Obviously, Radio One's actions speak as loudly as their words...by flipping KROI to gospel, they are taking their own research to heart and looking for the same success in Houston as they have had with their station WYCB in DC...
Advertisers take a second glance at gospel music
3/20/2006
Today's gospel music has soared into main stream corporate America and Radio One has aided its flight. With 8 gospel stations in 7 urban markets, Radio One does its share of delivering gospel music to a faithful consumer market. From the choir room to the board room, gospel music is no longer just popular among church-goers.
Traditionally, gospel formats were not targeted by corporate advertisers as they believed that gospel listeners were too small a group to justify the expenditure. But, today's gospel artists have revolutionized the format creating a more diverse and affluent group of African American listeners - listeners who equate to more than $700 billion in spending.
Now that gospel music has penetrated main steam, broadcast stations marketing the format have found that their audiences are in demand too. In years past, the advertising budget of major corporations would target large demographic groups; i.e. ethnic groups, women and youth. But as companies search for new ways to expand their consumer base, the older, educated and brand loyal gospel listener has attracted their attention.
"Advertisers are realizing that gospel listeners are 1) real people; and 2) they need to reach us," says Karen Jackson, General Sales Manager and 23-year veteran of Radio One's gospel station WYCB in Washington, DC. "In earlier years, it was the "mom and pop" stores who advertised on gospel radio. Now, it's the car dealerships, food retail chains and mass merchandisers that recognize the power and reach of the format."
The gospel music of today is innovative and edgy - appealing to the church goer and non-church goer alike. It has been said that there are two anchors of strength within the African American community - the black woman and the black church. This is statement is supported as an estimated 53 percent of African Americans attend church regularly, a percentage point higher than that of the nation overall. As Corporate America and its advertising dollars continue to fuel this tradition of the African American culture, gospel music will continue to flourish and penetrate a cross section of audiences.
Advertisers take a second glance at gospel music
3/20/2006
Today's gospel music has soared into main stream corporate America and Radio One has aided its flight. With 8 gospel stations in 7 urban markets, Radio One does its share of delivering gospel music to a faithful consumer market. From the choir room to the board room, gospel music is no longer just popular among church-goers.
Traditionally, gospel formats were not targeted by corporate advertisers as they believed that gospel listeners were too small a group to justify the expenditure. But, today's gospel artists have revolutionized the format creating a more diverse and affluent group of African American listeners - listeners who equate to more than $700 billion in spending.
Now that gospel music has penetrated main steam, broadcast stations marketing the format have found that their audiences are in demand too. In years past, the advertising budget of major corporations would target large demographic groups; i.e. ethnic groups, women and youth. But as companies search for new ways to expand their consumer base, the older, educated and brand loyal gospel listener has attracted their attention.
"Advertisers are realizing that gospel listeners are 1) real people; and 2) they need to reach us," says Karen Jackson, General Sales Manager and 23-year veteran of Radio One's gospel station WYCB in Washington, DC. "In earlier years, it was the "mom and pop" stores who advertised on gospel radio. Now, it's the car dealerships, food retail chains and mass merchandisers that recognize the power and reach of the format."
The gospel music of today is innovative and edgy - appealing to the church goer and non-church goer alike. It has been said that there are two anchors of strength within the African American community - the black woman and the black church. This is statement is supported as an estimated 53 percent of African Americans attend church regularly, a percentage point higher than that of the nation overall. As Corporate America and its advertising dollars continue to fuel this tradition of the African American culture, gospel music will continue to flourish and penetrate a cross section of audiences.