Tag Archives: Boomers

What’s Radio’s Why?

WHYSimon Sinek says people don’t buy what you do, they buy why you do it. Watching the live streams of the 2018 Radio Show sessions and reading all of the reporting on the meetings in Orlando this past week, left me asking the simple question: “What’s radio’s why?”

College Kids on Radio

The RAIN Conference in Orlando put four college kids from the University of Central Florida on stage and asked them about their radio listening habits.

Spoiler Alert: They don’t have any radio listening habits.

These four students said things like “radio is obsolete,” “there’s no need for radio,” and “it’s very rare that I listen to radio.”

To these kids, radio doesn’t have any “why.”

What does?

YouTube, Apple Music, Spotify…in other words things that stream what they want, when they want it.

Write The Wrongs About Radio

George Johns and Bob Christy are getting together to write a blog aimed at fixing radio, by writing about the things they hear radio is doing wrong.

“(Radio) has to evolve to be relevant in today’s world,” they write. “There has been almost no evolution in radio (and) what George and (Bob) want to do is challenge radio to evolve and become relevant again.”

They write the  3 basics of great radio are: 1) be professional, 2) be interesting and 3) be entertaining.

The 25-54 Demo

Fred Jacobs wrote about the fabled radio demo of 25-54, also known as, the “family reunion demo.” It never really existed, except as a way for an agency buyer to get the C.P.P. (Cost Per Point) down for a radio station they really wanted to place their client on.

You would have thought as the number of radio signals increased, that the variety of programming choices would have too, but the reverse happened. Radio offered less choice of programming and music formats. As Fred writes, “broadcast radio surrendered its Soft AC, Smooth Jazz and Oldies stations to SiriusXM and streaming pure-plays.”

Millennials are not kids. I know, both of my sons are part of the millennial generation. They are both well-entrenched in successful careers and raising families.

The college kids referenced earlier are part of Generation Z. And those kids don’t know (or care) what radio even is. They don’t even know what life was like before smartphones. And smartphones have really replaced just about every other device Millennials and Boomers grew up with.

Norway Turns OFF Analog Radio

Norway is a country of about 5.5 million people. Norway turned off their FM signals almost a year ago and went all digital using DAB+. So what’s happened to radio listening in Norway?

Jon Branaes writes, “Norwegians still choose radio when they think it’s worth choosing. Radio has not lost our biggest fans but the more casual listeners.”

Norway has also seen FM listening replaced by internet delivered radio, which grew significantly after turning off analog FM signals. They expect smart speakers to contribute to even more of that type of listening in the future.

The Takeaways

Radio first needs to know its “WHY.” Then it needs to communicate it, clearly and simply or suffer the consequences.  Bud Walters of Cromwell loves to say, “If you don’t know where you’re going, any road will take you there.” Until the radio industry figures this out, getting new people to listen (or former listeners to return) will be a challenge.

“FM is not the future. DAB+ (digital broadcasting) can keep radio relevant in a digital future of endless choices.” But Jon Branaes adds, “Radio must respond with its core strengths – being live and alive, useful and present in listener’s lives.”

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Voice Command

Voice CommandIt’s only been about two months and Alexa has changed the way I interface with my devices.

I’ve had Siri since I switched from a Blackberry to an iPhone4S. (The S stood for Siri.)

The new smartphone was such an improvement over my Blackberry Pearl that I never used Siri much in the beginning, later, I would use her to type my text messages, but that was about it.

Enter Alexa…

All that changed this past Christmas when my fiancé, Sue, put an Amazon Echo Dot into my Christmas stocking. It took about two weeks before I finally got around to plugging the Dot into electrical power, downloaded the Amazon Echo app to my iPhone7 and connected the Dot to our house Wi-Fi.

Now Sue has never been thrilled by all the remote controls to operate our TVs, radios and audio systems. And truthfully, I wish it could be simpler too.

Alexa teaches us both new tricks, by simply talking to her artificial intelligence voice. And we both love it!

Hey Siri…

Once adapted to Alexa, I began to use Siri to do more things on my iPhone7 and AppleTV.

We cut the cord last year but to satisfy my news diet, I put in Sling TV with the news package. The rest of our TV watching is filled up with Netflix, Amazon Prime and YouTube. New movies that we missed at the local theaters or never played in our area are viewed using iTunes.

Finding something to watch used to be rather tedious, but now, I just say “Hey Siri…”and she goes off and finds it, offers me the viewing options available to me (I always opt for the FREE route) and the program begins immediately.

GARMIN

Something that has long been on my bucket list has been driving across America from coast-to-coast and seeing those things I’ve only seen by flying over them. Places like Mount Rushmore, Yellowstone, the Grand Canyon etc. Lucky for me, that’s been on Sue’s bucket list too.

We put up a big map of the United States in our kitchen and have lined out the route we plan to take with bright yellow dots marking our planned stops along the way.

In preparation for this 8,000-mile, eight-week trip, I bought the latest GARMIN SmartDrive 61 GPS. It comes with the ability to do “Voice Commands” for plotting your next destination, finding hotels, restaurants and points of interest.

Thanks to Alexa and Siri, I quickly embraced this feature.

But it doesn’t stop there, my new GPS also links to my smartphone and displays news bulletins, real-time traffic, weather conditions, my complete contact phone book, helps me to find parking and then remembers where I parked when I want to return to my car. And it makes it all easily accessible by just using my voice.

But You’re a Radio Guy

Whenever I write something about new technology, what I hear back are things like, “You’re a radio guy” or “you love technology.” The meaning being, I’m not like your average consumer. But, I believe that just as Amazon has changed the way we shop for just about everything, Alexa will bring about a similar change in the way we interface with our devices.

Carnegie’s Constant Reminder

One of the many radio publications I would read daily was Jim & Cathy Carnegie’s Radio Business Reports (RBR). If there was one thing I remember most about that publication under Jim’s reign, it was about dealing with change. Jim constantly banged the drum warning the radio industry “to get with it or be left behind by it.”

He reflected change by taking his own publication and changing the way it would be delivered and cover the broadcasting industry. He led by example.

Seniors & VADs

I know the young person’s perception are that senior citizens (anyone with an AARP card) is stuck in their ways and not likely to adopt anything new. Well, I’m here to tell you, you would be wrong. Especially, when it comes to voice activated devices (VADs).

I fully anticipate that seniors, aka Boomers, will lead the adoption of these devices. One of the reasons being they enable us to eliminate the multitude of buttons and collection of remote controls by simply using our voices.

What I Learned About Seniors from a Pharmacist’s Son

Back when I was put in charge of a thousand-watt, daytime, Music of Your Life radio station, I remember going out and meeting with clients to build up my new radio station’s client base.

One day, I walked into a pharmacy thinking that my “old folks format” would be perfect for people needing medication. Well, I never got the pharmacy on-the-air for drug announcements.

Upstairs above the pharmacy, the youngest member of the family had started an electronics division, selling the latest computers, phones, and other gadgets. He told me he’d love to be a big advertiser on my radio station catering to the over 65 age group.

Why?

Because, he told me, unlike young people who when something new came out, would look at it and say, “I’m going to wait until they come out with the new and improved version,” seniors would buy it on the spot.

What he learned was, seniors felt they could afford to have the latest technology now, and if something better came out, they’d trade up to that next. And this was almost 40-years ago!

Now, with my AARP card occupying a place in my wallet for more than decade, I can tell you, that’s exactly how I feel.

Get on board the change train

OR

Get left behind

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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.

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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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