The 7 Secrets of Creative Radio Advertising

This means that radio is a perfect medium for today’s time-poor lifestyle since we can continue to enjoy it even when we’re doing something else.’

What listeners really want are the relationships they have with the people who bring them the music, relationships that they trust and feel close to. We live increasingly isolated lives and radio is an easy and effective way of managing solitude.

They listen for trusted company.
Audience research in many countries shows pretty consistently that while radio audiences of course enjoy the music and features, and appreciate the news bulletins and traffic reports, what they really get from radio is ‘company’ – the feeling that the DJ is in the room, the car or their office with them.