Cleaning Out the Attic

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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Comments from Ken:

Oct. 13, 2000

Traditional media hasn't responded to how people use new media, except to try placing the old way of doing things on the Internet. It hasn't worked, and won't work, because folks use the Internet in a different way than they've ever used radio, tv, or newspapers. The message behind the warning is old media needs to do a better job of fitting in. Simply shifting the way we gather an audience, without shifting the content or delivery style, will not fit the two-way interactive nature of new media.

Oct. 27, 2000

Conducted by Roper Starch for AOL, the study concludes online commerce has become a daily activity for millions of people. Through a phone survey of 1,004 Internet users, 56% say they shop online. That's up from 31% in 1998. 80% said they research products online (a good reason broadcast advertisers need a presence on your station web site).

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.

Dec. 19, 2000

Arthur Andersen now says one-third of company executives feel the Internet marketplace plays a 'crucial' role in their overall e-business strategy, and 50% feel the marketplace will offer a chance for competitive position 'within 12 months'.

Jan. 3, 2001

Radio sales execs need to understand the (relative) simplicity of gathering user data, collating it, and using it. It is a tool that will become more common in the future.

July 18, 2001

When do you go over your station's web site logs? Then, once you do, what action is taken to respond to what those logs tell you? Now there are attempts to establish an e-metrics system which sharpens response of site visitors: page visits, duration of visit, anything the user is willing to tell you. Sometimes you must revamp what's there to improve browse-to-buy ratios (all users are buying something, even if they use time as payment).

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?"

Mar. 28, 2003

For the younger set the Internet is more than a source of information or entertainment; to them it's a social gathering place.

March 31, 2003

Like millions of educated people across America you've probably increased time spent online, the number of sites visited, and the credibility you give to what is found online. You have become an habitual net user. Don't think advertisers haven't noticed.

April 2, 2003

To take a broadcast signal and place it online is not the attraction. To do something with the program online that makes it different than its broadcast counterpart is why people listen to Internet radio.

May 30, 2003

Radio will never be replaced but it's going to find it more difficult to stand out in the future. Where music was radio's attraction, today the public is developing a habit of finding its songs online.

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.

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