The Internet has opened up opportunities for discovery around the globe. New programs and new technologies are allowing businesses to succeed in ways they never have before. Radio, hesitant to tackle this beast, has been slow in adapting this new technology into its business model. Without streaming programming and interactivity many radio websites are falling flat. Why should listeners go to these websites when the music and programming that defines radio is on the airwaves? Radio might be interested in expanding their use of the Internet beyond being a simple website landing page for current listeners. Opportunities for gaining audience members through the Internet are vast and can help drive listeners back to radio programming.
Advertising on the Internet
As many listeners have turned to the Internet for their music needs radio can no longer afford to rely heavily on self promotion. Radio has a quality programming model that has not been duplicated by individual music companies on the Internet. While satellite radio has allowed users to focus in on a smaller range of musical tastes, radio still has a broad reach and mass appeal. Coupled with live programming and the infrastructure to support user interaction, radio can provide an engaging listener experience. By advertising these strengths, marketing DJ personalities and promoting concerts and contests on Internet channels, radio may be able to reach out to new listeners. The proliferation of scams on the Internet leaves many users wary of signing up for new, unheard of programs. Radio has the perfect opportunity for trust because it has an outside verifiable source. Because recent moves by radio executives have trashed listener loyalty and left radio stations stripped of assets , proactive methods must be taken to woo the audience back.[Source: The Guardian]
Educating a New Generation
Listeners from the latest generation may need to be educated about the role radio plays in music discovery. Their primary music experiences consist of being able to sample music for free and without interruption, play their favorite songs whenever they want and getting music recommendations from friends. This creates a conundrum for DJ led listening experiences. Unless a DJ is respected within their peer community, youth are less likely to be swayed by their music programming. A quality DJ who understands youth music and popular culture trends would be a wise investment for any radio station. While many attempt to garner attention from this generation with gimmicks, David Giovanni in How Public Radio Gained 2 Million Listeners cautions against it. “Listeners attracted by hype usually don’t listen very long. They listen for a while, then tune out.”
A Simple Solution
Having tasted the musical freedoms of the Internet, listeners will not head to radio until there is a compelling reason to do so. Many people who have incorporated Internet and mobile technology into their lifestyles will have difficulty turning a dial to find a music solution. For these people ListenerActive technology will allow them to access radio station programming through a technology they are comfortable with. For others it will be the programming, not the technology that will pique their interest and keep them tuned in. As John Hogan, president and CEO of Clear Channel Radio said, “Better radio created a bigger audience.” [Source: RedOrbit] No matter which technology platform is used, or how listeners find a particular station, quality programming is what will guarantee a loyal following for radio.
The Internet has opened up opportunities for discovery around the globe. New programs and new technologies are allowing businesses to succeed in ways they never have before. Radio, hesitant to tackle this beast, has been slow in adapting this new technology into its business model. Without streaming programming and interactivity many radio websites are falling flat. Why should listeners go to these websites when the music and programming that defines radio is on the airwaves? (more…)
