Clear Channel Says Radio Hosts Are Still Relevant

Radio isn’t dead. It just wasn’t advertised correctly, according to Clear Channel Communications CEO Bob Pittman.

“I think radio did a very poor job of marketing itself, and everybody started talking all about the shiny new things,” the MTV creator said.

Findings from the radio conglomerate showed on-air personality endorsements were similar to a friend’s recommendation -- and they trusted it more than a sponsored Facebook post, sponsored tweet or TV commercial. Six out of 10 listeners said that radio hosts were "like a friend" whose opinions they trusted. Forty percent argued that they felt radio personalities made the broadcast more personal, which turned listening to the radio into a more social event.

Pittman said the study is an example of the current efforts radio companies are now undertaking to showcase the influence the medium still has. He added that 92 percent of people listened to the radio every week in the 1970s, and the figure remains the same today when counting digital and other modern ways to tune in. With its digital toolbox, Pittman believes radio is unstoppable. Radio ads can be better targeted and have companion sites, video, visuals and even coupons.