RADIO! Recession Producing Permanent “Game Changing” Behavior

It's Independence Day weekend. The sounds of "Yabba Dabba Dooo" can be heard across the country as over-worked, over-stressed employees rush to get a day off. That means a lot of folks will skip checking their e-mails and ignore some of the trades as they try and sneak in a little "family time" or grab an extra bit of relax or re-charge time. In case you missed this piece from Jim Carnegie at RBR.com on Friday, I'm re-posting because I believe it's worth the read as you continue your planning for the remainder of 2009 and early 2010:


Mediabrands, the media management unit of Interpublic Group, unveiled global research that gives depth to worldwide consumer sentiment and behavior during the current economic situation. Through Mediabrands’ consumer online panels across the world, comprising of 75,000 individuals, the research and analytics teams taps into data including media usage and attitudes across all consumer touch points, demographics, motivations and category purchasing at the individual level. Mediabrands utilized their panels to identify and engage 100 consumers who are at the sharp end of the current economic situation across three countries: US, China and Australia.

Mediabrands research teams across the globe conducted in-depth, detailed, open and frank discussion forums of 90 minutes with each individual group giving every respondent the opportunity to state how the current economic crisis has impacted them and their families and what the consequences will be going forward. In each country Mediabrands teams spoke to two distinct groups of consumers: mid market family and mid market pre-family. Both consumer groups live within the major cities of their respective country.

• The mid-market 'Family': Men/Women with kids in the home (at least one child aged 5+)
• The mid-market 'Pre-family': Single and Couples no kids (up to 45 years old).

Key Themes: The research delivered insights across five key areas as follows:
1. The recession is driving significant anxiety amongst consumers
2. Consumers have moved from a ‘want based’ society to a ‘needs based’ society
3. Internet and mobile have become as essential to life as food and water
4. Word of mouth (both online and offline) are now the key sources of information for consumers
5. The impacts of this recession will be seen even once the economy improves –the recession is a permanent “Game Changer”

1. Anxiety is rife amongst consumers• Despite large differences in the economic climate a ‘fear factor’ is present in all 3 countries
• This is true for everyone regardless of whether they have suffered directly or note.
• The prevailing feeling is a lack of confidence in spending money.

2. We are now in a ‘needs based’ society.• A complete re-appraisal of spending is taking place with a focus on ‘needs’ and not ‘wants’.
• Brand loyalists are trading down buying own brand or only on promotion
• Holidays and luxury items are on hold
• New behaviors are arising such as eating more elaborate meals at home rather than eating out.
• Consumers are also taking evasive action to avoid temptation such as leaving the kids at home to reduce pester power, shopping online to find the best prices, and actively avoiding advertising messages.

3. Food, water, internet and mobile are the bare essentials• Internet and mobile now seen as a critical part of everyday life, as critical as oxygen.
• They are described as essential ‘communication technologies’
• Whereas Pay TV and landlines are expendable. Consumers see Pay TV as a non-essential which can be replaced by either online TV or simply reverting back to terrestrial channels only.
• Landlines have become further obsolete because consumers view mobile phones as a more popular and cost effective way to communicate
• Other new or cool technology, or upgrades on existing technology, is put ‘on hold’ for the moment, unless it is absolutely essential.

4. Internet and WOM are the main information sources• This is the first recession where the internet has been readily accessible
• It has become THE source of information on the recession combined with on and offline conversations with friends, family and colleagues.
• There is a shift away from the traditional information channels of television and print.
• TV being seen as delivering ‘media hype’ and online as balanced
• This is resulting in people looking at the recession from every angle in order to create a full and unbiased picture and ultimately making up their own minds rather than simply taking the views of a particular TV channel or newspaper.

5. This recession is not just “life on hold,” but a permanent game changer.
• The recession is a game changer as consumers are clearly recognizing that their previous levels of spending are not sustainable going forward.
• There is a definite shift back to a world where money demands respect.
• The general consensus is that the reduction in spend on unnecessary items will remain permanent, and while other higher tickets items will eventually return, they will be saved up for rather than simply put on the plastic.
• The mentality is now very much about saving for the future, paying off debts and establishing financial security as quickly as possible.
• Consumers also speak about the positive impact of this recession in making them realize their wasteful ways, and the key lessons they have learnt about the importance of saving for the future and living a more healthy and sustainable existence.

RADIO! What if it had been Garth?

It's a terrible, morbid thought...but what if it had been Garth Brooks that died? (Or Reba, or pick a relevant "country" artist) Country radio was given a pass in the latest "How did radio respond in the wake of Michael Jackson's death" post-mortem. Obviously, outside of passing on the shocking news, it wasn't like country programmed stations were going to jump and do musical tributes or keep the mourning period alive very long. Some aired calls from listeners, others simply acknowledged Jacko's contribution to pop culture--but for the most part, Michael Jackson, his music, his legacy are outside of the box for the typical country station. It was a virtual non-event. A news story...maybe. Event, not really.

It will be interesting to see the PPM "real time" reality check listening analysis for the CHR, Urban, A/C stations that were plugged into the post Jackson mourning window. Was it smart programming? An even better question; was it smart PPM ratings programming? We'll see...

BUT...what if it had been Garth Brooks? Garth is arguably one of the most influential, popular, successful artists the country format has ever witnessed. If news came down today that Garth suddenly died, would your station be prepared to get the word out or even respond in a reasonable time frame?

How bad would it be if your loyal listeners heard about "Garth's" death from television, Facebook, Twitter, friends, another radio outlet, etc; BEFORE their favorite country station KNEW about it? Do you have systems in place to overcome the voice-tracking/syndication black hole? How would you handle it on the air? What's the plan?

Radio's information credibility seems to slip a little more each day it remains out-of-touch in the listener's world. Most country stations still try to provide some news in the morning show...and maybe some "entertainment" news as part of the generic content during other parts of the day-but whether we're talking about the "Garth" example or a local emergency in your town, you have to ask yourself: Are we prepared? What will we do? Does it make a difference if it happened on a weekday or a weekend? Is it the same plan--or a "Plan B"?

Country radio got a "free pass" on the Michael Jackson drama. I'm not convinced that your listeners would overlook your absence if it was a format-specific equal.

RADIO! I (Still) Love Radio...

Every day, you check the trades...you read the BLOGS... you talk to friends...and you hear the negativity about radio. I may be crazy but I (still) love radio!

I love radio for what it's meant to me from the time I was young and first discovered the power of the music...the DJs...the commercials...the games and contests...the whole package. At its best, it was the original social networking site. I was turned on to new music. I heard about all of the cool things that were coming to town. I felt connected to the jocks on the air. It was just the beginning of a life long love affair.

I love radio for what it became: my livelihood...my passion...my mistress...my creative outlet...my business. You oftentimes hear about people that destroy their passion by making it their daily job. For me, it fuels the fire.

I (still) love radio for its future...the unrealized potential...the opportunities...the next generation of ideas--the innovation. Will it be different? Of course it will be. Change is constant--whether we choose to see it or not. It's been changing all along and many folks have gone kickin' and screamin' fighting the evolution.

We're so focused on technology and the rapid changes in the potential delivery systems, measurement systems, and of course a terrible economy...that many of us are failing to see the opportunities for programming innovation. All of the changes taking place right now are presenting an interesting challenge--but a chance to develop deeper, personal relationships with our listeners/users/viewers/consumers.

I (still) love radio because it can be as powerful and meaningful as we want it to be...as we dream it to be...the centerpiece for digital content distribution.

I (still) love radio and the other passionate, talented individuals--that can take all the pieces, mix them up, shuffle them, edit them, combine them, divide them, re-organize them, and turn these pieces into audio/video magic that other people actually care about, seek out, share, and save. I've met and worked with some of the most brilliant, creative, innovative, passionate, driven pros in programming, sales, promotions & marketing, management, and ownership. When I compare them to the people I've worked with in television, cable, print, and others...radio people usually outshine them---but rarely get their deserved credit.

I (still) love radio for its business potential. The business may be off track due to the economy, but do you doubt the money-making opportunities that exist? Companies with dwindling Wall Street values are still billing millions upon millions of dollars in advertising revenues. Once the expectations become more realistic, smart business people will realize that radio is a GREAT advertising medium for businesses large and small.

I (still) love radio for its ability to change and adapt. The change may be slow at times. The change may be forced on the industry...but radio just keeps on adjusting and morphing to fit the needs of its listeners and advertisers. Radio will figure out a way to stay relevant and profitable.

I (still) love radio in all of its shapes and sizes: from small markets to major markets...from big groups to mom & pop ownership. Big town-small town, major corporation or not, each presents its unique opportunity to succeed and grow. A tough economy is the great equalizer. When advertising and promotional dollars are virtually non-existent, it comes down to who has the better ideas...and who has the passion and drive to implement and execute better...programming, promotions, and sales!

