Many years ago, Coleman Research (now Coleman Insights) came up with a breakthrough idea after years of conducting audience surveys for stations throughout North America and the world. Realizing that all images aren’t created equal, the Coleman team developed a unique tool that has provided incredible perspective for programmers, marketers, and managers.
The Image Pyramid provided an important context because many brands were winning image dimensions that while valuable, did not make a strong enough contribution to the overall health and success of the station. While there are advantages to being “the station that gives away the best prizes” or “the station that is involved in charitable activities,” the Coleman brain trust realized that it was critical to prioritize station images. And a pyramid is an excellent way to depict that hierarchy of importance.
Thus, their famous Image Pyramid:
As their research consistently showed, it is essential that stations have a strong music or talk position – the all-important base of a healthy radio brand. A muddy music position or confused format images makes it nearly impossible to achieve success versus other players in the market that own well-defined, popular music or spoken word lanes.
And as you moved up the pyramid, secondary values like personality, special and feature programming, and contests fell into place. In this construct, each of these attributes is important, but pales in comparison to the need for a strong music or talk position.
The Coleman Image Pyramid has served hundreds of radio stations very well over the years, helping managers prioritize what’s important versus what’s window dressing. It’s helped a few consultants along the way as well.
This tool was especially valuable in the world in which virtually every station competes – that Radio vs. Radio model that we discussed in yesterday’s post. In an RvR construct where you’re going up against other stations in town – especially direct format competitors – the pyramid played an essential role in goal-setting and evaluation.
But the RvR model is showing signs of rust as broadcasters are coming to grips with the realization that the scope of their competition has expanded to everything. Thus, the RvE – or Radio vs. Everything paradigm we introduced in yesterday’s post. Whether satellite radio, streaming pure-plays, personal music collections, podcasts, or online music videos, local radio stations must develop new USPs – or Unique Selling Propositions – in an environment where consumers have access to virtually all media outlets wherever they listen to audio – at home, at work, and now, in their cars.
And that’s what we’ve been talking about and working on at Jacobs Media as we’ve begun to hear 37,000+ voices as our Techsurvey11 results roll in. They aren’t all saying the same things, of course, because different generations of consumers naturally view the media landscape through many lenses.
But whether they’re Millennials, Xers, Boomers, or even members of the Silent Generation, the overriding message is clear: radio’s ability to compete in mindshare, consumption, and in revenue is being threatened by new media competition.
As we suggested in yesterday’s post, it starts with a new mindset about research in general, and the questions being asked specifically, and then it logically moves to the strategic thought process. So we’ve done our homework in the audience research area, either through our own nationwide surveys or the many that we read or help design for clients.
And thus, a new pyramid for a new paradigm.
And while Coleman’s Image Pyramid was well-tested with years of audience research and Jon’s relentless pursuit of a strategic tool to help stations succeed, we’re suggesting that while the RvR battleground remains important, the New Pyramid for the RvE challenge is now an essential litmus test for broadcast radio brands that have a strong desire to be viable over the long haul:
So let’s start at the new bottom – compelling personalities and shows. We believe this is the most important element in any modern radio station’s arsenal, and thus, it’s the base of the New Pyramid. It’s all about ensuring that your brand is unique, cume-urgent, and special in a sea of infinite media choice. Most music stations in an RvE world are going to have an increasingly difficult time achieving that with their music. Now we know that not every consumer is a fan of personalities, shows, and programs. But for broadcast stations that continue along the path of being competent, predictable collections of songs, it is just a matter of time before the RvE environment catches up to them.
Whether it’s on Sirius/XM, a create-your-own-playlist service, or a nifty algorithm, consumers are finding digital music options – without commercials or with very few of them – that do the job just fine.
What broadcast radio needs is impossible to duplicate, compelling personalities and shows. We’ve seen the effects of these programs, whether it’s the public radio podcast Serial, Howard Stern (first on commercial radio and then on satellite), or brand new experimental offerings like NPR’s Invisibilia.
Great personalities are a major part of what most people consider to be great radio, whether it’s Leo Laporte (The Tech Guy), Kevin & Bean on KROQ, or Bubba the Love Sponge who has just pulled up stakes to start something new for Beasley. With high-profile personalities often come high risks. But without a foundation of must-hear personalities and shows, competing in an RvE world will be a non-starter.
Then comes the format or music position – the base of the Coleman Image Pyramid. Yes, on the New Pyramid, it is still a major factor in a brand’s success with an important caveat. It is critical that your brand stands for a style or form of music or information, but we’ve added the term “dynamic” because the onus is on broadcast radio programmers to do something different with their format categories – something that consumers cannot hear on a satellite music or pure-play format channel, not to mention the normal variety of syndicated talk shows and hosts.
How is your music or talk mix unique to your city, your town, your customers, and their culture? Is it local music, hometown talk, community interaction, your attitude, or some other attribute that elevates your format or position to epic status? What do you do so well that consumers will seek it out because of the unique way that you serve it up? Hint: You won’t learn this in an auditorium test.
