Happy New Year

A New Year's Resolution

No, this isn't about exercising more or cleaning out your overstuffed closet.

As the first workweek of 2009 gets underway I'd like to offer one:

Learn something new about/from your listeners and advertisers everyday and use that knowledge to be a better provider of entertainment and marketing solutions.

Sounds simple, I know, but it's easy to become distracted.

Hint: use social networking sites, station and personality blogs, your station database, and for the sales team--set up a marketing solution blog or Facebook group for the exclusive use of your clients.

Oh, and don't forget traditional research options as well as actually talking with people--face-to-face.

As we navigate through challenging circumstances a little extra knowledge can go a long way.

As 2007 Comes To A Close...

My New Year’s Wishes for the Radio Industry (in no particular order)

• We lift the negative veil hampering the radio industry

• We figure out positive ways to communicate that more than 230 million Americans listen to the radio EVERY week
  

• We discard a few of the “truths” of the radio industry and try some things that may be counter-intuitive

• We have stronger industry leadership step forward and communicate a refreshed vision for our industry

• We stop worrying about new technologies we can’t stop and find ways to use them to our benefit

• We develop and create entertainment programming for those under 25 that is available in real-time on air and anytime everywhere else

• We let the programmers program

• We encourage risk taking and allow some mistakes in order to find a couple of gems out of some valiant efforts

• We remember that this is show business and we must put on a show

• We find some new words and phrases to describe what we do on the air (please!)

• We develop new and creative ways to monetize our programming and services

• We stay safe, remain healthy, and appreciate all of the really important things in our lives

I wish you the happiest of New Years! Can you believe it’s already 2008?

Will 2008 Be a Better Year For Radio?

Radio has many things going for it--here's my top 5:

• Mass distribution
• 93% national weekly usage
• The ability to adjust programming very quickly
• The majority of radio listeners are still satisfied with the medium
• Lots of revenue and cash flow--despite recent negative growth

No one would argue we are in challenging times but I believe out of adversity good things can happen. I don't think consistent financial growth can occur again until some new strategies and innovations take root in our industry.

We have a few things to figure out moving forward.

• How can a mass medium thrive in an on-demand word?
• How can we reinvent our advertising model that would be perceived positively by listeners and advertisers alike?
• What new format structures can we develop that will attract attention and loyalty?
• The hits are the hits are the hits, but what might we do in order to spark new excitement in music radio?
• What's next for talk radio--how might we ensure the next generation of 35-54's latch on to the format?

Seems like there's always more questions than answers, but I believe the answers are out there.

In a previous post I suggested programmers find the time to really listen to their station(s). It is an eye opening experience. Focused, quality time dedicated to the sound of the product will make the station sound better. I also believe greater attention needs to be paid to the output of station streams--too many streams are very sloppy. Lastly, I think interactivity with listeners is vital both in-person and on-line. Yes, in person. It's fine to have promotion staff at events, but there is still something special for a listener meeting someone whose voice they hear on the radio. And what's special about the content on your website? Is there any reason at all for a listener to come back tomorrow after visiting your website today? There better be.

I don't know how 2008 will turn out for radio. But I do know that I am a believer in our industry and believe it can recapture some of its past magic in the new year. What do you think? Can our industry rebound on '08? What are the most important things to be done?

Your comments in this space are always welcome. I realized that comments had been limited to Gmail folks. That problem is now fixed and anyone can be a part of this community.