Bucket Lists

79Life gives us lots of fears. When we’re very young, we’re fearless. Not because we are so brave, but because we aren’t smart enough to know what to be fearful of, yet. That, however, changes quickly and life gives us a heaping helping of stuff to be afraid of.

Growing Older

I think one of the best benefits of growing older is overcoming a fear of failure. When you have some decades under your belt, you know that success isn’t lasting and failure isn’t terminal. Life is a series of hills and valleys.

Joy in Life

I just re-watched the movie “The Bucket List” with Jack Nicholson and Morgan Freeman. It’s a classic.

IMDb gives this storyline, if you’ve never seen this film, as follows: Corporate billionaire Edward Cole and working class mechanic Carter Chambers have nothing in common except for their terminal illnesses. While sharing a hospital room together, they decide to leave it and do all the things they have ever wanted to do before they die according to their bucket list. In the process, both of them heal each other, become unlikely friends, and ultimately find joy in life.

What Were You “Meant” to Do?

I’m very grateful for the life I’ve lived. I worked in a career for over four decades that I loved. I then transitioned into teaching at a university, which was the next career move on my short career “bucket list.”

I’ve mentored so many engaged students and gotten lots of positive feedback on my classes. A recent note said “I just wanted to thank you for your awesome class. I really enjoyed it and you as a professor.”

No job can get more rewarding than when you receive notes like that!

Good Times & Bad

There’s an old saying about good times and bad that goes like this: ‘The bad news is the good times never last. The good news is, neither do the bad.’

Change is in the wind at my university. Uncertainty and anxiety runs high.

I will now check off my career “bucket list” teaching at a college or university with the completion of I my seventh year of being a broadcast professor in May 2017 at Western Kentucky University. I didn’t have a career goal beyond college teaching.

Next Life Goal

These past two years, I’ve found that this “radio guy” loves to write. I’ve got both a weekly blog as well as a quarterly column in a national magazine. I’ve done podcasts, vlogs and radio interviews/shows in addition to my teaching/advising/professional activities/university service and consulting. I’m obviously not one to just sit on a couch and eat bonbons.

Excited About New Possibilities

One of the decisions I’ve made at this point in my life is that I wish to move closer to my family and grand kids. All of my life, I’ve let my career determine where I’d live. Then I was challenged to keep in touch with my family. With the passing of the last great grandparent, the torch has been passed, so geography just became more important to me than in the past.

I look forward to leveraging my experience in media, advertising, consulting and teaching in new and exciting ways. I have so much wisdom to pay-forward. I’m a passionate person looking for his next place to make a positive impact.

Think you and I might work well together? Reach out to me: Dick.Taylor@wku.edu

Just Say “No”

Megyn Kelly’s move from the FOX News Channel was made not to make more money but for Megyn to be able to spend more time with her family. Her reasons for making the move really resonated with me. I also want to put some balance into my life when it comes to family and career. It’s time to “just say no” to chasing an overly-demanding position that steals away my time and energy from my family. It’s time to make my next life goal be living a balanced life.

My story does not end here.

Stay tuned.

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What Amazon Could Teach Radio

76aI can’t think of a more competitive marketplace than one that offers infinite choice. This is the marketplace that Amazon operates in. It’s called the internet.

So how is Amazon doing?

Exceptionally well.

Why?

Customer Focus

The Motley Fool writes that Amazon’s secret weapon for success is just a handful of core principles with the leading one being to “focus relentlessly on our customers.”

Jim Collins, author of such great books as “Good to Great” and “Built to Last” created the strategic framework that Amazon uses known as the “flywheel.” Here’s what that looks like from Amazon.com via Benedict Evans

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The beauty of this concept is that while it takes a lot of effort to put everything in motion, once it is moving it develops its own momentum that contributes to future growth. Much as I learned in my college physics class about Newton’s 3rd Law of Motion. These things are really universal and when you can connect the dots, magic happens.

Christmas 2016

You’ve probably heard by now about how merchants did selling stuff for Christmas. The forecast for 2016 was one trillion dollars to be spent; an increase of 3.6 to 4% over 2015.

So with that kind of spending on the table what we see is Macy’s, Sears and Kohl’s among other retailers reported flat or down sales for Christmas 2016. Macy’s, Kmart and Sears announcing store closings as a result.

Amazon meanwhile reported its best holiday season yet, shipping over one billion items worldwide.

AMAZON Christmas 2016

To give you a better idea of how strong Amazon’s Christmas sales were in 2016, let’s look at the Monday before Christmas. Slice Intelligence reported that Amazon sold 49.2% of items purchase online.

