With the new age of streaming platforms and easily accessible services, it was likely believed that Radio as a media would succumb to competition. Surprisingly however, in recent years, radio has not just thrived but adopted new means of transmission. Its transition and compatibility to other digitally enabled platforms has guaranteed access to radio from phones, laptops and smart speakers. RAJAR’s assessment of national listeners shows that 27% of adults 15+ tune into live radio through smartphones or tablets at least once a month. Portable and At-Home listening has become even easier and a benefit to the industry following the impacts of Covid-19, it’s nice to see some benefit somewhere, isn’t it?
Radio remains an unsung hero of media which has maintained its presence throughout decades of new innovations. The discerning factor in favour of radio is that auditory media requires minimal active engagement, making it the most convenient form of media available for on-the-go adults and the most easily distracted of children! The convenience of being able to access – music (for free!) whilst focusing on other tasks in the house or car adds to its glamour. Alongside information, communication and entertainment, radio enables and empowers advertisers with the space provided in regular commercial breaks. Use of local, community-based advertising also benefits local radio stations by remaining relevant to audiences in their region. It also inspires them to engage with stations personally through promotions and giveaways – everyone loves things they don’t have to pay for, don’t they?
While it may be said that radio is not the most prevalent form of media on everyone’s minds, it can be proven that it is the most persistent media, given that it is a hundred years old this decade! The British public is nothing if not loyal to convenience and radio provides that service free of charge, seven days a week, this ensures the longevity of the oldest media outlet for decades to come.
