Radio in Mayberry USA

Dick Taylor in front of WPAQ

Like many people my age, we grew up watching television shows like The Andy Griffith Show. My wife and I have been watching every episode on Netflix before turning off the lights and going to sleep. We’re currently in season seven.

Mayberry, NC

While there never was a town in North Carolina named “Mayberry,” Andy Griffith’s home town of Mount Airy, NC embraces the spirit of Mayberry to this very day. In fact, it’s virtually impossible to find any kind of collectible that says “Mount Airy,” but you will have no trouble finding lots of things with Mayberry on them.

We recently took the short drive from our home in Virginia to Mount Airy to visit the Andy Griffith Museum. It did not disappoint.

Historic Earle Theatre

Included with your museum admission, is admission to the Historic Earle Theatre located on Main Street in Mount Airy. Upon entering the theater, the first thing that caught my eye was an “ON AIR” light by the stage and pictures of radio station WPAQ.

The theatre even runs a video presentation about this radio institution, founded by its original owner Ralph Epperson, on Groundhog Day in 1948.

This year’s annual birthday celebration marked the station’s 72nd year of service to its listening area, which always includes a free concert at the Earle Theatre for its loyal listeners.

WPAQ

The first thing I Googled on my iPhone when I saw the call letters WPAQ was to find out what they stood for, as I could not imagine what they had to do with Mount Airy or North Carolina. Turns out, they really don’t stand for anything (much like America’s first commercially licensed radio station, KDKA in Pittsburgh).

In fact, Ralph Epperson said the station actually ran a listener contest to try and give the station a name that went with the call letters WPAQ, but nothing ever really seemed to fit. One listener suggested that they stood for “We Piddle Around Quietly,” but Epperson said that wasn’t what they were looking for.

I think that listener got the idea from the disparaging nickname given to FDR’s Works Progress Administration (renamed Work Projects Administration; WPA). Some people felt Roosevelt’s New Deal program was a waste of money. They assailed this program that employed millions of unemployed people to carry out works projects, including the construction of public buildings and roads, along with employing musicians, artists, actors and directors in large arts, drama, media, and literary projects.

The WPA spent $13.4 billion during the Great Depression but detractors of FDR’s get America back to work program said WPA stood for “We Piddle Around.”

So, you can see why Mr. Epperson didn’t adopt this suggestion, as he was a man of progress and forward thinking, he was never one to “piddle around,” let alone quietly.

The Voice of the Blue Ridge Mountains

While Mount Airy always embraced its role as the model for its native son Andy Griffith’s popular television program, WPAQ likewise always promoted and worked to preserve North Carolina’s mountain music heritage as the Voice of the Blue Ridge Mountains.

WPAQ is the source for local news, old-time bluegrass and gospel music, religious services and the broadcast of local obituaries. I truthfully can’t remember the last time I heard obituaries on the radio until I started listening to WPAQ. However, I remember writing many obituaries in my early radio days when I did news at WBRK in Pittsfield, Massachusetts back in the 70s.

The Saturday Merry-Go-Round Show

WPAQ broadcasts live from the Historic Earle Theatre every Saturday from 11am to 1:30pm on a program called the Merry-Go-Round. It’s the second longest continuously broadcast live radio show of its kind in America, second only to WSM’s broadcast of Nashville’s Grand Ole Opry.

WPAQ’s program used to be the third oldest, until WWVA gave up its weekly broadcast of Jamboree USA with then station owner iHeartMedia who moved the program from WWVA to WKKX before ending the weekly broadcasts in 2008. Jamboree USA returned to the air in 2014 on a non-commercial low-power FM in Wheeling.

Mount Airy residents and tourists alike believe live radio music is part of the charm of the area.

Ralph Epperson always said he wanted his radio station to be different, saying “Why should we be like everyone else?”

Ralph Epperson passed away in 2006, but his son Kelly, along with Kelly’s wife Jennifer, co-own and manage the radio station exactly as Ralph envisioned. With one possible exception…

No Static at All

WPAQ was licensed by the Federal Communications Commission (FCC) to broadcast on 740 KC with a daytime power of 10,000-watts, 1,000-watts one and half hours before both sunrise and sunset and 7-watts at night.

