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The Radio Advertising Bureau promotes radio as an advertising medium, offering education, assistance, and resources to radio stations and advertisers. It maintains a library of radio advertisements and research on marketing trends and demographics. The organization has thousands of members and offers member-only management tools and specialty software.
The Radio Advertising Bureau (RAB) is an organization dedicated to promoting radio as an advertising medium. It seeks to help both radio stations and their advertisers take full advantage of the medium and increase profitability. The RAB offers education and assistance to those in the industry, including seminars, software programs and general information. The group also recruits members from across the industry who gain additional benefits from joining the group.
When first established in 1950, the Radio Advertising Bureau was known as the Broadcast Advertisers Bureau. The mission was the same: to promote the use of radio as a means of generating revenue for both advertisers and radio stations. As television became more popular, the organization changed its name to the Radio Advertising Bureau to clarify its mission to promote radio alone, and not all broadcast mediums.
To further its purpose, the RAB began collecting radio advertisements, keeping them on file for future reference. The Bureau also formed a partnership with the Clio Awards in the mid-1960s so that advertisements could be recognized for excellence. There are thousands of ads in the collection, with many from the 1950s and 1960s. The Library of American Broadcasting has remastered many of these advertisements and made them available to anyone interested.
Enhancing the use of radio as the primary medium of advertising is a major driving force of the Radio Advertising Bureau. To facilitate this, the group provides help and information to radio stations, advertisers and prospective advertisers. RAB maintains an extensive library of research on past and current marketing trends, audience listening habits and demographics. Relevant information is continuously posted on the organization’s website and updated frequently.
The Radio Advertising Bureau boasts thousands of members across the United States with diverse connections to the radio industry as a whole. The Bureau offers to help members and those in the industry generate more revenue from radio advertising. They also offer education and support designed to achieve their goals.
Some of the RAB’s knowledge base and educational materials are available to the general public, but other types of support are limited to members only. Member-only features include management tools and specialty software such as programs designed to make it easier to acquire new advertisers. These are usually free for members. There are also a variety of programs and tools available for purchase.
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