I (still) love radio for all that it has been...and all that it will be. Radios are everywhere...we just need to give listeners enough incentive to turn them on and use them. We need to develop programs that help advertisers get results. We need to harness the power of veteran leadership vision and combine it with the innovation and youthful multi-media awareness to develop our new arsenal of products and services.

I (still) love radio...I have a fiery passion...a keen, pragmatic business savvy...an innate ability to see the bigger picture while never losing sight of the day to day ratings and revenue goals...a finger on the pulse of pop culture, technological innovation, and talent development. Protect the license...build the brand...manage the systems...lead the people...improve ratings...make budget. We now live in a multi-station, multi-format, multi-media, multi-tasking environment. Everything I dreamed of when I first got into the business...how exciting!

I (still) love radio...Do you?

RADIO! The Stream Stops Here

The big news reverberating around the radio world this morning is Jerry Lee (The owner of the market leading AC station "B-101" (WBEB) in Philadelphia pulling his webcast in protest of the excessive new streaming rates. Blame the new agreement between SoundExchange---the record labels’ collection agency, and the NAB. (A seven year deal back-loaded with escalating royalty rates)

What makes this move so attention-getting is that Jerry Lee has built a reputation for making shrewd strategic moves, building the highly successful "Bee" brand and keeping the station ahead of the curve all these years. This is a guy that "gets it"...

Lee didn't pull the stream because of money...he did it to make a stand. But...increasing costs are making streaming cost-prohibitive. What's the return on the investment? Even though WBEB’s stream has some of the highest ratings among PPM measured webcasts, it was still losing money. To make the situation worse, WBEB’s rates have almost doubled in the past three years and they project that they would have paid $200,000 in royalties this year alone. WBEB estimates that nearly half of their webcast revenues would go to SoundExchange to pay for royalties by the year 2015.

No word on what others are planning to do. With extreme cost-cutting going on in many broadcast groups, it wouldn't surprise me if you see other operators join the protest--either permanently or even just short-term to save some budget bucks until this is resolved.

As much as we all see the potential long-term value in web-based simulcasting in building our overall brands, the cost challenges, Arbitron's 100% simulcast rule, the AFTRA rules that force stations to "cover" spot-breaks, etc. are working in concert to thwart any realistic revenue growth opportunities of streaming your broadcast audio. (In addition to potentially damaging the product perception with all of the "fill" gyrations that programmers have to do in those stopset holes)

This doesn't mean you can't make money or build listener affinity via your station website, but it DOES mean that there's a chance your station audio may not be part of your web presence without becoming a loss-leader.

Hard to picture a future broadcast model that doesn't include web-based station audio as part of the product distribution formula--but it could happen. We're one step closer...

RADIO! PPM School-Change Happens

Change happens. A wise man (or woman) once said: "The only thing constant in life--is change." Whenever "change" happens, there are always those that OVER-react, OVER-compensate, and OVER-think.

Then, there are others that observe, research, analyze, tinker, and join the party later...with a different version of the new approach.

"First in"...used to win. That hasn't necessarily been the case over the past decade of innovation. In reality, first-in to best match the consumer's needs seems to have greater success. First-in (the hare) usually makes mistakes...the slower to react, (the turtles) have a unique opportunity to quickly seize the moment, make the improvement or adjustment if necessary, and re-position the first-in as missing the mark with the consumer. (Granted, there are still plenty of cases where "first-in" defines the product/service and wins---but, that's because they got it absolutely RIGHT in the first place.)

We've had enough time to observe the lessons being learned in the early-launch PPM markets. There's plenty of analyzing-strategizing-re-organizing already taking place in the programming model of music stations. The primary take-away for music-driven stations from PPM is that the new methodology "loves music". Any interruption to the music causes not just tune-out, but turn-away to another station.

Intuitively, we already knew that unnecessary talk, verbal repetition, and long-winded, lengthy chatter was bad for ratings. We didn't need People Meter to tell us that...but, I guess that we needed PPM to "validate" it. Well...PPM confirmed our suspicions.

So, as predicted a few years ago---long before the first meters were activated---there would be broadcasters that strip away virtually ALL non-musical content and there would be others that would modify their approach. (The OVER-reaction...and the REACTION. The jury is still out on which will be more effective in the long-run)

So, why do we still hear stations that have failed to implement any level of word-economy strategy? Hard to figure. Whether you're in a PPM or diary measurement situation, it would make sense to take what we've learned through actual listener behavior and apply it to your product programming strategy. Heck, even if you were in a non-rated marketplace, you now have a critical piece of information that helps you focus your on-air product to better satisfy listener wants and needs.

Does that mean to strip away all talk? That might not be the correct strategy for your situation. What I'm suggesting to you (as a programming manager or air talent) is that taking the first exit off the talent-speak highway is not just desirable...it's imperative! When working with talent, whether they're in-market or out, whether they're live or voice-tracked, whether they're rookies or broadcast veterans, you must teach, re-teach, guide, and direct them to hit the bulls-eye. The further you get from the center of the target--the more layers of unnecessary talk, redundant un-edited content, and un-filtered filler you hear, the less effective you become in retaining your audience.

For the record, let me repeat what I said: I'm not necessarily advocating a completely stripped down approach. I'm saying that real-time, measured, listener-behavior confirms that even in personality-driven situations, your best approach really is "less is more" when it comes to any kind of talk content. Note: I didn't say "none is more"...

If the air talent doesn't "get it"---doesn't believe that it's beneficial to their long-term future success...if the PD does not see the wisdom in these new PPM strategic discoveries and doesn't insist on enforcement of a more word-economy approach, you've simply witnessed "change" happening all around you--but you've chosen to ostrich the situation by sticking your head in the ground and continuing to do it the OLD way.

As you get ready for the Spring 2009 survey window, it's the ONE thing you can do---that will likely make the greatest difference in your ratings. Change happens...

RADIO! If It Ain't Broke...Break it!

The Spring ratings survey begins on April 2nd. This is the time of year of a little "Spring cleaning" around your radio station. I know that you're busy and have more than enough on your plate right now, but doing a complete station programming audit is just plain smart business going into such an important ratings period.

1.) Review your music scheduler. Is it actually accomplishing what you want it to do? Does the rotation math work? Do you have the correct number of songs in each category? Review your clocks. Double-check the field data on each individual song for correct sound coding and fix all errors.

2.) Re-focus the talent. Do they know what the game-plan is? Don't make 'em guess--clearly define your targets, performance expectations, their role and responsibility in achieving both individual and station objectives. Remember, they don't necessarily have to agree with your programming strategy, but they DO need to agree to carry it out as planned.

3.) Re-evaluate all programming services and features on the station. Everything from syndicated programming elements to public service content needs to be checked and tweaked to fit your target. For example, if your station's primary ratings goal is #1 25-54 women, you're probably correct in questioning the strategic value of the "Classic Country" show you air on the weekend. Look at bulls-eye of your ratings target...the one that helps your sales department achieve the revenue goals. Run everything you do through THAT filter with as little emotional connection to the elements as you can muster. Super target ALL of your content.

4.) Re-establish team spirit and re-ignite pride in the product. Morale may be down. These are tough times and your team members may be more concerned about looking over their shoulders than they are in executing the station game plan. Now is the time to let your leadership and motivation skills shine. The threat of losing your job is not inspirational. The possibility of success, achievement, and fulfillment IS.

5.) Remember, it's all about the listener experience. Everything should be LISTENER-benefit focused. Develop a collective mindset within the walls of your station that enhances the listening experience, the web-viewing experience, the street event experience, etc; OF THE LISTENER. Don't put the station up on the pedestal, put the listener up on the top as the biggest priority. Stop beating your chest and trumpeting YOUR successes, promote THE LISTENER benefits and opportunities.

As you prepare for the start of the Spring survey window, don't forget--if you're in a diary-measured market...it's not ONE Twelve week survey---it's TWELVE one-week surveys. Each week has a completely different panel of fans/critics. Develop your Spring on-air, online, and on the street "plan" accordingly.

The first step...is to take a step backwards and view your entire operation from a more global perspective. If ain't broke...break it! Update it and make it better and more relevant to your target listener under today's economic circumstances, competitive media environment, and changing lifestyle behavior patterns.

RADIO! Is Your Station Afraid of "Christmas?"

Meeting or exceeding listener expectations is the goal. If you're programming a mainstream country station, this week will either be a home run for the station -or- a strike out with your P-1s.

Unless you program in a highly non-Christian market, you're likely missing a huge opportunity to connect with your best customers. Even in a strong economy, Christmas week is an off-week for people psychologically. Normal routines are thrown out the window--even if you're working the whole week. The last minute prep, the shopping, the decorating, travel, kids getting out of school, etc. It all adds up to major distractions and grand opportunity.

Toss the economic "wild-card" into the mix and the Christmas halo is intensified. In this politically correct world, it's easy to just give in and go the "Happy Holidays" route. It has always baffled me that even on country stations that were in the middle of either wall-to-wall Christmas music, I've heard Program Directors running generic, PC, "Holiday" greetings with few references to "Christmas" or the religious aspects of Christmas Day.

The fear or offending someone by saying "Merry Christmas!" or "Happy Birthday Jesus!" or some other non PC reference--can cause even the sharpest Programmer to get generic...but it makes little sense. The reasoning is simple: If you're listening to wall-to-wall (or a heavy dose of) Christmas music, there's a pretty good chance you're actually celebrating Christmas. You like it. You're emotionally connecting to it. If you're not---you're not listening--you've already hit the button or popped the IPOD on. It's all about "preaching to the choir".

If you're going to be "Christmas"...BE CHRISTMAS. What makes it feel even MORE out of sync is that the majority of country stations---in an attempt to be "sensitive", don't mix in the spiritual titles until Christmas week or even the last couple of days. You go from "Away in the Manger" or "Silent Night" right into a generic, PC "(station name here) wishes you a Happy Holiday!" It's such a great opportunity to emotionally sync up with the listener mind-set.

Be conscious of the music you schedule. After 9pm on Christmas eve, consider "mellowing" out the music mix to match the listener activities. At a point when families may be heading to midnight mass, the last thing you want coming up is "Grandma Got Run Over By a Reindeer" or some other harsh novelty song. Likewise, on Christmas morning--if you expect listeners to use your station to provide the soundtrack to Christmas 2008, combine a mix of light novelty songs with the "Joy to the World" or "Hallelujah" titles.

I've even gone as far as to remove titles like "Christmas time's A Comin'" or "Santa Claus is Coming to Town"...since my detail-oriented, nit-picking mind tells me they're "dated" on Christmas morning. (Christmas is HERE...Santa already came and went!) While that may be taking it a bit too far, it's the so-called "art" of your role---and it plays into the idea that you're "programming" a specific emotional music mix---not just hitting the "schedule music" button on your scheduling software.

The combination of correct music, specific imaging, talent/voice-tracking focus, etc; can go a long way to making your Christmas music presentation magical or disposable. Anyone can play Christmas music, but a real pro with vision can make it all come alive.

You know your market better than anyone. You still have time to re-evaluate your game plan for the rest of the week.

RADIO! Is Your Website Matching Lifestyle This Week?

I've asked this question many times...and here's another opportunity to re-evaluate your station's commitment to making your website "listener-friendly", interactive, and plugged in.

It's Thanksgiving week. Does your website reflect it? Visual imagery and appropriate content is the first step. How about some secret video tips on how to cook a turkey? This could be sponsored---or even created in cooperation with your local grocery store or a restaurant. It's content that can easily be plugged on the air---and sound completely in sync with the listeners. Who wouldn't want some secret tips, new recipes, etc.?





Create an opportunity for listeners can share their own secret tips and recipes, screw-ups...or take it in dozens of different directions.

The goal is to create (or borrow) content they actually care about. If you truly want to speak to your 35+ female country listeners...talk THEIR talk. If you want to talk to the teens, be sure to jam all the Hannah Montana, Taylor Swift gossip and videos that you can on the site.

RADIO! Spreading the Revolution

It's not a new concept...but it's the ultimate Christmas season promotion for your radio station. Don't have the personnel or the promotional budget to pull off something truly special? No problem! Join the revolution! Go to TheGiftRevolution.com for more details on this bold and universal concept.

Remember the song "The Chain of Love" by Clay Walker that was out a few years ago? It's "The Chain of Love" put into motion for EVERYONE to participate in.

As discussed in an earlier post, in a tough economy--return to traditional values. This is a concept that is ALL-INCLUSIVE, revolutionary even in it's simplicity, and in alignment with the values of the season AND the lifestyle of country listeners all over the world. Even if you don't have money to spend, listeners can participate through random acts of kindness and generosity. (Talk about harnessing the power of your social network) It's not the size of the gift or the number of gifts you give. It's the power of giving put to the ultimate test of appreciation. It's been underway for about one month and has already spread to 20+ countries on nearly every continent. It all starts with a single gesture on your part...on the part of each of your listeners...and spreads like wild fire.

Let the revolution begin! (TheGiftRevolution.com) Happy Holidays indeed!

RADIO! Looking, Sounding, Acting the Part

I believe in "mirroring". A well programmed radio station reflects the mindset and lifestyle of its listening audience in all aspects. Your BRAND resonates with the target consumer by how it's perceived by that individual. If you're talking about what I'm talking about. If you're doing what I'm doing. If the music, content, imaging, on-site dynamics, website visuals, etc. all "fit" the moment, there's a pretty good chance you're relating to your audience. That's the reason "generic" doesn't always work.

Google doesn't "mess" with their brand, they enhance it. Every holiday, special occasion, or even in a created situation...they'll alter their logo to mirror the moment. You can bet that as we inch closer to Thanksgiving Day, they'll Turkey-fy their logo in some way.

In the "old days", programmers referred to it as "the big event" of the day. When working with air talent and teaching them how to prep for their show--you would start with the big event of the day. Every day has one...and if it doesn't, you developed or created one...and "thread" that you could weave through the content of the show.

Whether it's your on-air, on-site, or web-based elements...integrating the "big event" can help turn the generic---into the relevant.

After all, don't you want your station to be viewed as relevant? Plugged in? In-sync? User-friendly? Targeted?

On the day after Thanksgiving, shouldn't your station be plugged in to the "Black Friday" mentality...even if that's not YOUR personal mindset?

People will be out looking for bargains. BlackFriday.com has some helpful tools for your listeners. Maybe your station can create it's own sales-driven online vehicle specific to your town and your advertisers?

Don't wait for others to lead you. Take charge and set an expectation that the station will look the part, sound connected via music, imaging, on-air activity, and air talent AND act the part of a relevant-sounding product. It's easy to be generic. It takes some effort and creativity to make your content come alive with moment by moment, day to day, week to week mirroring.

RADIO! Taylor Swift going global (Good or bad?)

We've seen this story before: Country star looks to expand fan base...loses touch with country core...pop stardom falls apart...works like heck to get her country career back. Does Taylor Swift have what it takes? Is this good or bad for the format? Some say it's great--it introduces country music's "stars" to the masses. Others say it's not so good---the format loses the exclusive drawing power of the "country stars".

Taylor Swift, international pop star? That's the plan, according to Universal Music Group, which has struck a deal with the teen singer's record label, Big Machine Records, to help expand Swift's fan base to other countries."

I don't really see her as a country artist," Universal's Executive Vice-President Max Hole tells Reuters. "If you listen to the records and see her play live, she has much more in common with acts like Avril Lavigne and Miley Cyrus."

Universal wants to poise Swift for international stardom, hoping music fans in other countries will catch on to what millions of American fans already love."

She is by some distance the biggest breakthrough for an American artist in America over the last year," says Hole.

The first step in the global plan is a new album in early 2009 that will include songs from Swift's self-titled debut CD and from her sophomore album, 'Fearless.' Several songs on the new project will reportedly be re-mixed to be more pop-friendly.

Swift is also planning a European trek next year, playing shows with small audiences and making the media rounds. An international tour could come in the fall.

RADIO! Generational Split?

Edison Media's Sean Ross raised some interesting points in his recent BLOG article. (See yesterday's THINKING OUT LOUD posting) Is there a generational split at country? I'm sure there is---and he probably has some legitimate research to back up the argument. After all, they ARE a "research" company.

Hasn't there always been a split? With the exception of the boom period of the 90's--the so-called "Garth Brooks era", when there was agreement on what was popular between both the younger end of the format AND the older end...no matter what time frame you look at in the rear-view mirror, there appears to be a call for splitting the format every up and down cycle.

The problem it seems is that it's difficult to program a mainstream country station that serves a life group from birth to death. You just can't be every one's favorite. You can't please all the people-all of the time...so you gravitate toward the largest available audience segment that exists in the format. There are indeed different musical tastes along the various phases of one's own life cycle. If it's not an argument about Traditional vs. Contemporary, there's a discussion about sonics and styles; it's going "pop" or it's too "rock and roll". (The "that ain't country!" challenge) Mix in a bit of era definition; classic country, class of '89/Garth-era country, 2000+, etc. and you've got a pretty wide field to play.

Sean's right...the new country/young country/alternative country position is more of an attitude than it is a musical style in most market battles. Upon a competitive attack, the existing mainstream station adjust the music based on the newcomer's attack playlist and you end up with two stations playing very similar, hit-driven, contemporary music mixes.

In a general sense, there just doesn't appear to be enough cume to make a truly "new/young/alternative" music station successful. Even if you find some level of success with that position, you slowly mainstream the product to keep growing the audience.

If the question is: Is this the right time to build a young-targeted country brand? The answer is absolutely yes! If you're willing and able to be patient, you can create an entirely new country model--utilizing many of the new digital web-based tools and develop a 2009+ "next generation" country brand--unlike anything you hear on the radio (or see on the web) today. If you want immediate, short term results...you're in for more of the same ol' same old.

It's the targeted music...it's the attitude alignment...it's the word-of-mouth marketing...it's the web-based outreach that links the young consumers with your brand.

Country stations are currently dabbling with the power of the Internet because the average age of a country listener is 40+. There's no sense of urgency. A next-gen country station would have to rely on the power of the web to link listeners socially as well as musically.
It's not about throwing a bunch of content up on your website. Just because you have a bunch of videos, goofy games, entertainment news, and other "cool" elements on your site---it doesn't make it a "destination" or make it relevant. It's not fragmentation...it's optimization!

Think about how Barack Obama's recent campaign strategy harnessed the power of the people. It ushered in a new model for political campaigning. Your new generation country station (complete brand) will have to be uniquely different...conceptually a better targeted fit...and customizable on many levels.

Innovation is the act of doing...not thinking. You don't innovate in your head---you do it in your actions. Move quickly. Do something! Whatever doesn't work, abandon it---but keep moving forward toward the goal of 18-34 (or other target) brand alignment. Their tastes can change very quickly and you need to stay in step with (or ahead of) them.

Music Row is ready. They've always been ready. Even in the "bad" times, they're still producing music targeted to the young music buying consumers...or at least what's left of them. Radio picks and chooses the most mainstream of the bunch, but there's plenty to pick from.

Until a radio operator decides that there's "opportunity" in zigging while the others zag, we're unlikely to see much movement in this area. These are tough times for broadcasters and there are very few risk takers left. As Sean states in his last paragraph, the default position for the majority of operators will always be a safe, mainstream mix (the traditional country brand) because that's the one that currently works. There's too much money on the line to experiment with the cash cow.

What are your thoughts?

RADIO! Sean Ross on "A Generational Split At Country..."

Sean Ross, Vice President, Music and Programming at Edison Media Research penned an interesting article challenging the Generational Split at Country Radio/Music...and What to Do about it. Here's his take. Tomorrow--MY thoughts...

"I think the CMA finally made history tonight. We as an industry should realize that the 49-54-plus audience is gone. Thank God. The music industry and the charts should stop accepting radio's excuses and out-of-date research, and [realize that] the audience that radio seems to cater to most no longer reflects the reality of the music and the artists that are making the format interesting again. Country radio now belongs to a much younger audience."

That was Tim Riley of Syndication Services, Inc., as quoted last Thursday in R&R Country Daily's wrap-up of the previous night's CMA Awards Show: the one that accommodated everybody from George Strait to Kid Rock & Lil Wayne but could certainly be viewed as a passing of the generational torch, despite Strait's two wins. And having been part of a lot of very up-to-date research on the topic recently, I'm going to surprise some people here and agree . . . up to a point.

The generational split is hard to deny. During the early '90s Country boom, there was traditional leaning but freshly-packaged music that a 44-year-old and a 27-year-old could agree on. In the late '90s doldrums, nobody cared if there was music for listeners under 35. Now, there's a lot more music for 25-to-34s, but it doesn't all work for a 45-year-old. The split is exacerbated by the greater likelihood of a 27-year-old listener to be female and the 45-year-old to male, a legacy of the very different pre-Randy Travis lean of the format. And some of the once-enduring songs a 45-year-old male likes have finally reached the point where they mean nothing to younger listeners.

So why not just write off those older listeners and move on? Because the older audience is not gone. They're less satisfied. They're willing to head off to Oldies or Classic Rock if they hear too much music they can't relate to. But the available 45-to-54 audience is still larger than the 25-to-34 audience that will consider listening to Country in most places. It would undoubtedly be fine with many on the label side if Country focused exclusively on the audience they perceive as buying music. But walking away from a third of the target - often the largest target - isn't a realistic proposition, particularly in markets where there is only one Country station.

But, perhaps, after nearly 20 years of false starts, it is time for a true, younger-skewing Country format to take shape in any market where there are two Country stations. Over the years, Country radio has been very good at coming up with Country stations that have a younger, more energetic presentation. It has been eager to embrace the "young country" or "new country" handle. (Cox is using the latter on stations in Louisville and Birmingham, Ala.) But it has been hard pressed to create anything truly different. In a format that has always seen strength in unity, Mainstream Country stations were willing to become just contemporary enough to block off any opportunity for something younger.

In the early '90s, there was no need to force the issue. If a second Country station popped up playing roughly the same music, it would still grow the existing audience for the format, rather than merely cutting it in half. That happens less often now, and if a second station is going to expand Country's listener base, it's going to have to happen by offering something truly different.

On a truly younger Country station:

* Taylor Swift, Miranda Lambert, and Sugarland would already be core artists (alongside Rascal Flatts), instead of the tier behind Kenny, Toby, Tim, etc.

* The core artists of the '90s would have to earn their way on with tremendous, relevant records that tested at the young-end, or maybe they just wouldn't be there at all.

* The early '90s gold that carried the format for many years when the currents weren't as good would finally be retired; so would the late '90s music that caused Country's doldrums and forced radio to burn out the early '90s in the first place.

* Songs would become hits (or not) in far less than 40 weeks.

* The format's goal would be recruiting 18-to-34-year-old Country fans on their own terms, without compromise; helping them to learn to use the format and creating excitement about the artists.

Until now, the industry has assumed that the younger leaning Country station would be edgier and more rock-leaning. Certainly, we have seen that the growing handful of Country records with Hip-Hop elements work better for younger listeners. But we are also dealing with a more female audience at the younger end. It might be the older-leaning mainstream Country format - the one where "A Country Boy Can Survive" remains valid - that takes on the more Classic Rock flavor.

Are Country PDs the hold-up here? I don't think so. This format would likely be the personal preference of many of them. They already make most veteran artists fight for every hit now. The real question is whether Music Row is ready, since so many facets of a truly young-end Country format would represent a radical change in the current way of doing business. So you have to ask:

Is Music Row ready to work more than one Country format? For 20 years, any whisper of fragmentation has been rapidly shouted down by an industry that finds nothing scarier than trying to go for No. 1 without having every Country reporter in lockstep.

Is Music Row ready to drop "one-size-fits-all" A&R and let more Taylor Swifts emerge? Some new Country acts appear on the scene with songs that could easily be sung by a 45-year-old artist. Others make their initial statement by being just edgier than the competition, and then go in search of that more adult-leaning, female-friendly "career song" that dilutes their identity. When there are two real choices, fewer hits will have to super-serve a 39-year-old woman to the point of patronization. But how long will it take for the labels to adjust their current notion of what a hit sounds like?

Is Music Row ready to let programmers pore over a new album and find their own hits again (assuming there are still stations willing to do what Houston's KKBQ did 15 years ago)? Are labels willing to let a great song that wasn't right for every station go to No. 9 at Country radio instead of No. 1? And even if labels were willing to accept a No.9 record that sells more albums than a No. 1 chart hit, are artist managers? For the younger leaning Country station to have enough music to truly differentiate itself, the industry will have to surrender some of the symmetry it has gotten used to.

There have always been a few Country broadcasters game for a new variant of the format. There have been fewer with the tenacity to perfect it; it's usually easier to default back to mainstream Country when there's not immediate traction. But if there's an opportunity to build a younger-leaning format, it's now when there are the burgeoning superstars to define it. It's the best way to recruit 18-to-34-listeners without deliberately alienating the existing audience, and the best way to ensure that when 45-to-54s age out of the format once-and-for-all, there's an equal number of listeners waiting to replace them. Forcing existing Country stations to become more current might be more satisfying for the music industry; building two strong formats would be the greater achievement.

For comments on this article and more information on Edison Media Research, click here.

RADIO! Family values? Not any more...

You take your kids to a "G" rated movie...and you unknowingly expose them to "R" rated previews.

You hop in the car to drive them to school...and even on many family-valued country formatted stations, you now hear content that just a couple years ago would have been considered way out of line.

I'm not even talking about the big ones--the four letter variety. Most air talent and programmers are smart enough to stay away from them. It's the little ones: "...this sucks!", "that blows...", "what an a-hole..." and beyond, etc. Stick enough of them in your on air presentation and you'll definately make some moms and dads pretty uptight in the car with the kids.

Yeah yeah...I know the arguments. Push the limits. They use that verbiage on virtually every prime time TV show---why can't we say it on the air? My question is: Why should you?

If you want to be a "safe spot"...if that's part of the brand essence of the station---why would you want to mess with the brand? (Certainly, it's a different story if you're an 18-34 driven young country station--then, the edge is part of your competitive brand attack) For a mainstream country station, your attempt to sound cool, hip, and connected to youth---makes you sound out of sync with the middle-aged core of the format. On top of that, the format gets so many important quarter-hours from 35-54 females, why take the chance on offending them and alienating your listeners?

Maybe I'm just getting older and my perspective is changing as I mature. While I know what to expect from the Top 40 stations they want to listen to---and do my best to control that exposure to my kids in the car...I find myself confused about some of the content I'm hearing on country stations. I find myself shielding my pre-teen girls from edgy jock raps, some tasteless, sophomoric promo and commercial content (and now, even some songs) on the country stations. (Daddy-what's male enhancement?)

