Category Archives: Uncategorized

The Biggest Threat to Local Radio

The latest survey from the RTDNA (Radio Television Digital News Association) shows how precarious the advertising revenue stream that sustains your local radio station is during these global pandemic times.

Of 350 radio managers surveyed, declining revenues were cited by almost 40% of them as the biggest threat to their continued existence.  

Ad Market Recovery Coming in 2021

We’re a little over six months into a global shutdown caused by a novel coronavirus, that is expected to impact our world directly for almost two years, and have lasting impacts that may stay with us for the rest of our lives. It could be very tenuous for local radio stations to be able to survive until a recovery starts sometime in 2021.

As you can see, MAGNA sees most of the recovery occurring with online videos, mobile, social media and search. Traditional media like radio, print and local TV will still find themselves in the fight of their lives.

Last week, I wrote about “The Better Advertising Mousetrap” and how, due to the internet, combined with powerful computers and algorithms, social media was able to sell advertisers, “certainty.” I wrote how the internet had created a new marketplace, that of human futures, at scale, and this was producing trillions of dollars for these internet companies, making them the richest companies in the history of humanity. The real advantage social media has over traditional media is their development of persuasive technology that exploits a vulnerability in human psychology, which even when you know how it works doesn’t inoculate you from its power to change you.

You can read that article HERE

Other Threats to Radio

Radio people, both past and present, bemoan how corporate cuts and consolidation have cut deep into the industry’s ability to innovate its programming. Also, the plethora of media options available to today’s radio listener is overwhelming, especially with the advent of the smart speaker and audio streaming.

Expect that growth in advertising will be in the digital realm, while traditional media like AM/FM radio and TV, barely stabilize.

Gordon Borrell and his associates concur with this outlook in their latest sneak peak of their research.

Social Media

Hootsuite and Altimeter just published their latest report titled: “The Social Transformation.” In it, they say “executives often underestimate social’s economic, cultural, and transformational value. Understanding the true value and potential of social media has become more imperative as organizations look for new possibilities in the post-pandemic economy.”

  • 77% of CEOs report digital transformation efforts have significantly accelerated
  • 70% of CEOs are prioritizing changes to customer behavior as the most important factor setting their future direction (Source: Deloitte)

This report lists three main areas that businesses need to focus on to truly realize the value of social media:

  1. Learn how to tap into social media’s unique ability to develop and deepen relationships across multiple stakeholders.
  2. Realize and extend social media’s ability to drive efficiency and value beyond marketing and communications.
  3. Leverage social media’s existing organizational structure and processes to catalyze digital transformation.

Radio personalities were the industry’s “secret sauce” that help local radio to build deep relationships with its listening audience. Likewise, tenured sales people built similar relationships with local radio advertisers. Sadly, both areas of the business have seen a Reduction In Force (RIFs) that has severed these important relationships forever. Into that vacuum has come social media and its addictive powers to build strong relationships with its users.

Deep Relationships Require Sustain Engagement

The report also reveals that respondents (64%) using social media have found it helps their business to build strong relationships with their customers. Through in-depth interviews, Hootsuite and Altimeter found that “relationships develop with sustained engagements that lead to conversations across multiple channels, not just on social media.”

Holding All the Aces

Traditional media is looking down the barrel of an advertising juggernaut. It’s hard to win when your opponent is holding all the aces.

In 50-years of working in the radio industry, not one of my favorite radio stations knows anything about me. After just 10-years on social media, there’s virtually nothing that these companies don’t know about me.

See the problem?

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The Better Advertising Mousetrap

Ralph Waldo Emerson is said to have coined the phrase: “Build a better mousetrap, and the world will beat a path to your door.” When it comes to advertising, social media has built the better mousetrap, and you and I are helping them to improve it every day.

The Social Dilemma

There’s a new documentary on Netflix called “The Social Dilemma” about how social media is impacting our lives, and is truly eye-opening. I encourage you to watch this documentary if you subscribe to Netflix, but especially if you’re in advertising and marketing. In fact, it would pay you to subscribe to Netflix just to view this documentary; it’s that important!

