It's hard to find nobody. But for the last few years, despite empirical evidence to the contrary, Maine business owners continue to exclaim with great confidence, "Nobody listens to the radio anymore." Even, Jad Abumrad, the producer of Radio Lab, one of my favorite radio shows, channeled these business owners when he told PBS News Hour in January, "“I don’t know a single 20-year-old who has a radio."
Before I introduce you to the Nobody that listens to Portland Radio, let me dispense with the facts.
Though I hate to disagree with a business owner (the customer is always right, right?), according to ongoing research, AM/FM radio reaches more Somebodies each week than any other medium. As a matter of fact, radio reaches more Somebodies than TV, smartphones, tablets, PCs and every other existing medium.
And with the utmost respect to Mr. Abumrad, more than 9-out-of-10 millenials still consume tons of AM/FM radio every single week. Pretty hard to do without a radio, Jad!
So, now, let me introduce you to the Nobodies who listen to Portland radio.
According to Nielsen, of the 796,106 adults living in southern Maine, only 55,727 don't listen to the radio. These are the Nobodies. What do these Nobodies have in common?
- They are 54% more likely to earn less than $30,000 than the general population
- They are 40% less likely to have a full-time job than the general population
- They are 85% more likely to be over that age of 65 than the general population
- They are 5% less likely to own their home than the general population
Most Maine business owners target consumers who have the disposable income necessary to purchase the goods and services they sell. According to Nielsen, the Somebodies who listen to radio are far more affluent than the Nobodies,
So the bottom line for Maine small business owners: Nobody doesn't listen to radio. In fact, more than 700,000 Somebodies listen to a Portland radio station every single week. These Somebodies are exactly the customers who are needed to make any business successful.
As Doug Schoen said in a recent Forbes article, "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."
Other helpful information for Maine small business owners:
- Portland Radio vs. Pandora: What Maine Business Owners Need To Know
- Your Customers Are Spending A Ton of Time Listening To Portland Radio
- Advertising On Radio Soars: What Maine Business Owners Need to Know
- Portland Radio: Working On The Weekend For Maine Small Business
Free Download For Any Business Owner