Saturday, November 21, 2009

Radio wins big

Eat your hearts out, all you "traditional media are dead"-types. A new report shows that radio is bigger than ever, even with young audiences.
"It becomes quickly apparent that radio holds a special place among media consumers. Broadcast radio is the dominant form of audio media at home, work and in the car. In fact, a remarkable 77% of the population listens to broadcast radio each day for an average of 109 minutes, or nearly two hours, according to the study. Among key advertising-based media platforms, live television had the highest reach and daily usage at 95.3% for 331 minutes a day, but broadcast radio far exceeded the Internet at 63.7% and 77 minutes, newspapers at 34.6% and 41 minutes, and magazines at 26.5% and 22 minutes.

"More than 90% of adults are exposed to some form of audio media on a daily basis, with broadcast radio having by far the largest share of listening time. And while the perception is that younger listeners are abandoning radio for iPods and MP3 players, the reality is that 79% of 18-34 year-olds are listening to radio every day - for an average of 104 minutes."

Read the entire article by Bob McCurdy.

Monday, November 2, 2009

The Web site as an element of brand strategy

In my organization, as in many these days, our Web site is the centerpiece of our overall marketing communication program. How well does it support our brand?

In a column in a recent issue of MarketingDaily, Matthew Schwartz makes an excellent case for how Web sites should support the overall brand strategy. All too often, Web sites are built and maintained by people with little interest in or responsibility for their organizations' brand strategies. These are often the cool or flashy sites that win awards but don't build brands.

Schwartz emphasizes the need to measure user experience. If brands are built on experiences, and if Web sites are centerpieces of the marketing enterprise, then we should darned-well know how our sites meet (or don't meet) the needs and desires of those we serve.

Read the article here.