Radio’s soufflé effect

When a popular television programme boosts a local business we treat it as “news”.

Yet when a popular radio station boosts local business, as happens every day in thousands of places up and down the country, we call that “sales”.

RadioCentre does a fabulous job to promote radio advertising at agency level and backs its messages with hard data but do we hear enough about the individual local businesses and the countless livelihoods that thrive because of radio?

If you work in sales you’ll know of lives lifted by successful radio advertising – let’s call it the soufflé effect. Some of their stories might even make a great tv programme.

Image: Chocolate Souflée at Roy’s Restaurant in Chicago by vxla on Flickr. Used under Creative Commons.