Radio: The Stealth Weapon
bury election news (wait for 4Q financials!), Jacobs Media’s ever-interesting
Jacobs Media Blog points to a Politico story highlighting how radio is a
“stealth weapon” for political campaigns.
In a blog
entry called “Under the Radar,” Jacobs Media provided its take on Josh
Gerstein’s piece, “Radio: The Other Air
Writing the day before the election, Jacobs noted
that at the end of the campaign that both the Obama and Romney teams had
increasingly turned to radio in the late innings “for a variety of strategic
and tactical reasons.”
But the real takeaway is this:
“Gerstein’s article is a sales piece for every radio station in America,
especially during the next campaign cycle where radio will hopefully be even more
proactive in securing advertising dollars nationally, statewide, and in local
Jacobs notes that the Politico piece singles
out radio for being highly targetable for hitting niche audiences with precise
campaign messages. It also points out that radio is a cheap way into a mass
market and to hit audiences that might not react to TV messages.
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