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Do you remember
the old commercials from DuPont that touted their primary brand
value? Each commercial would show pictures of carpet, plastics used
in football helmets and the pens you would write with in the
office. DuPont would always end each spot with the tag, “we don’t
make the things you use – we make them better.” That concept holds
value, and dare I saw the very future, for the radio industry.
This week the
wacky folks over at Apple announced the new iPod Nano will include
an FM radio that not only plays music, but allows the listener to
pause live radio, rewind it and even “tag” songs they would like to
purchase later. The technology isn’t out of this world huge; your
TiVo has pretty much done the same thing with TV for the past few
years. What IS important though is the example that can be found in
what Apple really did. They didn’t just add FM radio; they
added “better” FM radio! Rather than just copy what many other MP3
players have (radio tuners) they created a way to add enhanced value
to radio. This is why Apple fans are so rabidly passionate about
the brand.
When you listen
to the radio product your station is putting out there right now,
ask yourself is it just another format of radio, or does it include
enhanced value for your listener? Does it make people proudly tell
others about it? And here is another question that may be even
scarier; do you even know what kind of enhanced value and qualities
she is looking for?
While it may not
be the case at most mainstream radio stations that are simply trying
to scrape out a profit this quarter, WE have the opportunity to go
back to the drawing board right now and “rebuild radio” to add
enhanced value and passion. Be strategically aggressive in your
market right now and take the lead on where the “radio” industry
will be soon.
This week I
challenge you to get your team together and spend an hour
brainstorming how you can add enhanced value for your target
listener. No rules and nothing is off limits; build a media
platform from the ground up that accomplishes your ministry goals
and creates passionate life-long fans. Ignore the sacred cows;
don’t do anything simply because “that’s how we’ve always done it”.
Just build something new and amazing. It may only be on paper for
now, but it will provide you an idea of what you should be moving
towards.
This is the time
that Christian radio can move out from behind the other guys in
people’s minds and lead the way to what the platform becomes next.
If you have the talent, and you have the guts, you have all you
need.
Have a thought
or question? Get a hold of me at
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 Frost and Scott Valentine are some of the many whom
Scott considers mentors.
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