In a study of interactive marketers, Forrester Research asked how they think the effectiveness of marketing will change over the next three years in various media, new and traditional.
Still, note that marketing's effectiveness is, on balance, expected to decrease for radio. And only Yellow Pages and newspapers scored worse in terms of marketing effectiveness increasing.
This should chill you – if you believe that business as usual is the proper recipe for radio's revival.
It is not.
The problem in my mind is that these marketers think of radio as "that thing over the air with all the interruptive, uninvited commercials" rather than the cross-platform marketing solution driven in part by the massive reach and easy utility of the broadcast signal.
How can we get them to think differently? But understanding what we will become and communicating it accordingly. By deeds, not simply words. The right deeds – followed by the right words.
There is no shortcut.