Tag Archives: Bob Dylan

Today’s Media Consumption Headlines

I can’t help but be struck by the headlines I read each morning when I log onto my computer or pickup my smartphone to read the latest news.

Here’s just a few recent ones:

  • More audio is now consumed in the U.S. through mobile devices than through traditional radio receivers. -Edison Research
  • 83% of U.S. Homes have enabled smart TVs or streaming media players. -Hub Research
  • 49% of registered voters don’t have traditional TV, 80% stream. -Samba TV & HarrisX
  • The steady climb of podcasting’s reach in the U.S. -Edison Research
  • Why mobile first is radio’s road back. -Jacob’s Media
  • Survey finds older adults are slowly warming to streaming audio. -Broadbeam Media

This last headline flies in the face of traditional wisdom that people over the age of 55, who grew up with AM/FM radio, won’t abandon the medium. However, the COVID pandemic has caused rapid shifts in media habits, even among older Americans.

Not surprising, it has been the shift to streaming video that’s taught people how easy it is to stream audio content as well.

Traditional Radio vs. Digital Audio

For twenty years, we’ve seen this day coming. With each passing survey, research study or anecdotal observation it’s clear that listening to audio content is moving from the world I grew up in, AM/FM radio, to digitally streamed audio.

The trend line is clear, everything is moving in one direction and there’s no signs of it reversing. Today 53% of audio time spent listening is to digitally streamed audio.

I started off this year of blogging with an article about how ALL of my radio listening is digitally steamed, whether I’m at home or in one of our cars. You can read that article HERE

Hallmark Christmas Movies

My wife Sue and I love watching Hallmark Christmas Movies. One of the things I’ve noticed about today’s movies, is how ubiquitous the smartphone has become in storylines. Everyone is constantly texting or video chatting with others in these movies.

But what really struck a nerve with me, was a scene in a recent Christmas film where a character in the movie tries to explain to another character what radio is:

Actor 1: It’s like TV without pictures.

Actor 2: You mean it’s a podcast?

It’s clear that we are living in the future that was predicted decades ago.

Life Is Change

It doesn’t have to be all doom and gloom. Both public radio and Christian radio have found audiences that will listen and support them whether they are received by traditional radio broadcasting or via a digital stream on a smartphone or smart speaker.

Many of our country’s smallest radio markets are also some of the most successful radio operations. Why? Because they know their listeners, and engage with them on a very personal level.

It’s only when the tide goes out that you learn who has been swimming naked.

-Warren Buffett

In other words, everyone looks like they know what they’re doing when business is good, it’s only when things become challenging, that we know who is prepared to not just survive, but thrive.

How many years must a mountain exist
Before it is washed to the sea?

-Bob Dylan

Radio broadcasting, like the mountain in Bob Dylan’s song “Blowin’ In The Wind,” is dealing with its own type of climate change, a change in people’s habits for how they receive and consume their media.

Let’s hope the answer to radio’s future isn’t “Blowin’ In The Wind.”

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Filed under Education, Mentor, Radio

Marketing In a WE Cycle

Bob Dylan

In 1963, Bob Dylan wrote the song “The Times They Are A-Changin” which would become an anthem for frustrated youth who were anti-establishment and wanted change. This marked the beginning of the upswing of a “Me” cycle. 1963 was the rise of the Baby Boomers, a generation that would grow to seventy-four million teenagers at its peak. A generation raised on radio.

The Rosetta Stone

Before Napoleon Bonaparte discovered the Rosetta Stone in 1799, no one had a clue how to read Egyptian hieroglyphics. But that four foot tall stone had engraved on it the same story in three different languages, two of which scholars knew how to read.

Today, we live in a world where everyone is concerned about the rapid changes being brought on by the COVID-19 global pandemic. But our world is changing in ways that go beyond the impact of a novel coronavirus, it’s also a societal time of change in America, change that will continue even after a vaccine has been discovered that will quell this out-of-control virus.

Come gather ’round, people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You’ll be drenched to the bone
If your time to you is worth savin’
And you better start swimmin’
Or you’ll sink like a stone
For the times they are a-changin’

The “We” Zeniths

In 2012, Roy H. Williams and Michael R. Drew came out with a book titled “Pendulum, How Past Generations Shape Our Present and Predict Our Future.

