Over the long Bank Holiday weekend in the UK there’s a tradition for some radio stations to play their ultimate 500 tracks. One channel was doing it over this weekend; I know this only because I was in the car on Friday afternoon and heard it announced on the car radio.

The only time I listen to the radio now is when I’m in a car. Living in London, I have access to public transport in so many varieties, as well as cycling routes, my car use is fewer than a few hundred miles a year.

Once ubiquitous, I have so much freedom of choice for what I listen to, when, and how, the likelihood of me hearing a specific message on a specific channel is almost nil.

We keep hearing that we need to think like a marketeer from a L&D perspective; if you’re relying on one or two channels, the chances of the people hearing what you want to say, when you are saying it, are slim. Find out the channels people use and make sure your messaging is in those channels. Otherwise, you might just be an unused frequency on an old dial.