Tag Archives: Apple

The Era of Stand-Alone Electronic Devices is Ending

111It was 10-years ago this past Thursday that the iPhone went on sale. On that fateful day, I was using a company issued Blackberry Pearl. It was such an amazing upgrade from my old Motorola flip-phone that I got a couple of years earlier.

Cell Phone Evolution

It was 1983 that Motorola introduced the DynaTAC 8000X Advanced Mobile Phone System. It was with the DynaTAC in his hand that Michael Douglas told the world “greed is good” in the movie “Wall Street.”

This phone could make and receive calls from almost anywhere. But that was it.

I never had one of those phones, my first cell phone was a bag phone that sat in the front seat of my car with a wire running out of a rear window connected to a magnetic antenna on my car’s roof.

Only six years later, the Motorola MicroTAC 9800X would become the first truly portable phone. Having this phone was a real advancement as it now fit onto a belt clip and went everywhere I went. However, I was still using a Palm Pilot to keep track of my calendar, contacts and other notes and a Nikon Coolpix to record radio station events for posterity.

In 2004, I got my first Blackberry and in 2007 I upgraded to a Blackberry Pearl.

None of these phones really changed my life other than they got better at making and receiving calls, sent & received text messages and company emails could be sent and received. I still relied on other single use devices to do the other things in my life.

My 1st iPhone

One of my problems with iPhones were how big they were. I grew to love the size of my Blackberry Pearl and didn’t want to go backwards to a larger phone. (Later I would learn it was the huge cases people put their iPhones into that made them so large, not the phone itself.)

My second Apple device, after my iPod Classic, would be an iPad2, purchased in November 2011. I wasn’t sure why I needed one, but since I was teaching at a university to the next generation of broadcast students, I thought I needed to stay up with the technology.

I quickly fell in love with my iPad and realized I now knew how to fully operate an iPhone.  So, in January 2012, I purchased the latest iPhone that had just come out, the iPhone4s. The iPhone4s was actually more compact than my Pearl and I would store it in a leather sheath just as I had with my Pearl.

The iPhone4s WOULD change my life!

The Beginning of the End

The day that Apple introduced the iPhone4s – October 4, 2011 – was one day before the death of former Apple CEO and co-founder Steve Jobs. The “s” stood for Apple’s new voice assistant Siri. (Siri would not be the first intelligent personal assistant but would be the one that would start a new round of innovation giving birth to Amazon’s Alexa and the Voice Activated Devices I wrote about last week.)

Equipped with my new iPhone4s, I quickly converted my entire contact file from Palm to Apple. My calendars – both personal & professional – were converted to my iPhone and iPad. My Nikon Coolpix began to gather dust as all of my pictures would be now taken with my new iPhone4s.

Being new to the Apple ecosystem, I signed up for the iCloud and iTunes match to connect my PC, iPad and iPhone all together. I was surprised to learn that many Apple devotees didn’t use these internet connected systems. But then I didn’t realize they only came on the scene a few months before I got my first iPhone.

Very quickly my iPhone4s replaced my camera, my video camera, my Palm Pilot, my cassette recorder, my note pad, my desk calendar, and even my iPod Classic. It became my way to email, text and make calls. My landline phone was discontinued the day I got my iPhone4s.

My unlimited data plan allowed me to stay connected to Facebook, LinkedIn, Twitter and Google Search. My phone became my resource for breaking news and if severe weather were imminent it would immediately alert me of pending danger.

Would bad weather cancel classes? My iPhone4s would alert me of any delayed opening or closing.

Very quickly my iPhone4s became one of three things I would not leave my house without: those being my wallet, my car keys and my iPhone.

Noteworthy is that Apple has made privacy “a fundamental human right” and is the only consumer-oriented technology giant with a business model not based on sucking up tons of personal data in order to target advertising to consumers, writes the Economist. In fact, this online business magazine says “the end of stand-alone electronic devices, however slick, is coming to an end.”

The End of Single Skill Students

What I’ve seen change in just the last seven years as a broadcast professor are the needs of the broadcasting industry in terms of what they want graduating students to know when they enter the workplace. In a word, EVERYTHING!

They need to be equipped with the “Swiss Army Knife” of skill-sets.

They need to be able to write for broadcast – online web-pages – social media, take pictures, take & edit videos, record & edit audio and so much more. Where once each one of these tasks was a single skill, today’s broadcaster needs to be able to it all. Much as we require of our electronic devices.

