Why Mobile Content is Failing

When The New York Times emailed me a bulletin that Lindsay Lohan had been taken into custody and sentenced to 120 days in her theft case, that’s when I had just about had it.

Don’t they realize we go to TMZ for that stuff and to publications like The Times for news that takes real reporting?

It is bad enough The Times recently started delivering their printed newspaper under the hot Arizona sun without a plastic wrapper to protect it against sun bleaching.

Bad enough they wouldn’t respond to my complaint about the dirty delivery practices almost as if print subscribers grow on trees these days.

Worse yet that I am still paying for a newspaper that I have already read online the night before it arrives.  Not too smart – on my part.

Now this …Lindsay is a bulletin.

One of my subscribers sent me a link to an article about The Christian Science Monitor and how they have “successfully adapted” to the digital age after being forced to print a weekly edition and halt their daily print publication. Their goal was to get from 3 million 25 million page views per month.

They did it.

But they also “expanded” their coverage to featuring stories on Tiger Woods and his personal problems.

Duh!  Can you say TMZ?

This is what it has come to.

The dumbing down of the audience all because media companies cannot figure out how to do unique, compelling and addictive content on the mobile Internet.

Want to know what to do about it? 

How to fix it?

How can there be a crisis for compelling content on the mobile Internet?  Why are even biggies with all the pageviews making chump change compared to media businesses back in the day?

Here’s breaking news that even The New York Times doesn’t know.  

But you will.  There are three things that guarantee success in the mobile Internet.

Read on.

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Critical New Digital Strategies

(My wife Cheryl and I had our first date seeing a hockey game.  It was love at first sight!  13 years later, the couple that attends the playoffs together, stays together)

Everyone talks about creating an essential digital strategy to get in on the current Internet boom, but in my opinion few understand what that strategy needs to be.

It’s not HD radio.

Not how many times your jocks mention Facebook or Twitter on the air or how cool your website is.  Websites are so – well, yesterday.  Today, show me your app.

If streaming music like Pandora is radio’s answer to the digital future, just forget it.  It sounds like that’s what Clear Channel thinks because they want to be the programmable and perhaps customizable radio of the future.

Why?

It’s not the future.

This article outlines 5 critical new digital strategies that should be considered instead …

1.  An app radio show

2.  A streaming station that has nothing to do with your on-air format

3.  A radio station that has nothing to do with the Internet

4.  Build “radio stations” on apps

5.  Create a social network clubhouse

All the details begin here.

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The Replacement for Mobile Radio

Commercial radio is ready for another evolution. 

It is so exciting that you will want to stop everything and start preparing for it. 

It's not traditional radio formats for the cell phone (i.e., iHeartRadio) and music streaming services (Pandora, Rhapsody).  

In this piece I will reveal …

•  Real convincing evidence of what can happen if you tap the potential of the mobile Internet.  The plan is laid out for you to have and use.

•  What the replacement for mobile radio is – I’ll describe it.  And it's not what you think it is.  Even better.

•  What mobile/digital life will be like very soon and how you can get a leg up on other content providers.  All the specifics on how you will be building a platform of 100% mobile involvement.

•  Plus, the killer app that generates revenue like never before from a new kind of mobile "radio".  

This article will keep you ahead on a new type of mobile radio that is in the works -- with all the details on how to be ready.  

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Ballad-Free Music Formats

WBEB (B101) in Philadelphia has eliminated ballads from its weekends to make them more lively – and less like where the station is popular, at work during the week.

Good idea?

Actually, dropping ballads from the weekends is just the tip of the iceberg.

The adult contemporary format has been declining in recent years.  Once a staple of music radio, the future of AC radio is uncertain.

More importantly, it’s what WBEB is not saying that you should be focusing on and I’m going to reveal it in this article.

•  How not to be left in any radio format when it starts becoming long in the tooth.

•  How to keep your loyal fans while you undergo what may be some radical surgery. 

•  How to protect the brand and not the format.

•  How hanging onto the past can guarantee that your station will have no future (this will be good advice for everyone but particularly for stations with a lot to lose if their listeners stray).

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Apple Media Predictions

(JD with my niece Jaime McEwen and daughter Daria rooting for the orange and black).

Apple is getting set to launch its new cloud-based streaming service and it could possibly be the final act to CEO Steve Jobs impressive career.

I’m talking major products and services here.

Things that will revolutionize the TV business, stick it to Google (something Steve Jobs no doubt would enjoy most) and create such demand for Apple’s own iPad that it could leave other tablets lagging behind.

Everyone is expecting Apple to come out with something earthshattering on the music side – like a Pandora streaming product or a music locker.  I’m betting a music locker is likely for a small monthly fee – the better to store your iTunes in for access anywhere.

This article reveals new information on these 5 predictions:

1.  Apple gets into the Netflix business

2.  Apple is negotiating with content companies now

3.  An Apple subscription model is coming

4.  Bandwidth will be burdened

5.  Apple may market an actual television set

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Flipboard and the Content Crisis

(In spring, a young man’s fancy turns to thoughts of hockey playoffs)

This article is about how content providers are not keeping up with the plethora of new devices coming to market.

And how content is no longer king because content providers are lagging behind digital advances – the consequences for doing so is fast becoming a crisis.

Among the benefits of this article:

1.  Putting a finger on the disconnect between cool devices and the kind of content that consumers are coming to expect from content providers.

2.  Avoiding paywall problems that are sure to happen if content providers don’t change the way they package content.

3.  Learning a better way to come up with content winners – two things you must do before you can be in sync with changing consumers.  One of them is make sure you own all the cool devices that consumers love.  The other is even more critical.

4.  Recognizing the first thing to do when designing content for 2011 – and it is different from 2010 by a mile.

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How to Get Better Radio Ratings

If you think that the only way to get ratings is to game the People Meter, you may be surprised to find that you may be losing fans not just P1s.   

Some people think so-called P1s are fans, but they have no face, no humanity.

This morning, I’m going to layout a game plan from which you and your people can brainstorm for ways to make better radio and win ratings.  What’s more, this plan will isolate 2 dayparts and aim to deliver 70% of your entire station’s revenue in those time periods.

This article is about how to get better radio ratings …

1.  Why developing a daypart that will deliver half of your stations revenue and the lion’s share of the audience is so critical.  I’ll explain.

2.  How to play lots of music and do personality at the same time. 

3.  The missing ingredient to spike the ratings.

4.  How to develop a second daypart so that you can spend your resources chasing the two shows that will bring you 70% of your revenue.

5.  What to do with middays.

6.  Edgy night programming.  I’ll outline two starter ideas.

7.  Should you voice track overnights in this plan that focuses resources on two dayparts?

8.  News on a music station – what to do (if anything).

9.  Your new key to creating the desire among your listeners so they will not want to tune out.

10.  What to do about streaming your station.  How critical is it to stream your radio format?

11.  What must you do to satisfy an unmet need of radio listeners.  Hardly anyone does it.  You’ll soon know what it is.

12.  Where does texting, Facebook and Twitter fit into better radio ratings.

13.  What jocks should be doing online while they are on the air.  Most stations have it wrong.

14.  What should you do with music sweeps – the Holy Grail of hit radio ratings? 

If you’ve been thinking about subscribing to Inside Music Media, today is a great day to start by reading this story – it’s as low as 27 cents a day including access to everything I have written in the last four years.

If you would like to read this story, have access to my entire archive (over 1,200 pieces) and get the next month of my writing included, click “read more” for your choices. 

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