Satellite Radio vs. Traditional Radio
An article was posted on the Bulldog Reporter today regarding how PR professionals should tune into new technologies and platforms such as Terrestrial, Satellite and Online Radio.
While satellite radio is known for its vast variety of programming choices, PR Pros should know that without an objective measurement tool like Arbitron, it’s hard to measure how many listeners each channel has. Online radio has even more measurement challenges, since it’s measured by visits and downloads which don’t directly compare to traditional radio listeners as measured by Arbitron.
PR Pros should keep in mind that traditional radio is unmatched in its ability to reach consumers, whether they are at home, in the car, or at work. In fact, radio reaches 96% of consumers over the age of 12 each week, and listenership is strong at all times of the day, including weekends and overnight hours. Further, traditional radio has embraced newer technologies like streaming and podcasting, so they have both a presence on the air and on the web.
I admit that I love satellite radio’s ability to span from news, entertainment, and music and talk programming. With an estimated 20 million subscribers, satellite radio represents a vast consumer audience for marketers. But as a PR professional, I also value the need for concrete results with actual measurements!
Bottom line for PR professionals is that these technologies can be great methods to add to your radio toolbox, but do your homework. Ask questions and get verification about who is listening and when before you consider your next radio outreach campaign.