In a post that ran here last week (“Actives”), guest-blogger Mike Anthony complimented Clear Channel’s Bob Pittman on his bold partnerships. And just a day before his post ran, Clear Channel announced an alliance with LivingSocial.
This partnership speaks volumes about where radio is heading, as well as a statement about the state of the eCoupon model. That’s because on the same day, The New York Times ran an article about Groupon’s current travails. It spoke of accounting and disclosure issues that are “raising questions about the company’s credibility.”
Groupon continues to hemorrhage money – including $432 million in marketing – in just the first six months of this year.
LivingSocial has a better idea – the power of radio – Clear Channel’s mega-footprint and massive cume audience. All along, we have been proponents of couponing that takes advantage of radio’s inherent strengths.
It is not too late for other broadcasters to mine this space, because the power of big local audiences, hometown know-how, sales contacts, and brand equity are perfect combinations for big web companies that can prosper with a radio partnership.
And on the radio side of the spectrum, it is time to look beyond the friendly, familiar confines of “the usual suspects” and seek out partnerships that can provide win-win solutions. Radio can no longer win by going it alone. Strategic partnerships can make the industry better, more vibrant, and enhance its ability to attract listeners who may have strayed.
That’s what leveraging radio’s strengths is all about.
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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Hi Fred –
iheartradio is now an option in the new Toyota Camry…another partnership to go where the consumer is not the other way around.
Mr. Pittman here’s a suggestion for your next move to get closer to the actives. Who will be the first to partner with Foursquare? (Foursquare is a tool for people to share where they are and what they are doing at any given moment). Foursquare is focused on increasing their reach. Remember 80% of consumer income is spent within 10 minutes of where they live….so knowing your listeners location using check-in then sharing relevant/valuable content where they are at any moment could be a game breaker for both. It’s just my opinion but I feel “where listeners are” will be more valuable than how long they listen. Location, location, location. This is valuable information you can’t get from any ratings service.
Thanks for the location reminder, and for getting a good conversation going last week – that nicely led into this week.