Radio and Newspaper Work

For the past year, all I have heard is "STAY AWAY FROM RADIO AND NEWSPAPER WHEN ADVERTISING, WHATEVER YOU DO!"

I call BS.

Yes, newspaper is dying out and probably won't be around after this next decade. And radio...you have to play the ad so many times it practically gets into the subconscious of the listener to have an effect...yes, they're limited avenues and very specific to their target audience, but they're not dead.

I for one, am the minority. I listen to the radio and read the newspaper everyday...and I am 21. Studies show my generation relies primarily on the Internet to retrieve all their information. I read The Seattle Times every afternoon when I get off work as it is delivered to my house. Convenient, but if the paper isn't there, I'll find one. The newspaper is the oldest source of information...what ever happened to enjoying 30 min of flipping through the newspaper while eating breakfast or a snack? People zone out when they watch the news...it's background noise. At least when a person READS the newspaper, they are reading the information pertinent to them as well as the headlines.

As for radio, my personal choice is the Kid Carson show from 8:35-9:00am Monday through Friday. The music is overly repetitive of the newest hits, though still alright music. I listen more for the characters for Kid Carson, Amy and Mira. They bring the news and some random topic of the day each morning in the most energetic and entertaining manner! It's great to listen too! At least I SMILE on my way to work. One of the major downfalls in radio is finding talent such as the BEAT 94.5 morning crew that keeps the listener engaged in the show.

Overall...I know this is short and maybe I am missing my point...so here it is. Newspaper and radio still work...people are still reading and listening in all generations. When professors and others tell me to steer clear from these, I don't feel like it's because of the lack of listeners so much as the cost. The cost of advertising on these is what astounds me...radio being upwards of $24,000 for a 3 month campaign and newspaper at almost $100,000 a DAY. Expensive as all get out...but I still maintain they are not a dead medium.