Radio remains major force to reach consumers
In “Southeastern Connecticut is Under the Social Media Influence,” (March 3), several statements are made about radio that require examination. The article states that “younger millennials and Generation Z-ers … are hard to reach through traditional forms of advertising like … radio.” According to the most recent Nielsen survey (NEW LONDON, CT; FA18 SD/SP18 SD; Metro; M-Su 6a-12m) radio reaches 87 percent of all people 12-plus in the New London County market (203,900 individuals) on a weekly basis. Of those younger generations, radio reaches 81.8 percent of the 18-34 demographic (50,400 individuals weekly) and 76.7 percent of the 12-17 demographic (14,500 weekly). The cited statistic of influencer Jean Michael Coronado’s Instagram followers at 8,900 pales in comparison.
I dispute that social media influencers are the best choice for local businesses. Many of Jean Michael Coronado’s Instagram followers are from all over the world, including Bolivia, Brazil, Peru, and Denver to name a few. For a brand whose goods can be purchased and shipped anywhere in the world (like Vineyard Vines), social influencers can be a great asset. However, for a local business like a restaurant, the key to growth is inviting the local community into your establishment.
V.P./Market Manager at Cumulus Media
Stories that may interest you
I, myself, along with other truck drivers, are essential employees. I have learned from the best. We go through many hours of training to get our commercial driver's license. The trucks that we drive are heavy, take longer to speed up, take very wide turns, just to name a few. We truckers get...
Making sense of what is going on politically, socially, economically, and medically is almost impossible. All we know is what we are told, and all we can do is our best. We have always been adjusting to a new normal every day. Changes have usually been quite gradual, but there also have...
Groton Conservation Advocates, a local nonprofit environmental organization, applauded when last fall Governor Lamont announced Connecticut’s pursuit of zero-carbon electricity, a critically important conservation goal, by the year 2040. We were soon disappointed to learn of the...
Maze Stephan is a name that we should all know and recognize in Southeastern Connecticut. She has started the organization Mask Makers in Connecticut; those who help make masks she calls "Maskateers." Maze has organized a group of 114 volunteers who give their time to produce quality masks...