Bell Media’s announcement last week that it is selling off 45 of 103 regional radio stations and eliminating 4,800 jobs (roughly 10% of which will be from Bell Media) of which has disappointed many but the industry is heartened by the fact that the stations are being bought by seven established regional operators. Meanwhile, Radio Connects, the association of the radio industry, is looking to dispel the impression created by the Bell announcement that radio is no longer a viable medium
Caroline Gianias, president of Radio Connects, says the recent discussions surrounding the sale of local radio stations have sparked misconceptions about the viability of radio as a medium – but this couldn’t be further from the truth. “Canadian broadcast radio remains a vibrant and essential platform for communication, entertainment and advertising, with enduring importance, particularly outside of PPM markets in our local communities. Rather than interpreting these sales as indicators of radio’s viability, we must view them as strategic business decisions made in a rapidly evolving media landscape. It’s also important to clarify that these stations were not closed but rather bought by other local Canadian broadcasters because they represent an opportunity.”
Amidst these discussions, she says it’s crucial to emphasize the significant role of radio advertising in supporting local businesses. “In 2022 alone, local Canadian radio represented a staggering 67% of the $1.5 billion spent in radio advertising in Canada. This statistic underscores the tangible impact that live radio advertising has on local economies. Through live broadcasts, listeners establish genuine connections with their community and the businesses that serve them, fostering brand loyalty and driving consumer behaviour in ways that other advertising mediums cannot replicate.”
Gianias says that as the industry moves forward, it’s imperative to recognize the vital role that Canadian broadcast radio plays in supporting local Canadian economies and communities. By investing in live radio advertising, businesses not only promote their products and services but also contribute to the vibrancy and growth of their neighbourhoods. Moreover, numerous studies and surveys continue to reaffirm the enduring importance of Canadian radio in the media landscape. From its role in driving consumer behaviour to its unmatched ability to foster emotional connections with audiences, radio consistently demonstrates its resilience and relevance.”
In today’s ever-changing media landscape, Gianias says it’s crucial to recognize the enduring significance of radio and that live broadcast radio remains an integral part of our Canadian cultural fabric.
Radio Connects, the not-for-profit trade association for the Canadian radio industry, was established in 2016. Its mandate is to inform and educate the advertising and marketing and community on the effectiveness of radio using research and consumer insights.
