A lot happened in radio last week. All those Cox stations were finally sold, Lew Dickey announced an appearance at CRS, Todd Schnitt is taking Bubba to court again, and EAS was hacked.
But something that might have happened didn’t happen – American radio didn’t observe World Radio Day on February 13. In fact, it’s probable that you’ve never heard of this celebration of radio before.
First suggested by Spain, UNESCO (the United Nations Educational, Scientific, Cultural Organization) stages this event as “a day to celebrate radio as a medium, to improve international cooperation between broadcasters, and to encourage major networks and community radio alike to promote access to information and freedom of expression over the airwaves.”
The mission statement goes on to say that “as radio continues to evolve in the digital age, it remains the medium that reaches the widest audience worldwide.”
Sounds like something that American radio could get behind, especially as the audience’s attention continues to be on digital media, satellite radio, Pandora, tablets, and anything that has that new car smell.
A big player in World Radio Day is egta – essentially the RAB of Europe (that also promotes television). Here’s a link to some of their support materials for World Radio Day – an event that radio stations and companies celebrated last week around the world.
One of the events that caught my attention surrounding the magnitude of World Radio Day was an initiative that radio stations in Finland came together to pull off. In this tweet from media thought leader and futurologist James Cridland, you get the idea that World Radio Day was something very special in some countries:
You can read James’ take on Finland’s Valentine’s Day card to their listeners here.
Imagine… a Valentine’s Day celebration where radio salutes the most important player in the equation – the listener. It makes a statement about the value of radio – and the value of its listenership.
The research I did indicated that World Radio Day was not a home run in every country, but clearly the idea of celebrating the medium and what it represents among advertisers, audience, and radio professionals is something that might resonate here in North America.
As the competition heats up, U.S. radio might help its overall status and perception by embracing the audience, thanking them for years of loyalty, and rededicating its efforts to entertaining and informing them. Maybe it would have been good business for radio stations around America to have dialed 1-800-FLOWERS last week and sent a dozen roses to a few dozen listeners, not to mention a bunch of Vermont Teddy Bears or PajamaGrams to some of its best audience advocates.
World Radio Today is about storytelling – in essence, manufacturing a narrative at a time when radio needs the best PR it can generate. The rest of the media aren’t going to help, so proactivity is of the essence. Waiting for the next hurricane, tornado, or snowstorm in which to trumpet radio’s value is reactive, and expected.
Taking an aggressive, forward-leaning path to elevating the broadcast radio brand is what it’s about. And it’s not about metrics. Steve Benjamin, director of media for MillerCoors, says it well:
“If you’re not storytelling, I think you’re dead in the water.”
When there are more options, businesses and organizations need to rally around their customers – and not take them for granted. American radio could learn a few lessons from the folks across the pond. This is a positive story for broadcasters of all stripes, and perhaps next year, radio here in the States might actually find a way in which to participate.
Or find a way for the RAB, NAB, and public radio to come together and make a positive statement about American radio.
It’s time to send a love letter to the audience.
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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That’s a plan! Great holiday to celebrate radio. Strategically timed for a new business push after those first 6 weeks of indecision. Like, now. Time to start moving! Won’t forget 2/13….my birthday. Must be all the RF. Best to all. Clark
Clark, thanks for the comment and the enthusiasm. And belated happy birthday wishes.
I love the idea, but what comes to mind is a relationship. When the relationship isn’t healthy, sending flowers or a bear doesn’t fix it. Often it makes it more awkward if the recipient is considering ending the relationship.
As my mother used to say, “It couldn’t hurt.” But yes, relationship-building is more that just about sending gifts. Thanks for the reminder that the bond between media and consumers is a fragile one.