Pols Urged Not to Write Off Traditional Radio

According to political campaign organizer Oren Shur, even though campaigns are investing more than ever before in new digital technologies—and for good reason. The Internet and smartphones have changed the way campaigns organize, raise money, persuade voters, and get-out-the-vote. Online is where many of us live our lives.

But, Shur writing for campignsandelections.com, says as consultants and campaign managers scramble each cycle to find the next-best-thing, they’d be well-advised to remember that radio (the old-best-thing) still matters, especially when it comes to reaching local audiences.

According to the Pew Research Center, 92 percent of Americans (age 12+) listened to the radio at least once a week last year. And while online streaming or Internet services like Pandora have become increasingly popular, the number of people listening to broadcast radio has not changed much over the past decade. Millions of Americans still tune in at home, in the car and at work.

At a time when voters are more distracted than ever, radio listeners are remarkably focused and attentive. For many Americans, once the kids are dropped off, the morning and evening commutes are the calmest part of the day, a brief reprieve from life’s craziness. Even in the Internet age, there’s a very real and important place for radio in any comprehensive communications plan.

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