Radio Gaga

OK, I admit it. I’m a fan of local radio. Whether it’s news, weather or sports on the big AM signals or local entertainment and event information on my favorite (classic rock) FM radio stations, the local angle always adds that certain something I just can’t get with satellite radio, or while listening to my iPod in the car. I also enjoy flipping through the dial when I’m traveling in cities around the country to get a quick take on what’s happening in unfamiliar territory. And it’s a great opportunity to hear different approaches to delivering content and advertising messages.

People who are looking to place advertising dollars are hearing about relevancy being just as important as reach and frequency. That’s true. And the web delivers that relevancy by positioning your online ads where people happen to be searching, or if they’re looking at websites with information relevant to your message or products.

But I wouldn’t underestimate the relevancy of the living environment around you. What will the weather be like tonight and tomorrow? Is the traffic backed up again this morning on the commute to work? Did the (insert your local team) win last night? A KISS tribute band is in town this weekend? Rock on!

There has been much discussion about how different music and information delivery channels other than local radio could diminish the importance of considering it in your media strategy. I maintain if local radio is done right, it has very powerful immediate relevancy. And placing your message around that real-world, right-now relevancy can be just as powerful.

Now excuse me. I need to get my KISS makeup ready for the weekend.