Inside Music MediaJerry Del Colliano

86 million Millennials want music discovery.

Radio wants the ratings that come from playing the same songs over and over again in high rotation.

Millennials who are between the ages of 19 and 35, don’t like to listen to the same song all the way through.

Radio still thinks if you play the safe “popular” hits, even Millennials will stay tuned.

Radio winds up unnecessarily losing audience with a strategy that is this much out of sync with the audience every music station must have.

In my generational media work that started when I was a professor at the University of Southern California, the answer became evident to give the next generation of music radio listeners the music discovery they consider mandatory while not losing radio ratings to unfamiliar new music.

There is no radio station doing what the evidence strongly suggests.

And the reason is that stations would have to disrupt what they do on the air in a way even more radical than when Top 40 came on the scene to redefine radio at the start of the television generation.

Yet stations can do the same thing today.

Redefine what a music station is.

Watch Millennials fall into place.

For example:

• How to add two-thirds more music discovery to a winning hit mix.  That’s not a misprint – it’s two-thirds music discovery to one-third repetitive hits presented in a special new way.
• And without losing PPM ratings – in fact, probably gaining share.
• How far should a radio station go in selecting the songs for music discovery.
• And, most importantly!  How to fit it all into each format hour.

That’s what I am going to show you at my upcoming Media Solutions Lab in Philadelphia.

This is important enough to add to the agenda because streaming music services are taking their toll on radio audience and in the case of Pandora, local ad dollars as well.

Apple Music added 20 million paid subscribers in about a year.  Spotify reported 40 million paid subscribers last September.

They’re growing.  Radio is losing prime audience to streaming music services and other digital options.

But Spotify and Pandora can’t do radio the way we’re going to show you.

Here’s the Agenda:

Wednesday, April 5, 2017

8:00 am         Registration / Complimentary Breakfast

9:00 am          Strategies to End Rampant Rate Cutting
                        Rebuilding Eroding Radio Audiences
                        The Morning Show of the Future
                        Eliminating the 3 Biggest Listener Objections to Radio
                       
10:30 am       Break/Complimentary Snacks and Refreshments

10:45 am        Longer Listening
                        Dealing with Too Many Commercials
                        How to Program to Shorter Attention Spans
                        Digital That Makes Money
                       
12 Noon        Complimentary Lunch

1:00 pm         Better Options for AM Radio
                       Podcasting – Yes or No!
                       
2:30 pm         Break/Complimentary Snacks and Refreshments

2:45 pm         Jerry Lee’s Presentation: Reducing High Advertising Churn
                       Morley Winograd:  Attracting Millennial Listeners

3:30 pm         Audience Q & A

4:00 pm         Conference Concludes

Here are the program details:

1. Reducing High Advertiser Churn – The proven program MoreFM, Philadelphia Chairman Jerry Lee uses to keep advertisers renewing at high rates and premium prices.
2. Strategies to End Rampant Rate Cutting – How to take back control of the media buy from large consolidators or underachievers who are willing to drop rates, add costly promotions and flood the buy with bonuses.
3. Attracting Millennial Listeners – A list of compelling content that is like catnip to 18-34 year old Millennials.  Presentation by Morley Winograd, author of Millennial Makeover and other books on this generation.
4. Rebuilding Eroding Radio Audiences – Take notes on things like changing the way you hire air talent, how they talk to listeners in the age of digital and social media and making today’s radio not sound like yesterday’s.
5. The Morning Show of the Future – The prototype of the new “morning man”.  A more authentic way to do premium-priced commercials.  A must-have feature more addictive than traffic or weather.  The one thing every station leaves out of mornings that in-demo listeners really want. 
6. Eliminating the 3 Biggest Listener Objections to Radio – How to fix too many commercials, outdated morning shows and ending repetition that turns listeners off.
7. Longer Listening – With TSL down every year since 1990, commercial-free music sweeps will no longer keep them tuned in.  It’s this, instead.
8. Dealing with Too Many Commercials – New thinking on how to schedule all those shorter spots stations are running.  The answer to where is the best place in the hour to schedule them (PPM and non-PPM strategies).
9. What Cinches a Buy Faster Than Even Bonus Spots – Blow bottom feeding competitors out of the water when they offer tons of bonus spots to buyers and you offer this.
10. How to Program to Shorter Attention Spans – The cure for the epidemic of listeners who won’t listen to a song all the way through --- even one that they love.
11. Digital That Makes Money – Why you should eliminate the expense and effort of doing social, web and app digital projects when this one, very inexpensive approach can start producing big bucks in months – I’ll show you teens that make more money from this approach than entire radio stations.  If they can do it, you can do it!
12. Creating Fresh, New Formats – Is radio all out of mass appeal formats?  Not if you choose the innovative, new spoken word and music formats from this list.
13. Great New Options for AM Radio -- I’ll bet you if you put this megaton promotion on an AM station along with this format, even a Millennial will find it and stay tuned.  And what if I show you how you can pay for it and profit by selling it to a handful of advertisers? 
14. What to Do About Podcasting – The #1 podcast in the iTunes Store is an on-air radio show.  What we’re learning about what works and what doesn’t and the future of podcasting in radio’s revenue future.

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