Charlotte, NC (October 1, 2007)–The National Association of Broadcasters (NAB) has launched what it has dubbed the Radio 2020 initiative “to reposition radio for a vibrant and successful future.” Unveiled at The NAB Radio Show in Charlotte, it is the result of a cooperative effort between NAB, the Radio Advertising Bureau (RAB) and the HD Digital Radio Alliance.
NAB president and CEO David K. Rehr announced the marketing campaign during his keynote address on the first day of the show. “Radio 2020 will not only address radio’s greatest challenges, but will also guide us on how to explore our greatest opportunities,” said Rehr, noting that over 233 million listeners per week listen to radio.
In preparing for the Radio 2020 initiative’s launch, the groups oversaw an in-depth research project, analyzing hundreds of reports, interviewing scores of radio stakeholders, fielding a dozen focus group sessions and conducting telephone research with over 5,000 consumers. Results from the research showed that nearly all participants said they rely heavily on radio, Rehr noted, explaining that listeners value radio’s accessibility, portability, and diversity.
“Radio’s value lies in the fact that it’s accessible–it’s everywhere and portable,” said Rehr. “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 comprehensive marketing outreach, through radio and print advertisements, incorporating messaging from both a national and local level. The groups are also assessing initiatives to foster new talent in the creative fields of radio advertising.
The NAB Radio Show
The National Association of Broadcasters