Inside Music MediaJerry Del Colliano

When Coca-Cola pulls out as a major advertiser on the iconic Fox TV show American Idol after 13 years, it ought to wake up the media world.

They’re not going to Disneyland they are going to YouTube.

Coke’s explanation:

Young people who like music aren’t watching TV anymore. They’re watching YouTube.

They are on mobile.

They are gamers and watching TV much more selectively.

Enter the radio industry.

Or should I say, exit – because that’s what is going to happen the more we fail to cooperate with the inevitable.

So shut down your radio stations?

Hell no.

But don’t operate like it’s 1999.

Teens use YouTube as top 40 radio. Meanwhile we’re obsessing over Pandora, Spotify, iHeart just about anything and we’re looking in the wrong direction.

I’m announcing my 2015 Media Solutions Seminar topics today and you’ll see that they are not your father’s radio issues and yes, video and Millennials and new ways to communicate headline the list.

This is my sixth year doing this teaching seminar for independent and outstanding radio broadcasters and if I wanted to just do the regular stuff like “John Dickey on Increasing Revenue” and “125 Million People Listen To Radio Every Week”, I’d pull my hair out.

And I want to keep my hair!

So, we report, you decide if you’d like to join our one-day learning seminar March 18^th in Philadelphia.

Here are the seminar topics …

• Better radio, stronger digital
• How much radio, how much digital
• Storytelling – Millennials’ hot new obsession
• How to get audiences to listen to songs all the way through – face it, they don’t and yet we’re building our entire station on the concept of music sweeps.
• What Millennials want the most -- Authenticity, no hype, consensus not confrontation, respect, trust & fairness, dreams (all the way from changing the world to building a better life), fun to be with and openness and diversity in programming & advertising. Now … here’s how to deliver them.
• Eliminating radio’s 3 biggest weaknesses – repetitious music, too many lousy commercials, outdated morning shows.
• Addressing radio’s biggest objections – too many commercials, repetitive playlists and not enough music discovery, morning shows that suck, stupid contests and promotions, too much hype. Damage control.
• Radio’s 75 million baby boomers, 95 million Millennials – what to do?
• Both music discovery AND ratings – how to add 2/3 more new music and not lose listeners.
• Beware of the digital dashboard – It turned out to be a Pandora’s box, sorry about that – but you know what I mean. A better Plan B.
• Forget other stations, YouTube is your competitor. Change your focus.
• Creating binge radio content – yes, just like Netflix.
• Radio’s answer to on-demand – not doing the service elements of a morning show that stations love but listeners now get on their phones. On to exclusive new content that can’t compete with a phone.
• Millennial mistakes you don’t want to make – change the way you do commercials, talk to listeners differently, taking audience bingeing seriously, kill the 8 minute stop set before it kills you, don’t use social media to promote, ditch voice tracking and syndication, play games – hey, this is the gaming generation -- don’t brand or promote make personalities your “brand”.
• Start a video revenue stream – I’m doing it, let me show you how you can too for the same pennies I’m committing.
• What’s in the pipeline for radio – Is it really throwback hip-hop or something we’re missing.
• Taking back market share from below average digital competitors.
• Instagram is killing Facebook, but here’s what’s the next big thing in social media.
• 2 things today’s radio audiences cannot resist – service and humility. Discuss.
• If you’re thinking of leaving radio – make millions creating short form video like this.
• Not ready for major changes, at least do this -- refresh your radio station using a can’t fail checklist.
• Protect your station against competitors who drop their rates – it’s the biggest danger to independent stations and groups in 2015.
• Expanded group questions & answers – You fire the questions that matter most -- we load you up with solutions.

Look at this great meeting room – perfect for interactive back and forth communication. I’m having to give up 25 seats this year but as soon as I discovered this room, I knew I was going to do it – Jerry

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Presented at The Hub Commerce Square, 2001 Market Street, Suite 210, Philadelphia – walking distance from Amtrak’s 30^th Street Station, 20 minutes from Philadelphia International Airport. Registration & breakfast begin at 8am. Conference starts at 9, ends at 4pm.

Djeetyet?

That’s Philly talk (translation: did you eat, yet?). You will -- Breakfast, lunch and breaks by acclaimed James Beard Award-winning Chef Jean-Marie Lacroix, former executive chef at The Four Seasons, included.