The strength of audio has never been greater and utilized more to build brands, create images, attract an audience, and sell advertisers’ wares, products, and services. Creating content, as radio does, should universally evolve with multiplatform distribution in mind. Radio as an origination point magnifies audiences by being everywhere. It seems obvious that the way to compete with digital and one-point platforms is to be multiplatform.

Why do some storytellers create the urge to listen to their show every day, binge every episode of their podcast, search out short bytes on YouTube and follow them on social media? It starts with the way you tell a story, your delivery, and most importantly, that you know where you’re going when you start your story. It’s about using imaginative words, the pace with which you tell the story, and it’s about you as the storyteller understanding the message at its core.

There are a lot of opportunities for radio to take advantage of this summer. A record number of Americans traveled over this past weekend, with most choosing family road trips despite sharply higher gasoline prices. We’ll likely see similar travel and celebrations for the Fourth of July, as this Independence Day is America’s 250th Anniversary, and for the FIFA World Cup.