So I didn’t attend Forecast 2014, an event that is unique in radio. Taking place late last month in New York City, it is mostly made up of CEOs and the upper echelon of radio broadcasting. And there’s scant coverage of this event – by design. It is billed as a conference where broadcasters can speak the truth without the fear of having it splashed all over the trades that afternoon.
But, in fact, there was some coverage of the event by Radio Ink and I also watched the tweets trickle in throughout the afternoon.
It was interesting to see how the leaders of this storied industry talk about what radio needs to do in order to stay competitive and vital moving forward. Clearly, these same types of conversations take place inside the conference rooms of Major League Baseball, the car companies, IBM, Coke, and within legacy industries that realize that while vital to the American culture and economy, they must change and adapt in order to survive and thrive.
So while I was not at the Harvard Club, I tuned into the quotes and one-liners that described the thought process from Forecast 2014. Here’s what I saw come out of the conference (based entirely through the eyes and ears of those who reported on the big speeches and panels):
“We need to get in their (media buyers, marketers) faces.”
“We need to make them understand our business better.”
“We need to stop referring to ourselves as ‘audio.’”
“We need to be digital leaders.”
“We need to promote the value of our individual brands.”
“We need brand momentum.”
“We need more women and young people.”
Now for those of you who were there, I totally “get” that my take on this event is all second-hand, so please feel free to school and correct me.
But it appears there are several “What radio needs to do…” agenda items that continue to be missing or hardly present at so many industry conferences.
Like these:
Radio needs to listen to its audience.
Radio needs to give consumers better user experiences.
And my favorite MIA need:
Radio needs to innovate.
In fact, what radio truly needs to do is something different.
Something unexpected.
Something breakthrough.
Something that will get the advertising industry – and listeners – talking.
Something that will remind consumers about why radio matters in their lives and isn’t something to be taken for granted.
Before Thanksgiving, we highlighted Bob Dylan’s eye-popping video for his classic anthem, “Like A Rolling Stone” – a metaphor for the radio business. The song is nearly 50 years-old, and yet through creativity, innovation, and incredible use of digital media, an ingenious viral video has earned millions and millions of views. More importantly, it has vaulted Dylan back into the conversation – past Eminem, past Bieber, and maybe for a couple of days, even past Lorde.
It will sell Dylan product, and in fact, that’s what the video is really about – transforming the Dylan brand, and selling his new massive box set of 35 albums.
The fact is, there is innovation in radio but rarely is it talked about at conferences, in marketing meetings, and with advertisers.
At DASH this past October, we felt it was important to devote a panel to innovation in radio – and that’s why Daniel Anstandig, Paul Brenner, and ESPN’s Blair Cullen were on stage.
Without a whole lot of pressure or encouragement from above, innovation is happening in radio – but it is too slow and not celebrated enough to overcome the sameness that has become too acceptable in the business.
Forecast is a great event where radio’s leaders can come together, compare notes, and provide perspective. Perhaps for Forecast 2015, Radio Ink could add another element to the mix – a friendly competition among these group owners, moguls, and movers and shakers to see not who owns the most stations or who had the biggest profit margins, but which company can come up with the best innovation in radio. Say what you will about radio CEOs – they are very competitive, high achieving people with pride who want to win as much as the people who work for them do.
A Maker Faire for radio would be a more attention-getting, effective way of connecting with advertisers than another round of slides, charts, and graphs that celebrate the medium’s reach, history, or emergency coverage. A war of semantics about “radio,” “audio,” and “terrestrial” does nothing to advance radio’s position in the eyes of marketers. In a culture that celebrates “what’s new,” a defensive posture that continues to lean on data isn’t going to change minds – or hearts.
We know from our work in research and our years in radio that all the numbers mean nothing when compared to a story. Radio doesn’t need to tell its story. It needs to write and create new stories – stories that are so good that people will talk about and share them.
As I invest in comfortable shoes and Paul and I create an attack plan for CES in just a few short weeks, I know I’ll be entering a world where innovation, creativity, and optimism are celebrated and valued. At CES, it’s in the air. The radio industry needs to incorporate that spirit.
Radio needs to innovate.
Then we can tell our story.
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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https://leealansblog.blogspot.com/2011_08_01_archive.html#5824192844586676835
Lee, I just read the Lone Ranger story. Thanks for painting the picture!
Fred –
All these statements start with – “we need to… or radio needs to…” It’s not about need IMO, the question is “what do you have the will to do”?
At the NAB in Orlando there was a lot of talk about addressing the problem of crappy commercials to borrow a verbatim comment. To address this issue I developed a research tool that’s affordable and easy to implement. I’ve shared it with a half a dozen broadcasters to great response but no action.
I think we all agree with your statement – “Radio needs to listen to its audience”.
