Tuesday, February 24, 2009, 08:28 AM CST
[
Oklahoma 2.0]
Radio is Broken (Hearted). Like so many industries built on content and advertising, Radio has found itself struggling against falling ad revenue and increased competitive pressure from the internet and new media. Like so many industries, Radio was not broken by the economic downturn, it has been broken for years, but now finds itself in rapid decline.

Radio has always struggled with the fundamental conflict of advertising. It attracts audiences with compelling content, but drives those same audiences away with advertising injected right into the middle of the content its listeners most want to hear.
The relationship with the listener is what has kept radio viable. Against the internet, against satellite, against the iPod, radio’s local relationship with its listeners is what has made it competitive – for listeners and for advertisers. Not simply connecting listeners with their favorite music, but connecting them with local DJs, content, and the station itself. Services like Pandora create a closer bond with a listener’s music preferences, satellite and the internet provide more variety without the commercials, but no other format or delivery system can recreate.
Now as the industry desperately tries to find some footing, many companies are abandoning that relationship with the listener. The drive to strip stations of their individual identities and replace them with common brands and syndicated, nation-wide programming will kill Radio. This is how Radio now breaks its relationship with the listener, by taking away everything that made that relationship special and unique.
Radio cannot deliver music that better match a listener’s tastes better than their own iPod or Pandora. They cannot deliver more variety with less advertising than satellite. Their competitive advantage is the local, close, intimate relationship with the listener. Losing that relationship costs them their competitive advantage.
Radio will only stay competitive by strengthening those relationships. By getting closer with the listener, by shifting advertising to be more meaningful and more involved than it has ever been before (and honestly by doing so making it more effective). By connecting with the listener on air, online, and on mobile, by having that relationship anywhere and everywhere. By strengthening the connection between the station and its personality and the listeners, and the listeners and one another. This is what will make Radio viable and competitive, but it also seems to be on very few companies’ radar.
At least it makes it easy to pick who will be the long-term survivors.
Hey thanks for the friend request.
mo11:42 PM CST