(click on the image and it will open a larger and easier to read picture)
These findings have implications and offer opportunities for both the programming and sales sides of our business.
Our challenge: radio, by its very nature is a mass appeal entity. Our entire system is built upon a platform of gathering as many listeners to our frequencies as possible and enticing them to listen for as long as possible. Therein lies the great paradox for broadcasters. How can we be personal, hyper-niched, and be a flexible brand all wrapped up in a singular mass-appeal broadcast signal? That is where our live interactions (on-air and in your communities), our websites, social networking, and mobile strategies come into play.
Some things for you to ask yourself:
- Do you and your staff have a clear understanding of what your brand means to your listeners; and is it strong enough as the power of the brand (all brands, not just radio) erode?
- Are your outward messages, across all your platforms, real and genuine?
- When was the last time you used your real listeners to endorse your radio station?
- What do your messages communicate to your listeners; and do you say anything that won't be filtered out?
- Are you enabling your listeners to create their own content?
- Have you planted the seeds for your listeners to form an active community centered around your station?
Share this list with your co-workers and then add to it. I would not be surprised if you came up with 3 or 4 times the number of questions worthy of asking.
I found this report thought provoking. If you would like to read the entire presentation simply click here.