In a world that’s gone Internet crazy it’s easy to convince churches and ministries about the importance of only using web strategies or social media as evangelism tools. After all, with more than 1.79 billon active users, by population, Facebook is now the largest country in the world, which means it’s time to start sending online missionaries and planting churches in that country. Online evangelism is an easy sell to a new generation of pastors and leaders who have been posting their lives online since childhood. But lost in the Internet frenzy is the power of traditional media – particularly radio.
We’ve certainly moved from the era of “mass media” to the era of “customized media.” People want to program their own song lists, podcasts, and online content. Fine. I get that. But it’s interesting that human beings are still random creatures and absolutely love surprises.
In my car for instance, I have Bluetooth, every connector imaginable, plus satellite radio, and I can listen to CD’s, iPods, iPhones – whatever. But as tech savvy as I may be, the thing I listen to 95% of the time? Old fashioned radio. I’m not sure if I can explain it, but the truth is, I like the surprise of not knowing what’s coming up next. And when it comes to Christian radio, I love the teaching, the community news, and updates on what God is doing in my city of Los Angeles.
The bottom line is that we’re finding that in a digital age, traditional media like radio and TV are the last great campfires of our culture. When people are on the web, they’re looking at literally billions of different websites. But when it comes to traditional media, there’s a limited number of radio and TV channels, so trust me – those channels are delivering large audiences. It’s one reason major sporting events, special event programming like the Oscars, or big concerts still draw huge ratings.
The Internet may be getting all the publicity these days, but radio is alive and well. Plus, with digital delivery, radio programming is being heard in more and more places around the world. And when it comes to engaging your community or audience with the gospel, radio is easy to produce, inexpensive to buy time, and reaches people in unexpected moments – like in the car, or in the background at work.
I’ve written before that in the evolution of media, movies didn’t replace live events, radio didn’t replace movies, TV didn’t replace radio, and online delivery won’t replace TV. Every media platform finds it’s own level and reaches it’s own audience. That’s why radio could be an incredibly potent platform for your message.
Want to know more? We can help. Radio is not going away, and for the savvy leader, it should be an important part of your media strategy.