As we head into another week of life with COVID-19 there are some very important aspects to consider. To begin with, the demand for information in and around the COVID-19 pandemic has increased, not decreased. The focus-aspects may have changed in many areas but the demand is stronger than ever.
A person like you and other media professionals are suffering from the negative byproducts of repetition like no other time in your career. Your instincts are telling you that your audience is sick of the COVID-19 topic and it’s time to cut way back. Your instincts are primarily wrong. They ARE tired of the COVID-19 “NOISE” but now they are looking for hope and encouragement by way of solutions. They still want stats but they want twice the amount of the other..
COVID-19 has elevated media services like Netflix, Spotify and YouTube to unprecedented user levels, more than any multi-million dollar advertising campaign could have done. A new a new study from Research For Good says, 1/3 full of them intend to keep their entertainment subscriptions when social distancing is lifted. This means that your radio station really needs to be doing everything you can to attract and hold your listeners with a high level of interaction and new & unique features that they can’t get on Spotify, Pandora or Google Play. Your appointment-listening imaging is more important than ever to highlight this programming. Remember, as you plan your content, you are looking for the consensus appeal-zone of your audience. Right where the red arrow points.
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming and consultant with Wright Media Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected].