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Why Radio Is Unique


By Dana Hall

"Heavy radio users are also heavy word-of-mouth influencers," according to Tripp Eldridge. And while social media has become a greater platform for word-of-mouth marketing, panelists Eldridge and Ed Keller of DMR Interactive say online interaction still only makes up about 10 percent of word-of-mouth marketing. "Ninety percent is face to face, or personal interaction between friends and family." Radio can be part of both platforms -- the social media sharing of word-of-mouth, as well as the personal sharing -- something it has always done for listeners. And that makes it unique.

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