Radio as the New Social Medium

Did you catch SNL Saturday night?

Alec Baldwin’s record setting 17th guest host appearance had a curious bit of content in his monologue.

Baldwin harkened back to the early 90’s recalling some of his famous moments on SNL when current cast member Pete Davidson, who is only 23 years old, broke in.

Alec:  In 1998 I was Pete Schweddy on Delicious Dish selling my sweaddy balls on a radio on NPR.

Pete:  What’s a radio show?  Is that like a podcast?

If you are a Millennial, have Millennial children or teach them as I did at the University of Southern California, you’re thinking – what’s a radio show, indeed.

No matter how many times radio is warned, the radio industry continues to chug along like it is still the 90’s.

Outdated and irrelevant morning shows, the worst time of the day to lose listeners.

Music repetition that turns off Millennial audiences yet radio playlists and formats are relatively the same as they were decades earlier.

Why?

Songs that are too long for shorter attention spans, but radio plays them from beginning to end in high rotation every time even though the 18-34 year old Millennial listeners don’t even play their own music all the way through.

Disconnect.

Air people that don’t connect with Millennials and the audience knows it.

Not enough authenticity.

Too much hype.

No fun for the gaming generation.  Many on-air people sound like they are about ready to get fired which, if you think about it, is not too far from the truth.

You remember that there is no more fun than doing a radio show – at least before consolidation.  Voice tracking never got its own hashtag.

Commercial breaks that are so impossible to listen to, it’s an invitation once or twice an hour to actively drive whatever listeners you’ve earned far away.

We used to lose them to other stations while we irritated listeners in the hopes of getting them back.  Now we leave them to their own devices literally.

It’s a big list of things a very stubborn radio industry protects to keep doing radio as they know it instead of the way younger audiences desire.

As I am preparing for my upcoming radio conference, it strikes me that I can pass along the latest trends and predictions about where we’re heading, but we need to have a discussion about making radio more relevant.

Morning shows that can’t be missed.

Can you really say a radio morning show can’t be missed?   Well, there are ways to make it more compelling in content, services, fun and by taking a new approach to who does mornings on your station.

Or, just keep doing the same thing with the same results.

My answer to making radio more relevant is not to compete with digital and social networks.

It’s not to do the same thing streaming music services do.

The way to make radio more relevant is to reinvent it as the conscience of a new generation.

Get into their heads with content you have not even begun to imagine but once you start, they’ll be no stopping.

Radio needs to be the audio YouTube.

The social media link that is missing.

As an aside, I gave a speech upon being inducted into the Television and Radio Hall of Fame in Philadelphia this past November.

My wife warned me not to make my acceptance speech about my favorite topic – me.

So I talked about radio as the original social medium and how it kept evolving until digital social media made radio do stupid things.

For what it is worth, the college students and sons and daughters in the audience made it a point to come up to me afterwards and reaffirm my assessment of radio as a social medium.

Listen to them. 

Only radio two execs out of 400 people in the audience acknowledged the potential power of radio’s position as I imagined it.  Without embarrassing them, I hope, they were Jim Loftus and Jerry Lee – two of the best because they are always ahead of the radio industry trying to keep pace with audiences.

Radio as a social medium.

We should talk and let’s have this discussion at the Radio Solutions Lab in six weeks.

Radio as a social medium not an imitator of digital social media is so powerful, so exciting and so doable, your trip to Philly to learn more will unlock your ideas and show you the only real future for the radio industry.

Wednesday, April 5 – Philadelphia

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The Sale of iHeart’s First Asset

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            Lowry Mays & Fraudulent Conveyance

            The Hubbard Shakeup

            How Les Moonves Could Still Sell CBS Radio – Again

            How Entercom/CBS Affects Cumulus

            Joel Hollander & Entercom/CBS

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Self-Confidence, Presentations & Working with Difficult People just added to my April 5th radio conference six weeks away. Learn more here (link here to the conference promo)

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Self-Confidence, Presentations & Working with Difficult People

One of the things that makes my annual radio conference so useful is that we not only isolate the industry’s challenges and opportunities.

We are also big on building the necessary skills to succeed in the digital and social age of radio broadcasting.