On August 6, 2020, WPAQ signed on its brand new FM translator at 106.7 delivering the stations programs in stereo. The station also broadcasts its programming online at  https://www.wpaq740.com/listen-online/ .

During a recent evening walk around my neighborhood, I heard the sound of a fretless, five string banjo coming from a neighbor’s porch. When my neighbor finished his song, my wife and I applauded the performance and commented that he sounded like the music on WPAQ. He responded by telling us that he streams WPAQ on his iPhone and makes regular trips to Mount Airy for the blue grass/mountain music festivals.

Legacy Lasts

In these times of uncertainty, it’s comforting to know that radio stations like WPAQ are keeping family values, traditions and the roots of both this type of music and this type of radio broadcasting alive.

Proving that providing live, local and unique programming never goes out-of-style.

Looking into WPAQ’s main studio from the performance studio.
Announcer desk in performance studio.
Baby grand piano in performance studio.
Main Studio with Jennie Lowry playing records, CDs, & using carts.
Solid wood studio doors from trees grown on Ralph Epperson’s father’s farm.
Ralph Epperson in front of radio station WPAQ, Mount Airy, North Carolina
Ralph Epperson

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Hold On or Let It Go

Life gives us many challenges.

Sometimes, the hardest thing to decide is when to stick to something and when to let it go.

Traditional media – print, radio and television – are at that moment now. Do they stay the course and hope the “good old days” will come back, or do they let it go and begin inventing and innovating for the future?

Indiana Jones

In 1989, the third Indiana Jones movie was released. The film was a wonderful parable about what’s really important in life. Parables, as you may know, are simple stories used to illustrate a moral or spiritual lesson.

In this film, “Indiana Jones and the Last Crusade,” the parable told is about what happens when greed overpowers the soul.

Indy and his dad are searching for the Cup of Christ, the Holy Grail. When Indiana finally holds the treasured bounty in his hands, he is faced with a life or death choice. Does he hold on to the cup or use both hands to save his life, for you see Indiana is in a rather precarious position on the edge of a cliff and can’t do both.

Indy’s father whispers, “Let It Go.”

Radio

2020 for the commercial radio industry is a milestone year. It marks the 100th birthday of an innovation that forever changed the world.

Like Indiana Jones, radio needs to decide, should it hold on to the past or let it go.

Back to Our Movie

After the senior Jones asks his son to “Let It Go,” you can see the terrible anguish on Indy’s face. Both father and son have spent a lifetime searching for the Holy Grail and now Indiana has it firmly in his grasp. To let go of the cup would seem to have made their life’s quest meaningless.

Indiana’s father now says more firmly, “Indiana, Let It Go!” And this time he does.

Movie audiences gasped.

The Lesson

In the end, the father and son journey was never about possessing the Holy Grail. It was about the importance of spending time together, of taking on a challenge that one of them could not do alone, and by building a stronger relationship. The true meaning of life is never about the things we can possess, but about the relationships we can build.  

Radio strength was always about the people creating the magic and not about the delivery system. Unfortunately, the radio industry’s leaders held on to the “cup” instead of its people.

For radio, the really valuable prize is the relationship it can have with a radio listener, and its ability to bring together businesses and services for the betterment of a community.

Is there still time for radio to make this change?

Empty radio studios all across America, as stations run on full automation

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Why Make Radio Advertising Harder to Buy?

The headline in Radio Ink proclaimed, “No More Free Ride For Non-Subscribers.” It was a news story about how Nielsen Audio was no longer going to provide buyers with any data pertaining to non-subscribing radio stations through their ratings service.  It will be as if these radio stations vanished from their markets.

