Today at the NAB Radio Show in Charlotte, NAB President and CEO David K. Rehr unveiled a comprehensive marketing campaign that aims to reposition radio for a long and successful future. The campaign, dubbed the "Radio 2020" initiative, is a cooperative effort between the NAB, Radio Advertising Bureau (RAB) and HD Digital Radio Alliance. In preparing for the big launch, the groups oversaw an in-depth research project, analyzing hundreds of reports, interviewing radio stakeholders, fielding a dozen focus group sessions and conducting telephone research with consumers. Results showed that nearly all participants said they rely heavily on radio because they value radio's accessibility, portability, and diversity.
"Radio 2020 will not only address radio's greatest challenges, but will also guide us on how to explore our greatest opportunities," said Rehr in his keynote address. "Radio's value lies in the fact that it's accessible -- it's everywhere and portable. It's the one medium where everyone can freely and easily connect to a diverse world of entertainment and information, anywhere and everywhere."
The next phase of the campaign will include marketing through radio and print advertisements and incorporating messaging from both a national and local level. The groups are also assessing initiatives to foster new talent in the fields of radio advertising.
"As this plan has come together under David Rehrís leadership, the findings and recommendations are amongst the best work Iíve seen in all media positioning," said RAB President and CEO Jeff Haley. "Radio is a universal medium in its accessibility and content choices, even more so now that we are expanding onto additional distribution platforms. Advertisers are taking notice and we can build on that momentum by delivering a unified message about Radio's importance in Americans' lives."
Peter Ferrara, President and CEO of the HD Digital Radio Alliance, added, "Radio 2020 is not just a date in the future, but a call to action about our future. Our industry is robust with fresh ideas, new technology and amazing opportunity. Through this initiative we can work together to demonstrate radio's incredible value and relevance to the American consumer."