The essence of the Pendulum hypothesis is that society follows a predictable oscillation, meaning a pendulum that swings between a “We” zenith and a “Me” zenith. Understanding this oscillation will give us insight into the forces that drive the decisions the public makes.

“Predictable, rhythmic attractions are what move our society. Rhythm is intrinsic to the human experience. Feet patter, hearts beat, lungs breathe, planets circle, and seasons cycle to a rhythm. Music, poetry, and dance are built upon it.”

-Roy H. Williams & Michael R. Drew

Some of the “We” zeniths the book Pendulum describes:

  • 1783 America wins Revolutionary War
  • 1863 American Civil War
  • 1943 Adolph Hitler – The Holocaust

{Each “We” zenith is 80-years apart}

Pendulum points out that “virtually every instance of widespread viciousness in Western society has happened within ten years of the Zenith of a “We.” It should be noted that a complete oscillation of the pendulum takes 80-years and that 2023 will mark the zenith of the current “We” period in the Western world.

“We” periods can be defined as “I’m OK, You’re Not OK,” and “Me” periods as “I’m Not OK, You’re OK.” “We” periods are times of witch hunts, “Me” periods are times of hero worship.

According to this book, marketing becomes very easy as we approach the zenith of the “We,” and all one needs to do is “choose what and who you will demonize, and then start tossing fear-soaked words as though they were longneck beer bottles full of gasoline with fiery rags stuffed down their throats.” Does any of this sound like the world we’re experiencing today?

Human Change vs Other Change

We live in a world where the speed of change feels like it is constantly accelerating, and on a technology level it is, but deep human change does not; like the speed of change of the trees, which is not controlled by technology.

Plant a tree and monitor its growth, it appears to not change by the day, but come back in 10-years, 20-years or 40-years and the changes will be obvious. Technology and the internet have done nothing to change the natural cycle of change.

What we can hope for is that the 21st Century’s instantaneous global communication might mitigate the negativity and viciousness as we approach the zenith of the current “We” cycle.

Come writers and critics
Who prophesize with your pen
And keep your eyes wide
The chance won’t come again
And don’t speak too soon
For the wheel’s still in spin
And there’s no tellin’ who
That it’s namin’
For the loser now
Will be later to win
For the times they are a-changin’

What Does It All Mean for You?

We’re seeing people demanding authenticity and transparency in all things. We’ve given up our liberties for the perception of security and given up our privacy for convenience.

The future of education will be about creating new pathways to wealth, and re-creating a middle class, as our current world has been bifurcated in to “haves” and “have-nots.”

How Do You Market in a WE Cycle?

You write “pull” messages, rather than “push” messages from now until 2043 for all of Western society, Williams and Drew write. What’s the difference you ask? Push messages are based on a ‘needs analysis’ and ‘over coming objections,’ where as pull messages build relationships through positive attraction. Social media via the internet is a relationship-building tool. The internet by serving up only what’s requested, is in essence a “pull” medium. Radio, television, newspapers, magazines, and outdoor are all “push” mediums.

People who attempt to “push” their messages with pop-ups and other methods on the internet are met with anger by the consumer.

How could your radio program attract an audience with seduction? How could you romance your listeners to want to spend more time with your radio station, its website and/or podcast?

Time is money is the name of the game in a “We” cycle. As Williams and Drew put it, “Whoever wins their time is the one most likely to win their money.”

The line it is drawn
The curse it is cast
The slow one now
Will later be fast
As the present now
Will later be past
The order is rapidly fadin’
And the first one now
Will later be last
For the times they are a-changin’
We Me Sales Strategies

Pendulum by Roy H. Williams & Michael R. Drew

This article was originally published in August 2020.

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Filed under Education, Mentor, Radio, Sales

The Times They Are A Changing

Bob DylanIn 1963, Bob Dylan wrote the song “The Times They Are A-Changin” which would become an anthem for frustrated youth who were anti-establishment and wanted change. This marked the beginning of the upswing of a “Me” cycle. 1963 was the rise of the Baby Boomers, a generation that would grow to seventy-four million teenagers at its peak. A generation raised on radio.

The Rosetta Stone

Before Napoleon Bonaparte discovered the Rosetta Stone in 1799, no one had a clue how to read Egyptian hieroglyphics. But that four foot tall stone had engraved on it the same story in three different languages, two of which scholars knew how to read.

