In his Monday Morning Memo Newsletter titled, Radio of Tomorrow?, Roy Williams explains how successful Radio is reaching the masses. He writes: "Radio alarm clocks wake America in the morning and Radio remains our companion in the car. People who work alone at night - about 14 percent of our nation - think of the Radio as a friend."
Print media and electronic media have suffered with the digital age, but broadcast media such as TV and Radio are still the ones that reach the masses and have the greatest influence in shaping people's ideas.
In a world where everything is overwhelming, it's hard to know where to put your ad dollars to reach the most people. What we tend to forget is that the majority of Americans still turn to the basic broadcast to get most of their information.
"Radio is considered "mass media" for a reason: It reaches the unwashed, unfiltered masses. Rich and poor alike. Homeowners, apartment dwellers, and children still bumming a room from their parents..... If you want the public to think of you when they need what you sell, a nonstop radio schedule will work wonders." - Roy Williams, The Wizard of Ads
On one hand it's important to know the niche and the lifestyle of your market, but when you're looking at the bigger picture, Radio can deliver your message to a larger variety of masses, while simultaneously remaining local. It's the best of both worlds. In short, Radio's mass appeal is necessary and influential. It has a big impact on our thoughts, cultivating our knowledge about the world, life, social issues and orienting our attitude towards them. Including Radio in your marketing mix is probably the single most important link to you and reaching the masses.