SCBA launches ‘Radio Means Business’ campaign.

The 9 out of 10 Southern Californians who listen to radio every day will begin hearing a new series of commercials starting this week. What’s interesting about this particular campaign is that it’s not promoting a particular sponsor’s product. But instead, it’s promoting radio

Created by The Southern California Broadcasters Association and aimed at the business community, the series reminds both consumers and business leaders that radio is still one of the most effective advertising mediums available. And that used effectively, it has the unique ability to make their product as much a part of peoples lives as the medium itself.

“The average person in Los Angeles spends over 3 hours every single day listening to their favorite radio stations,” according to SCBA President Mary Beth Garber. “They choose to go back to the same 2 to 3 stations over and over, day after day. People love their radio stations and loyally patronize the advertisers who populate those stations.

It’s unfortunate that some advertisers are so focused on jumping on the “new media” train that they sometimes forget about using the media that dominate a consumer’s day. Not just here in Southern California, but throughout the country.

That’s why we created the campaign. We want to remind those business people and their media agencies that thousands of advertisers in Southern California are using radio every week to build their businesses. Just as importantly, we want advertisers to understand that new technology has helped make radio even more accessible to listeners, and that our expanding Internet presence opens many new doors both to listeners and advertisers.

So of course, the medium we are using to get this message across is the one we believe is most capable of delivering the message most effectively: local radio.”

The campaign creative is primarily the work of Blaine Parker, who creates radio advertising and does voiceovers for Salem Communications here in Los Angeles and has won numerous advertising creative awards, including the Radio Mercury. Additional contributors include Rob Frazier of KLSX-FM/L.A. and Dan Granger of Clear Channel Communications/Los Angeles.

A Spanish language campaign is still being developed.