Radio CAN Thrive...Just Different

We all know there are more challenges ahead for the radio business. We also know that the newspaper business is, arguably, in an even tougher position than radio. An article published on the website PaidContent.org makes the case that newspapers (and their on-line strategy) can have a positive future by understanding and taking advantage of what the new news reality has made scarce.

The radio business, music radio in particular, must understand that the way we've been providing programming and selling advertising must change and adjust (differently than has already occurred) to the new reality. A lot of what we offer is no longer scarce and we must figure out how to proceed with entertainment programs and consumer & client services that provide the opportunity for abundant listener value and revenue going forward. Radio stations that are non stop music machines (PPM be damned) and offer little else for listeners and advertisers are doomed. Not tomorrow, but I don't believe it will be as long as ten years either.

After reading the article I thought so much of it could apply to radio. So I took some of the key themes and bring them to you here:

News Corp (NYSE: NWS). and other traditional news businesses are hand-wringing over how they will make money on the internet. I think they are focusing on the wrong problem.

...media bosses should be taking this opportunity to re-examine old assumptions, to rebuild their product for the 21st Century.

we quickly realize that it lost touch with its customers a long time ago, and that the model for the future will most likely look very different to what we are used to.

We kept buying (using radio), though, because we didn’t have any choice.

...all of a sudden, there is choice

...understand what is becoming commoditized and abundant, and what new scarcities are created as a result

The good news is that every abundance creates new scarcities and this is where the news (insert RADIO here) industry must go to make money in the 21st century. The scarcities created (and enabled) by abundant news are interesting stories, thought provoking analysis, conversation and community, and trust/verification.

...They do, however, have the option of leveraging their standing in the community to generate other revenues.
...the real money will come from leveraging the position in the community to offer services no one else can.

The final sentence says it all.

How strong is your station's position in the community? Are you prepared to leverage it for fun and profit? Do you have a community strategy? How can those community ties be turned into revenue? Hint: a folding table with a lone DJ doing breaks from a car dealer lot doesn't constitute community.

If you want to read the entire article click here.

Radio's Split Persona

The pictures and news accounts of the Iowa floods got me thinking...

Radio, as always, in times of need and disaster steps up and provides information, help, and aid. Competing groups find common ground in order to help the communities they serve--even loaning studio space and technical assistance to competitors to help keep them on the air as was done this week in Iowa.

During disasters radio becomes relevant for both young and old. Raging waters and floods know no age. Radio is vital in times of need and that's been the case since the beginning of wireless broadcasting. This too shall pass--as the flood waters reseed and the process begins to return ones city, neighborhood, and life back to normal; radio will reseed back to "50 minutes of music this hour" with fewer interruptions and less relevancy to listeners both old and, especially, young.

So while parts of the country are trying to cope with the intense challenges put forth by Mother Nature, the rest of the country is knee deep in the summer season. Let's compare how radio stations act in times of need versus more normal times.

I am not one to live in the past, however, I can't help remembering how active radio stations used to be during the summer in years gone by. Now, before you jump on me about all your station does...I know there are active stations, very active stations, out there making friends and connecting with listeners in your part of the world. But more and more, aside from showing up at one big summer festival or event, it's business as usual for radio stations around the country.

Whether it was beach patrols, station branded ice cream trucks (still a great idea!), free weekly car washes, fireworks shows, community pool tours, or even a dopey morning show promotion I was involved with many years ago--Burgers For Breakfast! Dopey or not, it drew a lot of people, attention and listeners felt a bond with the station.

Being out in the community--shaking hands and kissing babies, as we used to say, will not be the savior of radio especially with younger listeners. But let me suggest, if your STAR talents (you have local stars on your station, right?) meet listeners face-to-face those personalities will mean more in your city.

Anyone can play songs. You don't really even need jocks to do that anymore. But personalities that communicate well, tell entertaining, funny, or meaningful stories of interest to the listeners (good enough to podcast) have a chance to go beyond being an anonymous voice on the radio that nobody cares about or relates to.

What is your station doing?

Target Moms and Make Money

EMarketer reports that approximately 35 million moms are on-line and they are inquiring about and recommending products and services relating to their lives.

They go on to say:

Moms regularly engage in parenting-related activities online, but they are also involved in other online activities such as search, entertainment and shopping.

In fact, moms rely on the Internet for purchase decisions. Upwards of two-thirds of online moms of young children research products online, so it is critical for marketers and retailers to understand the role of the Internet in their purchase decisions.

What a great opportunity for RADIO.

You are looking for great content for your website.
Your listeners are looking for information and community.
Your advertisers are looking for more customers and ROI.

Here's one sample idea that could be successful, enjoyable, and profitable for everyone:

• Engage a local hospital or medical group to provide an expert to participate in an exclusive radio station webinar--a live on-line meeting that can be audio, video, text or all of the above.
• Invite listeners to your website to join in. A simple email address is all that is needed to "log in."
• Your listeners are active participants asking questions and sharing their own experiences.
• After the webinar your listeners can now be connected via your "mom's" page and on-line community at YOUR website--sharing their experiences and being active with the radio station and it's advertisers. Provide a positive experience and these moms will tell other moms and your community gets built out from there.
• For your advertisers you now have a active multi-platform experience to sell. On-air and on-line with targeted prospects.
• Remember, the webinar is not a one time only event. Make that webinar available on demand on your site and the site of your clients. Let moms (and everyone) download the webinar and share it with their friends. Host more webinars and your mom network will continue to grow.

There are so many ideas, many relatively simple, that can be impactfull and vital to reaching your listeners and advertisers.

Got an comment or idea? Feel free to share it here.