For the 2016 Christmas season, Amazon ended up making 38% of all online sales followed by Best Buy at 3.9%, Target at 2.9% and Walmart at 2.9%.

Customer Focus Rules

When you focus on your customer relentlessly, you organize your whole organization around a single goal and insure that everyone stays focused on that goal 24/7.

Your radio station(s) have the power to do what other media services can’t do, be live and local delivering entertainment and information that can’t be obtained from any other source.

One of the big advantages Amazon had this Christmas was their Prime 2-day delivery. It meant that Christmas shopping procrastinators aka most of us men could shop closer to the big day.

You might have read or seen that Amazon is working on delivery by drones and delivery services shorter than 2-days. Amazon appears to be thinking about owning its own delivery supply chain eliminating the need for UPS or USPS.

So how much time has been devoted by you and your people to customer focus? That means your listeners and your advertisers.

Once per year?

Once per month?

Weekly?

Daily?

So what’s stopping you?

 

 

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You Can’t Have Too Much Fun

77There are some things in life you can’t have too much of.

You can’t have too much fun.

You can’t have too much wisdom.

You can’t have too much love.

Too Many College Bowl Games

My university invested a ton of money to upgrade to Conference USA. We won our bowl game in Florida this year too. Did you watch our team win? Probably not. Turns out attendance at the plethora of Florida college bowl games is down.

“When the Outback Bowl in Tampa announced an attendance of 51,119 on Monday who watched Florida dismantle Iowa 30-3, it became the sixth college bowl game among eight in Florida to have a decline in attendance from the previous year,” reports the Florida Times-Union.

NFL TV Viewership Decline

Rolling Stone magazine wrote that one of the big stories of 2016 was the decline in viewership of the NFL. How big was the decline? Down 8%.

Prime Time games were down the most with an audience erosion of 10 to 12%.

Commuter Traffic

The Federal Highway Administration says that by 2025 passenger miles traveled will have increased 72%. Why? Because that same agency says our population will have increased by 26% by that same year.

Tell me the road you commute to and from work isn’t already over congested.

Why is Country Music not the Top Radio Format in Nashville?

Nielsen Audio did a research study in 2014 and said the top radio format in America was country music. Ironically, the top radio station in Music City aka Nashville was NOT a country station. And it’s still not.

The latest ratings for Nashville show the highest rated country music station is ranked #7. The following radio formats are all ahead of that country station: Adult Contemporary, CHR, Sports, Urban AC, Talk and Variety Hits.

However, if you combine all of the audience of the many country format radio stations in Nashville, you will have a higher share of audience than the number one radio station commands.

Less Is More

So while you cannot have too much fun, wisdom, or love, you can have too many choices of products and services. Great for consumers’ maybe, but not for business owner/operators. Ask those who are dealing with the increase in college bowl games, NFL games, traffic congestion or playing country music in Nashville.

Radio is experiencing its own issues with supply versus demand.

The FCC will open up two windows for new translators this year. That’s after 750 new FM translators were signed on in 2016. Currently there are 19,778 FM signals beating the airwaves throughout America. Compare that to 4,669 AM radio stations currently on the air.

At the point in America’s history when the same number of AM radio stations equaled the number of FM radio stations on the air in America (end of 1992), 75% of all radio listening was to FM radio.

The Psychological Aspects of Overpopulation

This brings me back to my own undergraduate college days and psychology class. I remember learning about an experiment about putting too many rats into a confined space.

“As the number of rats rose above a certain level, the effects became rather dramatic,” wrote Albert J. M. Wessendorp, Psychologist-Psychotherapist. The rats displays behavioral disturbances, death rates rose, male rats began to show deviant sexual behavior and more. You can read more here.

Whales are known to commit collective suicide in order to control overpopulation.

What about you and me? How are we impacted by overpopulation (or over choice)?

The research says even human population growth is subject to limits. If we fail in controlling things ourselves, mother nature will begin to do it for us. (Think: Climate Change)

Radio Station Overpopulation

I love the radio business.

I share these thoughts because I’m concerned that the current overpopulation of the FM band is not taking into consideration the laws of physics or the impact of anything that gets overpopulated.

The FRC when it was formed (Federal agency that pre-dates our current FCC) it made it its mission to see America have quality radio stations or a large quantity of mediocre ones. We now look back on this period of time as “The Golden Age of Radio.”

Wessendorp writes that Maslow taught us that “People are only stirred into action when they feel their basic needs to be threatened.”

Have you looked at the revenue forecasts for radio for 2017? Are you feeling threatened yet?

