What Millennials Want from Radio

150 million people now use SnapChat – that’s ten million more than Twitter according to Bloomberg.

60% of SnapChat users are between 18-34, the young in-demo target that radio is losing to digital.

And what is the big deal with SnapChat?

Their content is consumed and then it goes away.

Users can send videos and pictures that self-destruct within seconds of being viewed.

They can also send a Snap Story that is good for 24 hours and then it disappears.

Content is so popular that rival Facebook-owned Instagram, a shameless and very successful imitation of SnapChat, launched their own snap service called stories – one day’s worth of stories assembled in pictures and videos by users and then destroyed after that.

Are you beginning to see the theme here with 18-34 year olds?

They like – no, crave – disappearing content that is consumed and then goes away.

If these numbers mean anything, radio needs to rethink a few things.

  1. Why is radio making programming available online after it’s aired on the radio?  Wouldn’t young in-demo listeners think that it would be better to air it and let it disappear forever?
  2. Why are stations even still doing websites that smack of the very permanency that 18-34 Millennials detest? 
  3. Some new positioning statements your station can use that welcome an audience that is embracing play-then-disappear.  One statement we’re going to examine to see if it passes the test is “if you miss a little, you miss a lot”.  Good approach or is it missing something?
  4. How to create programming content that is only available on-the-air, never online.  We know they want it, where do we start?
  5. For example, if you can help Millennials with, say, ways to handle their student debt, but they have to hear it as it airs on the radio kind of like SnapChat and Instagram Stories and could not access it later, what does that look like?
  6. And I will share exactly a way for your station to help Millennials with their college debt – along with how to NOT make this sound like a radio contest.  And it is a money making premium revenue package as you will see.

Radio’s pre-Internet history has been what makes it to the air is no longer heard again.

Meanwhile as stations rush to put everything they have online and in digital form, it turns out young people like the original radio model that is similar to SnapChat with disappearing content.

More on these and other strategies to create programming like SnapChat that is consumed and then disappears at my 2017 Radio Solutions Lab April 5th, a little more than two months from now.

Here’s a full 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
  • Underground AM Radio

Not available by stream or video.

Discount rates for two or more attendees and larger groups.

Buffet breakfast, lunch and breaks included.

Reserve a seat 

Inquire about group rates

Talk To Jerry privately

Read More  FREE SAMPLES

The Carpenters Vs. Their Record Labels

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Become a NEW subscriber and begin with The Carpenters Vs. Their Record Labels

here.

And read these full articles …

            iHeart CEO Change

            Cox Layoffs

            Payback is a Bitch at iHeart

            Beasley Set to Strike Again

            CBS vs. Jerry Lee’s MoreFM

            5,000 Ad Study: 68% of Local Spots Are a Waste of Money

            Cumulus Changing Its Management Style

Your new subscription includes access to every article for the past year and 3,528 in our archive like these (scroll through/latest first)

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Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. Thank you.

Report news here.

Reserve a seat at my 2017 Radio Solutions Lab, Philadelphia – April 5.  

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Digital That Makes Radio-type Money

  1. How to set up a content station which makes radio, digital, social and yes sales one operation.  Actually, top colleges and universities are preparing the next generation broadcaster to operate in content pods.  It’s time to get the latest on content pods.
  2. Think of your station as a type of Preview Channel, the kind you see on cable and satellite TV.  Everything you build into the content pod gets sold on-the-air.
  3. Short-form video is the fastest way toward new revenue.  We will talk about radio formats that could drive freestanding video.  The production cost is minimal without sacrificing quality – a 7 series iPhone.  You’ll hear a list of short-form video opportunities that could start making money for your station within a few months.
  4. Paid subscriptions.  Maybe you haven’t noticed but ad-driven digital is a tough business with programmatic buying bidding down pricing.  But as weary, pop-up angry consumers are showing more willingness to pay for that which they want if the benefit is great and the price is right.  What the market is likely to pay for and what it is not.
  5. Podcasting belongs on-the-air not just in the iTunes store and while podcasting will never be big with the short-attention span Millennial audience, 44 million Gen Xers see it as a better alternative than radio.  Here’s what podcasting would look like on-the air.
  6. Four new forms of on-air podcasting:  one show a week, one show a day, niche shows for special time periods and even a 24/7 station that would have podcasts of differing lengths.  Some short, very short – and some an hour but not longer.  What it takes to monetize, promote and blend into existing programming.
  7. On-air podcasting doesn’t sound like radio.  Has no narrator or announcer.  Commercials aren’t even handled the same as they would be in other hours.  The issue of mentioning call letters – how to handle it.  Where to place the spots. 
  8. Stop giving your station away free.  As non-intuitive as it may sound, why would you give away your product in a stream when you can only make money with it on-the-air.  The pros and cons of turning off the digital stream that in most cases doesn’t make money.  When do you keep streaming but with what restrictions.
  9. Replacing on-air streams.  What to put in its place online but designed to coincide with your on-air format.

