Radio Heard Here – FAQs

Radio Heard Here – FAQs
1. What is Radio Heard Here?
Radio Heard Here is a far-reaching, multiyear initiative designed to reignite the public’s passion
for radio. The fact is, despite the arrival of new communications and entertainment devices within
the past 20 years or so, radio has maintained its integral and near-ubiquitous presence in most
people’s lives. In fact, more than 235 million Americans say that radio plays an important role in
their lives. Radio Heard Here will showcase the many ways that radio has continued to adapt, to
innovate and to maintain its relevance in a digital world.
2. Who is behind this initiative?
Radio Heard Here is being made possible by a coalition of three major players from within the
broadcasting industry – the National Association of Broadcasters, the Radio Advertising Bureau
and the HD Digital Radio Alliance. These three organizations are overseeing the various educational
and promotional elements of the campaign, and the presidents/CEOs of each organization (David
Rehr, NAB; Jeff Haley, RAB; and Peter Ferrara, HDDRA) will be playing active and prominent
roles within the campaign. In addition to these major players, the campaign also will involve a variety of
industry partners, including Internet Service Providers, advertising agencies and other creative outlets.
3. What’s the impetus behind it?
There is understandable enthusiasm for new entertainment technologies. But in a world of digital
downloads, streaming audio and MP3 players, Americans have continued overwhelmingly to tune in to
radio to be entertained and informed. The radio industry never left – but it did seem quiet compared
to its new competitors in the marketplace. Radio has now reemerged with a greater sense of vitality,
versatility and innovation. The industry has invested millions of dollars in new technology – HD
radio and new delivery devices, for example – as well as made significant strides toward improving
the quality and diversity of its content. While Americans have more options than ever before about
where they find information and entertainment, radio is responding to this competitive landscape
by enhancing the listening experience in bold new ways. Communicating this renaissance in radio
is what Radio Heard Here is all about.
4. What are the objectives of the campaign?
Radio Heard Here seeks to change the public’s perceptions about the future of radio. This is a medium
that is approaching its centennial anniversary and Radio Heard Here not only will remind Americans
about the relevance of radio in their lives, but also will inform them of the innovative ways that
radio is expected to improve in both the programming and technology in the years ahead.
www.radioheardhere.com
Radio Heard Here – FAQs (continued)
5. What will the campaign entail?
The initiative will feature:
 A broad-based advertising campaign called “Radio Heard Here”.
 Outreach to industry and trade partners, which will include a prominent Web presence, a variety
of regular blogs, and a campaign to educate the creative community within advertising agencies
and universities on how to successfully write and place radio advertising.
 Public relations, which will target the industry, trade media and other key influencers.
 A viral communications component, which will involve videos produced for YouTube, MySpace,
Google Video and the like.
6. Why now?
The level of activity and innovation happening now within the radio industry is unprecedented, and
consequently there is no better time than now to begin communicating the many ways that radio is
adapting, changing, exploring, innovating, investing and responding to a changing world. As the
industry approaches the 100th anniversary of its first commercial broadcast, it is a fitting time to
celebrate radio’s significant achievements and focus on the bright future the industry has ahead of it.