Last week, we were asked to submit a proposal for consulting services to a station manager who we’ve known for a number of years. It’s been more than a decade since we worked with him, and he was seeking to reacquaint himself with our company and our services.
We’ve changed a great deal over the years – adding digital consulting, sales guidance, and extensive music mapping – all elements that weren’t being offered when we last worked together. After reviewing his needs and what we provided, he still questioned whether his station truly needed someone to tell him which Nirvana songs to play.
And I explained that for the difficult strategic, directional decisions that he’s been tasked to make for his brand, the people who work for him require an outside, unblemished voice of reason.
Too often, CEOs, executives, and cluster managers are surrounded by well-meaning people who while offering their best advice, also have their own turf (and their jobs) to protect.
And it brought to mind a quote I heard from the Oracle of Omaha, Warren Buffett, many years ago:
“Don’t ask the barber whether you need a haircut.”
That’s because you pretty much know what he’s going to tell you. And by the way, he’s holding the scissors.
A great decision-maker needs impartial opinions and analysis, free of bias or agendas.
Consultants that essentially offered advice on which songs to play and where to set minimum rotations have mostly gone out of business or moved on to other lines of work. The essence of what we do now for clients – whether commercial or public, inside radio or outside – is to help managers navigate these tumultuous, disruptive waters.
It helps to have some data. We’re excited to be reviewing Techsusrvey12 spreadsheets, now that it’s back from the field. This robust study will provide listener-level information for more than 220 stations across North America, helping them better understand their brand’s digital footprint.
But if it was just about metrics, everyone would be making good decisions. Between Nielsen ratings, Mscores, and the plethora of other numbers, there’s no shortage of analytics. True guidance comes from studying the available data, and translating it into smart actions that can keep brands healthy, relevant, and profitable. It is no longer about just cranking out music logs or designing caller #9 contests. It is about making the right calls that best utilize human and financial resources to stay ahead of the pack.
Pop culture, media usage, and consumer behavior are changing at a rate of speed unprecedented since the Gutenberg printing press. Calm, insightful, studied, and rational advice has never been more important.
That’s what it’s always been about.
And I promise never to bring along the scissors.
Techsurvey12 will be presented at the Worldwide Radio Summit in L.A. on April 13-15. Details here.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Two words: Adaptive Radiation. Inexperienced turf protectors and “We didn’t think of that, here!” are destroying radio’s incomparable connectivity with all messaging and media. “Consultants” shook up WBZ-TV in the ’70s, tight playlists came from one-trick ponies and “I can’t name that tune in 4 notes” research killed great airplay. The PC “don’t rock the boat” followers don’t deliver exciting, new, passion and profitable. Spreadsheets aren’t scripts nor soundtracks. It’s content, presentation, connection and changing with the times to grow market share. Thanks, Fred. http://www.broadcastideas.com
Spot on, Clark. Thanks for the comment.
Fred, “it” in this case might be defined as – studious risk taking. Not 100% gut or anal-retentive spreadsheet analysis; part solid data, part Steve Jobs around the corner vision. Clark makes a solid point: LCD is the output of standardized testing – hence STILL hearing Carry on Wayward Son every other day. The challenge: Will researching radio listeners ever tell you that the local YouTube star has a bigger cume that your morning show? That paying huge $$ for flawed ratings that are used against your sales staff to negioate rate is insane? That setting aside 50 year-old format mechanics and questionnaires might be your best move?
And be assured – if I were not folically challenged – I’d trust you with the sizzors any day!
Jim, thanks for the insightful comment. The beauty of Techsurvey is that it includes the questions most stations simply don’t have the time (or the inclination) to ask in their perceptual surveys. From YouTube to Spotify to Snapchat to Fitbits, we try very hard to include it all. The goal is to better understand what consumers are doing when they’re not listening to radio. It gets more interesting every year. Snip snip.
This sound like you are selling haircuts.
I respect you and your work.
But how is this not a pitch for you and your services?
Less a pitch for my services but for outside consultants in general. I seriously hope the post was not overly gratuitous. Thanks for commenting.
Remeber also as the game states
: Rock beats scissors:
~screamin
Every damn time! Thanks, Screamin’!
My sister says that people usually do whatever it is they want to do. People who are open to outside opinions seek them out. People who are open to constructively changing they way they do things react to them in a reasoned way. You can tell who in radio is and isn’t. The latest Techsurvey will reveal a lot – and many, maybe most broadcasters reactions will be scant and symbolic.
It might be interesting to track some of the key findings from all of the tech survey, track them to those who did and didn’t react and compare their results.
The radio industry owes you a lot for things like this blog and TechSurvey. I wish it, in the aggregate, took both more seriously.
Appreciate the kind comments, Bob. Our hope is that this research serves as a guide for planning, strategy, and deploying/hiring talent. We are excited to present it in the coming weeks and months.