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Saturday, September 3, 2022

Open Letter To Radio: Repatriate Lost Listening


For the seventh consecutive Labor Day, Andrew Curran, President of DMR/Interactive and an outspoken advocate for radio has issued another 'Open Letter' To radio.

"For years leading up to COVID, radio has watched listening levels decline. With these diary market insights on how much listening is truly available, radio has a golden opportunity. Recapturing just 50% of this lost listening is enough to be ranked #1 and #2 in a market with the coveted A25-54 audience."

The letter also cites the increasingly permanent shift to remote and hybrid schedules for office workers as a cautionary tale. Millions of employees in downtown buildings and suburban office parks no longer commute five days per week, which hampers the organic recovery of listening.

Curran writes:

"It’s “game on” for radio in both diary and PPM markets.

For all of the ongoing concerns about PUMM levels and the permanent shift to remote work, help is within reach.

With limited marketing budgets, your first priority is correctly spent focusing on existing heavy radio listeners.

However, as you plan for 2023, there’s an opportunity to develop a one-two punch by also funding the marketing investments necessary to repatriate listening back to your key revenue brands. With a unique and sustained messaging strategy that targets select listeners who have drifted away from radio, there’s significant ratings and revenue growth potential.

The existing marketing messages that resonate with your current audience won’t carry the day with people who have moved away from radio. You need to understand the daily life of these listeners and develop a compelling and personalized value proposition that forms the basis of your marketing strategy to recapture lapsed radio listeners."

Read the entire open letter, HERE 

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