Cutting the Cord

When my laptop died, I replaced it with a MacBook Air. When it was time to replace my desktop PC, I bought an iMac. My iPhone4s has been replaced by an iPhone7 (that has as much memory as my MacBook Air) and AirPods. And when I moved to Virginia, I “cut the cord” on cable TV and went with AppleTV.

Everything is tied to the Apple ecosystem – iCloud, iTunes Match and to each other.

What I still enjoy using are my BOSE Wave Radios (I have two of them), my Garmin GPS and my car radio.

However, I know that my students have no such need for anything other than their smartphone.

And they are the people who will determine the future of broadcasting by the choices they make.

For radio the game will be less about numbers and more about attracting and engaging with a specific audience by super-serving their needs, wants and desires to such an extent they will find you on whatever device they choose to listen on.

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My oh MAYA

81Have you ever heard of the MAYA Principle? Neither had I. But I saw an article in The Atlantic titled “The Four-Letter Code to Selling Just About Anything, what makes things cool” and I wondered if there might be some application for radio.

MAYA

MAYA stands for “Most Advanced. Yet Acceptable.”

It means that as you design your product or business for the future you need to keep it in balance with your users’ present. In other words, as Tony Bennett might have sang, “It don’t mean a thing if it ain’t got that swing.”

This 1931 jazz composition by Duke Ellington was given the MAYA treatment by Tony Bennett and Lady Gaga in 2014. Proving anything that’s old can be new again.

Age of Distraction

I doubt anyone would take issue with the statement that the 21st Century is the “Age of Distraction.” I also am sure that when your computer, smartphone, tablet, software says you have an update, you sigh a big sigh and utter something like “Uff da. Fina mina doh.” (Translation: Oh boy. Here we go again.)

Sequels

Hollywood and television have long understood MAYA. To date we have twelve Star Wars movies, ten Halloween movies and CSI grew from Las Vegas to Miami and New York. I’m sure you can think of many others.

The reason is each is new but familiar.

Change

We humans are a fickle lot.

We hate change and we love change.

What we really like is what Derek Thompson calls “the simulation of innovation, which pushes the right buttons for novelty while remaining fundamentally conventional.”

________ R Us

Remember when Toys R Us had everyone copying their success by calling themselves “R Us” too. The iPod, iPhone, iPad had lots of imitators as well, as if putting a small “i” in front of your name made you cool.

Well, it can.

Ask Bob Pittman.

He changed Clear Channel Radio to Clear Channel Media & Entertainment before abandoning the old CC brand to adopt its successful App brand for the entire company. Voila, iHeartMedia.

“iHeartMedia reflects our commitment to being the media company that provides the most entertainment to the most engaged audiences wherever they go, with more content and more events in more places on more devices,” said Bob Pittman, Chairman and CEO of iHeartMedia, Inc.

Car Radios

I recently drove a Toyota Rav4 rental for a week in Florida. The radio was a trial. Thank goodness it had a volume and a tuning knob. Everything else was activated by the touch screen or the myriad of buttons on the steering wheel. (Don’t get me started about the HD reception.)

Laurence Harrison, Director of Digital Radio UK did a presentation at the Connected Car Show in 2016 on what the consumer wanted in their car radio. Here’s some of what he told his audience.

  • 77% want LIVE radio
  • 82% said a radio was a MUST HAVE
  • 69% said if they could only chose one entertainment option it would be radio
  • Digital is the future of radio
  • Want better radios
  • Listener centered design
  • Metadata to make it smart

Summing it all up, consumers want a car radio that’s broadcast digital, with a simple, easy-to-use interface (that’s familiar) and an app-like experience that is safe according to Harrison.

Raymond Loewy

The MAYA principle was the design approach brainchild of Raymond Loewy. You may not know his name but you know his work. Loewy designed the Coca Cola bottle, the logo for Air Force One, the logos for Shell, USPS and Greyhound. He also designed some of the iconic cars of the 40s – 60s and so much more.

Loewy understood us fickle humans. We want change, just not too quickly. He was a master of giving consumers a more advanced design but not more advanced than what they were able to deal with.

Apple

Steve Jobs was good as applying the principle of MAYA with the introduction of the iPod and its evolution. The iPod over time removed most of its buttons creating the entrance for the iPhone.

Apple wasn’t about to repeat the disaster it had with the Newton, a product that was more advanced than consumers were ready for. Google Glass is another such product that made too big a leap.

