The comprehensive Radio Heard Here campaign that was unveiled in April at the NAB Show provided stations across the country with its first five radio ads last week. Already, hundreds of stations across the country have downloaded the spots and are including them in regular rotation.

The recently released spots are part of an ongoing effort to provide stations with the tools they need to remind listeners what they love most about radio. Based on extensive consumer research, the spots were developed to remind listeners of the important role radio plays in their everyday lives and engage them in a way that motivates them to think about new ways to access and use radio.

"Think of this as radio's 'Got Milk' campaign, or 'Beef: It's what's for dinner," said NAB President and CEO David Rehr. "Those iconic campaigns were put in motion to remind their fans why they fell in love in the first place. With Radio Heard Here we are reminding listeners of why they love the medium and the many ways radio continues to adapt, innovate and maintain its relevance in a digital world."

The spots were tested with younger consumers (18-24 years old) from both urban and suburban areas who described them as "interesting," "attention grabbing," "very creative" and "unusual." A complete summary of the research can be found here.

We're going to change consumers' and advertisers' perception about radio's future, but we need your help. If you are not already working these spots into rotation on your stations, don't delay:

1. Visit the Advertising Download section of Ads.RadioHeardHere.com. You will be prompted to enter your username and password or to register.
2. Complete the registration process, providing your name, station affiliation and other basic information. You will only need to do this the first time you access this section of the Web site.
3. Our support team will promptly review your registration and provide you with authorization for access. Once you receive an email message indicating your authorization for access, return to Ads.RadioHeardHere.com and login using the username and password you selected during the registration process.
4. Click on the relevant link and download the radio spots. There are five different spots and they will all download in a single compressed folder. The individual spots will be in .mp3 format.

If you are a member of the HD Digital Radio Alliance, please refer to the guidelines at the HD Digital Radio Alliance Web site. Specific instructions can be found here.

If you have questions or need additional information, call 1-877-857-6854 or contact us at support@radioheardhere.com.

It's a dynamic time in our industry with tremendous innovation and opportunity. Please join as we work to ignite the passion for radio.