It’s easy to forget that as recently as 100 years ago; radio was a technological breakthrough and the biggest player in marketing to moms. Most of us are too young to remember Proctor & Gamble’s radio soap operas but they served as their marketing initiative to the women in the home. Today, fewer marketers think of radio as a way to connect but in actuality radio retains its power and now includes a new, younger “cousin” called podcasts. Based on our recent survey of 800 Mom Influencers, results illustrate how radio and podcasts can offer an affordable and effective communication with moms. The research study, "Beyond Blogging: The Social Media Mom Forecast," illustrates that moms and parents still listen to traditional radio programming while they listen to podcasts on demand, an important factor for busy parents. Turn Up the Volume Busy parents spend an average of two more hours each day in their cars, taxiing children to and from activities. With 85% listening to traditional radio stations, the message is clear that radio can offer a medium to deliver timely product and service information. With 60% of moms not knowing what they are cooking for dinner at 4pm each day and most of them in their car from 4 to 6 p.m., radio offers a great way for a quick-food company to offer up their dinner solution. Online podcasting delivers your brand message in an uncluttered space. With only about 43,000 established podcasts, this venue allows you to speak to a mom who is listening and allows your brand to be found in an unexpected place online. What a pleasant surprise for a mom to find her favorite brand on iTunes talking about their recipes and dinner solutions. Additional survey numbers offer compelling reasons why podcasts are effective: