New Radio Strategies

Radio is not dead.

There, I’ve said it.

Though I’m guessing if you’re reading this post on a site named “New Radio Strategies” then you already knew that.

But the fact that radio is alive and well runs contrary to the belief in some corners of the universe.

Because what they’re really saying – the infamous “they” – is that the old way of doing radio is dead. It’s “out with the old in with the new.” They tell us that people don’t want to listen to radio that is one directional, with playlists that are dictated to them and filled with other “stupid radio stuff” like inane DJ’s, contests and the like. They want control, dammit! And yes, it’s true – people have demonstrated that they want to control or influence over what they hear, how they hear it, when they hear it, where they hear it and of course, how much they’ll pay for it.

But let’s not throw out the baby with the bathwater.

While all of the new technologies and ways people are choosing to listen to audio are tremendously exciting, innovative and “tip of the iceberg” stuff, let’s not get crazy.

Because the “new” way of receiving audio entertainment can co-exist with the “old” way. In fact, it’s important that they do co-exist.

Remove the technology out of the equation for a second. Radio has always been about identifying communities and providing the people in those communities with the types of content that appeals to them – content that keeps them satisfied. People in these communities (whether they are defined by a common interest, lifestyle, culture, musical taste, or geographical location) just want to be entertained, educated, informed. They want to feel plugged-in and have the feeling that they are sharing a common experience with the larger whole. (Sounds like a social network, no?)

And radio did that for them. Radio was really good at serving those communities – serving them with good programming. Creative programming. Programming that was complemented by cool production and on-air personalities that provided the listeners with the tangible sense of community and of being “connected.”

And another thing that radio traditionally did for people was that it served as their filter. Their musical guide. Their sorting mechanism. Their favorite radio stations did the dirty work of filtering the good from the bad. I know, I know. That is exactlythe point. It’s exactly why this kind of radio is going the way of the dinosaur. The whole control thing. But I beg to differ – I actually think it’s the complete opposite. I think the whole “control thing” will be one of the things that continue to keep the “old way” of doing radio relevant.

A lot of people simply want other people doing the heavy lifting for them. They need guidance. They want it to be easy. They just want to be able to turn on the radio and be entertained, informed or educated about new music. They want the personality and companionship of the DJ, the common experience of listening to their favorite songs or the latest music. You know how a song always sounds better when you hear it on the radio than when you hear it coming off a CD or from another canned source? Yeah, that. It sounds “better” when it’s on the radio because, well, it just does.

So I think we will be headed “back to the future.” In this era of “new radio” the emphasis will be on some of the old things – the basic fundamentals of radio. There will be a renewed emphasis on creating innovative, compelling programming that connects radio stations with their audiences. And there will be a new recognition that good talent makes a difference and is worth investing in. So while there will be many people who choose only to keep the control, there will be many who choose to simply turn on the radio. And then there will be many of us who do both.

The radio stations that will remain successful will combine the “old” radio with the new. They will be the ones smart enough to understand how to unleash the power of the Internet – utilizing podcasts, blogs, and various other mechanisms – to make it work for them. It will not only complement their on-air presentation it will enhance it. And to top it all off, it will become the biggest part of their revenue stream.

Meet the new boss, same as the old boss.

Tagged: radio