This blog won’t be about many of the important social issues raised in the documentary, but instead I plan to focus on how traditional media, like AM/FM radio broadcasting, is fighting a battle for advertising with the internet companies that isn’t a fair fight. Broadcasters are in essence coming to a gun fight, wielding a knife.

This shouldn’t come as a surprise to regular readers of my blog, because back on February 25, 2018, I wrote an article titled “Radio Has an Addiction Problem,” that quoted MIT professor Sherry Turkle’s 1995 book “Life on the Screen, Identity in the Age of the Internet” saying “computers don’t just do things for us, they do things to us, including ways we think about ourselves and other people.” Turkle said that computers weren’t just a tool, but were sneaking into our minds and changing our relationship with the world around us.

Monetizing Social Media

Social media quickly realized that in order to sustain itself it needed to monetize its service. Google’s search engine business was a Silicon Valley marvel for not only harnessing the power of the internet but simultaneously building a revenue engine that grew right along with it. Tim Kendall, now CEO of Moment, was one of the early people at Facebook, charged with coming up with a way to make money. He said that he decided that the “advertising model was the most elegant way.”

Advertising

The advertising business has always been about selling exposure to the people who use the product. Newspapers sold access to its readers, radio sold access to its listeners and television sold access to its viewers.

“Half the money I spend on advertising is wasted;

the trouble is, I don’t know which half.”

-John Wanamaker

Businesses have always wanted to get the biggest bang for their advertising buck, but realized that in the world of advertising, there were no guarantees, that is until social media came along. Mel Karmazin, former broadcasting and satellite radio CEO put it this way when he met with the founders of Google: “You’re messing with the magic of sales.”

Jaron Lanier, who wrote the book “Ten Arguments for Deleting Your Social Media Accounts Right Now,” explains that what social media is doing more effectively than traditional media is “changing what you do, how you think and who you are…it’s a gradual, slight, imperceptible change in your behavior and perception.” It’s similar to a magician performing slight-of-hand tricks, and making you believe things that aren’t real.

“This is what every business has always dreamt of, to have a guarantee that if it places an ad it will be successful. That’s (social media’s) business, they sell certainty. In order to be successful in that business you have to have great predictions. Great predictions begin with one imperative, you need a lot of data.

The internet has given us a new kind of marketplace that never existed before, a marketplace that trades exclusively in human futures. Just like there are markets for pork belly futures, or oil futures, we now have markets that trade in human futures, at scale, and those markets have produced the trillions of dollars that have made the internet companies the richest companies in the history of humanity.”

-Shoshana Zuboff, PhD, Harvard Business School

Author of “The Age of Surveillance Capitalism”

“Any sufficiently advanced technology

is indistinguishable from magic.”

-Arthur C. Clarke

Getting Your Attention

Every company whose business model is to sustain itself through the selling of advertising is competing with other companies for your attention. Traditional media is competing with every social media company to get as much of your time and attention to their platform as they possibly can. Remember, when you’re not paying for the product, you are the product.

The advantage social media has over traditional media is their development of persuasive technology. It’s designed to intentionally apply to the extreme behavior modification in the user, and cause them to take a desired action. It does this through the use of positive intermittent reinforcement, just like a casino slot machine lures you into thinking the next pull of the handle will release its fortune. Social media works to create an unconscious habit, programming you for a deeper level of control than you even realize is happening.

Social media has learned how to exploit a vulnerability in human psychology, which even when you know how it works doesn’t inoculate you from its power to change you.

No longer is social media a tool we use, but is a tool that uses us, creating this technology based environment designed for mental addiction through psychological manipulation.

“There are only two industries that call their customers ‘users’:

illegal drugs and software.”

-Edward Tufte

Most concerning about this change is that it’s being driven by a technology that’s advancing exponentially. In contrast, our human brain has not really advanced at all over the same period of time. The rate of change is beyond our human comprehension, even for the very people who are designing and building these computer networks.

“The race to keep people’s attention by social media isn’t going away. Our technology is going to become more integrated into our lives, not less. The AI’s (artificial intelligence) are going to get better at predicting what keeps us on the screen.

How do you wake up from the matrix when you don’t know you’re in the matrix?”

