We have become familiar with the concept of community on the Internet. Kids find community on chat sites such as "AOL Instant Messenger" and community specific sites like "My Space" and "Facebook". Then there are business sites like "Linkedin" for example, that allow business associates to create community and effectively promote commerce through similar values and interests. Community is a place where trust is reached by our need to connect.
Radio formats can generate community too. If you go to a NASCAR event, it is unlikely that the radio station blaring from the pickup truck within earshot is playing anything but country music. What else would a NASCAR lover listen to...right? However, when it comes to radio community, there is unlikely any target audience quite as connected as the Christian radio community. Connected by values that reflect the meaning of life itself, yet separated by distinct sub-formats that meet the needs of different ages and programming preferences, Christian radio can "connect the dots" like no other radio format. This results in a radio listener who believes and trusts in the programming that they hear. When a radio marketer understands the ramifications of this trust, specifically how it can impact a radio advertising schedule, it makes for an easy choice for them to include Christian radio in their marketing strategy to attract new customers.
According to Simmons research, 72% of Christian radio listeners prefer to buy from a business that advertises on Christian radio. No other radio format can command this loyalty and respect from their listeners! It's that simple. What this translates into is a growing list of businesses who believe in Christian radio as a viable way to advertise cost effectively. Demographic targeting, proper frequency and reach, and effective radio copy are still essential of course, but while other radio formats have struggled financially over the past decade, Christian radio has done quite well. Thus, the picture becomes clear. Trust and loyalty = satisfied advertisers. This "halo effect" is what sets Christian radio apart from other radio formats.