Today, we live in a world where everyone is concerned about the rapid changes being brought on by the COVID-19 global pandemic. But our world is changing in ways that go beyond the impact of a novel coronavirus, it’s also a societal time of change in America, change that will continue even after a vaccine has been discovered that will quell this out-of-control virus.

Come gather ’round, people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You’ll be drenched to the bone
If your time to you is worth savin’
And you better start swimmin’
Or you’ll sink like a stone
For the times they are a-changin’

The “We” Zeniths

In 2012, Roy H. Williams and Michael R. Drew came out with a book titled “Pendulum, How Past Generations Shape Our Present and Predict Our Future.

The essence of the Pendulum hypothesis is that society follows a predictable oscillation, meaning a pendulum that swings between a “We” zenith and a “Me” zenith. Understanding this oscillation will give us insight into the forces that drive the decisions the public makes.

“Predictable, rhythmic attractions are what move our society. Rhythm is intrinsic to the human experience. Feet patter, hearts beat, lungs breathe, planets circle, and seasons cycle to a rhythm. Music, poetry, and dance are built upon it.”

-Roy H. Williams & Michael R. Drew

Some of the “We” zeniths the book Pendulum describes:

  • 1783 America wins Revolutionary War
  • 1863 American Civil War
  • 1943 Adolph Hitler – The Holocaust

{Each “We” zenith is 80-years apart}

Pendulum points out that “virtually every instance of widespread viciousness in Western society has happened within ten years of the Zenith of a “We.” It should be noted that a complete oscillation of the pendulum takes 80-years and that 2023 will mark the zenith of the current “We” period in the Western world.

“We” periods can be defined as “I’m OK, You’re Not OK,” and “Me” periods as “I’m Not OK, You’re OK.” “We” periods are times of witch hunts, “Me” periods are times of hero worship.

According to this book, marketing becomes very easy as we approach the zenith of the “We,” and all one needs to do is “choose what and who you will demonize, and then start tossing fear-soaked words as though they were longneck beer bottles full of gasoline with fiery rags stuffed down their throats.” Does any of this sound like the world we’re experiencing today?

Human Change vs Other Change

We live in a world where the speed of change feels like it is constantly accelerating, and on a technology level it is, but deep human change does not; like the speed of change of the trees, which is not controlled by technology.

Plant a tree and monitor its growth, it appears to not change by the day, but come back in 10-years, 20-years or 40-years and the changes will be obvious. Technology and the internet have done nothing to change the natural cycle of change.

What we can hope for is that the 21st Century’s instantaneous global communication might mitigate the negativity and viciousness as we approach the zenith of the current “We” cycle.

Come writers and critics
Who prophesize with your pen
And keep your eyes wide
The chance won’t come again
And don’t speak too soon
For the wheel’s still in spin
And there’s no tellin’ who
That it’s namin’
For the loser now
Will be later to win
For the times they are a-changin’

What Does It All Mean for You?

We’re seeing people demanding authenticity and transparency in all things. We’ve given up our liberties for the perception of security and given up our privacy for convenience.

The future of education will be about creating new pathways to wealth, and re-creating a middle class, as our current world has been bifurcated in to “haves” and “have-nots.”

How Do You Market in a WE Cycle?

You write “pull” messages, rather than “push” messages from now until 2043 for all of Western society, Williams and Drew write. What’s the difference you ask? Push messages are based on a ‘needs analysis’ and ‘over coming objections,’ where as pull messages build relationships through positive attraction. Social media via the internet is a relationship-building tool. The internet by serving up only what’s requested, is in essence a “pull” medium. Radio, television, newspapers, magazines, and outdoor are all “push” mediums.

People who attempt to “push” their messages with pop-ups and other methods on the internet are met with anger by the consumer.

How could your radio program attract an audience with seduction? How could you romance your listeners to want to spend more time with your radio station, its website and/or podcast?

Time is money is the name of the game in a “We” cycle. As Williams and Drew put it, “Whoever wins their time is the one most likely to win their money.”

The line it is drawn
The curse it is cast
The slow one now
Will later be fast
As the present now
Will later be past
The order is rapidly fadin’
And the first one now
Will later be last
For the times they are a-changin’

We Me Sales Strategies

Pendulum by Roy H. Williams & Michael R. Drew

 

2 Comments

Filed under Education, Mentor, Radio, Sales