The Wall Street Journal recently devoted an entire section to technology, and the lead story was titled "How Old Media Can Survive In A New World." It provided ideas and new thinking for newspapers, network news, network TV, advertising, book publishing, movies, and music. Notice an interesting omission? Radio wasn’t even mentioned in the entire article.
While there’s probably a whole other blog entry that could address radio being MIA, there is a lot to be gained by the article’s prescriptions for other media. The segments about our closest cousins – network news and network TV – suggest some interesting actions that might translate nicely to radio.
1. Allow the viewer behind the screen. This suggests giving consumers a look at the inner-workings of the operation and just being more transparent. Of course, that’s the essence of NeoRadio – giving listeners a seat at the table, polling them, showing them the results, getting their help in making the station better, and integrating them into the station.
2. Broadcast beyond the TV. Here’s where they suggest using on-demand tactics to allow viewers to access content whenever they like. In our world, this is the essence of podcasting – making our morning shows and other proprietary programming available to listeners on station Web sites. Along these lines, this is also a call to improve station Web sites and make them more dynamic and content-rich. At last year’s Summit, Zephyr Teachout convincingly prodded radio to make its sites more resourceful, providing information about music, and becoming more attuned to what listeners want.
3. Provide video streams of soap operas so women can access them while they work. Great idea, but how are they going to get anything done while they’re watching "The Guiding Light?" But the concept has some merit because broadband at work is becoming ubiquitous. Thus, streaming audio is the perfect complement to whatever people are doing on the job. Radio can amp up its at-work presence by simply providing its stream and promoting that fact.
4. Let new blood in. Here’s where they encourage television to be more open minded to independent producers – the new guard that doesn’t have access. In radio, perhaps the equivalent is opening up our nighttime and overnight hours to nurturing and cultivating new talent where the ratings are either less important or of no consequence.
Shame on The Journal for completing leaving radio out of this article, but shame on us for creating a quiet PR environment where the only time you read about our medium is when some new media maven bashes us. We’ve got to become more dynamic, take more risks, and start telling our story.
President & Founder at Jacobs Media
Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.
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.
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.
Latest posts by Fred Jacobs (see all)
- Media And Technology In 2025: Believe It Or Not! - April 18, 2025
- In Radio, You Just Never Know - April 17, 2025
- The Secret To Making A Great Podcast (And Great Radio) - April 16, 2025
Leave a Reply