Disney+ Shows Radio How to Fix Itself

The way Pittman, Berner and Field talk about the radio business (or audio as they call it) you’d think that there was something inherently wrong with the broadcasting

Turns out that there is something very right that stations who work for them will not be able to get to, but everyone else can.

Radio is the original content and distribution platform. 

The meteoric growth of Disney+ streaming video service which is fast catching up to Netflix is one of the few other examples of one medium that has both the content and distribution advantage.

Netflix doesn’t, they have to spend $17 billion a year on original programming.  Spotify is the world’s most successful streaming audio platform of other people’s work.  There are many examples like this but few like radio or now Disney+ with their catalog of owned programming.

Which is why radio should stop listening to the “three blind mice” CEOs and start taking advantage of not only what they are but what they create – just like Disney+.

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Radio’s Gift from Apple

Digital advertisers like Facebook, Google and others have been killing the radio industry with their targeted, cheap ads. 

Just yesterday Facebook blew out their first quarter predictions with a 48% rise in revenue and (hum-hum) higher priced ads – and no talk about podcasting on their conference calls the radio CEOs are forced to do these days.

They’ve driven radio rates down, drained radio budgets by redeploying what had been targeted radio ad money redirected to digital alternatives.

They’ve made a mockery of broadcasting which admittedly has a lousy audience measurement system while they have hard data mined by invading the privacy of consumers and surreptitiously tracking their data usage.

Until now.

Apple has handed the radio business a big fat weapon to fight ad erosion at the hand of digital and I’ll bet you few know about how to deploy it and even fewer are going to do it – except you.

Actionable ideas for selling radio against Apple’s new “opt out” for digital ad tracking including a forensic tool you can use against digital ad tracking (the link to that tool is  enclosed).

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