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Advertising in Augusta: The Radio Century

Aug 20, 2020 7:20:00 AM / by Larry Julius

Augusta radio reaches more area adults every week than any other medium. During a typical seven-day period, according to Nielsen, 412,000 local consumers tune-in to their favorite AM and FM stations. This is significantly more than those who watch broadcast television, subscribe to pay-TV, browse social media, read a newspaper, or stream music from Pandora and Spotify.

Radio's omnipresence in the life of Central Savannah River Area consumers is remarkable considering today is the medium's 100th birthday.

Advertising In Augusta & CSRA Consumer Media Reach 2020

On this day in 1920, radio 8MK in Detroit (now WWJ) began broadcasting. The station was operated by the local newspaper and billed itself as "Detroit News Radiophone."  The first programming consisted mainly of music from phonograph records interspersed with news announcements.

Within a few weeks of the inaugural broadcast, 8MK was airing live election results as well as play-by-play coverage of that year's World Series contest between the Cleveland Indians and the Brooklyn Dodgers.

On November 2, 1920, 8MK was joined on the air by a new radio station, KDKA in Pittsburgh, Pennsylvania. The station was owned by Westinghouse Electric Company. Both stations that evening would provide live results of that day's presidential contest between Warren G. Harding and James M. Cox.New call-to-action

Until 1930, there were no radio stations serving Augusta and the CSRA. Local listeners would need to tune to distant signals including WSB, a station owned by The Atlanta Journal.  WSB was Georgia's first radio station and had been on the air since March 15, 1922.

On June 25, 1930, however, Warren Davenport and Clark Jack put Augusta's first radio station, WRDW, on the air. Mr. Davenport and Mr. Clark were owners of Musicove, a store at 309 Eighth Street that sold radios, records, and sheet music.

The inaugural broadcast of WRDW began at 1:05am and lasted nearly three hours. The first program included a performance by local musician J. Bernard Carpenter.

A few days later on July 3, WRDW broadcast a speech by J. Roy Cooper, a candidate for Mayor in Augusta. This was the city's first ever political broadcast.

WRDW had several owners over the years including soul music legend James Brown.  Mr. Brown's family had moved to Augusta when the singer was four years old. 

Advertising on Augusta Radio 100 yearsMost of the first radio broadcasters were pioneers aimlessly wandering through the electronic universe in search of a sustainable business plan. The path forward became evident on August 28, 1922.

At about 5:00 p.m. that day, radio station WEAF in New York (later to become WNBC) broadcast the first-ever radio commercial. The advertiser was the Queensboro Corporation. The company purchased 10 minutes of time for $50 to promote its apartment complex in Jackson Heights.

This first commercial worked so well that Queensboro renewed for more. Perhaps the ultimate testament to the power of radio advertising is the fact that the apartment complex still exists and is thriving, says the New York Times.

Early broadcasts could only be heard in people's homes using DIY radio sets. These were replaced in the mid 1920s with massive, furniture-sized receivers. In 1930, however, radio became the original mobile device.

The first car radios were built by the Galvin Manufacturing Company of Chicago. They named their invention, and eventually their company, Motorola. The first dashboard units cost $130 or $1300 in 2020 dollars.

Today, more than 450,000 car radios fill the ears of CSRA drivers with music, news, sports, and information. Despite an abundance of dashboard options, however, consumers still prefer listening to local radio when they hit the streets.

Advertising On Augusta Radio In-Car Listening

For nearly a century, local small business owners have depended on Augusta radio to market their goods and services. By every key advertising metric, the medium remains the best way to advertise.

Over the past few years, Nielsen has conducted more than 20 studies to determine what type of return-on-investment (ROI) a business owner can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for every $10 invested.

The chart below shows the range of returns from each study.

Advertising On Augusta Radio Return On Investment

AdAge, a trade magazine for advertising professionals, calls these types of return "eye-popping".  The magazine goes on to say radio's ROI is superior to commercials on TV, online, and social media.

When presented with this ROI data, marketing expert Doug Schoen wrote in Forbes, "The implications of results like these are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."

More Advertising Advice For CSRA Small Business Owners

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Topics: best way to advertise, best way to advertise in augusta, radio commercials, effective radio advertising, return on investment, roi, best way to advertise in csra, radio advertising, advertise on radio, advertising on radio, radio history

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