As streaming capability rapidly makes its way into phones and cars, I think about the odd and meandering course that radio has been traveling during the past decade. Slowly, but surely, most stations and companies have reluctantly thrown in the towel and begun to stream – as if they’ve been forced to do so.
And amazingly, there are still operators in radio who continue to question the wisdom of streaming.
This belief flies in the face of every bit of research provided by the Arbitron/Edison Internet studies (aren’t they up to #78 by now), as well as our four annual Tech Polls, each of which points to the increased listenership that comes with providing a stream. For too long now, we have argued on behalf of providing a quality stream, equating it to erecting a different transmitter and tower that is capable of reaching an entirely new audience.
Over the years, I have heard many excuses for not streaming, and here are my favorites:
1. "Until it pays for itself, we’re not doing it."
2. "Why should I give my content away for free?" (I still don’t understand that one.)
3. "It won’t help us in the Arbitron."
4. "I don’t want to pay for listeners in Belarus."
5. "You make the choice – a music test or we stream. We can’t do both."
6. "If I let you guys do it, everyone else in the group will want to start streaming, too."
7. "Our station doesn’t sound good enough to stream."
8. "I’ve never streamed anything so why would anyone want to do this?"
9. "Many of our listeners don’t have computers."
10. "Our salespeople can’t sell it."
I’m sure many of you have heard other excuses, reasons, and rationales for not providing a stream. But consider this: when everyone will have the capability of streaming everywhere they go – from their cars to their computers to their phones – what streams will they listen to?
In spite of radio’s reluctance to invest in this technology, most of our listeners would prefer to stream the brands they know. If you live in Philadelphia, you could opt to stream that cool station in London, that public radio station in L.A., or that service that allows you to create your own radio station. But the odds are better that you’ll take the easy and simple way out, and choose WMMR, WMGK, and other local stations that you know and love. If you don’t believe me, just check out the data.
The "Excuse Train" has left the station.
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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Do you think that some operators refuse to stream because they’re afraid someone might hear and then steal their talent?
WVPE has not begun streaming to some degree because of the cost, but mostly because we don’t agree with the payment rulings from the Copyright Royalty Board, nor the reporting requirements.