Of course we need change...the world is fluid and requires constant change just to keep pace. Change is inevitable. Of course, positive change isn't always so easy to achieve.
Now, let's put that in the context of radio. Radio is certainly changing as we all have experienced or witnessed over the last number of years. What has this change yielded our industry?
- Lower revenue
- Less risk taking
- Fewer people
- Shorter time horizons to achieve success
- Fewer stations deliberately targeting listeners that are the future of our industry (12-24)
- Chasing future PPM riches with more Oldies stations
- Public market rejection
- Individual radio stations as a commodity among clusters
- Belief that the "music machine" concept will save us
When is the good stuff going to start to happen? Is it going to happen at all? If it does, will it start at the top or will it happen from the bottom? Who will have the courage to be the "agent of positive change?"
I just hope it happens. I have my doubts, but yet remain optimistic that out of the fog a resilient and growing radio industry will emerge on my cell phone, computer, dashboard, and yes through that big stick in the sky.
Recently, I was having a conversation with a friend (also in radio) and I was laying out the schematic for a new format that I believe would have a good chance for success. In fact, I have three new formats developed that I believe could work. My friend told me I was naive to believe that creative, fresh, new, and UNPROVEN would have any chance in today's environment. Of course, he was 100% correct.
I am undeterred. I am in the business of creative, fresh, and new. There's still plenty of success to be had with the tried and true...all I am saying is let's take some of those less successful commodities and give something new a chance to work.
Before you say it, yes, there have been new formats launched that have been successes. How many of those new formats were based in the current day and not a new version of oldies or talk the way its always been done? Right.
innovation + creativity + time + funding = a new chapter of success for radio?
I believe so.