The document discusses the history and enduring appeal of radio as an advertising medium. It notes that radio utilizes electromagnetic waves to transmit audible signals through space. The document highlights that radio advertising is effective at reaching large audiences, can improve mood and motivate listeners, and maintains consistent listenership levels year-round compared to television. Radio advertising is reported to have significantly higher returns on investment than television or newspaper advertising.

1. THE ORIGINAL WIRELESS Radio: Classic Technology in the Modern World Still Captivates Audiences www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

2. What is www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO?

3. Ra•di•o- www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com audible signals encoded in electromagnetic waves of energy traveling through space . irresistibly everywhere

4. En•er•gy– www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Ambitious drive . Unusual power to attract . MAGNETIC

5. The persuasion of RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

6. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com “ Communication of audible signals encoded in Radio produces some of the most clever, most humorous, and most effective advertising available on any medium.” - John Hogan, President and Chairman of Clear Channel

7. TOP 5 Emotional attributes people associate with local Radio : www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Improves your mood . Makes you feel motivated . Comforts you . Makes you relax . Helps you have a good time .

8. It’s about www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Relevance . Uniquely powerful advertising hits home . Radio relates

9. What emotions do you evoke?

11. Who listens to www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO?

12. Commercial breaks hold: www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 92% of the lead audience .

13. of consumers who own MP3 Players listen to the Radio the same amount of time. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 75%

14. Where are Consumers www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com REACHED?

15. of Consumers are reached weekly by local Radio. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 93%

16. Reached in their car . www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 46 . 6% 35 . 1% Reached at home . 18 . 3% Reached at work .

17. of all Consumers reached daily . www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 72%

18. What makes RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com different?

19. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com “ It’s the only medium that can actually speak to you in a human voice. It’s directed only to you , and includes you in the conversation, in the selection of music, in what’s on the air.” — Mary Beth Garber, President, Southern California Broadcasters Association

20. Local Radio leverages it’s power to capture large audiences on air and grounds your message with technology : www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Websites Text messaging E-Messages Online Streaming HD Radio

21. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Super UGLY Chart … With Undeniable Impact .

22. Local Radio’s ROI is www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 49% higher than television.

23. By replacing 1 of 2 TV ads with 2 local Radio ads ; Brand recall increases by www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com 34%

24. Local Radio reaches people on an emotional level just as well as television and much more than newspaper. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

25. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Brand recall triples when local Radio replaces 1 of 2 newspaper ads .

26. Size doesn’t effect recall in Newspaper . www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Make a smaller Newspaper ad, then add a Radio spot to your marketing mix .

27. TV watching is seasonal . www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Radio is consistent year round .

28. Is www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com RADIO right for YOU?

29. RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com satisfies consumers personal wants and needs .

30. RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com targets key lifestyle markets .

31. RADIO www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com affects listeners personally and emotionally .

32. RADIO puts you on TOP-OF-MINDS www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com Radio highlights your message for those who are ready to buy .

33. Want to know more about local radio marketing contact… www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

34. www.PortlandRadio.org www.RadioGuruPDX.com Special thanks to: Jennifer Freedman, Intern-University of Oregon ©2008 PARC Melissa Kunde, Executive Director [email_address]

35. and Other Sources of Information… www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com • Radio Marketing Guide and Fact Book 2007-2008 Advertising Bureau • “Clear Channel Radio: Big Bucks Up for Grabs for the Radio Advertising Radio Ink, July 17, 2007 • “Good Neighbors: Mary Beth Garber Explains the Virtual Neighborhood that Unites Radio and Its Listeners” Radio Ink, June 4, 2007 • www.dictionary.com • Synergy: The Benefits of Moving Money Into Radio The PreTesting Company and the Radio Ad Lab • Media Facts: A Guide to Competitive Media Radio Advertising Bureau • Newspaper Association of America  Media Audit 2007