Cleaning Out the Attic - IX
While going through old files I came across a number of articles containing comments on how radio can best prepare for digital change.
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| February 17, 2014 |
Hitting a home run is an appropriate metaphor here. You create. Plan. Launch. Then sit and wait for throngs of fans to begin passing around whatever the content is that you think is brilliant. At some point it occurs to you that this is not going to happen, and certainly not every time. So you mope about failure. Don't. |
| February 20, 2014 |
Exactly what is it that you deliver to the consumer which they cannot find elsewhere? That's a question every person who considers themselves "creative" should ask. |
| February 25, 2014 |
The online aspect of measurement that has been ignored by the radio industry is accountability - as in how many people were exposed to your message; how many people responded to your message; how many people who did respond bought your product or service. |
| March 5, 2014 |
I've said this dozens of times since first becoming involved with purchasing advertising online: You can buy CPM for as low as 64 cents. |
| March 13, 2014 |
Email is effective when used with the recipient's experience in mind. |
| March 5, 2014 |
To emphasize the "parameters" collected by Google Analytics and many other digital platforms, examine this snippet of code: Within this incomplete segment of code (above) are 18 data points; the one designating that the browser is set at "English" is circled. |
| March 23, 2014 |
There has never been a time when more opportunity is offered to such a wide range of programmers. That terrestrial radio is just beginning to understand how vast this online audience is - and how it IS possible for the masses to transition away from the broadcast side - means we'll be witnessing major radio industry groups moving to "get it fast." And that is their Achilles heel. |
| March 26, 2014 |
The internet brought about prolific music discovery, ubiquitous access to songs, and a value per song that's worth less than at any time when the road to consumers was limited to broadcast radio airplay. Sadly, the artist vying for attention is not in a position to demand anything. |
| March 31, 2014 |
 It's talent like this that a radio station can use to entice visits to its web site. It's also a way for the radio industry to begin parsing out new talent, using analytics on views to determine which new artists should be given more exposure. |
| April 7, 2014 |
The radio industry needs to get in this digital game in a consistent manner, now, and quit trying to denegrate new competitors. If these companies weren't any good, or they were not delivering content to consumers adequately, they would not be competition. |
| April 10, 2014 |
The radio industry, and most indie artists, waste a lot of motion on social media. My guess is that few in either group have done a quantified "what's in it for me" evaluation. |
| April 17, 2014 |
What do we do next? The answer is the same for the radio industry as it is for indie artists: Understand What You Need to Understand. |
| April 22, 2014 |
...the growth of personalized radio stations speaks to a person's desire to change their own environment - not to follow suit. People are spending energy locating a message of meaning (to them). ...your need to air something worth hearing is greater today than ever. To help, produce a message of meaning over promotion. |
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Friday, January 1, 2016
