By Holland Cooke
Recently here, I summarized a real useful Edison Research/Triton Digital study: “The Infinite Dial 2014.”
And here’s the short version of more recently-released research that relates to your work, and some recommendations accordingly:
By Bill Conway
KOIT, San Francisco
Program Director, 1997-2011
SAN DIEGO — The Duane Doobie column about “Golden Ears” published Monday (2/3) was terrific and I admit that in all my years as a PD, I never had “golden ears.” Instead I always had people around me who loved music, listened to a variety of styles and were always talking about it. Most DJs got into it radio either because they loved music or they wanted to be a star. I knew I needed the music junkies to complement my strengths. It was a way to learn about new music and let listeners know more too.
In recent years I have been espousing a format that doesn’t depend on only one consultant or one god-like national PD but used the music junkies and cutting edge technology to get involve the audience to reignite the role of radio in music discovery.
The All New Music Crowd Sourced Radio format. (Not a catchy name but I’m sure we can come up with one)
By Pete Gustin
Voice Over Artist & Creative Services Director
BOSTON — “Imaging” isn’t nearly as difficult a concept to define as you might think, even when it comes to radio imaging. In fact, it’s quite simple. What is the image that you wish to portray to your listening public? Is it cool? Is it smart? Is it irreverent, connected or quirky? When done right, your radio imaging will give your listeners the overall impression that you are exactly what you tell them you are. It’s extremely powerful in fact. If you’ve ever heard the old saying “act as if”, that’s exactly what you should do when it comes to your radio imaging. Act as if you’re cool, or in this case, image as if you’re cool… and you will be.
So what happened? Why is the true art of imaging fading away? PPM consultants are breaking everything down into 15 minute segments and telling us that the most important thing to do is to get people from one block of listening to the next. So how do they propose we do this? It’s simple. Just tell the listeners what’s coming up next and they’ll stick around to hear it, Right? Maybe, but probably not. I can’t remember the last time I went to see a stand-up comic who, after delivering a really fantastic joke stopped to tell the crowd “Hey, if you liked that joke, stick around. I’ve got plenty more to come.” The show just keeps on going… until it absolutely has to stop.
By Michael W. Dean
Genesis Communications Network
Co-Host, The Freedom Feens
Live fast, die old of natural causes
Improperly grounded outlets can add noise to electrical equipment, which is not good when doing radio. And improperly grounded outlets can KILL you…which is absolutely not good when doing radio. It doesn’t make for a long career. It can also injure employees, which can kill a company.
Why Some of Radio’s Best Advertisers Are the Most Difficult to Find for Consumers – and How to Fix It.
By Chris Pendl
SEATTLE – One of the things that make radio an effective advertising tool is that it’s often the last message a consumer hears before making a purchase. This point-of-sale proximity drives results for advertisers and keeps radio as part of their marketing mix. With smartphone ownership now 56 percent among American adults, searching on smartphones is increasingly becoming a part of the consumer’s journey before making a purchase. A recent local search study, revealed there’s an 87 percent increase in local searches via mobile apps. It is in this mobile space where some of radio’s best advertisers, local and regional businesses, have poor visibility and are often non-existent.
Local search is a bit different than searching on your computer. Without going into the super-technical details (you can read more at the MOZ blog), know that even when a local business shows up on a desktop search – there’s no guarantee the same will happen on a mobile phone.
Let’s dive into some real-world examples.