Knowing Your Customer’s Current Skill Level

For the consumer to embrace change, change must be introduced gradually over time.

The Air Pods might seem like a contradiction to this but when the iPhone7 introduced them and took away the headphone jack the percentage of wireless headphone sales to wired ones had already crossed a tipping point. iPhone7 sales are an indicator that it was MAYA time for this innovation. Apple didn’t have to explain the concept to its consumers, they were already there.

Consumers are not going to spend their time and money on trying to learn your product if there’s a product out there that is easier to use and more familiar to them.

And that is the challenge for radio.

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The Problem with Too Many Choices

57I’m not a shopper. I admit it. Shopping for me is work. When I do shop, I like places like Costco because while they offer choices, they don’t offer so many as to overwhelm. I like stores that do the “heavy lifting” for me and give me a selection of the best to pick from.

Less is More

Al and Laura Ries write in “The 22 Immutable Laws of Branding” that many businesses fall into the trap of thinking that more products equals more sales. This type of strategy is a trap and can lead to negative consequences in the long term.

Apple’s Quest for Simple

When the iPhone7 finally was released, everyone was talking about the missing headphone jack. The 3.5mm audio output port is 19th century technology. It doesn’t allow the highest sound quality to be transmitted. It is a way for water to invade the electronics of the iPhone. It takes up a lot of space. It adds a level of complexity where having the lightning port do this function or better yet, wireless transmission of audio to a set of AirPods, makes more sense.

Steve Jobs put it this way:

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

Give Me One Good Reason

In media sales, we try to have our clients identify that one thing that makes them unique and special. What makes their business so different that consumers will want to come to you instead of anyone else. You may have heard this stated as finding a business’s “unique selling proposition.”

Ten Reasons Are Not Better Than One

The problem is that often it is hard for people to give just one reason. Instead they offer lots of reasons. This adds complexity. When you become burdened with lots of choices, you tend to avoid making any choice at all.

In the book “The Paradox of Choice” author and psychologist Barry Schwartz tells the story of very memorable jam study by psychologists Mark Lepper and Sheena Lyengar. The study compared the amount of jam sold if consumers were given either 6 varieties of jam to choose from or 24 varieties. While the table with 24 varieties attracted more people, the table with only 6 varieties saw thirty percent of the people buy a jar of jam versus only three percent who bought a jar when confronted with a choice of 24 jams.

One Good Reason

There was a great billboard in New York City that promoted AM66-WNBC’s drive time personalities that has stuck with me since the one and only time I saw it. It gave one reason to listen to this iconic radio station. It simply said “If we weren’t so bad, we wouldn’t be so good.”

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This one simple sentence captured the essence of both Don Imus and Howard Stern. It was this radio station’s one good reason to listen. It was this radio station’s one good reason to advertise on it.

Something for Everyone = Nothing for Anyone

Variety is a word that used to come up in radio station focus groups so often that many radio stations began to brand themselves as “Variety Radio.” It was an attempt to appear to be offering something for everyone.

The Better Way

If you want to be more effective, be specific versus general. Use words that have color, create mental pictures and surprise the listener. Don’t use two words when one will do. Tell your own story, the one no one else can tell.

Choice vs. Complexity

In the end, we all like to think we have a choice. But if the number of choices becomes too great, then complexity is introduced into the decision process. Complexity produces paralysis, whether the choice is a product, a service or listening to one of your radio stations.

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Tall Towers in Big Fields

55I worked for Clear Channel for five years. As best as I remember, not a meeting went by that John Hogan wouldn’t say “we’re not about tall towers in big fields anymore.” And as I watch radio companies all across America selling off their radio towers, I think that day has come to fruition.

Introducing the iPhone7

This week on September 7, 2016 the iPhone7 came out and the big news was that it eliminated the headphone jack. The radio industry was in shock. How would NextRadio be heard without the wire that connected the ear buds to the phone since that wire acts as the antenna to receive FM radio through a smartphone with the FM chip activated. Except Apple never activated the FM chip inside any iPhone.

PPM & the iPhone7

Then only two days later, Randy Kabrich published a concern that may be even more important to the radio industry, and that was, how would PPM* work with the new iPhone7? Randy posted this picture with his article iphone7-with-ppm and you really should read all that Randy has to say on the subject with his article on Tom Taylor’s NOW here.

Change is the Only Constant

Jim Carnegie, who founded Radio Business Reports, used to continuously preach to the radio industry you can’t hold back change. If you are to survive you must embrace change.

