Budgets, Locals & Rick Steves: The Many Advantages of Radio Advertising

Rick Steves was ahead of his time when he started his travel program, because he knew it’s all about the locals.

He has entertained millions for thirty years doing something that just about everyone does or wants to do - travel and/or travel better. With his unrelenting charm and those ill-fitted button-down dad shirts bought packaged and pre-folded on those JCPenney desks, he’s the walking representation of “Why didn’t I think of that?!”. 

But I’m not leading this blog with Rick Steves to echo the best Mediterranean Island hops or Dublin pubs. I’m talking about the gleeful adventurer because he is actually a marvelous metaphor for what radio does and why radio works.

Local Radio is Defined by Local People

For those of you who may not know of Rick Steves AKA the coolest travel guide to ever overpay for an airport sandwich, he has one absolute pillar of his adventures; engaging the local people, and absorbing their traditions & values, no matter where he is. He doesn’t diminish what the Eiffel tower stands for, he just knows it’s not what is truly French. The Eiffel tower and the ocean of cameras surrounding it capture 1/10th the soul of France that any back-alley patisserie does.

Over a Slovenian dinner, Rick Steves is reminded of the beauty in engaging the locals.

The media equivalent to that back-alley patisserie is radio. Radio captures the soul of its region, much more so than the internet or television. Journalism was once capable, but unfortunately has fallen victim to the digital age. This local relevance is echoed by the graphic below. Note that music, which is not typically broadcast with “local” in mind, isn’t even present.

Roughly half of radio listeners would still tune in if music was never played.

There is beauty in how radio has stuck to its roots, which are in essence community service. Sure the rare Howard Sterns emerge to become media titans and global figures, and more power to ‘em. But here in the Boise boom, we know first hand that radio is defined by local people, stations, talent and businesses. And it’s why radio advertisements are at worst potent, and at best can transform a business.

“Radio captures the soul of its region”.

These factors have long been the case for radio listenership, engagement and advertising. But could something make the future even brighter?

The Great COVID Move-a-Thon

Be it in education, work or lifestyle, we’ve not seen the lasting consequences of the pandemic. But one seismic shift in the country was the herds of people who left our largest cities for medium or even small ones. And the migration is only continuing.

Two prominent examples are Austin, Texas and Iliad’s very own Boise, Idaho. Both cities also share a common origin point for many newcomers; the state of California. This has sparked emotions ranging from enthusiasm about growth, to anger about outpricing.

It’s official; Boise may be America’s biggest boomtown.

Let’s really break this down. On one side, you have people moving to a place that is much more defined, intimate. A place with character. On the other side are the people who have lived there for years or decades or their whole lives who built said character.

By and large, people want the same things.

This is where radio is likely to become even more pivotal. Locals have an opportunity to support a lifeblood of their region, and newcomers have a chance to learn about it. We at Iliad see these ambitions every day, whether from our listeners or our clients.

In the 3rd quarter of 2020, radio beat out television, tablets, internet, and even smartphones for weekly reach of adults 18 and up.

Even the most ardent radio enthusiasts were shocked by those figures. And take into account what the third quarter of 2020 really was; the apex of the pandemic, which now having improved, means more people packing the U-Hauls.

“By and large, people want the same things.”

So, if the airwaves are this powerful, surely radio advertising companies charge an arm and a leg, right?

Radio Advertising Costs

Another hallmark of Rick’s European adventures is his prowess for making travel affordable. He ensures you get the best bang for your buck - just like radio advertising does!

Radio advertising costs are not only lower than direct alternatives such as television, but radio ads also boast a higher average conversion rate than television ads and online media alike.

Numerous factors can dictate whether the radio advertisement cost is a few bucks or a few thousand, but by and large the business-friendly economics of on-air radio spots are unrivaled. A good perk to look for - and one offered by the team here at Iliad Media Group - is complimentary script writing. You’d be surprised how difficult it can be to write a compelling and informative ad - that also runs under 30 seconds!

Target Your Audience

It’s not that Rick Steves ignores the monuments, he just knows the value of targeting his main audience - locals. Sure, one could aimlessly wander all of Europe and have a delightful trip. But having a plan of who and what you want to target makes for the best results, memories and definitely meals. This targeting mindset is exactly what businesses can do in radio much more than any other medium, particularly valuable given recent developments in a certain massive advertising platform.

If you’re a Facebook member, you’re probably aware of targeted advertising, and possibly the backlash against it. Privacy is a hot-button issue of our time and rightfully so. The advantage of radio advertising is that it targets demographically, not individually. If you have a product or service that you know works for a certain age group or gender, guess what? There’s a radio station that almost certainly aligns with it. This efficiency ensures that your marketing dollars are not wasted, and that your presence becomes known to those who matter most.

Radio Effects on Listeners

Bob Eucker is a broadcasting legend. A former Major League Baseball player, he transitioned to the radio broadcast booth in 1971 to serve as the play-by-play announcer for the Milwaukee Brewers baseball team - which he still enjoys to this very day.

Bob once said “On TV the people can see it. On the radio you have to create it”. It’s one of my favorite radio quotes in history because it addresses every party involved in the medium, from the hosts and listeners on air to the producers and commercial creation off of it. 

When Kim’s Guitar Shop opts for a radio spot over television, she will be accessing her customers in a much more detailed and personal way. The communication becomes direct and personable due to its very medium. Her advertisement will be created with more passion and clarity because it won’t have the crutch that is a camera and later a television screen (another way to think about this; consider how rarely the movie is better than the book).

“On TV the people can see it. On the radio you have to create it.” - Bob Eucker

No one feels like the celebrity endorser in the televised detergent commercial is speaking to them. And people love being spoken to. They love getting in on something, and being invited to a can’t-miss opportunity. Radio grants those opportunities like nothing else.

So, Why Radio?

I’ll be modest and avoid saying it’s empirically better. But if Apple is all about “think differently”, then radio’s equivalent would be “engage differently”, because that’s what it does with every advertisement, every host and every program.

We see variations of ____ local everywhere: Shop local. Buy local. Eat local. Support local. Listen local isn’t really a movement because it doesn’t need to be. We already love it. In fact it’s likely only going to gain popularity as Americans continue packing their suitcases for new destinations that are overflowing with character. Newcomers want it on this character, and the ol’ timers want to maintain it. That’s why a focal point for both will be listening local. Hey, at least they can agree on something! 

“If Apple is all about “think differently”, then radio’s equivalent would be “engage differently”.”

Radio has been told year after year, innovation after innovation, that its time has come. And yet it continuously silences naysayers, proving to be fertile ground for listeners, consumers, businesses, events, advertisers and above all, community.

If you want something advertised for the exploding Boise or Twin Falls markets, the team here at Iliad Media Group would be thrilled to help.