Radio Inspired By The App Store?

You might have noticed the Apple iPhone app store is it's own thriving community. And growing every day. Already chock full of apps--now at 15,000 according to Apple. As they say, "there's an app for everything." All under Apples roof and control.

It's all about the content--NOT the hardware--even though the hardware is beautiful. It's all about giving you more reasons to use it, want it, and evangelize it. Oh, and spending money making it do exactly what you want it to do.

In radio's case, millions and millions and millions of people have our hardware only to experience a diminishing level of stickiness (compelling content) especially on music stations outside of morning drive...sans Ryan Seacrest, John Tesh, Tom Kent and some talented locals who remain in place.

The only thing, in my view, that will keep music stations vibrant in the years ahead is interesting and entertaining content around the songs. Strangely, dead roll segues also play a role, depending on the format. [our content must also be platform agnostic, another reason the rethink how we do it]

While staff reductions are a reality, [a reality that is not going to change any time soon] the time is now to start trying ideas that are not dependent on traditional radio DJ's. Certainly, a statement that will not be popular with jocks looking for work or even those who are still working. These ideas are not going to come from the accountants who are insisting on the cuts, but the creative minds that still populate radio stations across the country.

In a strange way, this very tough time in radio business may be the best thing to happen to radio--forcing us to do it different.

Oh, and You Can Stop Calling Everything "Viral" - That's Lame

Think you've got a handle of what's happening with Gen Y's? Not so fast--unless you happen to be a GenY'er. A thought provoking article in Read Write Web rightfully claims Gen Y is taking over.

Their attitudes about everything from social issues to work, to even the web is different than previous generations. I don't think it's a rebellious movement like has been seen in the past--just different. In fact, it seems that Gen Y's tend to have closer relationships with their parents and seem to be quite comfortable with that arrangement.

I have written many times over the past few months how critical it is that we educate ourselves on the significant differences between Gen Y's and all other generations. The writer of the article concludes the same thing:

Ignoring the voices of Gen Y is something you should do at your own peril, especially if you're a business looking to hire, a company selling a product, or an advertising firm trying to reach them.

Please read that sentence at least 3 times. It's that important.

In the radio business, we have two subsets of Gen Y's we have to be concerned about...employees and listeners. Expectations, aspirations, and goals have changed.

How we develop our on-air product, create our websites and how we help our clients reach consumers will be changing:

Marketing Has To Change: Because Gen Y is media savvy and conscious of being marketed to, brands that succeed in the future will be those that open a dialog with their customers, admit their mistakes, and essentially become more transparent (save one notable exception, apparently). Companies' web sites that want to attract GenY'ers will become more like today's Web 2.0 sites. Social networking will be just a feature. Blogs will be standard ways for companies to reach their customers. Customer service won't just be a phone call away, it will be available via non-traditional means, too. Today, savvy companies might be using Twitter, but that could change at any time if Gen Y moves on. Companies will have to keep up with Gen Y and not get too comfortable using any one format. (Oh, and you can stop calling everything "viral" - that's lame.)

Thinking of hiring a new employee? That too requires a new understanding.

Work Tools Need to Mirror Web Tools: Gen Y will drive adoption of "Enterprise 2.0" products and services. Gen Y in the workplace will not just want, but expect their company to provide them with tools that mirror those they use in their personal lives. If socializing on Facebook helps them get a sale, then they're not going to understand why they can't use it at work. For more buckled down companies, if workers aren't provided with the tools they want, they're going to be savvy enough to go around I.T.'s back and get their own.

Work Isn't Their Whole World: Sure, they're going to go to work, but it had better be fun. For Gen Y, work isn't their identity. It's just a place. Gen Y sees no reason why a company can't be more accommodating, offering benefits like the ability to work from anywhere, flex-time, a culture that supports team communication, and a "fun" work environment. They're also not going to blindly follow orders just because you're the boss. Sometimes dubbed "Generation Why?" they need to "buy in" as to why something is being done. Old school bosses may find their questioning insubordinate behavior, but they would be best to just change their management techniques and adapt. Gen Y hasn't known much unemployment and they're not going to put up with being treated poorly just for sake of a paycheck. (Bosses, your survival guide is here).

The future of radio hinges on Gen Y's discovering something connected to radio they can be passionate about. Passionate is a very strong word and might be unattainable. Let's try this: The future of radio hinges on Gen Y's discovering something connected to radio they can be interested in.

It won't be easy.

A Sign of The Times

None. (read on and you will understand)

If you were at your local mall and you (as an adult) were looking for the teen and young adult clothing and accessories store Hollister you might be hard pressed to find it. This very popular store features no sign over the doorway, has no windows looking in and it is nearly as dark as a movie theater.

Found this story about the Hollister stores at the Marketing Student website. The post included this photo peaking inside. (keep reading, I promise there's a radio angle to this story)

Here's the complete post:

"There’s nothing like the feeling of knowing that you don’t belong somewhere. I am reminded of this whenever I step inside a Hollister retail store, which is so teen it hurts.

No brand name over the front doors, no glass windows to see inside, and two Tiger Beat model types to greet you on the way in. The inside is so dark, ladies might feel the instinct to grasp the pepper spray inside their purses. An overbearing perfume/cologne mix hangs in the air. It’s almost as if they’ve designed the store to repel you, but their success clearly shows that Gen Y is responding.

Above is a peek inside one such store, which almost seems to go against every ergonomic and design rule conceived in the last 50 years. But perhaps that’s precisely why it’s so successful. Teens are always going to want to rebel against their elders, and this is just the latest iteration.

Or…maybe I’m just getting older. Next thing you know I’m yelling at kids to get off my lawn…"

Think about what you just read and consider how very different it is from every other store in the mall. Think about how different Gen Y's are compared to GenXer's. Think about how different we are going to need to program radio stations to even have a chance to connect with Gen Y. Some have argued it's a lost cause. I am of the mind that if we build it ("it" being very good, interactive, and compelling) they will come.

Forget about your quarter hour maintenance, forget about your laser-zap-swishes, forget about running your :07 second stopwatch on your jocks--forget it all.

Look, I am not saying set structure and all of the other radio basics are unimportant; but what I am saying is perfect execution of these tactics are not going to automatically make you a winner with Gen Y's.

Communication structures have changed. A recent study estimated that more than 70% of 15-34 year olds are members of social networks. Content expectations have changed. The hits are a dime-a-dozen. Free really. [Go to You Tube and within a couple of minutes you can search and build a playlist of the top 10 songs and be listening and watching them as quickly as turning on a radio and searching for a station that's playing a song you like.]

Yes, music can be a central theme. But we have to develop content and connections around the music that evoke similar feelings and emotions that those Hollister clothing and accessories stores do. Cool, different, hot, and most of all a place not for my parents!

***Addendum***

Occasionally the good folks at Radio-Info will post a story in the "guest mic" section and this Gen Y story is one of those stories. Executive Editor Dana Hall checked in with these comments. Thanks Dana!!

I’ve been in Hollister with my boyfriend’s 16 –year old daughter. The music was so loud that I had to leave several times to get away—and I love my music loud!

It was cool how they had a place ( a display) to actually look at all the CDs they played—like a juke box—that customers could pick to hear something (for free—it didn’t cost anything). That’s what really intrigued me. And it was all kind of underground, alternative rock stuff—but not really anything that I recall hearing on the radio.