Ratings Gathering Costs Money

I can understand the perspective of both Nielsen Audio subscribers, as well as Nielsen itself as an audience ratings provider. If there weren’t subscribers there would be no money to pay Nielsen to gather this data in the first place. Subscribers don’t wish to see those radio companies not paying and then enjoying the benefits of data gathered. Likewise, Nielsen wants to be able to garner the biggest bang for their ratings gathering dollar by trying to force all radio operators to be a participant in the process.

So, on the surface, why would anyone object to this change coming in January 2021?

Winners & Losers

The reality is that even if everyone pays to have access to the data, only the very top performing radio stations will enjoy the benefits. Stations placing out of the top five or ten– often any station not rated number one or number two – will be paying for data that in the end only helps the market’s “big dawgs.” For many stations, it’s paying big money for nothing.

Nielsen vs. Eastlan

In those markets where both Nielsen and Eastlan measure radio listening, we see all the stations in the Eastlan report’s cover page giving a total radio listening perspective for that  market, but with a Nielsen Audio report, we only see subscribing stations. In 2014, Nielsen ceased reporting non-subscribing radio stations from the “topline” numbers it provides to the radio trade publications and newspapers.

For anyone who grew up in radio, having radio stations that are impactful in their market not be listed seems sacrosanct; like not seeing 650AM WSM appear in the ratings for Nashville. When this became Nielsen’s policy, I stopped looking at their ratings reports, since I knew they were incomplete and I’m sure I’m not alone.

Eastlan Ratings, on the other hand, includes every radio station in their topline numbers in every market they do audience measurement. However, if anyone wanted to drill down the data to a more granular level, then they would need to subscribe to the report, and that seems fair.

Of these two radio ratings companies, I find Eastlan’s philosophy to be more valuable to the radio industry and the selling of radio advertising.

Subscriber First

Nielsen is calling their new policy “Subscriber First.” But will the result be a positive for Nielsen subscribers if it makes radio advertising more difficult for people to buy?

Radio ratings are, after all, only estimates. Estimates of what people ages 6 and older are listening to on their radios, smartphones and other audio devices.

Unlike my subscription to Netflix, Amazon Prime, PBS, or The Washington Post, where I am actually counted as paying for a service that I receive, radio ratings are attempting to estimate listening based on a small sample of people, and then extrapolate those results as the habits of an entire marketplace population.

Radio listening estimates  are not perfect, and as a radio manager, some of my radio stations have taken a “ratings bullet” and seen a precipitous drop in reported listening, even when nothing in the market changed to cause such a drop. History taught me that patience was in order and that things would return in the next ratings period; which they always did.

Radio Station Owners vs. Radio Advertising Buyers

It’s radio’s buyers who really want to know who’s listening to what, and when, and for how long etc. And it appears that radio buyers, as a group, are none too pleased with this change in ratings reporting. I’m reading quotes like “as a long-time client, not being consulted before a final decision was made is quite troubling,” and “ we feel like we will no longer be receiving the data we originally contracted for – a full view of radio listening in measured markets.”

Radio station owners, on the other hand, feel that non-subscribing radio stations should not have anyone know the true impact their radio station is having in a measured market. Those stations should be made to “pay to play,” or simply disappear.

Customer Friendly?

It seems like the timing of this change could not come at a worse time for the radio industry. With so much of its business impacted by COVID-19, making radio’s reach more transparent instead of opaque should be the order of the day.

I’ve read that Nielsen estimates two thirds of its agency subscribers won’t have access to any data regarding non-subscribing radio stations. Might these agencies just also cease being subscribers to radio ratings? Is this really the direction we want things to head in?

I think not.

Nielsen’s change, from my vantage point, will potentially reduce the level of confidence buyers will have about buying radio advertising. It’s a path of erosion that could negatively impact the entire radio industry.

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.

I wrote a blog article on social media’s ability to manipulate our attention, wants and desires for the benefit of their advertisers. It should give any radio broadcaster pause. You can read that article HERE

The reality is, today the internet is a more efficient way to sell our attention to advertisers.

When radio makes buying the medium more difficult, buyers have other choices, and once they invest more heavily in them, they may never return.

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

illegal drugs and software.”

