The data from our collected Surveys will be added to this page as the previous issue data is finished with and the issue is released – hopefully you might find some interest in the information we have gathered about our topics:
RCP – ISSUE 4 DATA:
Theme: CLIENTS
Total Pages: 76 pages (including front and back cover)
Total downloads first week:
Total downloads after 3 months:
Online surveys started: ___ filled in
Amount of emails received about issue 4:
* Internal data gathered in research for this issue included:
– The editorial team suggested that CLIENTS should be the theme after sharing many, many, MANY stories in the editorial chatroom about their good and bad client stories.
* Comments from emails included:
(DETAILS TO COME)
* Data from CLIENT Survey:
– 60% worked with 16-30 clients per month
– Biggest Challenges: expectations = 80% unrealistic; communication = 60% had issues; input from clients = 40% receiving none; deadlines = 20% tight deadlines being an issue.
– Common myths about radio copywriting (multiple selections allowed): 80% writing script only; 40% quick and easy; 20% its not creative.
– Educating Clients: How often did it fall to them to do so? 40% Daily basis Always; 40% sometimes; 20% often.
– Deadlines: 60% said over half was rushed; 40% said the majority was rushed.
– Client Expectations: 20% said clear expectation set out; 40% said they were set in contracts; 40% kept clients updated as the project went along.
– Legal issues with clients: 80% said discuss and educate clients before proceeding; 20% said they have refused to write a script that was illegal.
– Biggest client relationship issues: 80% lack of understanding from clients about radio; 7% Changing industry standards; 7% said Increased Competition; 6% listed client budget constraints.
– Clients in recent years: 60% clients had become more demanding; Only 20% said they had become more collaborative; 20% said that clients thought they knew better than the copywriter due to using Ai to write their scripts.
RCP – ISSUE 3 DATA:
Theme: TRAINING & INCLUDED BONUS MINI-MAG
Total Pages: 100 pages (including front and back cover)
Mini Mag 46 (including front and back cover)
Total downloads first week: 850
Total downloads after 3 months: 1100
Online surveys started: 119 filled in
* Internal data gathered in research for this issue included:
– A internal Poll from our editorial team suggested that TRAINING & EDUCTION in all forms should be the theme as most were concerned with attracting more people to radio, and why the hunt for radio copywriters was so hard.
– Earl was heading to Radio Days Asia – so this was a perfect opportunity to ask others in radio their opinions in radio training, and network for the magazine.
– Ai will it replace copywriters – was a major concern amongst the editorial team.
– When this issues theme was announced, we had over 245 article idea submissions received! Astounding! Obviously everyone had an opinion on it.
* Amount of emails received about issue 3: 132
– 80% commented on the length of this issue and the bonus mini-mag – too much information, articles were a bit too long (especially the Ai article) – 65% of survey respondents REALLY disliked the length of the magazine
– 68% wanted more articles like the Radio Days Asia 2025 article.
– 85% commented on the tight editorial structure of the magazine articles – this has been loosened.
* Data from Surveys – READERS:
– Years of Experience: 33% 6-10 years; 66% 16+ years
– Gender – identify as: 48% male, 52% female
– Age Range: 38% 21-30; 22% 41-50; 40% 50+
– Countries: UK, Australia, Canada, Singapore, America, New Zealand, India, Norway, Ukraine
– Heard about RCP from: 40% Social Media; 60% News website
* Data from Survey – ISSUE 3:
– 66% liked the new tag line for the magazine.
– 67% liked the Copy Vault
– Useful segments: 100% Features, Regulars, Writing Prompts; 60% Writing Prompts
– 90% liked the Mini-Motivational Posters
– 33.3% liked, loved, or disliked the Copywriters Affirmations
– 70% liked the new layout
– 82% said Head To Head is not relevant
– 52% liked reading the health section
– Nielsen Media Research data published by the Radio Advertising Bureau (RAB) was used (direct link to that HERE)
* Best advice for new copywriters:
– Multiple selections allowed: 60% said ‘be open to client feedback’; 40% said communicate clearly and often with clients to manage their expectations; 40% said set realistic deadlines; 20% said that the account manager (sales representative) needs to back you up.
RCP – ISSUE 3 DATA:
Theme: TRAINING & INCLUDED BONUS MINI-MAG
Total Pages: 100 pages (including front and back cover)
Mini Mag 46 (including front and back cover)
Total downloads first week: 850
Total downloads after 3 months: 1100
Online surveys started: 119 filled in
* Internal data gathered in research for this issue included:
– A internal Poll from our editorial team suggested that TIME in all forms should be the theme due to time management, time restrictions of ads, wasting time in scripts, does and can music in ads be used to sell more?
– Durations for radio commercials world-wide (from micro spots, to 10,15, 30, 45, 60 sec and longer)
– Ai use (Perplexity) and the use of Ai in radio, does it speed up your workflow? Is it useful?
* Amount of emails received about issue 2: 132
– 70% commented on the TIME theme
– 80% said that the Word Count Guide was exactly what they needed at work.
