Forecasts, Warnings, and Comments - 3

Over 20 years of writing articles my goals were to report digital's impact on broadcast, to aid internet radio, and to help indie artists. Comments were not based on guesswork. Words came from the trenches, from real-world experience or from research provided by credible companies.

An observation: The deeper into digital the world goes the farther away independent artist get from understanding how it works. Today, promotional efforts appear scattered.

Data in 2017 will continue to show increased options for finding new music. Besides it becoming increasingly less likely to get played on a broadcast station, artists need to concentrate on where today's youthful fans gather - online.

One question I'd like to see discussed in the independent artist community is "With the exponential rise of competition, why is it that most artists focus on being mediocre in many band-to-fan (or band-to-station) communication options, instead of being an expert in one"?

Here are some Audio Graphics' observations from over the years.

Ken Dardis
Comments from Ken:
Nov. 9, 2000


Then, there are 'Sellphone' ads - using GPS - that target your walk down the street. The market is set to explode to $750 million by 2005... so be warned, wireless [cellphone] ads are coming to either entice you to buy or steal away your clients.

June 24, 2002


Those of us who watched radio stations being bought like trading cards over the past five years have repeatedly asked "How are they going to pay for this?"


Jan. 22, 2003


...radio needs to tie closer to local [vehicle] dealers, and sell them on radio being best at exposing their web site.


March 28, 2003


Today is different. Not only are the biggest of the big finding it easier to justify placing ads on their web sites, we also have clients call to ask "how can I buy ads online?"




June 4, 2003
Get music, or text yourself to death is the new cry from those promoting cellphone technology. Noting that Nokia has just signed with Warner Music International to bring packages of music to cellphones, and the glowing report of using them to respond to television programs with text messaging, you'd think the little gadget will soon be anchored to our ear.

June 11, 2003

While the John Hogans and Michael Powells of the world defend radio's diversity, "quality" programming, and localism, they better start paying attention to the following theme that's catching the public's ear: radio sucks! Sorry. That's not my statement but the underlying story being echoed in many publications, chat rooms, corner bars and cars. Nearly every major paper has carried an article on radio recently, none that I've seen was positive.

August 11, 2003

Getting from the Forrester statistic that 15% of US households are broadbanded to the 55% it says will be connected by 2008 means there are going to have to be some drastic changes in what's offered.Again, agreed. There will be. This broadband rush has only just begun.

April 26, 2004

While parents try and explain what a "36-hour erection" is to their tween, look at the ad industry'strack record and you'll understand why America has an illegal (and legal) drug problem. The media'smessage is take a pill and you're fine.

June 16, 2004

Those in a media's audience want to be spoken to and told the truth about whatyour product is, how they can get it, andhow buying it will affect them. ... Today's audience wants you to be you: This means communicating in a language other than 'adspeak.'"



More Forecasts, Warnings, and Comments:
1, 2 4, 5, 6, 6, 7, 8, 9, 10

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