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"Cornerstone Communications has guided our radio campaign with multiple stations for over 20 years, helping us attract thousands of new supporters to our ministry. We are grateful for our partnership with Dave Barton and Cornerstone Communications and the growth that they have helped us achieve so that we can fulfill our mission of serving the homeless and abused in our community."
— The Sheepfold Shelter
Importance of Radio in America
Americans rate the importance and relevance of local commercial radio very highly, despite the entry of high-technology competition, a national survey commissioned by American Media Services shows. The survey found that 78% said radio is important in their everyday lives, and 91% said radio is important in American life in general. Nearly three-quarters (74%) said they listen to radio at least once a day.
Other Findings of the Survey Include:- 78% usually tune to a local radio station when they get in their car.
- More people had a favorite local radio personality in their local markets (37%) than a favorite television personality percent (32%), newspaper personality (7%) or personality on a local internet site (1%).
- When asked what are the different qualities that make a good radio personality, they ranked four as most important: 89% said they liked to listen to someone who makes them think, 82% said one who makes them laugh, 79% wanted a personality they could trust, and 76% said a good radio personality has strong ties to the local community.
- Overall, 41% of respondents said they liked to listen to stations that have a good balance of music, news, weather and traffic information. That rated above playing their kind of music (26%) or making them laugh (3%).
- Of those respondents who had a "favorite media personality," 37% said their favorite personality worked on the radio, while 32% said their favorite worked on television.