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Record Label Marketing by Paul Allen, Amy Macy, Tom Hutchison

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7 How Radio Works

Paul Allen

Radio

Any study of the marketing of recordings must include an understanding of traditional radio and the role it plays in reaching target markets for the music. How important is radio? Veterans of the recording industry estimate that as many as 70% of consumer decisions to purchase CDs can be traced directly back to exposure to the music via radio. As much as consumers complain about the large number of commercials and repeated playing of the same records, radio still is the most important vehicle the recording industry has to showcase its product to the public.

Edison Media Research tells us that Americans spend an average of two hours each day—weekdays and weekends alike—in a vehicle on the road, either as a ...

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