My kids love country music too...but some country stations (along with the writers, artists, and labels)--in another attempt to make country "cool" keep pushing the edges out further and further. A little "ass" here...a little "damn" there. After awhile, "Shut up you a-hole", "that sucks/blows" doesn't even seem out of place...except to the listener with kids in the car.

Where is the filtering? Where are the gate-keepers? Aren't Program Directors guiding the talent away from brand damaging content? Doesn't the talent know where the line is? Is anyone paying attention to the product and listener expectations?

Is this another by-product of overwhelmed multiple hat-wearing Program Directors that don't have enough time to work with the talent and help them---help themselves? Is this a result of air talent trying to be as "edgy" as the Top 40 or Rock station down the hall? Will country stations continue to push the envelope further and further away from the safe center?

I hope not--because this sucks! (and blows too!) If you get my drift.

RADIO! It's Beginning To Look A Lot Like Christmas

Mid-November...time for the format-flips to "All Christmas-all of the time" to commence. Up and down the radio dial from town to town, the sounds of Christmas abound. ("Holiday" music if you prefer)

It couldn't come at a better time. These are uncertain times. The economy is bad. Many are out of work or fear losing their jobs. A new President has been elected-but the old one remains in office until Mid-January. The space under many trees will be bare this year...fewer presents than usual. It's a different mindset for sure...

As a radio station, you have to take a step back and ask yourself "What are we doing to plug into the listener's mindset?"

Whether you're a fan of Christmas songs on the air or not, this will be a challenging year for most. You can bet that there will be an emotional yearning for years gone by. Churches across the country are already experiencing higher attendance figures as panicked people turn to God for some answers. That's where the music question comes in.

This feels more like an "I'll Be Home for Christmas" Christmas...than a "Frosty the Snowman" Christmas. Taking it a bit further, it even feels like more of a "Silent Night" or "Joy to The World" Christmas than a "Grandma Got Run Over By A Reindeer" Christmas. (Nothing like financial hardship and emotional insecurity to snap us back to our senses!)

In most markets where the "format-flip" takes place, it's usually an AC or Smooth Jazz station doing the flipping to All-Christmas. In some situations, a non-AC station that is about to change format after the holiday season, uses "All Christmas" to bridge that gap and allow time to prepare for the post-holiday change. Depending on your station strategy, you may need to reconsider your Christmas music "plan" this year---if you want to be in sync with your listeners.

I'm sure you have a different set of experiences, but I haven't heard one person in my circle of friends and family "complain" that Christmas has come to soon this year. Heck, some stores had Christmas items or Holiday imagery up along side their Halloween stock this year. While I've heard plenty of comments like "Geez, they have the Christmas stuff out already...", or comments that it will be a lean Christmas this year, I have not picked up on any negativity about it.

This will be a "Hard Candy Christmas" (thank you Dolly) for many. Even so, "If We Make It Through December" (thank you Merle) it will most likely be because we have returned to a simpler, less materialistic, family-driven, spiritual "Christmas" this year.

Your musical approach, the promotions you plan, the visuals on your website, the attitude of your imaging and air talent, etc; all need to take this into account. You can't Tab A into Slot B this year...it's going to require a bit more sensitivity and attention to mirror your listener mindset.

Remember the formula: In times of extreme uncertainty: Return to tradition and comfort.

RADIO! Even Higher Speed Internet Coming

FCC Commissioner Kevin Martin put some new spectrum up for auction. But there’s a catch. The winner will be required to provide free wireless broadband access to 50% of America within four years and, cover 95% of the country within 10.

Shelly Palmer was one of the first to offer a tip of the cap to Commissioner Martin and the other FCC commissioners. The Federal Communications Commission (FCC) is an independent United States government agency established by the Communications Act of 1934. The FCC is charged with regulating interstate and international communications by radio, television, wire, satellite and cable. It’s nice that people who are responsible for regulating our communications have started thinking about the size and shape of the broadband cloud that will define interpersonal and business communications for the next half century.

This random act of future-mindedness has inspired a few questions:

-What kind of wireless broadband connectivity would best serve the people of the United States of America?

-Should we start with the feature set or think through the benefits and work backwards?

-Who should pay for the network?

-Is nationwide wireless broadband connectivity a privilege or a right?

-Should it be run by a private enterprise or a government agency?

-Should it be a “freeway” or a “toll road?”

-Should this really be a version of Al Gore’s “Information Super Highway,” a service to be purchased in a free market or a service protected by a government granted monopoly?

Yes, this is the tip of the iceberg and the list of questions is practically endless.

For the moment, let’s cut away the “how” and the “who” parts of the equation and focus on the “what.”

-What should be built?

-What is the job we expect it to do?

-What is the promise of ubiquitous, free, nationwide wireless broadband?

There is a school of thought that follows a mantra “deployed innovation must match consumer aspiration.” This group will advocate for an “also ran” network. Users of such a network would have an experience similar to a current low-end ASDL wired broadband connection. (1.5 Mbps down, 768Kbps up). The actual numbers and techno-speak don’t matter. This would be a slow network with very limited multi-media and file transport capability. Music piracy might still be an issue, but the casual transport of high or even medium quality movie files would be cumbersome. The devices that would take advantage of such a network would be very similar in concept and construction to those available today.

Then, there’s the “Beam me up, Scotty” group who will advocate for the fastest, highest quality network that current technology will allow. Many people believe that this would be a version of WiMax technology with speeds approaching slow cable modems. (6 Mbps down, 3 Mbps up).

This kind of network would enable all kinds of interesting stuff. At that speed, you can move big, high-quality movie files with relative ease, but – more importantly, you can access big files stored on remote servers in realtime. This last point is the most important because it would change the fundamental way we use computers.

Right now, your computer, PDA or Cell phone all use the following component parts. A central processing unit (cpu) connected to some random access memory (ram) that is in very close proximity to the cpu. There is also some storage (like your hard drive) close by. Unless your computer is on a robust local area client/server network (like many businesses are), most of the data you access is stored inside your computer.

This fundamental construct of a personal computer has not changed substantially since they were introduced in the late 1970s.

Fast forward to life in a high-speed, wireless broadband cloud. Your laptop, PDA or cell phone will not have to have enough built-in storage to store everything you want or need - you will be able to access the data over the air. Now, add an OLED (Organic Light Emitting Diode) screen and a big battery and you have a class of wireless devices that will change the way we behave.

Everything would change. Every movie would be one click away. All retail products would be one click away. All downloadable products would be accessible. Every photo you ever took, every .pdf file you ever scanned would all be available in the palm or your hand or in the back-seat of your car instantly. It would truly be a life-changing network. Think about the computers in your oven, coffee maker, car, wrist watch, toys, etc. A network of this capability would give certain inanimate objects the illusion of thought. We would live in a world that could be taught to react to us and to our needs. It’s really fun to think about.

Back to reality – we’re not likely to see this kind of technological innovation inspired by the current auction. It the last auction, private enterprise steered clear of the spectrum that was going to be encumbered by requirements to share it police and fire departments. And for good reason … no one wanted to spend billions of dollars and have any restrictions placed upon how they might maximize their investment.

And as if that wasn't enough--fast is about to become lightning fast.

Now comes news from the NY Times that Comcast plans to provide Web Service at 100 Mbps within the next two years...

Comcast Corp. says that by early 2010 it plans to offer consumers in most of its markets Internet service so fast they will be able to download a high-definition movie in minutes.

The nation's second-largest Internet service provider -- and biggest cable TV operator -- will deploy a technology capable of delivering up to 100 megabits of data or more per second in 20 percent of its markets by the end of 2008, Comcast senior vice president of investor relations Marlene Dooner said at the Merrill Lynch U.S. Media Conference in London.

Dooner said the speed was ''very competitive'' with Verizon's fiber-optic Internet service, which had about 1.8 million subscribers in the first quarter.

Among cable operators, Comcast has been one of the most aggressive in deploying a wideband technology called Docsis 3.0 to fend off competitors as more users download videos over the Internet.

You can see the writing on the wall. As quickly as the technology evolves---as quickly as both the data delivery capacity and download speeds increase and become the norm, the faster manufacturers create the hardware and software to max out the product to the consumers.

It won't be long now...is your radio station ready for the revolution of change?

RADIO! I-Phone Revision: Any Radio Impact?

There's been plenty of speculation about what enhancements will be included in the next version of the iPhone. Broadcasters of course--are wishing for a "radio" option to be included--but the closest thing we may see to that is better web-based audio access. If it includes a better audio "streaming" component, it may usher in a mad rush for stations to concentrate more on the quality of their web audio experience with consumers.

Forbes is reporting that you don't have to wait much longer for the answer. It's almost certain Apple CEO Steve Jobs will unveil the latest version of the iPhone Monday, when he speaks at the company's annual Worldwide Developers Conference in San Francisco. The gadget will go up for sale shortly thereafter.

