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How many times in
the past week have you seen or used a new service or product that
has already changed (or will change) how we live life? From
Twitter, the iPhone, MySpace and Facebook to blogs, ShareNow,
internet radio and digital TV, the communication industry has been
transformed. While Arbitron will tell us radio still reaches over
90% of American consumers on a weekly basis, we all know the “how”
and “why” we reach them has changed as well.
And as an industry
of ministries, our goal is not simply to survive but to excel
in our efforts to introduce Jesus. To do this, we must realize the
traditional broadcasting paradigm is gone, and new principles must
be understood by and communicated to everyone involved in our
respective organizations.
Speed
While the “your way
right away” marketing campaign for Burger King did not work out in
the early to mid 90’s I believe it does reflect the overall attitude
of a generation. And while we may sit around and complain about the
“microwave mentality” of consumers, the better course of action
would be to instill some of this culture into our teams. Today,
anyone with a computer and internet connection can set-up a website,
post audio and videos online, and build a community of fans through
social networks in just moments. In the same fashion, our
organizations must be able to respond to new opportunities
for brand expansion and enhancement whenever they arise. Taking six
weeks and twelve meetings to decide whether you want a MySpace page
is not an option. “Ready, aim, shoot”! not “ready, aim, aim, aim…”.
Technical Acuity
In order to be able
to see future opportunities, today’s radio station must understand
it is NOT in the “radio” business: it is in the “content” business,
and it must move to deliver relevant content over new
platforms. This means a constant search for and understanding of
those platforms available now and potential future ideas. While
industry leaders, too numerous to count, will continue to
prognosticate about what our industry looks like down the road,
absolutely no one knows for sure. This uncertainty requires
stations that want to survive to look beyond the next quarter in
order to catch the wave of the next quarter-century.
Brand Consistency
A radio brand is not
simply what the station sounds like. It is the combined experience
as viewed by each individual the station comes into contact with.
Today’s consumers are much less tolerant of unrealized
expectations. Because of this, they view brands based on every
single experience. If the station sounds like one thing (whether it
be “cool”, “friendly”, or “aggressive”), it must display that same
quality in every aspect of interaction with every listener.
Remotes, concerts, marketing, websites, blogs, station
correspondence, and logo all must reflect the brand values
clearly (and creatively).
Content Relevancy
Now more than ever,
the on-air sound and off-air content of a radio station must be a
genuine, transparent reflection of the values and priorities of its
target. Rather than rambling on and on about our music, DJ’s,
contests, website, and everything else, we must communicate the
items of true interest and importance. This doesn’t mean we never
promote ourselves. Rather, it underlines the requirement to position
everything in a way that starts with the listener
first and then connects them with our brand. Today’s “successful”
radio brand is not about the brand; it’s about the listener.
The good news is
this concept of transformation doesn’t take a genius to understand
or implement. What it requires is a focused, dedicated team with
strong leadership to make the transition. This week, think about
getting your team together and brainstorming how your ministry needs
to move forward to excel in this (and every) opportune time.
Did I miss
anything? What are you doing already?
E-mail me:
scott@radiorenew.com
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Scott Michaels publishes engaging radio dialogue at
http://radiorenew.com and is an experienced Program Director in
the Christian AC and CHR format with fifteen years experience.
He landed his first full-time radio position in Portland, Oregon,
and has since programmed stations like KKJM/St. Cloud, WQCK/Baton
Rouge, KSGN/Riverside and KWPZ/Bellingham & Vancouver BC. He
also recently spent time as the Director of Operations & Research
for CRISTA Broadcasting (including KCMS-FM) in Seattle. Alan
Mason, John F
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