I hope you had a nice three-day respite this past weekend. Memorial Day signals all kinds of things – the beginning of summer to be sure, but also a precipitous drop in radio listening.
Routines are shattered as people plan and take vacations. Morning radio is hurt by altered routines, too, including no school during the summer months.
And as Inside Radio reported recently, streaming doesn’t alleviate the situation because much of it occurs on desktops and laptops while consumers are at work. But when they’re on vacation, streaming diminishes, too.
But in the article, Triton’s Mike Agovino notes that mobile may in fact be radio’s savior. Overall, radio streaming on mobile devices continues to rise. Given the portability and addictive quality of smartphones, the ability to listen to one’s favorite station increases with every passing year.
That is, if radio takes the time to promote its availability on mobile phones. As we have pointed out many times in this blog, radio programmers and marketers continue to assume that most consumers have an intrinsic understanding of how their content can be accessed on many different gadgets. But in a sea of choices and gadgets, it’s radio’s job to promote its accessibility and content wherever the consumer may be.
The absence of “Take us with you to the Jersey Shore” on-air language simply leaves audience on the table. Consumers may be on the go throughout the summer, but given mobile apps, they can take their favorite stations while they’re at the beach, jet-skiing, hiking, biking, and jogging.
Every market has its vacation destinations, from heading “Up North,” driving to “Cottage Country,” or visiting “The Dells.” And it’s radio’s job to remind its listening audience that their favorite stations, personality shows, and music programming are available with the touch of an icon on Apple and Android smartphones no matter where in the world they are.
Assuming, of course, you have a mobile strategy in place that includes simple access to your station via an app(s).
But just having an app doesn’t guarantee consumers will find it – and know how, where, and when to use it.
Some of the lessons of the last few years should remind us that we would be wise to assume nothing while accepting that the media world continues to be rocked and disrupted. From the gadgets they use to wake up in the morning to how they set up their car’s “center stack, ” nothing is the way it used to be.
Radio still does not think “mobile first.” Reconsidering the givens would be a good summertime project for most stations, especially those with a solid mobile presence.
It’ll be Labor Day before we know it.
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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Fred!
Without a doubt, one of the mot insightful pieces you’ve ever written. You’ve issued the challenge, it’s up to radio to save itself.
Geri, thanks – much appreciated. We just want to see radio live up to its potential to remain relevant.
Well said, Fred. With all the hand-wringing around declines in PUR, it’s amazing that virtually no one is taking the offensive around what may be radio’s greatest opportunity in 30 years — the re-birth of radio as a portable medium thanks to the smartphone. It’s been a long time since anyone listened to radio on a transistor. Yet our research is now showing a surprising % of people who commute to work/school by transit, biking or walking are listening to AM/FM on their phone.
Last time I checked, they’re not selling Walkman’s at Best Buy. Yet, so many in radio still don’t think of mobile phones as their main pathways to portability – even though everyone carries one in their pockets or purses. Thanks for the comment, Jeff.
I know the facts you state are good.
I also know exactly how PDs will respond to this – an on-slaught of on-air Promos demanding “listen to our app!” emploring “listen to our app!” begging “listen to our app!”
Is any Radio app effectively using notifications for this kind of thing? Or at all? Asking for a friend. 😉
No, but I intentionally think this is more of an FYI thing for the audience, most of whom are too busy to have to think through what a PD might think is obvious. The simplicity of the car radio has been replaced by an overly complex, often kludgy interface that confuses most people. Thus, you don’t always think about the basics – in this case, radio. For many listeners, a simple reminder that you can take us on the road via an app will suffice.
The reason I ask about Notifications is because my iHeartRadio app sent me a notification on Friday before the holiday with a link to suggested “Road & Travel” related stations and playlists.
My RadioLab app regularly sends me notifications asking me to read sponsor lines or contribute personal stories for shows they are working on.
Clever & creative use of Notifications seems like a no-brainer to me.
And it’s smart. Our apps provide that option but not everyone uses it. (And they should!)
I didn’t know that, Fred – thanks!
Great article…we’ve just launched our shiny, new @TRERadioApp – on that premise.
No question that mobile is the way forward. Apart from the obvious difference in quality via digital streaming – we now have the potential to be in everyone’s pockets (wherever they are), with links to our social media etc. Way to go!
Thanks for the note, Julie, and good luck with the app.