-Edward Tufte

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Commercial Radio’s 100th Birthday

Election night at KDKA November 2, 1920

On Tuesday, October 27, 2020, commercial radio will celebrate it’s 100th birthday. It was on this day in 1920 that “the U.S. Department of Commerce, Bureau of Navigation, which served as the radio licensing agency of the day, issued the first radio license ever to KDKA,” as told on the station’s website.

Radio Call Letters

Ironically, those famous Pittsburgh call letters – KDKA – don’t stand for anything. They were simply assigned to the station with its broadcast license from a roster maintained to provide identification for ocean going ships and marine shore radio stations. KDKA just so happened to be the next set of call letters up for being assigned with a broadcast license.

WJJW

This story is analogous to what happened at my college back in the 70s. I graduated with my bachelor’s degree from North Adams State College in 1974. During my four years at NASC, I helped to obtain the college’s FCC FM broadcast license and become its first general manager. I vividly remember standing in front of a classroom blackboard with my fellow college broadcasters trying to decide what call letters we wanted the FCC to assign to our station. During this meeting a knock came to the door, and the person who knocked handed me an important letter from the Federal Communications Commission in Washington, DC. I anxiously opened the envelope to find that the FCC had granted our request for an FM broadcast license and had pulled the next set of unassigned call letters off the roster to go with our license. Those call letters would be “WJJW.” And like KDKA, they would stand for absolutely nothing and there again, never changed.

Call Letters

Some of the radio stations I listened to over the years had call letters that represented something, like WLS & WCFL in Chicago. WLS owned by Sears, chose call letters that stood for “World’s Largest Store” and WCFL, chose call letters that stood for “Chicago Federation of Labor,” the name of their union. WCFL proudly called itself “The Voice of Labor” at the top of every hour when it was required to give its call letters and city of license.

Do you know what the call letters for WKBW in Buffalo and KHJ in Los Angeles stood for? WKBW’s call letters meant “Well Known Bible Witness” and KHJ had call letters that stood for “Kindness Happiness & Joy.” Neither radio station would mention the origin of their call letters during their Top 40 days.  

Radio stations I worked for and managed also had call letters that represented something:

  • WBEC – Berkshire Eagle Company (the local newspaper)
  • WBRK – Berkshires
  • WUPE – Whoopee Radio
  • WFPG – World’s Famous PlayGround (Atlantic City)
  • KOEL – the first three letters of its city of license, Oelwein, Iowa
  • WLAN – Lancaster, PA
  • WSUS – Sussex, NJ
  • WOND – WONDerful Radio (Atlantic City)
  • WNNJ – Northern New Jersey

Call letters today tend to have been replaced by other forms of identification, like “Kiss,” “Froggy,” or “The River,” with the only problem being that they’ve lost their unique, one-of-kind identity that call letters branding gave them.

When I say KHJ or WBZ, you immediately know I’m talking about a radio station and that the station is located either in Los Angeles or Boston. When I say “Kiss” or “Froggy” you have no idea of which Kiss or Froggy radio station I’m referring to nor where it is located.

KDKA Covers Its First General Election

Shortly after receiving its commercial broadcast license, KDKA began planning its coverage of that year’s general election results to begin at 6pm on Tuesday, November 2nd, 1920.

Four men would climb to a little shack on the roof of one of the Westinghouse Electric’s buildings in East Pittsburgh to report on the results relayed to that shack via telephone. Leo Rosenburg delivered the results, becoming radio’s first announcer on the first licensed American radio station. You can hear a recreation by Leo of that broadcast HERE

About a thousand people tuned in to hear the broadcast and they would be some of the first people that year to learn that Warren G. Harding had beat James Cox to become the next President of the United States.

Election Night 2020

One hundred years later, election night will be quite different. People will most likely learn of the results via their smartphone, and probably not until all the votes have been counted. Due to COVID-19, we can expect that the vote counting process will take days, or even weeks, before a victor is declared.

Remember, your vote is important. Many recent elections have been decided by the thinnest of margins.

Do your civic duty and please VOTE.

