Inside Music MediaJerry Del Colliano

As a professor at the University of Southern California, I had the good fortune to get to know some great media resources not the least of which was a man who has become the go-to expert on Millennials.

He is Morley Winograd, co-author of three books on Millennials.

So for this year’s management conference in Philly, I asked Morley to put together a presentation on three things.

How radio can get Millennials to listen in the age of digital devices.

How radio should engage the 75 million Baby Boomers who are still left.

And how radio can deftly appeal to that in-between generation, Gen Xers who are very much in-demo for us.

All three relevant generations to the future of radio with knowledge from the recognized expert on generational media.

The answers are not easy, but they give hope for those who care to really go to school on generations and how they use radio.

For example, there may be 75 million Baby Boomers left, but only about 50 million were born in the USA. So classic hits formats are not the sole solution.

Millennials have so many other choices besides radio that they don’t need it the way other generations do and that is problematic because there are 86 million Millennials between 19 and 35, the in-demo audience radio must have.

Gen Xers have been largely ignored by radio stations that tend to program using established target formats rather than generational need. For example, Gen Xers are the prime podcasting generation and yet podcasting siphons off radio listeners and has no real path toward significant monetization.

We will propose a solution that is very doable among other strategies to reach the three target generational groups.

If hearing from the expert on generations and the way to get them to listen to radio would be a good investment in time, I hope you will reserve a seat at the April 5^th Independent Radio Management Conference.

That’s less than 3 weeks from today.

Program Agenda

8 am              Registration/Complimentary Breakfast
9 am              Changing the Way Radio Engages Audiences
10:30 am       Break/Complimentary Snacks and Refreshments
10:45             The Morning Show of the Future / Repurposing 7pm-5am

12 Noon        Complimentary Lunch

1 pm              Growing On-Air Revenue / Making Money From Digital
2:30 pm         Break/Complimentary Snacks and Refreshments
2:45 pm        Getting Millennials To Listen
4 pm              Conference Concludes

Changing the Way Radio Engages Audiences

• How to Retrain Air Talent to Sound Like Today’s Audiences
• How Gender Fluidity Will Affect the Way Your Program To 18-34’s
• How to Talk to Baby Boomers AND Millennials (There Are 75 Million of Each)
• The Kind of Air-Personalities In-Demo Today’s Radio Listeners Now Want
• What Millennials Want in a Radio Personality compared to Gen Xers and Baby Boomers
• How to Change the Way We Talk to Today’s Listeners
• The Contest Prize Listeners Crave Most (Not Money, Not Trips)
• Why Music Sweeps Are Backfiring on Hit Music Stations (and How to Fix It)
• How to Finally Improve TSL Which Has Been Declining for 2 Decades
• How to Handle Too Many Commercials
• How to Add Music Discovery to a Tight Hits Format

The Morning Show of the Future / Repurposing 7pm-5am

• Updating the Morning Show
• The One Morning Show Feature That Every Station Should Have
• New Evidence That the Morning “Man” of the Future Should Be a Woman
• Eliminating Outdated Morning Shows (Making Them Cool Again)
• New Ways to Repurpose 7pm to 5am
• How to Handle Traffic On-Air Now That Listeners Widely Access It Online
• How to Rebuild Eroding Audiences After PM Drive
• The One Type Commercial Even Millennials Will Stick Around For
• Cutout shows for after 5pm aimed specifically for P1 listeners and premium advertisers
• How to use podcasting on-air to generate revenue and loyalty
• How to create a weekend revenue stream by targeting your station’s loyalist listeners

Growing On-Air Revenue / Making Money From Digital

(With a presentation for MoreFM Chairman Jerry Lee on ad churn and a video from programmer & Podcasting expert Steven Goldstein on podcasting)

• Competing Against Rate Droppers
• Reducing Advertiser Turnover to Virtually Nothing
• The Best Company to Pretest Advertiser Copy for Success
• The Optimum Number of Voices That Make Radio Ads More Effective
• The Perfect Radio Solution for Podcasting
• New Competition From User-generated Content like YouTube
• Finding New Digital Revenue Streams
• Master Short Form Video
• New Revenue From Product Placement & Subscription Fees
• Radio as a “Preview Channel” for Digital
• How to Create Binge Listening Content for Radio
• The Potential of Alexa For Radio, the Powerful Voice of Amazon’s Echo
• Radio as the new social medium – not Facebook, Instagram, Twitter or SnapChat.

Getting Millennials To Listen

(With a special presentation from Morley Winograd, author of Millennial Makeover and generational expert)

• How to Program to Shorter Attention Spans
• Promotions That Will Guarantee Millennial Listeners
• Focusing on Fans Not Listeners
• Eliminating the Hot Clock as Millennials Like No Rules
• Positioning Radio Against Pandora, Spotify & Streaming Music
• Why Creating 2 or More Formats on One Station Now Makes Total Sense
• Why Millennials Like More Eclectic Music in Their Hits Station (and How to Give It to Them) Local Radio Vs. More Consolidation
• Why Creating 2 or More Formats on One Station Now Makes Total Sense
• Why Radio Must Get Back to Contesting for 18-34 Millennial Gamers
• The 5 Things Millennials Want From Radio (Millennial Values)
• How to Remove Hype From Millennial Targeted Stations
• The Significance the Hottest New Social Medium, SnapChat, to Radio

Led by Jerry Del Colliano whose background includes on-air and management roles in major market radio and television, publishing and digital as well as Professor of Music Industry at The University of Southern California.

This event will not be available by stream or video – only live and in-person April 5^th in Philadelphia.

Please join us for this transformative experience.

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