In the case of wireless headphones, the tipping point has been reached. More wireless headphones are now sold than wired ones. So I don’t think Apple was going out on a limb by eliminating a 19th century technology. I also fully suspect that AirPods will soon become the new “IN” thing.

What Should Radio Be Focused On?

MediaLife Magazine published a really interesting article on the seven important trends that radio should be focused on. You can read the article here. I will give you the “Reader’s Digest” version with some of my own thoughts.

The Future of Big Radio

Radio is best when it’s LIVE & LOCAL. The consolidation of radio has not been the successful business model that investors on Wall Street bought into. Of course the concept of “increasing shareholder value” and radio’s operating in the public interest, convenience and necessity were at odds with one another from day one. I would agree with MediaLife that radio’s future will be via locally managed radio operators.

The Future of Local Radio

Johnny Carson used to say: “If you buy the premise you buy the bit.” In this case if you believe in the demise of big radio, then you will also believe in the rise of local radio. I know right here in Kentucky many locally owned and operated radio stations that are fully engaged in every aspect of the lives of their listeners and they are thriving.

Radio Goes Digital

With radio company after radio company selling off their radio towers, the writing appears to be on the wall that all radio will be delivered digitally and via the internet. Gone will be towers and transmitters and FCC regulations, fees and fines.

Convergence of Media

I remember writing a paper on media convergence when I was in college. That was long before the concept of a world wide web. With the internet all media becomes identical. What difference is there between a newspaper, a radio station or a television station when each of them can do the same thing? What will separate them is the quality of their content.

NAB, NAA and IAB et al.

The coming convergence will really play havoc with media associations. When what once were separate and distinction constituencies will now also converge into a media association.

I remember being in Washington, DC when Senator Gordon Smith came on board at the NAB President. I shook his hand and asked him about the NAB inviting the satellite radio and internet radio operators into our big tent. I said better to have them with us than against us. He nodded and said that was certainly something to think about. (I think he may have just been being kind.)

Radio’s Opportunity

The History Channel did a program on the “100 Greatest Inventions” and number two on the list was RADIO. Number one was the smartphone. The smartphone really replaces many of our other devices. My digital camera lays somewhere gathering dust as my iPhone has been my digital camera since I got it. CD player, iPod etc, have been all replaced by my iPhone for playing my own music collection. My iPhone is my radio and TV too. Newspapers, magazines, books, are also easily accessible on my iPhone. I know I’m not alone in finding that their smartphone has become a very important part of their life. My iPhone is the model 4S. It’s ancient in the eyes of my students. That’s why the new iPhone7 with the 256GB storage, stereo sound, wireless AirPods, water resistant and all the rest has me thinking it’s time to upgrade.

For me, the big change is the size of the phone. I like the size of my 4S. It was just a bit smaller than the Blackberry Pearl it replaced, but the technology leap it offered over the Blackberry was incredible. I’m sure that the size thing is only in my perception and once I advance to the larger screen I will wonder how I lived without it.

No One Goes Backward

History shows that once people adopt something new, they never go back to the way it used to be. We may wax romantically about the good old days, but if we had to trade another time in history for life without our smartphones and wireless internet, I seriously doubt we could make the trade.

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*PPM is a Nielsen’s Personal People Meter. It’s a device used to measure radio listening in the top 50 radio markets in the USA.

Note: Randy Kabrich blogs here: http://blog.kabrich.com/

 

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SiriusXM Radio is Now Free

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What would you do if you woke up one morning and saw this as the headline in all the radio trades? Have you ever considered the possibility of this happening? Well lots of people woke recently to this headline “Angie’s List is now free: What this means for your business.”

Call it a subscription, a membership fee or a paywall, what happens when they are eliminated? In Angie’s List’s case, less than one percent of Americans were members at the $40/month fee that had been in place. Paying that fee let people see the reviews of other members that had experienced certain businesses or services they had used. Now everyone can see those reviews. Angie’s List had developed a reputation for its members writing rather substantial reviews as well as being a website that is strong, trusted and contains valuable content.

Why Did Angie’s List Tear Down Their Paywall?

Angie’s list is a publicly traded company. Their stock is down seventy-five percent from three years ago. Management is under pressure. Tearing down their paywall means increased page views. When page views go up, revenue goes up. See the strategy?

Could SiriusXM Follow Suit?