-Tristan Harris, Center for Humane Technology Co-Founder

“Whether it is to be utopia or oblivion

will be a touch-and-go relay race

right up to the final moment…”

-Buckminster Fuller

Today, the internet is a more efficient way to sell our attention to advertisers.

Now you know why.

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What Will a Post-COVID-19 World Be Like?

While this global pandemic has caused everyone a lot of heartache, due to missed family events, vacations, employment and educational disruptions, it has also forced us to make some changes we might want to keep when COVID-19 is in the rearview mirror.

Work From Home (WFH)

Working from home, for those whose job permitted it, eliminated daily commutes. Just this one change has meant giving those families more time together, more money to save or spend on other things and more life satisfaction overall. For our environment, the reduction in fuel consumption has been a plus as well.

Home: The Place for Dinner & a Movie

Staying at home has meant that our giant screen TVs have become our movie screens. This hasn’t been lost on film makers, as they are now making movies more readily available to watch at home.

Additionally, retailers and food providers are now competing to deliver their goods to your home as fast as Amazon Prime does.

Road Trip America

Since COVID-19 has seen countries around the world take down their “Welcome Americans” signs, we’re discovering America’s great outdoors. RVs & camper sales are up, and the nation’s parks and campgrounds are full, as we take to the woods where social distancing has always been part of the experience.

Restaurants & Broadband

While dining al fresco is fun and provides social distancing for diners, many cities are closing down their main streets to vehicle traffic in order to make them both pedestrian and dining friendly.

Much like we are using our smartphones to order restaurant take-out, high speed internet service is now essential for work, education and entertainment in our homes.

Small Business Survival

Dion Rabouin, author of Markets, writes that “small businesses are losing confidence in their survival.” We’re six months into this global pandemic and American small business is nowhere near returning to “normal.”

The current unemployment situation reveals that in every state, more people are unemployed than jobs available. That means moving to another state won’t make a difference for an unemployed person because the same problem has hit every single community in the country.

K-Shaped Recovery

Maybe more worrisome is that we are seeing a K-Shaped Recovery, taking place due to COVID-19. Which means a recovery where the rich become richer, the big become bigger, the poor become poorer, and the small become extinct.

We’re seeing this now with Wall Street’s growth, versus Main Street’s demise.

Following the “Great Recession” of 2008, we saw something similar happen as America went through recovery. Though it happened gradually and occurring almost unnoticed by many,

This global pandemic is the equivalent of pouring gasoline on a fire, it acts like an accelerant. Things that were going to come to pass in time, are now happening at warp speed.

While big box retailers and Wall Street are dancing with delight, mom-and-pop shops and local service establishments are fighting for their very survival.

Local Radio & Newspapers

Having a K-Shaped Recovery means that local media enterprises, that depend on Main Street for their advertising revenue, will suffer the same consequences.

Big media companies having more access to the technology that’s playing a role during COVID-19 will shape the recovery. Big media companies are less dependent on Main Street, as the bulk of their revenues originate on a regional and national level.

The same inequality that has been bifurcating American society since the early 80s and has made achieving revenue goals for local media companies more difficult with each passing year, is reaching a tipping point with COVID-19. The very rapid evolution of society during this global pandemic is exacerbating inequality; of people, businesses, health, education, and opportunities.

Even after we have discovered therapeutics and/or a vaccine to deal with COVID-19, the way the world was pre-COVID won’t be returning.

The answers to the challenges of the future will not be found in the past.

The truth is that we need to continually innovate how we innovate if we expect to ever return to an era of renewed productivity growth.

-Gregg Satell

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Grateful for Your Readership

Merry-Christmas

Back next week with the year’s most impactful articles

on DTB in 2019

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A Thousand Years

wedding day 2018Sue, I have loved you for “a thousand years.”

All along I believed I would find you.

Time has brought your heart to me, and I will be forever grateful.

Today we celebrate the 1st Anniversary of our Best Day!

I Love You More Today Than Yesterday.

+++++++++++++++++++++++++++++++++++

Back next week with a new article about “Radio’s Brain Challenge.”

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Celebrating a Life

IMG_3478How does a moment last forever?

How can her story never die?

Minutes turn into hours, days to years, then gone. But when all else has been forgotten, still her song will live on.