More on these and other strategies to create digital that makes money at my 2017 Radio Solutions Lab April 5th.

Here’s a full 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
  • Underground AM Radio

Not available by stream or video.

Discount rates for two or more attendees and larger groups.

Buffet breakfast, lunch and breaks included.

Reserve a seat 

Inquire about group rates

Talk To Jerry privately

Read More  FREE SAMPLES

iHeart CEO Change

Subscribers get INSTANT ACCESS here.

Become a NEW subscriber and begin with iHeart CEO Change here.

And read these full articles …

            Cox Layoffs

            Payback is a Bitch at iHeart

            Beasley Set to Strike Again

            CBS vs. Jerry Lee’s MoreFM

            5,000 Ad Study: 68% of Local Spots Are a Waste of Money

            Cumulus Changing Its Management Style

            iHeart Spot Rate Tactics

Your new subscription includes access to every article for the past year and 3,525 in our archive like these (scroll through/latest first)

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. Thank you.

Report news here.

Read More  FREE SAMPLES

Listeners Check Their Phones Every 6 Minutes

That’s checking their phones about 150 times a day.

Young folks average 110 texts a day.

Some 46% of smartphone users say they can’t live without their devices.

And we in the radio business must be on another planet when we design and program radio stations in the digital age.

What would happen if we rethought the mission of a radio station with this in mind?

Would we still be doing traffic reports?

Would weather still be sacred when it is right there in our listener’s hands on-demand?

Would it change the way we do social media? 

I hope so.

What kind of air personality would it take to compete with or replace this kind of dependence on a smartphone?

How would our commercial breaks be configured?

How would we do better, more effective commercials in a world dominated by checking the phone incessantly?

Would you program in 5-minute blocks or just blow off phone user stats like these?

Is the way we present music something that needs to be rethought?

Is there a close personal relationship from the radio to a phone user possible?

I am going to propose that it is and how we should try it on-air.

I hope you will consider joining me at my 2017 Radio Solutions Lab April 5th at the Hub Conference Center in Philadelphia – 5 minutes from Amtrak’s 30th Street station and 23 minutes from the airport.

In addition to competing with digital devices, there are 11 big bets to place on new ideas:

  1. Strategies to End Rampant Rate Cutting.
  2. Reducing High Advertiser Churn -- Presented by WBEB’s Jerry Lee in response to a shocking study of 5,000 ad campaigns in which 68% of local advertisers said their radio spend was “a waste of money”.  Let’s stop this in its tracks.
  3. Rebuilding Eroding Radio Audiences -- Millennial-friendly new targeted formats.
  4. Digital That Makes Money -- How to assemble the “Content Station” of the future that merges radio with digital and social. 
  5. Creating Fresh, New Formats -- A sampling of formats and format variations that hit the sweet spot for even the most distracted in-demo audiences.
  6. Finally Attracting Millennial Listeners -- By making radio sound like them, have special content for them and embrace their 5 most desired values.
  7. The Morning Show of the Future -- Why a lead female personality is now required – no more sidekick status.  New features.  And the ones that should go.  How to make mornings 60% of your total station billing.
  8. Ending Repetition That Turns Listeners Off -- How to surgically add music discovery to the familiar hits.
  9. Dealing with Too Many Commercials -- We need to have a conversation about something that drives listeners away.
  10. Longer Listening -- Time Spent Listening to radio has declined every year since the early 90’s.  And hardly any Millennial listens to songs all the way through these days (even on other platforms).  Now there is an easily implemented way to keep listeners from straying and it isn’t longer music sweeps.
  11. Underground AM Radio -- Say hello to the underground AM station of the future.  Format possibilities, how to promote and sell. 

The 2017 Media Solutions Lab is about significant positive change.

Not available by stream or video.

Discount rates for two or more attendees and larger groups.

Buffet breakfast, lunch and breaks included.

Reserve a seat 

Inquire about group rates

Read More  FREE SAMPLES