What You Can Do

Next week I will continue with this topic and offer up what I believe is a solution to radio’s problem in an overpopulated entertainment world.

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Radio’s Jobs Didn’t Move to Mexico

75It seems like no matter what line of work you’re in, someone is finding a way to take your job away. If you’re in coal mining, you think the EPA is doing it to you. If you’re in manufacturing, you think its Mexico or China or some other country that pays their workers less and offers no benefits. But is that really what’s happening to jobs?

Where are the (Radio) Jobs?

I got into radio when I was in high school because I wanted to be a disc jockey. (Discs were what records were once called. Records were how we played music on the radio off of turntables, after live musicians were replaced by recorded music on the radio.) My DJ days are long behind me, but I don’t remember anyone from my earliest days being upset that records replaced the need for live musicians to play music on the radio. Do you?

Musician’s Union

I was also a musician. Played trombone. This was another way I earned money to go to college in addition to my radio work.

A fund set-up to promote live music from the playing of recordings on the radio is where the money came from to pay for my performances in local community concert bands. It was called the “Musicians Performance Trust Fund.”

To be eligible to be paid under this fund, you had to join the local musicians union AFL-CIO. I was a union member at age 15.

Truck Drivers

As high wage manufacturing jobs were leaving, many turned to the profession of truck driver. Truck drivers are well paid and people thought, let’s see them automate that. Truck driving employees have been untouched by globalization and automation. You can’t send truck driving in Ohio to be done by person living in Mexico. But that other factor, automation, is now on the horizon.

Uber Driverless Truck Delivers 50,000 Beers

I’m sure you’ve heard about driverless cars and that many expect they will be a reality by 2020 (3 years from now). But while many in the radio industry worried about the loss of radio listening in the car if the car starts driving itself and now everyone can watch TV or surf the internet, I worried that more middle class jobs would soon be automated, never to return.

Wired magazine reported in late October of 2016 how OTTO (Uber bought this company for $680 million) was driving the beer truck down the highway in Colorado without a human behind the wheel.

So it doesn’t take a lot of imagination to realize that we soon will see driverless cabs, buses, trains, planes, boats and a whole lot of people formerly known as the middle class will be out-of-work.

This same thing is happening in higher education too via the internet.

The Fate of the DJ

So where did the radio jobs, like being a disc jockey (DJ) go? They were high-teched. Automated. The industry calls it “voice tracked.” The very technology that did away with the need to have live studio musicians playing music now no longer needs the person that played the recordings of those musicians.

To radio personalities this is not news. It’s been that way since the late 20th Century.

To the multi-tasking, hard-working, over-committed and under-paid middle class it might have seemed as nothing had changed. Heck, they might have even seen the change as an improvement. Certainly recorded music was better in some ways than live studio musicians as it provided more variety in musical entertainment.

It’s Technology, Stupid

The wonderful high-tech devices designed to make our lives so much easier are also taking away the well-paying jobs that created the middle class of the 20th Century.

What’s the world’s 21st Century plan to deal with this change?

Ad Supported Media

The current crisis in ad supported media is that in a world of infinite media choices, and unlimited advertising avails, the money that used to be enjoyed from the sale of advertising is now less than previously realized.

About two years ago I wrote in this blog an article about what I saw as the future of ad supported media. I wrote it after reading Thomas Piketty’s book “Capital in the 21st Century.” I went back and re-read that article and see the trend lines of the graph on page 357 still all moving in the same direction and that should give us all pause.Picketty Chart on page 357

21st Century Media Business Model

All media is moving to a pay-for-play model. HBO, Showtime, Hulu, iTunes Radio, SiriusXM, CBS All Access, Amazon, Netflix, Pandora, Spotify etc. The ad supported model is coming to an end and the pay for what you want is replacing it.

The Wall Street Journal reported in the 4th quarter of 2016 that streaming revenues off-set declining sales of CDs and digital downloads.

People now rent what they want versus own.

And where does that leave your business?

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Words Matter

74The words you use can make all the difference in the outcome of whatever you’re trying to do. Visual mediums can get lazy with wordcraft thinking the visuals will carry the message. Radio can’t.

Writing Persuasively

Colleges teach two kinds of writing: creative and journalistic. One is made of whimsy and the other is fact-based. Effective radio ads are written to persuade. Few do.

Cliché Town

In my sales class we spend time exploring how to write messages that cause the listener to see themselves doing what it is we want them to do. People must first envision something in their mind before they will ever actually do it.

Walt Disney said:

“If you can dream it, you can do it.”

