It is somewhat incredible that the Harris-Walz campaign has garnered more than half a billion dollars in campaign funds in over a month since President Biden’s withdrawal and Harris subsequent debate against former President Donald Trump.
The money garnered is extremely beneficial to the campaign. It is hoped that a good portion of the money will reach the radio industry, mainly Black and independently-owned. In terms of politics, radio reaches almost 90 percent of people, across all voter age demographics according to Nielsen. Black radio is well-known for being the most trusted voice in Black communities across America and has been that staple for many generations.
“Black radio began in 1948 in my hometown of Memphis, TN,” said Howard Robertson, founder & CEO Spotset Radio Network, the largest network of Black and independently-owned radio stations across the country. “WDIA in Memphis was America’s first radio station programmed for Black audiences with Black music played by Black announcers,” added Robertson.
Jesse Blayton, an accountant, bank president and Atlanta University professor, bought radio station WERD in Atlanta, making it America’s first African-American-owned radio station. This year marks the 75th anniversary of Black-owned radio.
“Black radio is the heart, soul, voice and conscience of Black communities,” said Sherman Kizart, Managing Director of Kizart Media Partners. Kizart is founder and creator of the annual Power of Urban Radio Forum, upcoming October 9th-11th in Washington, DC. This is the forum’s 25th year connecting major brand advertisers to Black radio.
The forum is held in association with the National Association of Black Owned Broadcasters (NABOB) which is the largest association of Black media owners in the country. Spotset Radio Network, NABOB’s advertising partner, has aggregated over 100 radio stations enabling advertisers to speak directly to diverse consumers nationwide, but also critically support and help sustain Black and independently-owned radio stations.
All radio stations on the Spotset Radio Network meet the federal guidelines of revenue for small business which are important to Vice President Kamala Harris as she has consistently expressed. “I’m thrilled to hear about the Vice President’s plan to help small businesses start up, but now, she has the unique opportunity to help small businesses stay up,” stated Robertson.
Kizart and Robertson both feel that one of the smartest investments that the Harris/Walz campaigns can make is to invest significant dollars to advertise nationally on Black radio. “You do that in Black communities across this country and you win,” said Kizart. “If you don’t appeal authentically and directly to African American voters on radio asking for their vote, it’s highly likely you won’t. It also signals to the Black community that candidates are speaking to them beyond broad based TV ads. And trust me, Black voters are alert, paying attention and taking notes,” Robertson adds.
