R23 - Is Radio Still Relevant

Published on 14 Aug 2013

- Cindy Diamond, Sales Director Inland at Mediamark speaks about how radio is still relevant today, and always will be

In this day and age, the radio isn't as popular as it used to be. The new forms of technology have over-ridden the radio as mobile phones now have the ability to download apps to listen to your own personal favourite music. E.g. Spotify. With this in mind, the radio is less needed than society would like to think however here, Cindy Diamond , a sales director from Australia in Mediamark talks about the opposition of how it is still relevant and to her beliefs, will always be relevant.

As well as being in the radio industry, she is a part of the digital and social media space which does affect the listeners as they choose more digital rather than radio. She talks about how advertises use their marketing skills to target the audience whereas with radio you cannot really market other than give them something to listen to. Social media allows interactivity therefore the audience will undoubtly find it more interesting. However radio has the ability to transform itself from a single media type. Radio can advertise to start engaging with consumers more actively on the ground. "Radio has remained dominant". In actual fact, consumers have enhanced radio by the use of social media and digital media. Radio offers more things generically as you can use it wherever and are able to stream it from a variety of forms of technology. Without knowing it, she believes that we are always surrounded by the radio; in the mornings, at home, out etc. Aspects of the media is everywhere and within radio, all of these things are covered so essentially we are surrounded by the radio. Radio popularity is increasing. Overall, it's development goes through it's niche market and then through it's mass pool. This is unique and a powerful aspects as marketers are also attracted by this.