Las Vegas radio reaches more area adults every week than any other medium. During a typical seven-day period, according to Nielsen, 1.5 million 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 Clark County consumers is remarkable considering today is the medium's 100th birthday.
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.
Local radio did to come to Las Vegas until 1930, when local resident John Heaton was awarded a license for KGIX.
Prior to the arrival of KGIX, radio listeners in Las Vegas were dependant mostly on distant broadcasts. These were primarily from Los Angeles based stations.
KGIX, unfortunately, lasted for only five years. The station was both underpowered and under-financed.
In 1939, a more successful radio station was licensed to Laure Belle and Maxwell Kelch of Las Vegas. The call letters KENO were chosen.
The inaugural broadcast of the station occurred in 1941 from studios located in the Meadows Nightclub on Boulder Highway. Shortly, thereafter the station moved to the El Rancho Vegas Hotel & Casino at 2500 Las Vegas Boulevard. It broadcast from that location until 1960.
Most of the very 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 1,600,000 car radios fill the ears of Las Vegas area 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.
For nearly a century, local small business owners have depended on Las Vegas 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.
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."
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