A Better Digital Strategy for Radio

Radio groups and stations are beginning to panic.

Buyers want digital content added to their radio buys and all most stations have to offer is non-traditional revenue (NTR).

NTR is not digital.

But this is – here are some important do’s and don’ts that, if adopted by radio stations, would put them in a position to start seeing a payoff in six months or less:

1.  The best source for new content that doesn’t also cannibalize a radio station.

2.  Daily deals – do them, don’t do them or re-do couponing.  Here’s a better option.

3.  Build around Facebook or Twitter or not?  Getting this spot on is critical to a successful digital strategy.

4.  How to set up a digital content arm along side of an existing radio station – how to run it and what you can get away with spending the first year.

5.  What’s more important – the digital dashboard or mobile devices. 

6.  The optimal way to monetize digital content.  It’s not commercials.  Not banner ads.  It’s this – with all the details on how to get the cash stream started.

PLUS … 13 SPECIFIC STRATEGIC STEPS TO A BETTER DIGITAL STRATEGY.

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Important Facebook Strategies

What you should be doing while Facebook keeps growing – half a billion people in the world were on Facebook one day last week. 

How to build local clubhouses for brands and personalities on Facebook.

With 40% of Internet users accessing social networking from mobile devices, this is the one thing you don’t want to be caught doing. 

And sit down for this – you won’t believe the demographic that is driving social networking growth.  Then, after you recover, a plan to target them. 

The immense amount of commerce that is being lost to Facebook that is getting away from traditional media. 

Plus, the emerging social media player that has tripled its growth in the past year alone.  You’ll never guess what the research is saying (I couldn’t), but we need to know.

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Randy’s Shocking Ratings

Now that everyone is trying to rush their AM brands to FM, this happens.

The first inkling of how the spoken word formats that resided almost exclusively on AM will work on FM.

This is a big stakes game but new intelligence is indicating that the strategy is not as simple as it looks and the outcome not guaranteed by any means.

1.  In light of the first ratings, will AM formats work on FM?

2.  Knowing what we now know, what will be the eventual fate of Merlin’s CBS news competitors in New York and Chicago.

3.  Who is likely to lose the most audience and who will gain – but wait, suddenly there is another competitor lurking.

4.  What now happens to all that top billing money on big AM branded stations? 

PLUS … Why this entire migration to FM is ill conceived and what you can gain from their mistakes.

You won’t read this anywhere else.

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New Rules for Radio

We all know that radio is undergoing major changes again but now, there are new rules that can guide you into the digital future.

1.  From now on the new relationship between on-air and online – and to be blunt, no one has it right yet.  But you will be off to a great start.

2.  Changes in the way on-air content winds up online.  This one is major. And you’ll be ahead of the game.

3.  Why any successful radio station will have at least 2 morning shows from now on.  That’s right – two morning shows.

4.  The new rules for distributing content on-the-air and digitally and they are not the same.

5.  There is a new way to expand time spent listening, which has dropped 6% over the past three years – but it has nothing to do with programming to The People Meter. In fact, it’s the exact opposite.  I’ll explain.

6.  Music radio will have to change its mission as Pandora, Spotify and other monthly music services continue to steal audience.  Here is radio’s best shot.

7.  The critical new approach to selling on-air and online together.  It’s not intuitive but this approach works best.

8.  New rules about staffing a radio station.  Cutbacks are not going to stop, we all know that but these three positions cannot be eliminated as radio changes.  Do you know what they are?

9.  The most important position in turning around a radio station is – what?  From now on, it is this person.

I’ve been happy to make these “promos” available to thousands of people every day for the past year – kind of a one-year test drive.

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Lying About Radio’s Research

We are entering a new era in radio.

First consolidation. 

Then, contraction. 

Now denial.

1.  Unbelievable new research that shows 12-24 year old listening is actually growing.  It is?

2.  How Arbitron collaborates with the industry they measure (and take fees from) to paint the sky blue.

3.  The 9 biggest problems facing the radio industry – here’s one, failure to invest a single penny in the separate digital content that media buyers are demanding.  There are 8 others you’ll want to know.

4.  Four positive steps to make radio better right now without going broke.

5.  The end of the Hogan, Dickey and Suleman era means radio has just now entered the next stage.  Want to know what it is?

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