News & Highlights

From Nardi Media

In An Age Of New Media, Radio Still Dominates “Share Of Ear” In 2020

For years, I’ve heard people say “radio is dead!” and while I’ve always been quick to dispute it, I’m excited to share new research that confirms that radio is in fact, alive, well, and thriving.

I’ve had past clients question interview opportunities with radio stations and shows — and rightfully so. You want to make sure that doing an interview on a local or national radio station is actually worth your time because at the end of the day, what matters is, are people actually listening?

New research confirms what I’ve always felt about radio: radio wins when it comes to “share of ear”. A new study from the Edison Institute, a media research company, confirmed that terrestrial radio continues to hold the largest percentage of listenership among Americans 13+  with a whopping 42% of the market share!  Streaming audio platforms came in next at 17%, followed by owned music (10%), YouTube (10%), SiriusXM (9%), and podcasts (5%).

When it comes to securing media placements, radio is a great option and opportunity to take your message to the masses. If you’re wondering if there is value in doing a radio media interview for your brand, company, book, or cause, think about a few factors in addition to this new research:

  1. Understanding Your Target Audience – Who is your target audience and what are they listening to? If you’re not sure, simply create a post on social media and ask your audience where their ears are hanging out. Maybe it is actually podcasts. If it is radio, what kind of stations and shows? NPR? Your local news / talk station? A morning drive show? An urban station or show?
  2. Do Your Research – There are countless radio stations and shows covering various topics and genres, not to mention shows that simulcast in multiple markets. Do your research on (or have your Virtual Assistant conduct research) on shows that cover topics aligned with your expertise and brand.  
  3. Actually LISTEN –  When you’re trying to identify the right space for your brand, you need to get a feel of their coverage, topics, commentary, music, and more. Who else have hosts recently interviewed?  How long were those interviews?  Do they typically allow listeners to call-in with questions?  In order to better understand radio and figure out if a station is a good fit for you, your audience, and potentially a good place for you to do an interview, you need to listen.  If the station in question isn’t in your area, you can easily find their live streams online through their parent company sites (iHeart, Westwood One, Entercom, etc.)
  4. For Me, It’s NPR All Day, Every Day – This last point is more of a personal thought than a tip, but I am familiar with the NPR audience because I am a loyal listener (hi, WAMU!). NPR listeners are educated and invested listeners. They will take action if they hear a guest that resonates with them. NPR conducts excellent in-depth and longer-form guest interviews and will take call-ins from the audience, which adds value for a potential guest!  

Not sure where to start when it comes to radio? Turn to RadioOnline, which details top-ranked stations broken down by category in each market.

Bottom line: I heart radio (no pun intended!) and you should, too.

 

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Tracy Mccubbin

AUTHOR, MAKING SPACE, CLUTTER FREE

"The biggest piece of advice a first-time author is given is to “hire your own publicist,” but what they don’t tell you is to “hire your own Ashley.”  Looking back, I don’t know how I could have released my book without Ashley & her team.  We started working together before the book was published.  First local TV and small blogs and as I got more seasoned and the book got closer to coming, she booked me appearances on bigger and bigger outlets. 

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Susan Peirce Thompson, Ph.D.

New York Times Best Selling Author of Bright Line Eating: The Science of Living Happy, Thin, and Free

"The biggest piece of advice a first-time author is given is to “hire your own publicist,” but what they don’t tell you is to “hire your own Ashley.”  Looking back, I don’t know how I could have released my book without Ashley & her team.  We started working together before the book was published.  First local TV and small blogs and as I got more seasoned and the book got closer to coming, she booked me appearances on bigger and bigger outlets. 

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Susan McGinnis

Correspondent, CBS Newspath

“I am so pleased that Ashley is embarking on this new venture. For many years she has shined as an outstanding booker and producer at CBS News and at start-ups including Clean Skies News.  She was my first hire at Clean Skies, and was the shining star among the pack. She has always had  tremendous dedication to her work, and an untiring ability to accomplish whatever faces her, letting no obstacle stand in the way of an outstanding product.  She consistently goes above and beyond expectations, and never takes “no” as an answer, and never settles for less than outstanding. I would hire Ashley again. And again. And again.”

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Jennifer Oko

Partner, Mad Squid Media

“Ashley and I have worked together is a few different capacities, including CBS News, energyNOW!. I cannot say enough good things about her. Ashley is smart, thorough, quick, creative, and incredibly hard working. Most importantly, to be a successful media liaison and guest booker, relationships are everything. Ashley is a genuinely lovely person, and she wins the respect and trust of everyone she works with. She is the first person I call whenever I need a guest booker or segment producer.”

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Margaret Ryan

Energy Journalist & Analyst

“Ashley Bernardi is a dynamic professional who consistently produces excellent results.  In my three years working with Ashley as the head booker at Clean Skies News/EnergyNOW!, I never saw her fail to complete a job she had been assigned – and complete it admirably. Ashley is creative, energetic and goal-oriented, a true team player who works congenially with other professionals but can also be relied on to execute an assignment on her own. Ashley is the person I wanted on my team when I faced a challenging assignment!”

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Hardy Spire

Senior Producer, CNN’s Reliable Sources. Former General Manager at CleanSkies News and Senior Producer at CBS News.

“Ashley Bernardi has every rare quality in a TV producer — aggressiveness, insight, creativity, a strong work ethic, and pure charm.  She has all this plus she’s a kind and positive person.  And she has great contacts!”

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Silvio Marcacci

Principal, Marcacci Communications

“Ashley is hands down the best media trainer I’ve ever worked with, and she uses her considerable producing experience to make clients feel at ease and ready to learn. In addition, her ability to book clients on television and radio interviews is quite impressive – be ready for hours of interviews if you’re working with her!”

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Mary Jordan

Washington Post National Correspondent and Founding Editor of Washington Post Live

“There is nothing Ashley Bernardi cannot do when it comes to media.  She books top people for TV shows and national conferences and knows the business inside out. I worked closely with Ashley at the Washington Post  and she is not only savvy, but great to be around. She is the always cheerful, smart voice on the other end of the phone who persuades busy people to drop everything they are doing and do what Ashley tells them.”

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Scott Behson, PhD

best-selling author of The Working Dad’s Survival Guide: How to Succeed at Work and at Home

“I was a relatively unknown first-time author and Ashley was fantastic in getting my name out there, and ultimately booking me on national TV and radio, as well as major podcasts. She also provided top-notch media training and was always a great listener and advisor. Finally, she was on top of everything and we communicated constantly. I couldn’t have been happier about her efforts on behalf of my book launch!”

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Ron Friedman, Ph.D

author of The Best Place to Work: The Art and Science of Creating an Extraordinary Workplace

“Ashley Bernardi is extraordinary at her job in every way. Smart, strategic and relentlessly energetic, Ashley is someone I’d want on my team in any public relations campaign.”