Some examples:

  • Presentations – everyone knows how to do them, but what does it take to do one that reverberates your message.
  • This one thing will make your presentations more effective – how to deliver a “gift” to your group.  Learn how to do this and you will become far more effective than you’ve ever been. You’re going to love this.
  • The other is an issue with timing – the sweet spot for timing and this, I guarantee you, will surprise.
  • How to handle group input and stay on message.
  • What it takes to follow up and put a presentation of ideas into action that actually gets accomplished.  And this part has little to do with the actual meeting style itself.
  • Self-confidence.  I get it!  All of us in the media business have some degree of self-confidence, but what if I showed you a way to literally dial up a boost of self-confidence for when you need it the most.  That’s exactly what I’m going to do.
  • How about this!  What if you had a new way to build the self-confidence of OTHERS that they can’t get from any one else?  Imagine the willing cooperation you would earn when you unlock the confidence of others.  You’ll check that off your list, too.
  • Working with difficult people – a real challenge especially when the industry is consolidating and the pressure is on.  Let’s say some people are just not very nice, honest or appreciative to put it mildly.  Engaging them in their own negative behavior will do your career in.  I’m going to show you how to handle people who are just plain difficult every time.  And you can (anonymously, of course) describe some real troublemakers and we’ll provide some better techniques.
  • Inspiring Millennials.  Women may be from Venus and men from Mars but Millennials are in another solar system to many Baby Boomer and Gen X managers.  Millennials can be the greatest employees.  They just don’t respond to things the way their elders do.  Unless, of course, you are willing to try a few new ideas which I will provide.

Scroll down and look at the radio topics we’re covering.

Consider the skills modules described here.

This is not your hang around in the hallway radio conference.

Wednesday, April 5 -- Philadelphia

I hope you will consider joining the radio, media execs and entrepreneurs who have already reserved a seat.

Reserve a seat 

Group rates

Learn more …

Contact Jerry for help attending

2017 Media Solution Lab Topics:  The Most Effective Digital Game Plan … 5 Required Millennial Hot Buttons … Programming to Shorter Attention Spans …  The Disrupted Morning Show Listeners Now Want … Making Real Money From Podcasting … 2 Totally New FormatsStation Streaming for Profit … Short-form Video Cash Stream … YouTube & RadioNew Found Radio Revenue … Retaining Advertisers …  New-Age Contesting …  Curriculum

Read More  FREE SAMPLES

Lowry Mays & Fraudulent Conveyance

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with Lowry Mays & Fraudulent Conveyance here.

Unlock these full articles …

            The Hubbard Shakeup

            How Les Moonves Could Still Sell CBS Radio – Again

            How Entercom/CBS Affects Cumulus

            Joel Hollander & Entercom/CBS

            Entercom’s Coming $25 Million Layoff

            What Happens Now to CBS News & Sports

Your new subscription includes access to every article for the past year and 3,566 in our archive like these (scroll through/latest first). Everything.

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. I work for you.

Even Putin doesn’t know my sources. What are you hearing? Report News confidentially here.

New Found Radio Revenue is a main module for my upcoming Advanced Radio Management Conference (Radio Solutions Lab). Seven specific ways to generate more revenue by December 31st than you are now budgeting. Reserve a seat here.

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New Found Radio Revenue

It’s difficult to increase revenue when large groups are driving local rates down.

You need something buyers want that is more compelling than bulk spots, discounts, tons of bonuses as well as the expected contests and promotions.

  1. Like a one-year campaign in which 5 of your best local sponsors pay a premium to be part of your station’s pay down your college loan promotion.
  2. Replacing all those bonuses that have become expected with value-added that buyers will want for sticking to your rate. I’m thinking testing their commercials for effectiveness for free, not giving away cheaper spots.
  3. The avalanche of increasingly shorter spots for fractions of what they are worth can be answered by testing the length that will work best and back it up with research.
  4. You’ll need a new way to approach buyers and a company that won’t charge you an arm and leg to identify the exact length of their radio commercial that works the best on your station.
  5. And proven ways to make their commercials more effective while competitors are running cheap commercials that don’t perform.
  6. Show them how to identify their expectations from their flight and deliver the results to prove success. If you fall a bit short, give them more. If you exceed the advertiser’s expectations, they can expect to pay a higher rate.

At the Radio Solutions Conference 7 weeks from now, you’ll hear experts who have done these things and share their strategies with you. 

  • Where to go to effectively test ad copy
  • Producing 3x more effective spots 
  • How to exceed advertiser expectations
  • Affordable copy testing companies
  • Where to put the avalanche of shorter, cheaper spots
  • That college loan promotion you’ll want to do before a competitor
  • And how to reduce advertiser defections

Reserve a seat  (22% discount today)

Group rates

2017 Media Solution Lab Topics:  The Most Effective Digital Game Plan … 5 Required Millennial Hot Buttons … Programming to Shorter Attention Spans …  The Disrupted Morning Show Listeners Now Want … Making Real Money From Podcasting … 2 Totally New FormatsStation Streaming for Profit … Short-form Video Cash Stream … YouTube & RadioNew Found Radio Revenue … Retaining Advertisers …  New-Age Contesting …  Curriculum

Read More  FREE SAMPLES