The more the radio industry puts its on-air programming online, the more the industry declines in audience and revenue.
Yet, that doesn’t stop the Einstein’s who have no clue from finding new ways to drive listeners away from radio.
Websites with content that was on-air begs the question, why listen on-air?
And no one with a straight face will make the argument that there is money in this.
Yesterday, CBS Radio pulled another rabbit out of its – well, out of its hat to make CBS Radio sports content available on a dedicated channel of Apple Music.
Great for the ego but with all respect, who the hell is listening to Jim Rome, Tiki & Tierney and Gio & Jones on an actual radio station?
The ratings say next to no one.
Nothing has been a bigger flop than CBS Sports Radio so now put a dedicated channel on Apple Music so it can be a big flop there.
You’ll note, you’d flunk your MBA thesis if you proposed an idea like taking your on-air content and putting it everywhere you could without making real revenue and while eroding what radio listening you have.
You do know that?
So here’s my proposal and I’m going to detail it at my upcoming Radio Solutions Lab Advanced Management Conference:
What happens on-air should stay on-air.
Never on digital.
Never use on-air people to create digital.
When doing digital, build a bench of new digital stars who do not also appear on radio.
Their shows, topics, podcasts or forums do not have to coincide with the format of your station. In fact, they shouldn’t.
You can make tons of money within 6 months of getting into short form video that is – all together now – not made up of what’s on your radio.
You only need an iPhone 7 – even a CBS bean counter would love those numbers.
What’s on the radio is special and there are two compelling reasons why the industry is experiencing such turbulence currently.
- We’re watering down the on-air product and making it available elsewhere inviting people not to listen while we continue to do audience ratings where they should be.
- The on-air product is nothing like what we’re capable of offering because radio is more interested in cutting costs than building brand.
Let’s continue this discussion and fill in the details in Philly at my 2017 Radio Solutions Lab April 5th, a little more than two months from now.
Here’s a full, updated list of subject matter we will cover:
- Strategies to End Rampant Rate Cutting
- Reducing High Advertiser Churn
- Rebuilding Eroding Radio Audiences
- Digital That Makes Money
- Creating Fresh, New Formats
- Finally Attracting Millennial Listeners
- The Morning Show of the Future
- Ending Repetition That Turns Listeners Off
- Dealing with Too Many Commercials
- Longer Listening
- Surprising New Options for AM Radio
- What Cinches A Buy Faster Than Even Bonus Spots
- How to Program to Shorter Attention Spans
- What to Do About Podcasting
For details on each of the above topics, click here.
Not available by stream or video.
Discount rates for two or more attendees and larger groups.
Buffet breakfast, lunch and breaks included.
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