From time to time, we turn JacoBLOG over to an outside contributor to tell us a story about their view of the business. The theme is always a “Top 5” list, and today’s guest author, Jeff Smulyan, had to do some editing to keep his list at just five. If you’ve been to a radio conference in the past couple of years or you’ve just bumped into Jeff Smulyan at an airport, you’ve probably heard an earful about NextRadio.
The NextRadio initiative is one of the most discussed innovations in radio in recent yours. The concept is simple, but the execution is much harder. Every smartphone, including the one in your pocket, pursue, or the one in your hand you’re reading this post, has a chip inside that can receive over-the-air FM broadcasts. Sprint jumped in first, and other telecommunication giants have followed. The other key player in the NextRadio drama is Apple. To date, NextRadio is only available as an Android app.
Emmis Communication CEO and Founder, Jeff Smulyan, has tirelessly led the charge to build awareness and acceptance of NextRadio. In the form of an Android app, the NextRadio technology contains interactive technology that includes features, information, and data that could change the face of radio broadcasting.
Jeff never misses an opportunity to tell NextRadio’s story. At the Canadian Music Week Conference in Toronto in 2014, I bumped into Jeff and the CEO of the Consumer Technology Association (nee Consumer Electronics Association), Gary Shapiro, in the lobby of our hotel. Jeff immediately pulled out several devices to show off NextRadio technology to Gary – a guy who truly personifies innovation. The next morning, Gary gave Jeff and NextRadio a shout-out at his keynote.
Jeff continues to work hard to tell the NextRadio story, part of which is his quest to help make radio cool again. In this installment of “The Guest List,” Jeff explains “The 5 Things Every Radio Professional Should Know About NextRadio.”
1. NextRadio is a product for all stations and an industry supported effort.
This is not just an Emmis product but a product focused on reinventing radio and creating an agnostic solution that all stations can benefit from. Every radio station in a listener’s area can be tuned to through NextRadio, and working together we can equally benefit from the value NextRadio brings to our radio listeners.
The birth of NextRadio started with the support of the NAB and most key broadcasters coming together to support the product rollout and Sprint partnership. These alliances continue today and have resulted in the recent creation of an Advisory Council comprised of leaders in the industry sharing their thought leadership as we grow and expand NextRadio.
2. NextRadio is essential for emergency situations.
The availability of NextRadio through an active FM chip in smartphones allows the public much-needed information in the event of an emergency. Data indicates that during an emergency weather situation the number of NextRadio listeners increases on average more than 2.5 times and the number of listening sessions increase by 4 times. These dramatic increases validate NextRadio as a valuable resource that your listeners tune to in a time of need.
3. NextRadio can grow radio listening.
Our data confirms the average listening session is 20 minutes vs. 10 minutes through traditional radio. We also have seen an increase in daypart listening and interactions which shows people are listening outside the car and home, making radio truly portable.
4. NextRadio can generate revenue.
The key focus is for us to work together to turn NextRadio into a revenue stream for broadcasters. Through a variety of advertising tests enhancing the on-air radio spot with a digital ad on NextRadio, we are proving it works. In fact, we have tests that show click through rates that range from 2.3% to 6% which are 11 times+ greater than traditional digital mobile ads.
5. NextRadio provides robust data.
One of the best kept secrets about NextRadio is the data it can provide. You will soon be able to see and share plays, listens, views, interactions and a whole lot more. Marketers are all about the data, and you will soon have access to insights you can share with advertisers that validate the effectiveness of their radio buy.
More information about NextRadio here.
More Guest Lists
- Pete Schweddy: 5 Ways Podcasters Can Avoid the “NPR Trap”
- Mark Biviano: 5 Ways Radio Can Win With Event Marketing
- Jeff Gilbert: Five Things I’ve Learned About Cars…And Radio
- Matthew Lasar: 6 Pivotal Moments in the Internet Radio Era
- Greg St. James: 5 Lessons Radio Can Learn From C-SPAN
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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To succeed the radio industry must confront the realities that the FM and AM frequencies are withering away and will be replaced by IP compatible frequencies. Denying this reality is a losing proposition. Energy and investment should be directed toward IP based delivery which is expanding every day.
NextRadio limits people to just their local stations. That ignores the endless choices IP delivery brings and which consumers now expect. No, not expect DEMAND.
Radio industry is now like the music industry which didn’t want CDs to be replaced by digital delivery because it was so lucrative for them. But wishing didn’t change it for the music industry and it won’t for the radio industry.
People are listening to less FM and AM radio every day. Many seem to want to hide that reality but it’s true. The growth in the industry must come from the IP side. Either the radio companies can deliver it or other companies will step in and fill that need.
Michael, thanks for taking the time to chime in. I see NextRadio as another leg on the stool – not the stool. For broadcast radio brands to succeed, they need to commit to being wherever the audience chooses to be – streams, podccasts, mobile, etc. It’s a process, to be sure.
Another leg on the stool is a great way to look at it. As usual, many of the benefits of NextRadio are sold as benefits to the stations and clients. When radio really begins to address what the listener actually wants, then having a chip in a phone might mean something. I always programmed with one question in mind…”What is the benefit for the listener”?
According to the article, benefits include:
1) All local stations can jump on board. OK but music is already available everywhere, better have some GREAT content between the music, Benefit for listener?
2) It’s essential for emergencies. Maybe so but that assumes that instant information isn’t available now…it is. Benefit for listener?
3) NextRadio can grow listener-ship. Perhaps but…Benefit for listener?
4) NextRadio can generate revenue. OK, now we get more honest. Commercial loads always rank at the top of the irritant “tune out” list. So let’s clutter up digital with ads, hoping for click through instead of first making sure people are responding positively to the product. Why not grab audience attention and learn from Pandora and Spotify on “roll-outs”. Benefit for listeners?
5) NextRadio provides robust data. I’m sure listeners can’t wait to fill out personal data (to be used by marketers) just to listen to their local radio station on a phone. Benefit for … oh, forget it.
I appreciate the argument and I am not an apologist for NextRadio. But I can tell you from our Techsurveys that there are inherent benefits, not the least of which is data charges on smartphones. It’s a big deal for consumers who have limited plans. I would also submit to you that emergency info (while available elsewhere) is more convenient for many (OK, probably more Boomers).
That said, radio needs to be in a position to deliver emergency info (so no nights, overnights, weekends). And your content argument is impossible to refute. The same goes with the dashboard. Radio can achieve a strong position on the dash, but it only matters if the content is desirable.
Thanks for taking the time to comment.
I speak with Jeff Smulyan, CEO, https://Emmis.com LIVE on https://SpreakerLiveShow.com today Weds 3/2/2016 at 3pm PST and will be on demand also, says he may allow #podcasts in https://nextradioapp.com with major radio stations.
That would be a really interesting twist, Rob. Thanks for the heads-up, Rob.