And then there’s the digital piece – accentuated by the SOMO which stands for social and mobile. As we continue to see in countless surveys – the ones we do – or the ones you read about from Edison, NuVoodoo, Bridge Ratings, and so many others – a commitment to digital is no longer an option. It’s an essential building block in the New Pyramid scheme for broadcast radio.
As difficult as it may be, every great brand experiments, innovates, and adapts – even if it means that monetization won’t come along by Q3. In the digital space, it’s about broadcast radio content available anywhere and anytime – an essential part of broadcast radio’s survival.
But these things don’t happen by random chance. Handling digital effectively requires a smart, fluid strategy from which everything from mobile apps to social media come into play. This is hard work, but it is as essential as the pyramid items below it.
And then it’s the local piece, the next slice of the New Pyramid. Because while syndicated talent can be superior to a local show, that hometown flavor is paramount to a broadcast radio’s brand’s ability to cut through the digital clutter and connect with consumers. The web may be worldwide, but your audience lives in neighborhoods, works in local companies, and attends area schools. Radio broadcasters know this turf better than anyone because they live in the same local communities they serve, unlike Tim Westergren, Tim Cook, or Jeff Bezos. Owning the streets – whether it’s “retail radio” visibility – or connecting with local, civic, community, and cultural leaders and icons is what it’s all about. Holding up the mirror and reflecting the local ethos is something that none of these global digital brands can do. Thus, it’s more than just an opportunity – it’s a required course.
And make no mistake about it. Even Millennials are local creatures, enjoying the hometown nightlife, restaurants, schools, and culture as defining aspects of who they are. From Boston Strong to Imported From Detroit, every city and town has an emotional backbone. Tap into it.
Next up is the ability to create events, merchandizing, and other assets that used to be known as NTR – or non-traditional revenue. But this rung of the pyramid is more than just about adding non-spot revenue to the bottom line. It’s another way to connect with audiences off the air that can lead to meaningful moments while building stronger relationships.
Concerts, festivals, shirts, bridal fairs, financial planning seminars – they’re all part of the lives of your audience. People aren’t just Country music fans or into conservative talk. They are social, they go places, they interact. Providing them with connected, cultural moments that positively reflect your brand, while providing other experiences is good for all involved. And yes, if you do them well, they’ll make money. In some cases, lots of it.
It’s interesting that this may be the one area in which broadcasters can learn from the music industry. As we discussed in our Katy Perry post earlier this week, the music biz is moving to a new model – away from flagging music sales, and right into the heart of this events (think concerts) and merchandising opportunity. This is essential for the survival of the music business – and the broadcast radio business, too.
There may be no “I” in TEAM, but succeeding in the art of New Pyramid brand building cannot be done without a strong team in place. Whether it’s content creation, revenue generation, or the digital strategy, you cannot fight this battle without people – great people – who are dedicated to the mission of serving a broadcast brand. Being a local native with a strong connection to the audience and the local lifestyle is a plus. Having longevity in the market and/or at the brand can be a huge asset, too.
Managers forced to handle multiple tasks at stations, in the cluster, or in the company – will be hard-pressed to truly deliver in this RvE environment. I know that’s not a popular point of view, but it’s true.
And while this may sound self-serving, your team can also include a great researcher, a knowledgeable, caring consultant, and brand strategist. Having a strong outside perspective is a key in fighting a broader, multi-front war. If you need recommendations, feel free to ask me.
And finally, there’s stationality. And notice that we didn’t use the terms production or imaging. Those are old school notions that fall short of what’s really needed to achieve your RvE goals. It’s not about Mr. Big Voice or a slogan – it’s the style, vibe, and spirit of what’s being delivered and communicated to produce and frame your brand. It’s about a palpable attitude, a presence, and a vibe. And only great brand managers know what I’m talking about.
This element may reside at the very top of the pyramid. But it’s an important asset in the RvE world because so many of the global, digital brands that are littering your environment contain none of these stationality elements. In fact, you might even consider this a true opportunity for radio in the new landscape.
So there you have it. The New Pyramid is a starting point, and hopefully, a conversation starter. Where does your brand stack up on this new hierarchy? How far away are you from building a great foundation that can bulletproof your brand, while positioning it for battle readiness in the new B2E environment?
When the Coleman team built their innovative Image Pyramid, they did it themselves, using their own research and experience as a guide.
Today, we have much more data to sift through and analyze. But we also have a collaborate force they didn’t have – the power of lots of people looking at the same problem and offering up solutions.
So our New Pyramid isn’t cast in cement or carved in granite. It’s a .jpeg that can be modified, adapted, changed, and morphed.
Have at 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….
Perhaps your BEST blogpost…EVER!!!!
Totally appreciate that, Biv. Thanks for the kind words and for reading our blog.
Great blog. My only suggestion is the 2 bottom rungs should be blended together. A morning show/host would have to be incredibly entertaining/engaging for me to listen to, if it was on, say a rap or hip hop radio station. In my opinion, the base is compelling content consisting of format, personalities and information.
Keep up the great work!
Kurt, you are correct that two are inseparable. Hard to have one without the other. Thanks for checking in and commenting.