The company has been quietly positioning millions of units of a mysterious new product in key markets since March. The look and feel of the phone, however, remains a mystery. Security at Apple's headquarters is tight. Rank-and-file staff say sensitive projects are draped with cloth before they're even brought into work. What we know for sure though is that sales of the iPhone are fading fast and Apple will have to do something very soon to get those phones moving.

The iPhone could be just the start of what Jobs announces next week. Veteran Apple watchers are noting a redesign of Apple's hot-selling notebook computers is long overdue. Some are even wondering if Apple will introduce a touch-sensitive table tablet that riffs off the iPod Touch's touch-sensitive interface. - Read the whole story...

RADIO! What Are Your Listeners Telling You?

Formal research is "research". Collecting ratings data is "research". In the quest to better understand the wants and needs of our listeners, we forget that consumer behavior is also "research". Instead of asking someone what they think, remember, or believe they want or like, you might be wise to simply take note of their real-life behavior. That's the original premise behind the Arbitron PPM. The goal is to passively "observe" and measure an individual's listening behavior.

While we all wish for fresh, new, better metrics to provide instant data on our offerings, there are some metrics already in place--that you should take full advantage of. For example, if you send out a weekly e-mail blast to your listener database, there are metrics that can tell you how many people actually OPENED the e-mail. If you're not checking those numbers, you're missing their message. A low "open" count may be telling you that they're not interested in what you're selling. Maybe your e-mail content is not relevant...maybe it's not meeting their expectations of your brand, etc. Maybe it's just SPAM.

A review of your weekly website click counts can give you an indication of whether or not your website is improving in value or declining. It can guide you to understanding which elements of the site are of greatest (and least) interest.

Volume of in-studio listener telephone calls down? Your station may not be connecting as well on the interactive front as it once was...that's a by-product of active investment in your station.

Fewer people coming to station remotes, events, etc.? Not a good sign--but it's an indicator. Either it tells you that you're not doing an effective job inviting them to join you---or there isn't a good enough reason for them to come.

Declining participation in measurable contesting or promotional events (texting, e-mailing, etc.) is telling you something.

Falling ratings in an individual daypart? It may not just be a bad Arbitron sample. Maybe the listeners haven't fully embraced the new host yet or are getting tired of the old host. Maybe they just are not connecting with the jock, or just losing interest in a show or presentation that has become background, passive, static, or boring. If you're not meeting expectations--they'll tell you. It can't get more direct than that.

When you trend stations or specific shows over time, you get a better picture of improvement or decline. Book-to-book comparisons only tell part of the story. Year-to-year samples--either calendar year or rolling 4 book averaging can be a better way to determine if your station is on the right path. (going up or going down)

There are plenty of ways to gauge listener investment and involvement in your product offerings. You have to take the time to review the data on an on-going basis and listen to what listener behavior is telling you.

Ratings are down. Now what? Do a comprehensive analysis of your station, the changes you've made, the market, changes in the market, your primary competitors, a review of the ratings sample, put some research in the field, etc. and while you're doing all of that---take a moment to listen to what your listeners are secretly telling you about your station and your individual elements.

Sometimes, listener behavior speaks louder than their words.

RADIO! All My Faves

Okay, so it appears that in the future---virtually all content will be transmitted via a web-based platform on one level or another. Audio and video content, new or archived, entertainment or information, etc. will be available online and on demand at the convenience of the consumer. If that premise is true, organizing the content is the real prize. Google is making a pretty good living at organizing and giving consumers easy access to everything on the web.

Let's assume for the moment that you're a broadcaster and you want to give potential consumers of your products organized access and the variety of choices they seek. One such "channel" might look something like AllMyFaves.com ---a site that streamlines the process. I imagine that if you re-created this list with format options on the left side...and company-owned stations (or audio options) on the right side, you would provide consumers with an easy link system to your arsenal of media entities---radio, web, podcast, video, news, sports, concerts, etc.

There's a great deal of talk about "re-inventing" radio...but there may be a greater need to re-purpose what we do and how we present it--especially in our web-based digital applications.

We currently view the radio station as the "product". In reality, it may be the base product, but it's just part of a wider array of touchpoints to our consumers. We shouldn't be in the business of creating one singular piece of content--ex. "the 10am-3pm midday show", we need to think bigger than that---creating content that fits inside of that show---AND developing this material to move outside of the play window. Inside vs. Outside thinking...

In order to attempt to maximize the advertiser dollars---we may need to focus wide AND narrow at the same time.

If you know your listener well...if you understand what's important to your core consumer, you shouldn't be afraid to serve them with components that they find important. For example, using a content organization system that allows your country station to master "all things country": new country single releases, CD samples and listener input about them, the latest videos, concert reviews, interaction and involvement in jock/host content, relevant contesting or promotions, family events, cheap or free community activities, etc. (I might even consider links by product category for all advertisers currently on the air--a way to monetize the concept) You're looking for content that complements, mirrors, and stimulates your core audience wants, needs, interests, and curiosities.

Virtually all station websites take on the same appearance...it's a model that needs to be broken and re-worked for both branding purposes AND listener relevancy. Not only do you want to set yourself apart from the other station sites in your competitive arena, you actually want to create a web experience that is useful to your listeners.

Why do they go to your site? If they don't go to your station site, what would cause them to come and return often? What makes YOUR site more important than the others in town?

Consider your personal behavior online. Do you have favorite places marked? These are the sites that are important to YOU on a daily basis. You mark them for future reference and an easy return. There are websites that you visit--that have guided you toward other sites that you've then--designated as a favorite. Your browser has likely organized those favorites for you in some sort of folder--helping to make your online experiences easier for you.

Shouldn't part of your mission be to further develop your relationship with your listener? If they're a fan of your format, your station, your talent, etc. you might choose to integrate your brand deeper into their lives by being "all things country" or "all things Anytown, USA", or "All things 35-54 female", etc. but NOT giving it to them all in one shot. The last thing you want to do is overwhelm the individual with too many options---too much choice. Limit, control, expose, and frequently change-up the choice so the content appears to be fresh and easy to manipulate. Spike the curiosity and return visits. (Fresh, updated content is the 2nd most important piece of your web experience. 3rd, is ease. Number one is: relevancy of the content to me---the consumer!)

Unless you're one of my favorites---or someone (or something) leads me to you, I don't care about you. You don't exist. My list of "favorite places" is already getting unmanageable at times. I frequently find myself purging links that I once thought would be worthy of saving--but no longer provide value--usually because the site doesn't offer anything fresh or relevant to my life and my needs. All I care about are MY needs. How---whatever you offer---helps ME, entertains ME, informs ME. I'm the customer---it's about ME--not you.

In order to even consider the possibilities, you have to first agree and believe that your web-based applications are an important part of your brand--and will soon be a critical aspect of your overall revenue model.

Make my life easier and more enjoyable with the product you offer. If what you do and how you do it--can make an impact on my behavior---I'm more likely to re-visit your on-air product, your online product or your on site product again some time. Do it often---and I may become a fan.

What are you truly offering to your listeners? What does it mean to them? What role do you have in their lives? How can you make it better? How can you serve them and make their lives easier? What do you need to do in order to become (and stay) one of their favs?

RADIO! Building Your Team Spirit Inside The Station

When times get tough outside of the building--you can bet that morale and team spirit inside the building will be affected. One of your primary jobs of management/leadership is setting the tone for your team.

Motivating by fear may get immediate short term results for some managers--but your organization pays a long term price for management-by-intimidation.

It's best to build up the framework of team spirit via positivity and individual growth and achievement. Collective individual achievement typically results in group goal accomplishment.

Has your group or team ever experienced any of the following?

--Lack of creativity and new ideas
--Misunderstandings due to miscommunication
--Low morale and/or motivation
--Personality conflicts
--Hidden agendas that affect progress
--Team members doing their jobs and going home
--No one watching the “big picture”
--Difficulty coming to agreement
--OR refusal to go into disagreement

If you have, some team development work might be just what you need! Team development addresses HOW the work is accomplished. It helps people learn how to create a product and performance vision that all members support as they:

-Gain clarity around what role each person plays
-Confront issues honestly and openly
-Value each members' unique talents and abilities
-Think positively and creatively in a chaotic environment

With a spirited team, all things feel possible. Teams, and the people that make them up, are potentially the most powerful human resource available in any company. The way in which teams operate can ultimately be what helps to differentiate your radio station from your competition. When a group of individuals is given the opportunity to effectively merge its ideas, energies and ambitions toward a common vision or goal, anything -- (from the most difficult, to the improbable, to the seemingly impossible) -- can be achieved.

Although this might sound like a wonderful idea on paper, reaching this lofty goal in today's corporate environment is no small task. As employees are faced with downsizings, budget cuts, tighter schedules, heavier workloads, greater cultural diversity, and rapidly changing technologies, they find it increasingly difficult to meet responsibilities, let alone become animated and inspired to deliver extraordinary performance.