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The Play’s the Thing

William Shakespeare wrote “the plays the thing” in his famous play “Hamlet.” Actually, Hamlet says “the play’s the thing wherein I’ll catch the conscience of the king.” Shakespeare had Hamlet planning to catch the king red-faced when confronted with his evil deeds presented in the play. In other words, he hoped to expose the king’s guilty conscience.

It’s my first week back from a little R&R, so I thought I’d try to convey a more optimistic tone.

SPOILER ALERT: This week’s blog has nothing to do with radio, television etc. but everything to do with life in troubled times.

The Plague

Alright, maybe this doesn’t sound like I’ve struck the right cord, but please bear with me.

From late 1592 until early 1594, people living in London were dealing with the bubonic plague, a scourge that had been around for thousands of years . The plague during these two years would kill more than 10,000 Londoners.

London was home to William Shakespeare’s Globe Theatre. So, when the plague was ravishing London, much like COVID-19 is ravishing the United States, everything closed down.

All of the theaters of London actually closed down for a full year to prevent the spread of the black death. This occurred in the midst of Shakespeare’s career and life.

Good Times Don’t Last, but Neither Do the Bad Times

When the plague subsided, and Shakespeare’s Globe Theatre re-opened, people starved for entertainment lined up for his productions. Gate receipts were huge and inspired the Bard of Avon to write “Romeo and Juliet” and “A Midsummer Night’s Dream.” In fact, Shakespeare used his plague experience as source material in “Romeo and Juliet.” You might remember the scene where Friar John is sent to deliver a message to Romeo about Juliet’s fake death, but due to being suspected of living in a plague infected house, Friar John is quarantined and never completes his delivery.

When the plague’s second wave during Shakespeare’s lifetime came in 1603, he continued to write his plays, completing “King Lear” and “Macbeth” as 30,000 more Londoners would perish. They would become some of his best loved productions.

Living with a Pandemic

William Shakespeare lived his whole life in the shadow of the bubonic plague and along with another influential Elizabethan playwright, Thomas Nashe, shared the view that there might never be a medical solution to the plague. Steven Greenblatt, professor of Humanities at Harvard writes that both men would focus their words on what they felt was an even greater plague, that of “being governed by a mendacious, morally bankrupt, incompetent, blood-soaked and ultimately self-destructive leader.” Writing in The New Yorker Greenblatt states:

“But the strange thing about these lines from “Macbeth” is that they are not intended as a description of a country in the grip of a vicious plague. Instead, they describe a country in the grip of a vicious ruler. The character who speaks them, Ross, has been asked how Scotland fares under Macbeth, who is nominally the country’s legitimate king. But everyone suspects what is the case, that he has come by his exalted position through underhand means: “I fear / Thou play’dst most foully for’t.”

The results have borne out the worst suspicions. In office, Macbeth has ruthlessly pursued his enemies and betrayed his friends. Egged on by his “fiend-like” wife, he will do anything to make himself feel perfectly secure—“Whole as the marble, founded as the rock.” But, though he always finds people willing to carry out his criminal orders, he only ever feels more anxious: “cabined, cribbed, confined, bound in / To saucy doubts and fears.” And, under increasing pressure, calculation gives way to raw impulse, the reckless confidence that his instincts are always right: “From this moment / The very firstlings of my heart shall be / The firstlings of my hand.”

So, it would seem, we are living in times not so different than those of Shakespeare and we should strive to produce our own best work in these most troubled of times.

Build Character

Overcoming adversity is character  building. It shapes us into who we are and who we will become. It creates the confidence to overcome and the learning mechanisms to deal with the things that don’t go our way.

Create Resilience

Learning to deal with and address adversity is what creates resilience.

-Jim Haudan, Co-Founder and CEO, ROOT

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Rest and Relaxation Part 2

From the seashore to the mountain tops. Always socially distancing.

Back with a new blog article next week.

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Rest and Relaxation Part 1

Taking a little time off for some sea & salt air.

Back with a new blog article in two weeks.

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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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