Over the past decade, almost no industry in the United States has experienced such a dramatic shift in competitive landscape as the Radio industry. Unfortunately, almost no industry has been so slow to adjust to such massive shifts either. The methods for delivery of news, information, entertainment, and advertising have exploded exponentially over the past half-decade and radio has to embrace these changes or face the same fate as the record business. It is impossible to force change or adoption in the world of new media, and any business that can not morph with the landscape is destined to be left behind.
Absolute integration across on-air and on-line
Radio has always dabbled in the on-line space, but has never aggressively worked to turn their websites into to true destinations for consumers. Radio websites have often been treated as nothing more than an extra sales tool, or a way to reinforce on-air promotions. Within 5 years radio will not only be competing with satellite and MP3 players, but will also be competing against ubiquitous internet access allowing consumers to tune to ANY online streaming radio station anywhere they are. For this reason, radio absolutely MUST position itself as not only the destination for news and entertainment while in their cars, but as the destination for news and entertainment ANYWHERE they have an internet connection. Radio properties should also be dedicating more resources to creating original internet-only content to enhance viral and online branding. Radio also needs to turn more of it’s resources towards effective search engine optimization of it it’s web properties, and do more online marketing in the search engine and CPC/CPL space.
Embrace the new generation of media consumers who are accustomed to interacting and effecting content
A new generation is entering the P25-54 demographic, and their use and experience with media is completely different from those at the older end of the scale. Those in their mid-20’s and early 30’s are now accustomed to, and looking for user generated or endorsed content. The rapid rise of web properties like Youtube, Last.FM, Flickr, and Digg illustrate their desire to not only consume media, but also create and contribute to the overall conversation. One of Radio’s true strengths is that opening and fostering a dialogue between hosts and listeners has always been a staple of what makes radio unique and compelling. However the time has come to take that interactive component online, participating in and contributing to the online services that listeners use. Radio also must strive to use AS MUCH listener generated content as possible. CNN’s “iReports” have offered some of the most compelling, real-time footage television news has ever shown - and all CNN had to do was ask it’s viewers for it.
Great Hosts, Flawless Execution
I am a firm believer that ultimately great hosts, local or national, are the true key to great talk radio. You can have your hooks buried in to every single new-media trend, but if you don’t have great content - no one is going to care. However, radio’s true power lies in it’s localism, so developing great quality, entertaining local talent should be of the highest priority. On-air anchors, reporters, and personalities should then be in constant communication with listeners through the various online components such as the station website, blogs, and podcasts.
However, all the effort put in to creating a spectacular online presence with top-notch local and national personalities can be completely sandbagged by flawed on-air execution. Attention to detail in boardwalk, automation setup, and presentation can make a world of difference in the perception a listener has. A broadcast riddled with flaws and errors can completely undermine the credibility of that presentation, and therefore execution must always be as flawless as possible.
In conclusion, radio is in an extraordinary position to leverage it’s audience and content in a world that is fast-moving to online. With great original content, listener interactivity, and total integration of all components online, talk-radio specifically has the potential to continue to be the go-to source for entertainment and information.