So you’d think that when my students produce their radio ads in their sales presentation during finals week they would be filled with persuasive wizardry. They’re not. They’re filled with all of the tired old clichés that comprise most radio ads. Why, because they’ve been brainwashed with them without even realizing it. Even though they have no impact, rating a big zero on the persuasive scale, they are still filling their brains.

Clichés Have No Father

While we’ve all heard them – like “plenty of free parking,” “committed to excellence,” “fast friendly service,” “these prices won’t last long,” “in business since 19–,” – and know them, we have long stopped connecting them to anyone or any business. They are in a sense orphan phrases that fill-up an advertisement but don’t deliver the goods. And they usually are what cause an advertiser to say “radio doesn’t work.”

You don’t listen to clichés and neither will anyone else.  Stop using them.

Google It

George Johns is a famous programming consultant and he puts it this way:

“He who controls the language controls the budget.

We don’t Bing or Yahoo things we Google them.”

Google means search. It’s why the parent company re-branded itself from Google to Alphabet.

What’s Your Point?

Whether you’re selling advertising for your radio station(s) or you’re writing radio copy for one of your clients, you should distill your message into a single compelling sentence.

The last presidential election had two candidates. One candidate made a consistent, compelling point and the other had a “basket of deplorables.”

Long after people have forgotten all the dry details of the race, they will never forget those red ball caps and that single compelling sentence.

Final Point

It’s a New Year and time to stop using worn-out words and tired old clichés. To quote the great advertising man David Ogilvy:

“You cannot bore someone into buying your product.”

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Best of the Blog 2016

73Before I begin my 3rd year of blogging next week, I thought I’d take a look back of the Top 5 blog posts from 2016 and share with you the posts that received the highest readership and sharing from the year just past.

My Most Read Article in 2016

My most ever shared post received 3,725 views in a single day. It was published on February 28th and was “The Day the ‘Dumbest Idea’ Invaded the Radio Industry.” It told the story of a change in the way we measure business success. Before this new idea was born, Peter Drucker’s measure was the rule. The purpose of a business, said Drucker, was to create a customer. But that went out with leisure suits, the new crop of business wizards would proclaim. What replaced it was something that even GE’s Jack Welch has called “the dumbest idea in the world.” You can read that post here.

This post beat my beat my previous single day record of 1,816 set on September 6, 2015 with an article called “We Never Called It Content.” For my new readers, you  can go back and read that one here.

Second Most Read Article of 2016

Radio Would Be a Great Business…If It Weren’t for the Employees” said radio is a people business. Take away the people and do you really have radio anymore? You can read it here.

Third Most Read Article of 2016

SiriusXM Radio is Now Free” was an article that wondered what would happen if this satellite radio service offered some or most of its channels for free. What would that do to the revenues of the AM/FM radio industry? Even if they only turned on the top five music formats, it would mean drivers could listen to them wherever they drove across America, plus SiriusXM would have the ability to pop in promos for their other channels that remained behind a paywall. It’s almost too scary to consider the possibility. You can read that article here.

Fourth Most Read Article of 2016

Don’t Let Radio End Up Like Yahoo” told the story of how radio could learn from Yahoo’s mistakes. Yahoo went from being a company worth $120 Billion to its sale to Verizon for $4.8 Billion. The article shared the Top 5 Lessons of Yahoo for radio. You can read it here.

Fifth Most Read Article of 2016

Millennials Love Radio” shared how today’s Millennial generation nearly equal Boomers in listening to AM/FM radio. 91.3% of Millennials are reached by radio every week. 94% of GenX’ers are reached by radio and us Boomers come in at 93.5% reached by radio every week according to Nielsen. Radio continues to be the advertising medium that gets results when used correctly. Read the full article here.

Over 52,000 Readers

I’m happy to report that as I ended 2016, my second year of blogging saw over 52,000 readers come to this blog from all over the world. Broadcasters, educators and students have all stopped by to read an article or more that caught their interest.

This blog in media mentorship was created to pay-it-forward to the broadcasting industry that I will have been a part of for 50-years in 2017.

FREE SUBSCRIPTIONS

You can subscribe to this blog for FREE and get a copy delivered to your email IN box every week by going to the bottom right-hand part of the screen and clicking on the FOLLOW button. (If you’re accessing this blog via a mobile phone or tablet, that button may not be visible I’ve been told.)

Next week, I will begin year three of blogging with all new articles.

Thank You for reading.

Feel free to contribute your thoughts to the discussion in the comments. Together we can all learn by sharing our experience, knowledge and wisdom.

Happy New Year!

 

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Grateful for Your Readership

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1 Comment

December 25, 2016 · 4:00 am