Satellite radio currently captures about ten percent of radio listening and mostly in vehicles. The new digital dashboard entertainment centers will be a gateway to Pandora, Spotify, Apple, YouTube and more. Having an XM button on my Honda Accord, I know that my access can be selectively turned on or off by SiriusXM. When they do one of their free listen promotions, they don’t turn on all the channels, just the ones they think will hook me to listen. So, I would imagine, they could create a group of channels that could be on all the time and carry a limited commercial inventory attractive to national advertisers. Like the most popular musical venues, such as adult contemporary. 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.

Teens Love Streaming

Teens love streaming audio and their smartphones. According to the Music Business Association and their data partner LOOP, teens spent 51% of their listening time on a typical day streaming their music versus only 12% of their time with AM/FM radio. This is a media usage habit being formed in the next generation. It not only affects traditional AM/FM broadcasters but satellite radio as well. This is a problem that needs to be addressed.

NextRadio App

Thanks to Jeff Smulyan and Emmis, the NextRadio App is the way FM broadcasters can get their audio into those smartphones, without running up a user’s data plan. However, Sprint has already removed many audio streaming services from running up their data plans by letting their customers listen as much as they want at no extra charge. Since teens avoid paying any fees whenever possible, free is always an attraction.

Less Than 1% of World Pays For Streaming Audio

AM/FM radio has been built on free. That’s an advantage that too often gets taken for granted. According to Nielsen 61% of people find out about new music via their AM/FM/satellite radio.

Price is the number one reason more people don’t pay for streaming audio. Out of a worldwide population of over seven billion people, about forty-one million buy some form of audio streaming; 0.58% of the world’s population. That percentage turns out to be lower than the total number of people who have a Netflix subscription around the planet.

23,870 AM/FM Radio Signals On-The-Air

The FCC just published their latest numbers for broadcast stations as of June 30, 2016. We are approaching 24,000 signals for radio in America. 19,194 of those signals are FM and 4,676 are AM. Plus we have two satellite radio signals, Sirius & XM, which are now under a single owner.

Pay & Free

It doesn’t take a whole lot of imagination to see satellite radio one day deciding to have the best of both worlds. Offer premium pay channels to those willing to pay for them and at the same time create a free tier of channels that could be ad supported by national advertisers.

What history shows us are things that happen in other industries and services eventually make their way around to virtually all of them. It’s only a matter of time.

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What’s In a Name?

34In his play Romeo & Juliet, William Shakespeare wrote “A rose by any other name would smell as sweet.” Gertrude Stein in her 1913 poem Sacred Emily wrote “Rose is a rose is a rose is a rose.” It is one of her most famous quotes and has been interpreted to mean “things are what they are.” In other words, the fact that simply using the name of a thing invokes the imagery and emotions associated with it.

Podcasting

Which brings me to a follow-up on last week’s blog post “Podcasts & Homework.” This past week, Jacobs Media Strategies in their blog asked the question “Is the Name ‘Podcasting’ Hurting the Medium’s Growth?”  Jacobs’ resident podcaster, Seth Resler, said there are basically two types of people: “Those who think the word ‘podcasting’ is preventing the medium from reaching its full potential, and those who think that idea is silly.”

Where Did the Name Podcasting Come From?

The term “podcasting” came from a portmanteau of the words broadcasting and the Apple device known as the iPod. The iPod was the first device to make using MP3 files simple and easy to download, organize and use. Its ubiquitous use made it the name people used for all such devices, much like Kleenex came to represent all tissues and Xerox came to represent all paper copies.

Is Podcasting the Correct Name For This Type of Content Delivery?

The debate is whether a name that is so tied to a device, the iPod, and to a single company, Apple, a good thing? Well, if you own an iPhone, you now have an App for podcasts. Likewise if you own an Android phone you also have many Apps for listening to podcasts. So the Alphabet Company isn’t fighting the use of the term on their platform. The name podcast is also the way the big internet content aggregators like Pandora, TuneIn, Stitcher and others refer to this type of programming.

As I read through the various comments from the podcasting gurus Seth had put the question to, one concept seem to rise above the others and that was podcasts were really “On Demand Audio.” They are the TiVo of audio. (TiVo is the digital video recorder that allows people record and watch video content on demand.)

What’s the dictionary say?

David Plotz, CEO of Atlas Obscura and co-host of Slate’s Political Gabfest said in Seth’s blog post

 

“Podcasting is (a) dreadful name. No one uses iPods anymore. Podcasts are not broadcast. The only part of the word that’s accurate is the ‘ing.’”