That's where YOU come in. Station management creates a "culture"--often times and unspoken "culture" in the building. People can read through the false rah rah and begin to question leadership. They begin to ask themselves "What aren't they telling us---and how does that affect me, my department, my team, etc.?"

The first step to creating a sense of spirit---is having everyone on the same page. If your staff doesn't know the goals, how do you expect them to attack 'em and achieve them? It seems like an obvious point, but I can tell you that few jocks, promotions people, and support staff--truly understand their role in the overall business plan. Where are we going? How do we get there? What methods do we plan to use to accomplish these goals? What can I do to contribute to this plan?

A narrow focus helps the individual concentrate on the areas of greatest impact. For example, if you tell the new afternoon guy--"Go...be entertaining and improve the ratings...." What does he take from that?

Once you feel like your team is going in the same direction---the RIGHT direction--acknowledge and reward all efforts that support this new team-oriented framework. You'll spend time meeting and discussing their individual efforts and performance, but without the public reinforcement of attempting to accomplish TEAM goals, group members will be less inclined to focus on the group--and more likely to work their own singular agenda.

Team spirit begins with group goal accomplishment---but don't make it broad. As in the earlier example, defining the group goal as "improving the ratings" isn't specific enough.

Determine what the specific areas of concentration are...then, figure out the specific performance targets in those key areas. If you expect to be #1 or Top 3 with adults 25-54, you can narrow the goal-setting down in the next step by reinforcing that anything below a Top 3 performance in any daypart would likely be viewed as an "unacceptable" ratings performance.

Work the individual performance targets in the individual meetings...and reinforce the team goals in the group settings. Set the goals, focus on best practices to achieving those goals, reinforce the positive applications of those efforts, reward the achievements. We're big boys and girls now. Most folks in radio understand that they are in a "performance-based" business. If your team members don't understand the goals, and you can't lead them to achieving those goals, you'll never create the kind of team spirit you desire.

WEEKEND RADIO! Station Emails & Texting--Now What?

Many stations are beginning to adjust the way they utilize direct marketing applications to the station's listener database. Whether it's email blasts, texting promotions, or even contemporary direct mail programs--there are new rules emerging. As our listeners ramp up and embrace these forms of communication, it's important that we understand the changing landscape and the new set of consumer expectations. The most important being---don't overdo it. You risk your relationship with your most important fans---those that voluntarily signed up to become part of your "community". Don't give them a reason to opt out.

Morgan Stewart is the Director of Research and Strategy for Exact Target. Morgan says that on the direct marketing landscape, email is as strong as ever. Over the past month, DoubleClick, ExactTarget , and Habeas have released studies testifying to the overall strength of email as a marketing channel. This comes as a response to a string of recent articles claiming that "email is dead." It simply isn't true. Consumers are comfortable buying through email and they feel comfortable receiving permission based email from companies they trust. In fact, across the board consumers prefer email when dealing with businesses for most communications -- and they don't see that changing any time in the near future.

Email is the established technology for outbound digital messaging. That said, new channels are emerging. Much like traditional media, direct marketing is becoming fragmented. In the '90s we added email to the direct marketing mix of direct mail and telemarketing. Since 2000, there has been an explosion of new communication tactics added to the one-to-one marketers toolkit. We need to move beyond showing the value of email to highlighting the roles it plays in a fragmented one-to-one environment.

At the recent Email Insiders Summit, a group of college students shared their thoughts about their media preferences and how they use technology. Guess what? They were all different. While there were some overall themes, the glaring reality was that they all used a different set of tools for communication, and they used those tools differently. As much as we may try to categorize communication preferences by demographic data points such as age or income, there are consumers who break the mold. In the 2008 Channel Preference Survey, we found some teenagers prefer to communicate with friends and family through snail mail, and some senior citizens are heavy into text messaging. How do we serve customers under these circumstances?

Start Listening!

So think, what would your marketing program look like if you communicated with consumers more like you communicate with your friends and family? In marketing, we regularly come across deals that we know are a good value and want to share. How do we pass this information along to those closest to us? Do they all go through email? Text only? Do you call 20 of your closest friends? More than likely you communicate to different people differently. After all, they are real people, not lists of faceless contacts. To listen to our consumers means that we need to commit to serving our customers and honoring their unique preferences. These preferences come in several forms:

1. Opt-in. Do your consumers want to hear from you at all? Are you on my "friends" list? This is the base level we have all become accustomed to, but we need to go deeper.

2. Type of communication by channel. How do they want to receive promotions? What about account statements or travel alerts? Recently, I received a flight cancellation notice by text message. Thankfully, this came just before I dropped off my rental car at LAX, so I was able to rebook another flight while driving to Orange County. If this had been sent only through email, I would have seen the message too late. For flight delays, text messages are my preference. If the same airline were to send promotions via text, it would be the end of our relationship. I want the deals, just send them through email.

3. Frequency. How often is too often? Again, this is a personal preference by the consumer. Otherwise, we are just playing the law of averages. As we move into more channels, these frequency preferences will need to be honored by channel. Email once a week, direct mail monthly, text messaging -- only in emergencies!

4. Content. "Opting-in" should not be an on/off switch. Give me a chance to tell you what I want and don't want. Aggregate information that is relevant to me so that you don't violate my frequency preferences.

From my airline, I want messages about promotions in email, I want my statements and receipts in email -- I can archive and sort them there. I don't want messages about sweepstakes. I want alerts by phone, but if I don't answer, send me a text message. Don't bother me with partner programs, I already have more frequent flier points than I can use. Don't assume that one channel works for me. Honor channels, frequency, and content... or I will turn to another suitor who will listen.

To do this, we need to evolve and take channel preferences seriously. There are already companies taking the lead in this area. The financial services industry was forced to tighten up communication preference centers to combat phishing scams; National City Bank stands out as a good example.

Email may not be dead, but it is not the end-all channel either. The solution to one-to-one marketing fragmentation depends on our ability to capture preferences, listen over time, and adapt accordingly. The people that you communicate to want to be in control, they want to provide input into your programs, and soon, I believe they will demand control. So, build the tools to listen now and reap the rewards for years to come.

WEEKEND RADIO! Station Authenticity

The days of unsubstantiated positioning statements and inflated product puffery may be behind us. Listeners are as cynical as they are sophisticated. They're as plugged in as they are patched in with each other. Station branding is different now---the age of authenticity demands it. Dave Morgan shares some observations that might give you some things to think about this weekend...

In the bold new world of marketing communication, the future will be a lot less about what you say and much more about what you do. Thus, brands now live and die by how they perform for their customers, because the Internet permits those customers service stories to be amplified and shared. The power of those experiences is already starting to eclipse anything that marketers can do with advertising. This is the future, and we'd better get ready for it.

Here is why:

* They will know. Like it or not, almost nothing that happens to or in or around companies is secret anymore, particularly if anyone involved has any interest in having it known. You can't hide anymore. The ability to forward emails has seen to that. If a company's customer service is bad, the customers know that and are certain to share it. While their only recourse in the past was a letter to the editor, which was rarely if ever published, today they can post it on blogs or YouTube for all to see. If a company does something terrific, it is just as easy for those delighted customers to share that information.

* Bald puffery doesn't work anymore. Consumers are getting more sophisticated -- and more cynical -- by the day when it comes to commercial communication. While many companies and their PR firms try to game this system, and create fake blogs or pay for blogs, more and more they are being outed. Consumers are getting better and better at judging authenticity, and taking more and more pleasure catching companies trying to trick them.

* More competition. Whether you want to point to the growing global economy, or the opening up of low-cost distribution and logistics systems, or the power of the Internet to help any marketer interact with virtually any consumer, every company in the world is facing more competition today than it used to. Thus, there is almost always someone out there who wants to be sure that any bad experiences that you have had with your customers is reported quickly and distributed broadly. There's nothing like competition to get bad news around fast.

Is the age of the brand slogan and advertising ending, about to be displaced by the "age of authenticity" and conversational marketing? I don't think that it will be that extreme, but I certainly think that the most important brand slogans in the future will be those uttered by marketers' customers, not those that marketers broadcast at them. What do you think?

It won't be long until radio stations will catch up. Pre-consolidation, broadcasters were once a competitive bunch...and with the dynamic power of the Internet to help you call the competition on their exaggerations (and outright lies) to listeners in such creative, subversive ways---it could make the future format battles and cluster battles even MORE interesting down the road.

RADIO! FCC Unveils Free Broadband Plan

The Wall Street Journal is reporting that The Federal Communications Commission is considering giving away broadband Internet for free, in exchange for the right to control it. The new plan would see the winner of an upcoming airwaves auction offer free wireless Internet service to most Americans within a few years, but the FCC would regulate the service. Details of what exactly that means still have to be worked out, but the FCC confirmed that pornography sites, for starters, would be blocked.

