are a "phrases or opinions that are overused and betrays a lack of original thought."Read More
Ok. So don't just take our word for it. We have been making the case for several years that after 95 years if testing, Portland radio has proven to be a powerful marketing tool for Maine small businesses. We have published testimonials from Maine small business owners like realtor Cathy Manchester who doubled her sales in just one year when she started advertising on radio. We have printed studies from major research companies that clearly demonstrate that radio adverting delivers a greater return-on-investment than any other medium. Now comes two more pieces of evidence that shows radio's dominance in the pantheon of advertising supported media.Read More
Portland radio has proven to be an essential marketing tool for Maine Small Business owners. But how does a business owner with a limited advertising budget decide which radio stations to use. According to the Small Business Guide to Radio Advertising, the answer is always to "choose quality over quantity."
In a recent poll to identify the best radio station in Maine, the readers of DownEast magazine chose Portland's WCLZ. Although the station does not have the biggest audience, the station has proved to be a perennial favorite of the stations 43,074 weekly listeners and hundreds of satisfied advertisers.Read More
Ever since June 24, 1925, the day WCSH became the first station on the Portland radio dial, Maine's small business owners have asked the question: does advertising on Portland radio lead to sales? We have shared the radio successes that many small business owners have experienced. For instance, real estate agent Cathy Manchester told us her business doubled when she started advertising on Portland Radio. Michael Storey, owner of a southern Maine landscape construction company, reported his sales increased by 45% during the first year he advertised on the radio. Theresa Torrent,
In a 1949 issue of Look magazine, NBC president Merlin Aylesworth made the following prediction: "Within three years, radio will be wiped out. Powerful network television will take its place." A 1948 article in Harper's magazine predicted that radio "will maintain a marginal existence before finally being relegated to the storeroom." Even Billboard magazine got it wrong. In 1960, the so-called "bible" of the music industry claimed, "TV is killing radio. It won't be long until radio is gone." As Mark Twain might say, the reports of radio's death are not only greatly exaggerated, they are just plain wrong.
Portland Radio Kicks 's TV's Butt
According to a study released in June by Nielsen, radio is alive and well and is kicking TV's butt. Radio, as it has for the past 15 years, reaches 93% of all consumers every week. By contrast, television only reaches 87%. This holds true in Maine as well where, also according to Nielsen, Portland radio reaches 704,822 adults every week while Portland television stations only reach 674,898 viewers. This gives radio a 5% advantage over TV in southern Maine.Read More