“The best time to plant a tree was 20 years ago. The second best time is now.”
That old Chinese proverb has been on my mind this year. We often write blog posts exhorting broadcasters to take action, start a new project, dare to be innovative, and invest in the future.
It’s never too late.
Of course, many of these steps are difficult, arduous, time-consuming, and expensive. But if radio is to adapt, morph, and grow in an increasingly disruptive environment, these actions are essential to surviving and thriving.
It is interesting that in the comments section of this blog, I will run across readers who remind me that the radio industry has been very late to the party. Some believe that in 2015, it’s impossible for radio to play catch-up.
And that’s when that proverb comes into focus, because we know that deep down inside, it’s true. It’s great to be first, it helps to be early, but it’s not always hopeless to be late.
I thought of this when I read that WBEB resumed streaming earlier this month after years of not providing online audio. Now you could make the case that reinstating the stream is excessively late. After all, just about every station in Philadelphia has been streaming for years. How can More FM (as it is now called) think they can get in the game in late 2015?
Or you could take the stance that their very large audience will be thrilled at the chance to listen to them once again in cubicles, offices, and waiting rooms all over the Philadelphia metro. And in a few months, few if any will remember the station refused to provide a streaming option.
You can’t miss the big “LISTEN LIVE” box on their home page (along with my over the top yellow arrows). The bottom line is that More FM has taken the step and planted their tree in 2015.
There are many examples in radio of companies and stations that waited too long. And there are many wondering if it isn’t too late to start podcasting, building an email database, or opening a Twitter account.
If you’ve put off a project, delayed learning a new skill, or procrastinated about launching that new initiative, maybe you’ve got some “tree planting” to do over the holiday down time.
Now MORE than ever.
And if anyone from More FM reads this, let me remind you that it’s not too late to invest in a mobile app. 🙂
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,
Nice piece. Like any new offering (or tree), it takes commitment and investment to flourish into it’s full potential. Sometimes that investment is already in place such as promotion of a station’s own App. I’m just saying… )
Appreciated, Frank. Thanks for reading our blog.
It’s never too late to stream on line, but it’s a lot better than never. At least it provides more options and increase audience to listen.
Henning, thanks for the comment & for reading our blog.