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Radio 2020: Reinvigorating the Great Medium of Radio

In the fall of 2007, the National Association of Broadcasters, Radio Advertising Bureau and HD Digital Radio Alliance embarked on an unprecedented initiative that we call Radio 2020 – a nod to radio's centennial year and our clear vision for the future. This set the wheels in motion to remind radio insiders, the media industry and consumers of radio's value.

And in April of 2008, we launched the consumer phase of Radio 2020 – called Radio Heard Here. Radio Heard Here is a comprehensive, multiplatform, viral campaign that includes a wide spectrum of promotional and educational initiatives designed to engage virtually the entire ecosystem that radio touches.

Through Radio Heard Here, we're going to change consumers' and advertisers' perception about radio's future. The effort includes:

• A broad-based advertising campaign, with radio, print and online ads, and branding available for stations across the country to customize and use.
• Public relations efforts, targeting the industry, trade and mainstream media and other key influencers.
• Outreach to industry and trade partners, educating advertising agencies and universities on how to write and place effective radio ads.
• And a communications component, involving videos produced for YouTube, MySpace and others – starring you – radio's biggest fans.

But this is not just a creative and advertising campaign; this is about arming radio ambassadors.

Each station received talking points and an insider's guide containing everything you need to know and share about radio's bright future. You also received an accompanying PowerPoint presentation and most importantly, radio spots that remind listeners why they fell in love with this great medium.

Thoughts About 'Radio Heard Here' From Kelly O'Keefe, the Campaign's Brand Manager

We've unveiled a Web site for consumers – www.radioheardhere.com – with a special section that we populate with resources for you. It has an online newsroom, radio facts and viral videos that provide a "behind the scenes look" at the work going on at your stations daily.

There are already two great blogs up and running to help tell radio's story: one at Radio2020.Wordpress.com, and one at www.RadioCreativeLand.com – that blog specifically helps radio creative talent share innovative ideas.

Based on extensive consumer research conducted last year, we know that radio has a great story to tell. It connects, informs and inspires an estimated 235 million listeners each week.

Radio is not just strong and stable, it's growing, and it's a force to be reckoned with. There are more stations on the air, more listeners and more diversity than before.

We are embracing new technologies and launching new eclectic formats. In short: radio is in a position of strength for the future and meeting the needs of our listeners and communities.

It is our hope, that armed with the facts and the good news about radio, stations nationwide will join us in this unprecedented campaign to reinvigorate this great business and secure the successful future we can achieve together.