– 76% commented on the article about ‘BAD ADVICE’, 60% very positive, the rest agreeing with it.
– 68% commented on the Copywriters Affirmations, loving them.
– 79% thought the writers prompts were a great idea.
Theme: STRESS
Total Pages: 32 (including front and back cover)
We were expecting a fairly limited download for the first issue of Radio Copy Paste – as we didn’t advertise it, and relied solely on word of mouth.
We were pleasantly surprised as we thought we would be lucky to get 50 downloads:
Total downloads first week: 429
Total downloads after 3 months: 868
* Amount of emails received about issue 1: 120
– 64% Content was mostly positive
– 70% Liked the free e-books and free content on the website
– 35% Said that the website looked dated and needed a fresh look
– 73% Said that article topics were spot on, and wanted more of the help with writing, and personal and mental health stories, plus help with writing prompts and idea generation.
In 2021 I ran a ‘2021 State of The Industry Copywriters’ survey – the results took me by surprise in many ways.
The object was to find out the state of the industry and uncover what (if any) extra duties that Copywriters in other radio stations around the world may also do – I have to admit that I did not expect the answers I got at all.
Below is a breakdown of the data collected from 221 participants in the survey.
NOTE: there is a link at the bottom for those interested in the full final report.
[Taken from the Media release on July 14th 2021]:
From assorted duties, including sales calls, on-air shifts and production, Copywriters do do more than you might think – in our industry today.
Our recent online survey conducted online over June 2021 gave a small insight into the radio industry and specifically a Copywriters role within it, all around the world.
WHAT RADIO COPYWRITERS DO:
Of the 221 respondents, 83 (or 38%) said that they ‘only write copy’, and a startling 31% (69) also do Production and/or Sales 31% (69) as part of their regular ‘other duties’.
From the data received, most stations who responded have either 1 or 2 copywriters on staff, with 25% of respondents having 4 copywriters on staff.
All Copywriters also go on sales calls of one type or another, either with the sales rep, or by themselves (we have interpreted this to mean that they could also be working as sales reps and also writing their own copy).
69% said that they regularly attend calls, with only 31% saying that they occasionally go on sales calls.
50% of people responding, when asked about using freelancers, they said that they did not use them; 19% saying yes they used them all of the time; and 31% saying they only used freelancers occasionally.
As far as employment growth in the industry, only 6% of all responders said they they were looking to hire another copywriter in the next 12 months.
TRAINING & QUALIFICATIONS
When asked about training, only 38% said that they received regular in-house training, and of those, 57% said that the company they worked for, paid for that training.
That then left 30% of training paid for by Copywriters themselves, and 13% receiving no training at all.
While the majority of copywriters in the survey group held no formal qualifications, there were some who had done university and specialist radio school training.
This part of the survey allowed for multiple selections, so some responders appeared to select university and specialist school, and no training and specialist school.
When asked about Senior Copywriters, 69% of the survey group had a Senior Copywriter on staff.
69% of respondents had the same number of Copywriters on staff that they had before the pandemic began, 25% had more, and 6% had fewer copywriters on staff.
44% of the survey group said that they were writing the same amount of commercial scripts as they were pre-covid, 31% said more scripts, and 25% said les.
Annual recognition through awards in the radio industry is a cornerstone of many workplaces, and this was reflected in the results of the survey.
44% of the group said that they regularly submit to industry awards around the world.
38% however did not, and 19% said they only do so occasionally.
Many seek support and feedback from peers and friends through groups on Facebook, Linked-In and other websites.
MAGAZINES & PUBLICATIONS
This question allowed for multiple answers to be selected.
It showed that Radio Ink was by far the most popular magazine read by Copywriters with 137 responses, closely followed by AdWeek with 119 and Radio & Production Magazine with 83.
Then there started a big drop off for other industry and writing magazines.
CONCLUSION
It turns out that many Copywriters are doing double duty, or even multiple roles in stations throughout the world.
Most stations have at least 1 Copywriter, and all copywriters go out on sales calls at one time or another as a part of their daily duties.
Freelancer use by radio stations was high, with 19% saying they used them full time, and 31% using them occasionally.
While some in-house training of Copywriters does occur – there was a large percentage who said that they paid for their up-skilling and training out of their own pockets.
With only 63% of Copywriters from radio stations either contributing their work regularly or occasionally to industry awards, it might suggest that the competition with agencies makes it hard to gain any recognition.
And, anecdotally… publications that are read by Copywriters, that make direct reference to Copywriters, only gave 1 or the occasional second article per issue about writing ads.
View the full data group and final report – HERE – names have been removed and some comments – note that some data corruption occurred on questions 15 & 16.
As I said from the start, I was shocked as I thought that there would be more full time Copywriters in radio stations, and that there would be more in-house training, and freelancer use would be a lot lower – but that was my own personal bias.
The results showed also that Copywriters payed for much of their training and up-skilling themselves. This did not shock me as I myself fall into this category.
Do you agree with the findings? Would you like to know more?
I plan to put up here the full pdf of results in the future – and of course run another survey this year to discover any changes that may have occurred.