As we approach Summit 13 and our "President of Radio" session, we are an industry looking for answers. iPods are cool and everywhere. Sirius has their valued merger. Phones continue to become the portable devices of choice.
So how does radio compete in this environment? Especially with rapidly falling revenue, rapidly rising layoffs, and marketing budgets that are barely adequate for furniture stores but not sufficient to compete with the big boys.
An answer for radio is to return to what brought this business to the dance – local, community, and the human connection.
And we don’t have to wait for devastating hurricanes or other natural disasters for these values to emerge.
Case in point, the email below from Buffalo’s 97 Rock. It is a confluence of local wisdom, sensitivity, and understanding the local attitude. It costs nothing, but is priceless for cementing a station’s relationship with its community.
You won’t receive an email like this from Apple, Sirius, Facebook, or Pandora. Every station in America is capable of this, but so few reach their potential.
Hold up the mirror to the audience and start reflecting them on your station. It’s not a question of marketing budgets or staffing. It is a matter of content creation, attuned programmers, and providing an emotional connection that iPhones and TiVos cannot hope to match. They are emotionless devices that perform technical functions – period.
We’re going to have to work harder and smarter in order to compete. But that live and local attribute is a steel sword in radio’s quest to remain relevant.
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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