I recently encouraged an author of an adventure devotional for men who enjoy outdoor adventures to pursue outdoor stores as a venue for book sales. His response was that these general-market stores won’t want to carry a Biblical message.
I pointed him to Barna and encouraged him to use the statistics this research group reports about Biblical interest and belief in God in America. I told him that he can use these statistics to create a convincing argument to show the stores that the majority of their shoppers have an interest in God.
Knowing what people are looking for is useful in marketing. This knowledge informs your message and your approach to gain more exposure for your books. If you are pursuing exposure through guest interviews on radio shows, you can use the research findings from Finney Media to improve your pitch.
Radio is still a great way to reach people. More than 243 million American adults listen to the radio each month. News and talk shows are among the top listened to radio formats.
In 2016, Finney Media Research developed The Finney Media Why Listen?® Survey that delves into why individuals listen and give to Christian-formatted radio shows and programs. The 2018 survey had 26,800 respondents who listen to Christian-formatted radio. Results of the survey reveal:
- In-car listening to radio dominates.
- Online radio listening for teaching is growing.
- Listeners tune out if the tone of the show is negative, angry or judgmental.
- People report that they listen to Christian radio to help them grow spiritually.
- The majority of respondents (87%) report it helps them worship God throughout the day.
Finney’s recommendation from these findings is for Christian radio to focus emphasis on spiritual content that is boldly Biblical. Finney believes that radios stations that meet their listeners’ expectations and needs will see genuine spiritual growth as well as an expanded audience.
If you are pursuing radio exposure for your books, you can use these findings to your advantage. When approaching show producers, let them know how your message is boldly Biblical and how it will meet their listener’s needs in using radio to worship God and grow spiritually.
By the way, Christian Small Publishers Association (CSPA) offers our Members a list of over 70 radio and podcast outlets actively interviewing authors. Right now, you can join CSPA for just $120 and receive membership through December 2019. Not only will this allow you to access this list of radio and podcast shows, you will also receive access to all the other great benefits CSPA offers our Members.
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Photo courtesy of Bruce Mars.