The easiest fix is often the toughest.
Is there any doubt why radio has fallen so far out of favor with audiences especially the young money demo of 18-34 – the first meaningful media Millennial audience.
There is no doubt that Millennials love their phones more than radio but the industry during the 20 years since consolidation has done its best to take for granted the largest generation ever born – 86 million.
But a first start – and a major step in the right direction – is for radio stations to change the way we talk to audiences.
I’ve isolated specific ideas and strategies that can be easily implemented by any radio station, any format, any market and I’m going to spend some time on this at my Philly conference 5 weeks from now.
The problem is that radio is talking to the past.
The personalities (even voice trackers) do not sound like anything the audience recognizes and it unfortunately screams “this radio station is not for you”.
As you will see, this can be fixed.
Many stations looking to save money and pander to PPM which rewards strident music or talking only allow live jocks to talk as few as four times an hour which means what they hear the rest of the time – sweepers, positioners and promos – defines today’s radio as out of touch with audiences.
This is going to be a fruitful dialogue because without spending a single dime, smart radio stations can fine-tune their strategy for changing the way they talk to audiences and for the first time have a chance to win the hearts of younger ones.
How to sound authentic, which is the Holy Grail of the age group, that radio is letting get away.
What to do beyond promos and sweepers to remake the station’s sound and reconnect with listeners.
Teaching jocks how to talk the way they tweet – I’ll show you how so you can return and show them.
How to make the way the station sounds embody the 5 values that Millennials treasure most.
Here are 8 other critical issues on deck for the April 6th meeting:
- Making money from digital. Enough, already. What most stations are doing is not generating very significant digital revenue. Here’s what they are missing that can work for you.
- Getting Millennials to listen. After we change the way we talk to 18-34 year old audiences, what is so compelling that they will have to listen. How about three things that have never been done that I think you will agree will make radio a destination again even in the digital age.
- Reinvigorating the morning show. See where I’m going with all this so far. We can’t blow up everything but there are changes we can make like the way we talk to audiences, the things we do to make radio relevant to them, improving digital and this one – redesigning outdated morning shows that 18-34’s are not relating to. Then generate 50-60% of your total station’s revenue from the more relevant morning show alone.
- Outpacing radio’s declining revenue trend. Every financial analyst is calling for a negative year -- off anywhere from 1% to over 5%. And yes, price gouging by major consolidators is helping radio’s race to the bottom. Let’s cut to the chase. What can be done to outperform this negative trend? Fighting rate cuts, over-bonusing, short-term flights, unwillingness to pay a premium plus adding revenue from subscriptions (don’t knock it), product placement and digital so foreign to radio you will likely be the first in your market doing it.
- A Millennial Station Makeover – leave with a long list of things you can do to make the rest of your station sound cool to critical 18-34 while also meeting with the approval of your older audiences.
- What to do about podcasting, which doesn’t monetize well but intrigues Gen X and baby boomer audiences.
- Standing up to a rigged ratings system. Harker Research and Sean Hannity will share research that shows the type of listening talk and music stations are losing with PPM ratings and how to fight back and reclaim the listening you’ve earned.
- Eliminating listener’s biggest objections. At least start with this and tear down some barriers to increased listening.
A day of information and inspiration where we work together. This is an interactive format so you can participate to the fullest extent.
This event will not be available by stream or video – only live and in person.
I can’t wait to bring our collective enthusiasm together using this blueprint to make a real difference in doing great radio.
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