Three Radio Myths Demystified!

By John Hunt, General Sales Manager, 92.1 The Wolf, Movin 100.3/96.5, 95.3/103.9 The Dinosaur And Fox Sports 1490AM

In my opinion, the most interesting aspect of this job can be the perception of radio in the market. Not just the general public perception, but the perception of local businesses in regard to radio as an advertising medium or marketing component. Many local businesses have kindly offered us testimonials in regard to their experience and results with radio on However, there are many businesses that have not yet embraced the full potential radio offers their business. And, after reviewing and researching these myths, our staff came to some interesting conclusions…

Millennials Don’t Listen to Radio

FALSE – Radio has the highest reach for Adults 18-34. 92% of this demographic is reached through radio. Smartphones only reach 83% and TV only reaches 75% of this population group. Source: Nielsen Comparable Metrics Report Q4 2015.

Our Conclusion: Radio overall is a great medium to reach Millennials. Now, be sure the message is honest, emotional and engaging so the content is consumed and absorbed by the listener.

People Only Listen to Radio in the Morning

FALSE – Each week in the 10am-3pm daypart, radio reaches 81% of adults age 18 and up. Also, each week in the 3p-7p daypart radio reaches 83% of adults 25-54 and each week in the 7pm-12am daypart radio reaches 60% of adults in this same demo. Source: Nielsen Audio, RADAR 129, June 2016 (Persons 19+, 18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

Our Conclusion: Radio has very few time limits. Listeners enjoy their favorite stations when they are out and about or simply want music on in the background at home. Remember, many people work second or even third shifts and enjoy their favorite stations during non-traditional commute times.

Digital Services like Pandora Get Used More Than Radio

FALSE – The initial industry perception was traditional AM/FM Radio receives 55% share of audio time while services like Pandora and Spotify only have 45% of that share of time. The REALITY is AM/FM radio share is NINE TIMES greater than Pandora and SEVENTEEN TIMES larger than Spotify. Furthermore, Pandora only reaches 15% of the total population and Spotify only 5%. Sources: Perception: Advertiser Perceptions, May 2015, 327 advertisers and agencies. Edison Research “Share Of Ear” Q2 2015; daily reach


Our Conclusion: The initial perception is interesting because in our opinion, it clarifies radio/audios biggest strength. The medium is extremely personal, yet at the same time perceived to be larger than life. An individual may believe that since “they” only listen to one particular station (or medium), it makes sense that “everyone” does too. Sensible advertisers know how to separate this perception from the reality of their advertising and marketing plan in order to create a profitable advertising investment for their business.

Want to know more?

Let’s discuss your business’ thoughts about radio and lead generation at no obligation.

Don’t Believe In Advertising?

By John Hunt, General Sales Manager, WOLF 105.1, Movin 100.3/96.5, 95.3/103.9 The Dinosaur And Fox Sports 1490AM

“A man who stops advertising to save money is like a man who stops a clock to save time” – Henry Ford


Successful small businesses know advertising is an essential business plan component. For over ten years we’ve presented marketing workshops in conjunction with the Small Business Development Centers in Oswego and Onondaga Counties. These workshops are designed to help small businesses design the marketing chapter of their business plans.

We know that successful worldwide brands like Coke and Microsoft are household names. So why do they continue to advertise and market their products when they dominate their respective categories? Because – if they don’t, there is a better chance consumers will forget about the products and services over time. Marketing at this stage is designed to continue the brand experience in between the times when a consumer uses the product or service.

“That’s true, but small businesses don’t have the budget or resources that million dollar companies have.”

The principles that these successful companies use are the same principles all businesses are encouraged to use. Successful small businesses look at the patterns and strategies and adapt them for their own campaigns.

Start by looking at how the customers buy. What brings them to the small business? Follow the pattern.

Eventually, the small business will recognize the whole customer buying cycle. Now, focus the advertising at various points or milestones of the buying cycle so that the buying cycle will compress and encourage more frequent transactions.

“Our small business doesn’t have money to throw away on advertising. It needs to work.”

Our company believes all media works if it is used properly. If we know how customers buy from the business, our team can look at those patterns and help improve the buying cycle. There are patterns in every industry. If we compare our research with local small business’ trends, we will help see these patterns more clearly. Knowing these patterns brings about better results from advertising and marketing.

Want to know more?

Let’s review your business’ customer buying cycle at no obligation. Call us at 315-472-0222 or email me at to arrange a meeting with a member of our team. Or – if you have a group or trade organization that would like to host one of the small business marketing workshops at no cost and no obligation, we are scheduling appearances for summer and fall 2016 right now.

Three Things To Do When Business Is Slow

The life of a consultant can be a good one. It can also be scary.

It’s scary when things are slow and you’re wondering where your next client will come from. Sometimes you can get clients fairly quickly; other times it feels like you’re never going to get another client at all.

John Boyne and Joseph O'Connor Writers Centre Norwich via Compfight

Almost all of us have been there. It doesn’t have anything to do with whether you’re good at what you do or not. Sometimes it’s timing; sometimes it’s the market. It is what it is.

Reestablishing Yourself After A Long Term Contract

One of the problems many consultants have is that they can only work with one client at a time. Often it’s because of travel, or because the contract is so large that they can only concentrate on that one thing and nothing else.