Samantha Eileen Dripps was born on Thursday August 8, 1985 in Pittsfield, MA and then returned to the arms of God on Sunday morning the 15th of September 2019. She was one of 372,522 babies born that day. Can one imagine all those babies crying at the same time? Well, Sam was one of those strong voiced babies that turned into a child with a heavenly voice that could hold one’s attention with bliss and intoxication.

Sam had an amazing freewill, she had the soul of a gypsy, the heart of a hippy and the spirit of a fairy.  Our memory of her will always be running through a meadow in her long flowing dress, barefoot, her long hair jumping with the north wind and adorned in a crown of wildflowers; happy, laughing, smiling. You can’t get any freer than that.  She gave all of us enthusiasm to follow her in this joy for life.

She is now in the air we breathe and with every breath we take. We will see her in the clouds above as she whispers to us all, words of love,  a love that has only been silenced in this realm. Until we are together again, we must listen for her song as she will now follow us and sing that forever song of hope where there is no more pain, and no more fear.

Her smile, her laugh, how she wore her heart on her sleeve, how she stood fierce and strong, backing  others up when they were wronged, that was how she lived. For all those who knew her, you will consistently remember her determination of unbridled independence.

We know that she will continue to be a wonderful mother that loves her children as she soars on wings of eagles, her light and sparkle flickering through them as they grow, protecting them from the force of the winter winds, they will always feel her brilliant and God given gentle smile of love.

Something in her happiness was captured in all of us, and that love will live on inside our hearts as she is a thousand winds that blow, the diamond glitter on snow, she will be the sunlight on ripened grain, and will always be that gentle autumn rain. When you awaken in the morning hush, she will be that swift uplifting rush of quiet birds in circled flight.

So, remember her with smiles and laughter, remember her in her stronger days for her sweetness, for her caring of others, for that’s how she’ll remember you. Look to that solitary twinkling star in the night sky and know that Sammy will always be watching over all of us. This is how her song will live on.

Samantha grew up in Lanesboro, MA and attended Lanesboro Elementary School, Mt. Greylock High School, graduating from St. Joseph High School. She worked in healthcare field.

She leaves 3 truly loved children, Jacob, Isabella and Alexis.

We will be celebrating her life with family this week.

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Road Trip Time Again

2019 Southern Cross-Country Road Trip

We’re off again!

Last year we drove over 11,000-miles on a Cross-Country Road Trip that took us from our home in Virginia to the State of Washington and back. You can read more about the planning of our 2018 trip HERE and the re-cap of our adventure HERE.

Yesterday, we set-off on our 2019 Cross-Country Road Trip that will take us from Virginia to the International Balloon Fiesta in Albuquerque, New Mexico, a visit with Pennie & Roy Williams (aka The Wizard of Ads) on the campus of The Wizard Academy just outside of Austin, Texas, a trip to Mission Control in Houston where they’ve recreated the nerve center that put the first man on the moon 50-years ago, a trip down Bourbon Street in New Orleans, a moment to reflect on a historic moment in American Civil Rights at the Edmund Pettus Bridge in Selma, Alabama and lots more along the way, finally returning home.

Our road trip this year will be only 3-weeks long and under 5,000-miles.

When we complete our 2019 Road Trip, Alaska will be the only state in America we both have not visited.

This blog will be on vacation for the next three weeks.

I’ll return with a new article on Sunday, November 3rd.

 

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Putting a Face on Change

Downton Abbey Movie

If you want to learn how technology has impacted our lives,

watch the Downton Abbey series on Netflix.

This past Friday, I watched the movie.

Stay tuned for my thoughts.

_________________________________________________________

Previously, Here’s what I’ve written this about the series.

They Bought a Wireless

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Taking a Media Break

IMG_7870

Back with a new article in two weeks.

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Spending the 4th of July in the Berkshires

tanglewood_at_dusk_photo_credit_stu_rosner_1_1It’s a 4th of July tradition in The Berkshires.

Picnicking on the grass outside the Music Shed at Tanglewood, listening to James Taylor.

James Taylor

Enjoy celebrating our Nation’s birthday safely with family & friends.

See you next week with a brand new article about how “Radio is the Load Bearing Wall of Audio Media.”

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