Living in Silicon Valley I come across start-ups that are developing new tools all the time and I put them through my “how can I use that for radio” funnel. I have found a great one. I went on to share this new set of instant feedback tools that have applications for both programming and sales with a number of broadcasters and even other consultants. No action.
BTW these tools are good enough for Stanford, Cisco and Marriott International to stay in immediate touch with their users/customers to give you an idea of just a few who have taken action.
The response to new tools and a fresh approach to solutions that our industry says they want has consistently been something like –
“If it doesn’t move the PPM needle then I don’t have time for it”.
“In the interest of keeping our limited departments focused, I don’t want to introduce one more thing at the moment, however great it may be”.
Boggles my mind on top of the fact that Bain and Co. reported a huge “service delivery gap” where 80% of executives think their companies deliver a superior experience for customers, only 8% of those customers agree with them.
What would you do with listener feedback at the speed of experience? You can have it now.
Radio has asked for a solution to poor quality commercials so now you can get listener research on the USP and proclivity to respond to the message before the spot is even run. That’s good for the client which helps sales and improves programming. It can be done right now.
Innovation is happening all around…what radio needs is action.
To turn an old phrase upside down “there’s already a way if there’s a will”.
Fred thanks for your continued passion to help this industry.
Mike Anthony
Mike, thanks for your efforts, your open-mindedness, and your spirit of innovation. I think that for people like you who grew up with radio but have been exposed to new ways of thinking from your time in Silicon Valley, the radio business can be a frustrating. The emphasis on the moment rather than playing a long game is distressing and doe not bode well for the future. As you note, radio needs to be innovative, but also be open to innovation. It’s a two-way street. Thanks for continuing to light the fire.
Bravos, Fred. Well-reasoned. Well said. Allow me to suggest…if we get it (innovation)right we won’t have to tell our story, it will be told by others in ways and means beyond our imagination. That’s one of the very cool aspects of our brave new world of hyper-connectivity, all we need do is create something truly different, something that actually deserves attention. The effective innovation is that which makes the need for any “outside” marketing unnecessary, the innovation itself sparks the conversation and sharing. “Be so good they can’t ignore you,” so said Steve Martin. We can do this. All that matters is we start and learn how to fail faster.
I always know I’ve written a decent post when I get a comment from you, Dave. Thanks for taking the time and reminding us of just how effective innovation can be. It’s almost like the industry needs to start using muscles it hasn’t used in a long time. I know the expertise and passion are out there. Thanks for reinforcing it.
Radio needs new leadership.
“If I knew what I was doing I’d be doing it right now…” is a line from a Radney Foster song (I’m In – Keith Urban had a hit with it a few years ago) that applies here.
If radio was going to do any of the things you suggest here it would have done so by now. I understand how radio had to play it safe when it was in danger of running afoul of its banking covenants. But those days are long gone and still no one is innovating, listening to their listeners or figuring out the digital piece.
Polls show that a majority would sack and replace all of congress. There’s no way to get that done – but BODs have the power to insist radio’s honchos focus on innovation – not media buyers. They should do it. Radio’s leadership is getting paid a lot of money – someone should force them to earn it or find someone else who will.
Tough words, Bob. Maybe the fault lies in those BODs and Wall Street that aren’t asking questions about innovation, and instead are focused on margins and EBITDA. Thanks for the observations and for reading the blog.
Wall Street and BODs need to figure out that failure to innovate will hit margins and EBITDA sooner than they think. At some point soon some risk at all levels will be necessary if radio has any hope for a robust future.
Bob, one word: YES.
Fred,
You crystalized why I left the industry 3 years ago. The industry I got into was about ratings, yes, but it was also about innovative clocks, creative marketing, bold positioning, and not doing the same thing everyone else was, in its own way.
It galls me every time I am reminded that iTunes and podcasting was born from a “computer” company. To me, it’s embarrassing that radio and labels let Apple and others figure this out. Apple clearly made a shift in the way they thought of themselves. Radio, like print, and most recently TV, has sat idly by as the Pandoras, iTunes, and Netflixes of the world innovated.
Radio spent the late 90s and 2000s worried about satellite. The defense? HD Radio.
It’s not about the packaging. Its about the product. You’re not in the radio industry, folks. You’re in the content delivery industry. The entertainment industry.
I’d be encouraged if I saw regular, purposeful experimentation which failed. That’s part of the innovative process. But radio, you’re not even trying. You’re so focused on the minutia of TSL, cume, cost per point, etc. you’re forgetting what made you great once.
Thanks Fred for saying what needed to be said. Please continue to shout it from the mountaintop.
Paul Schmidt
Paul, I appreciate the time and the passion. Thanks for contributing to the conversation.