The Radio
DiskPak -
A New Way To Harness The Power Of Radio PSAs
 According to the Radio Advertising Bureau (RAB), radio reaches
75 percent of all consumers every day and 95 percent every week. As
shown in this table, people listen to radio from 14 hours to over
21 hours every week, depending upon their age. Additionally, RAB tells
us that radio:
- Reaches 96% of Internet users
- Messages are recalled more frequently
than TV - 51% to 38%
Radio, due to its unique ability to be segmented by program
format, also permits you to reach very specific subsets of the general
population including seniors, youth and minority audiences. In short,
the portability of radio, coupled with its ability to segment listeners
by their program tastes, has contributed to its resurgence as a mass
medium.
 Powerful PSA Medium
There are nearly 13,000 AM and FM radio stations in the U.S., with
about two-thirds of the non-duplicating stations (where AM and FM
do not use the same programming) that regularly use public service
announcements. Using our unique Previous Usage Index that we have
developed for each station in our database, we can combine previous
usage with program formats, and market data to develop a distribution
plan which maximizes exposure. This graph shows the typical values
we generate for some of our client campaigns.
The development of the Compact Disk has been perhaps the single biggest
innovation to impact radio listening - and distribution - since the
cassette. Not only do CDs provide a quantum leap forward in the quality
of audio reproduction; they also provide significantly greater capacity
for placing audio program material on the CDs. The biggest downside
for CDs, however, from the PSA distribution perspective is cost.
Just the CD post-production costs alone - excluding creative message
development - can range from $18-$22,000 for a CD package distributed
to 5,000 stations, which is about half of the total radio universe.
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