Pending Business: Is Radio Still the Frequency Medium? | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

Pending Business: Is Radio Still the Frequency Medium?

| August 23, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Do you remember this rule from basic sales training? Radio is a frequency medium. Radio is the more efficient way to deliver a message with high repetition to a qualified audience and for measurable results; your message needs to hit your target audience at least_____times.

How many times should a target consumer hear an audio message to generate response?

Pick a reasonable number that will trigger a purchase cycle, before the message becomes an irritant. Can’t find a number?  You are not alone. I think the rules have changed faster than you realize.

Consider the current media bombardment where depending on your personal media habits, experts estimate the number of daily “ads” per day we experience range from 5,000 to 10,000. You read that correctly 5,000 to 10,000 ads every day, depending on your time spent with various media.

How many times should an ad run on your news/talk radio station or in your news/talk station’s digital stream to stand out in today’s advertising jungle? It started at three, jumped to seven and now? My theory is nobody truly knows.

Do you remember the thousands of daily ads you hear and see? Somehow your brain filters out what you don’t want to process. But when you’re hungry, thirsty, not feeling well, need a new computer, car, couch, or more cash, the appropriate ad jumps out of the jungle, demanding your attention. And that’s what great talk radio hosts are all about: owning the listeners attention.

Let’s look at the basics of the sales process and how build frequency.

  • The Connection – Pick up any current research study and you will soon learn how listeners trust and are connected to show hosts. Connection starts the credibility process between host and listener and the properly constructed ad message, heard daily, will trigger response. The ad is beginning to stand out in the jungle as you create a less crowded jungle.
  • The Electronic Water Cooler – Most news/talk listeners will check in with their favorite radio station or host to get a feel for “what’s happening.” The tribal drums are pounding and we all try to listen a little closer. That one simple action is the difference between active engaged listeners and thousands of wasted ad impressions. We are finding a clearing in the ad jungle.
  • Discovery and Response – Today’s shortcut pattern of performance results is accelerated. Listeners learn about the product or service, compare, and act. We are moving faster through the jungle
  • But what SELLS the listener to begin the process? That regularly scheduled ad your on-air talent is presenting to a trusting listener.

How much frequency does it take to power through today’s media jungle? Ask a successful radio seller who rules the jungle.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at:

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Category: Sales