Radio W-I-N-O anyone?

Dairy Foods, May, 2002 by Jerry Dryer

George Carlin and his Hippie Dippie weatherman character on Radio WINO may be past its primetime, but radio isn't. In fact, radio, and more specifically talk radio, is booming. I think it offers numerous excellent opportunities for dairy marketers.

The best data I've seen suggests that there are more than 1,400 stations dedicated to talk radio. That's up from 200 in 1990 and 75 back in 1980.

There is a lot more to talk radio than Rush Limbaugh, Dr. Laura and Howard Stern. In fact, there are 4,300 radio talkers, according to a recent head count. About 100 of these radio talkers are radio food talkers. It all started with The Betty Crocker Show back in the 20s, but food radio today is a far cry from Betty.

Program content is wide ranging, but some even do food demos. Demos? On the radio? No, I haven't gone nuts. Listen to this: "Food is full of sound -- the sizzle of meat when it's done vs. the sound it makes when it first hits the pan raw," a Boston-based food talker recently explained to USA Today reporter Maria Puente.

I can almost hear the Parmesan grating.

Well, maybe dairy demos wouldn't make for very good radio, but dairy advertising on radio food talk shows certainly makes good sense. Look at the stats. Talk radio audiences are right on target. Males (54%) and females (46%) aged 35 to 54 make up half of the audience. Thirty-five percent are college graduates. Two-thirds of the listeners have annual household income of $50,000 or more.

You may learn more about the audience and the medium by tuning into one of several resources. There is a magazine -- Talkers magazine -- dedicated to talk radio shows and talkers. There's a website -- www.talkers.com. And there's a Talkers[TM] Directory of TALK RADIO 2002.

I know most dairy companies have an aversion to spending a lot on marketing, but with radio you don't need to spend much. Yes, one of the top radio food shows does command $500 a minute, but it's sold out. There are a lot of time slots available for a whole lot less. Most are local markets. What a great way to build brand loyalty.

Back in the good old days, Borden did a trade out. Radio advertising costs were nil. The dairy placed advertising for radio stations and programs on the side panels of half gallons for air time on the station.

To my way of thinking, the food shows are just one opportunity on radio. How about drive-time radio? Remind Dad to pick up some milk on the way home. Suggest Mom stop for some shredded cheese for a taco dinner tonight. How many dairies sponsor in whole or in part the radio broadcasts of local high school athletic events? The list of opportunities is a country mile long.

The Hippie Dippie weatherman may be history, but millions of people listen to radio weather forecasts everyday.

Dryer is president of J/D/G Consulting, a dairy marketing, communications and forecasting company in Chicago.