Even so, the FCC's plan represents a major step forward in U.S. broadband policy, as the service would reach millions of Americans who currently don't want to pay for or don't have access to broadband. In the past seven years, the U.S. has dropped from fourth to 15th in the percentage of households that subscribe to broadband Internet. "We believe this is a good idea and demonstrates the [FCC's] commitment to supporting initiatives that have a positive impact on the next phase of broadband innovation," an FCC spokesman said. "Particularly with Wi-Fi it would give consumers greater choices to access the Internet."

The question is, who would bid on these airwaves? The major telecoms just spent billions upgrading their spectrum holdings during an FCC auction earlier this year. Meanwhile, it's unclear whether any startups could raise the necessary capital to win an auction and then build out the network. Read the whole story...

The potential implications of this for radio are enormous. We've discussed the future competitive impact in numerous postings, but never have we considered coast-to-coast government controlled wireless broadband. There are 10,600 commercial radio stations in America, plus the non-coms. Imagine a universe where anyone with a computer and some basic recording equipment can "broadcast" content into your home or vehicle. Sure makes the argument of investing in the web-based aspects of your station brand---a bit stronger.

You have a head start--and some time to further develop your Internet-driven audio components. If this plan ever comes to fruition, the landscape will be richer for consumers, but could be devastating for terrestrial radio station operators that failed to embrace web delivery of their core product.

RADIO! The Savvy Digital Consumer

It's important to understand that while digital technology appears to be everywhere, not everyone is tech-savvy. As a matter of fact, it's a small universe. We all may be dealing with technology via the features on our cell phones & PDAs, IPODS, Tivos, and web platforms, etc. but the majority of consumers feel a bit overwhelmed by it all---trying to keep up with the rapid change and innovation.

As you read the research information that follows, take note that it profiles the digital savvy consumer--not the mainstream. When dealing with your "typical" listener, it's always a best practice to give clear directions on how to use your digital platforms, specific suggestions on when, what, where, and why it's important to him or her--and what the benefit is...plus, samples and examples to create a reference point. Many people are fearful or all these new gizmos and gadgets. (If many people still aren't sure how to stop their VCR from flashing 12:00, how will they possibly figure out how to download your cool website video unless you walk them through the process step by step?)

According to a new analysis from Scarborough Research, six percent of all consumers are classified as Digital Savvy nationally, but Austin (TX) adults are almost twice as likely as the national average to be in this leading edge consumer segment. Las Vegas, NV, Sacramento and San Diego are also leading Digital Savvy cities, with 10 percent of their residents having this higher level of technological orientation and adoption.

Eighteen hi-tech consumer behaviors and purchasing patterns were identified and isolated within the national study. These behaviors included household ownership of certain hi-tech items, consumer likelihood to engage in certain Web 2.0 behaviors, and usage of leading-edge cellular device features. Those who satisfied eight or more of them were classified as "Digital Savvy."

High Tech Consumer Behaviors

Household ownership
PDA
DVR
Satellite Radio Subscription
VOIP
MP3 Player
HDTV


Ways Used Internet (past 30 days)
Online banking/bill paying
Blogging
Gaming
Download podcasts
Download/listen to audio
Download/watch video
Instant messaging

Cell Phone Features Used
Download ringtones/video games
Email
Messaging (instant, picture or text)
Stream video
Internet use on cell phone

Source: Scarborough Research, May 2008


Digitally Savvy consumers, says the study, are

>56 percent more likely than the average consumer to own or lease a luxury vehicle;

>175 percent more likely to have spent $500 or more on men's or women's business clothing during the past year

>49 percent more likely to own a second home.


Online, this consumer group is high-end in its shopping behavior, and are far more likely to spend online in high-end purchasing categories, such as automotive and travel, as well as every day items, such as books and clothing

>54 percent of the Digital Savvy spent more than $500 online during the past year

>35 percent spent upwards of $1,000 during that timeframe

Gary Meo, senior vice president, print and digital media services, Scarborough Research, said "The most Digitally Savvy markets... typically have the presence of major universities and represent established tech corridors in the U.S... They are early adopters when it comes to fully integrating new technologies into their lives... their shopping patterns, demographics and lifestyles could presage behaviors of consumers across the country."

Active lifestyles and on-the-go living are the hallmarks of the Digital Savvy. They are far more likely to enjoy athletic leisure activities including basketball, yoga, free weights training and jogging. Given this active lifestyle, concludes the study, they rely on cell phones for communication and information. 59 percent of the Digital Savvy use their cell phones for email.

The Digital Savvy are male, young and wealthy:
>56 percent of them are male
>77 percent of this consumer group is below the age of 44
>They are 132 percent more likely than the average consumer to have an annual household income of $150,000

>57 percent of this consumer group has an annual household income of $75,000 or greater

The recently-released (PHP) Scarborough report, "Understanding the Digital Savvy Consumer," is available for download here.

RADIO! The Hot Buttons of Your Female Listeners

According to a the second in a series of findings from the Meredith/NBC Universal "What do Women Want?", when it comes to health, 56% of women are more concerned about diet/weight and 36% about eating right, while only 23% express the same degree of concern about cancer, 20% about heart health, and 18% about diabetes.

Debbie Reichig, Senior Vice President, Market Development, NBC Universal, notes that "It is particularly important for marketers in the health and wellness category to have a clear understanding of women's behaviors, motivations and thoughts so that the messaging they create will resonate and have enhanced impact."

The nationwide survey among more than 3,000 women reveal key insights on the female psyche across topics including health and well-being. Many women are skipping important medical examinations, annual physicals and screenings:

>Less than two-thirds (59%) of all women get an annual physical, even lower among Gen Y women (44%)

>Nearly one-third of Boomer women are not getting their important annual mammograms, cholesterol checks or physicals

>62% of women regularly give themselves a breast self-examination, while only 14% of all women get a skin cancer screening at least once a year

>While most women (68%) like who they are inside and are satisfied with their "identity and development as an individual," only 40% say they are satisfied with their physical appearance and 37% their energy levels.

>Four in 10 women report that they are more than 20 pounds overweight

>29% of Gen Y women say they are at their ideal weight vs. 9% of Gen X and 7% of Boomer women

>Only 4% of overweight women say they would consider surgery as a weight reduction strategy, while 76% say they would consider exercise and 75% improving their diet to lose weight


>84% of American women feel they are overweight:


>13% of women feel that they are the ideal weight, while 23% feel they are 21-50 pounds overweight and 16% report being more than 50 pounds overweight.


>Older women are more likely than younger women to report they are overweight and to join weight management programs


>Gen X women and Baby Boomer women are more likely to get involved in weight management programs to improve their health and well-being than Gen Y women


>Gen Y women are more likely to do yoga or Pilates to improve their health and well-being


Most women don't want to work too hard to achieve a healthy lifestyle, opting for simple solutions like drinking more water or eating more fruits and vegetables over the more disciplined approaches like exercising regularly, counting calories, and using portion control.


What Women Do to Maintain a Healthy Lifestyle

...............................................................% of Respondents
Drink more water-------------------------------------- 80%
Eat more fruits and vegetables------------------------70
Read nutritional labels---------------------------------49
Avoid foods that are high in fat------------------------47
Make a conscious effort to lower calorie intake-----44
Watch my sugar intake----------------------------------44
Exercise at least three times a week-------------------43

Source: Meredith/NBC Universal, May 2008


Also, to improve health and well-being, some women have taken non-traditional approaches such as natural herbs and supplements (26%), bought/adopted a pet (25%), meditation (11%), acupuncture (4%), visited a hypnotist (1%).

But wait...


Women are sensitive about their own weight, with 40% who say it's wrong for a man to tell a woman that she's overweight

Only 32% of women think it's wrong for a woman to tell a man he's overweight, or a parent to tell a child he or she is overweight (26%)

Most women think the battle of the bulge starts at the schools at an early age. The majority of moms claim that while their children eat junk food, it's "not when I'm around"

Diane Salvatore, editor in chief, Ladies' Home Journal, concludes "While staying fit and trim definitely contributes to overall good health, it's only a piece of a proactively healthy lifestyle... These findings should be a wake up call to American women..."


So, your headline reads: Appearance and Weight Trumps Disease In Women's Concerns.


It shouldn't come as much of a surprise, we've all been using Moon Mullins prep filter for years:


Health

Emotion

Leisure

Pocketbook

Showbiz



The new generation of air talent haven't had the benefit of coaching and direction as previous generations may have. PDs are juggling additional responsibilities and programming multiple stations. The net result is less coaching, not as much teaching, and too little guidance.




6 Ways to Sell Magazines (and keep listeners)

Female-targeted music stations use research to learn what music content has high appeal for the core consumer. Female-targeted magazines similarly determine what story content has high appeal. Here are the 6 content areas that magazine publishers know will interest American female readers, in no particular order:


Sex Relationships

Family Relationships

Work Relationships

Health & Beauty

Personal Finances

Exercise & Diet


Veteran programmer Dave Shakes suggest that we get the air staff focused on these content areas for prep. If these 6 subjects are what sell magazines, then of course they'll work to help us hold listener attention for the next 20 minutes.