 

So that got me to thinking about what Merriam Webster had to say about this. Turns out that the word “casting” is defined as “1: something (as excrement of an earthworm) that is cast out or off. “ Depending on what your experience has been with either broadcasting or podcasting, you might think old Webster got it right with the excrement part. So “casting” is appropriate in the name “podcasting.” But how about the “pod” part?  If you remember, the theme that was heard over and over being said by the gurus in Seth’s blog was that podcasts were really “On Demand Audio.” So, if the “pod” were to stand for “Programs On Demand,” then the word Podcasting is absolutely the perfect word for this type of programming.

Radiotelephone License

And since most people who listen to podcasts, do so on their mobile phone, that signal is arriving through the ether, just like radio and television signals do, to your mobile device.

In fact, my very first FCC 3rd Class Operators License was called a Radiotelephone license because when this whole wireless communications world was born, no one knew what it would become. Initially some, like Nathan B. Stubblefield, felt it would be one-to-one wireless telephony. Others, like David Sarnoff and Edwin Howard Armstrong, would see it as a one-to-many form of communication that would become broadcast radio.

 

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History’s Technology Rhyme

Transistor Radio, Car Radio and Rock & Roll

Transistor Radio, Cars & Rock ‘n Roll

I’ve written before how history never repeats itself, but usually rhymes. So when I was reading an article in the NY Times about “Tech’s ‘Frightful 5’ Will Dominate Digital Life for Foreseeable Future” it hit me. Here was how history was rhyming when it came to communications. Fasten your seat-belt, this will get bumpy.

What this article’s author Farhad Manjoo wrote was how Amazon, Apple, Facebook, Google and Microsoft (others include Netflix in this mix) came along at a perfect time to roll up their user base. They were in the right place, at the right time in other words.

Geoffrey G. Parker, a business professor at Tulane University has co-authored a book called “Platform Revolution” where he explains how these tech companies were able to ride the perfect wave of technology change – that being a decrease in the cost of IT, an increase in connectivity and the introduction/fast adoption of mobile phones.

And when it comes to advertising, these companies are in the right place to leverage digital marketing and enjoy most of the benefits of this growth area as well. In fact, since there is a sense that these major digital companies will receive most of the online advertising monies, traditional media – like radio & TV – could see advertising monies return to them.  Let’s hope that happens.

So, where’s the rhyme in this story? Well consider this other time in communications history when television burst onto the scene after the end of World War Two in the 1950s. Radio, a lot of people thought, would cease to exist. Radio’s stars, programs and advertisers, to a large measure, jumped into television. Radio had to find a new act.

Radio was in the right place, at the right time for the birth of three things when TV came along; the transistor radio and the car radio. Both of these technology advancements would be the savior of radio along with one other important development; rock ‘n roll.

Radio was in the perfect place to ride the baby boomer youth wave of rock music, cars and transistor radios. Television grew in large measure by scarcity, only two or three television networks and few TV stations.

When broadband came along, that scarcity factor went poof. Radio now sees its dominance in the car being challenged by a digital dashboard.

The newest radio format to have come into existence – all sports/talk – is now 29 years old. Clearly, innovation in the radio world has stalled.

The good news is radio in America has more reach than any other form of mass media. The bad news is it sees annual erosion of its TSL (time spent listening). This can be fixed. To do this, radio needs to address the very factors that are causing its TSL to erode.

The thing most often heard from consumers about what they dislike about radio are its commercials. Yet, commercials don’t have to be a tune-out factor. No one tunes out the Super Bowl when it’s a blowout because they want to see what other clever commercials might still be coming on their television.

Most radio stations long ago did away with their copywriters. These masters of the spoken word who can craft a story about businesses need to be enticed back into the radio business at every radio station.

The number of commercials in a break needs to be reassessed by the radio industry as well. You can’t kill the goose that lays your gold revenue egg and expect it to continue to lay you golden eggs.

Bring back personalities. They not only sell the music (the record companies need you!); they sell your station and through live reads, your advertisers’ products and services.

Those who remember Paul Harvey News & Commentary will tell you that page two (his first live read commercial) was always something you turned up the radio for. I remember reading Paul Harvey brought in more money for the ABC Radio Network than everything else they did. And everyone loved Paul Harvey’s commercials and bought the products he talked about.

I think retired CBS Radio President Dan Mason said it best when he said this about radio:

“Without community and companionship, we have nothing.”

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