Katz Radio Group Releases “United Message” For Radio
June 29, 2012
Katz Radio Group has sent a Powerpoint presentation to all Katz and Clear Channel stations and staffs, offering a "unified mention" for the radio industry. The presentation was crafted by a committee made up of Katz EVP of Radio Analysis and Insights Mary Beth Garber, Katz's Mark Gray, David Field of Entercom, Emmis' Val Maki and CC's Jeff Howard.
Garber says, "For a very long time radio has talked about telling the same message, speaking with a single voice. Here it is. A consortium of people have created, with help and input from many different people, a concise presentation that tells the truths about radio that everyone in our business needs to know and tell to their clients. Call it 'common messaging' or a 'unified message' about what Radio is today and does for advertisers."
She adds, "The presentation is designed to be 'rip and read' – it can be used as is or, preferably, customized to include great case studies from your own advertisers. Please take a look and give us your feedback. The presentation will be updated constantly and will change as the business and the facts change." You can find the file (in .PPT format) via Garber's webpage.
A companion presentation from the RAB, Arbitron and Katz has also been created and will be offered on their respective websites, as well as "distributed to the press, used by Arbitron in training agency and station people and will be presented to advertisers, agencies and broadcast associations around the country. "
Among the presentation's key points are:
Radio is thriving because it connects with listeners in ways no other medium can match
Over the past 20 years Radio has consistently reached 9 out of 10 people in virtually every demographic/ethnicity.
Listeners have strong emotional relationships with their favorite on-air radio personalities that benefit advertisers.
Radio continues to reinvent itself by engaging its audiences on other digital platforms.
Radio’s distinct audience demographics and lifestyle appeal make it easy to target the right customers and locations.