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.
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]
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.”
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 radio listeners systems like Listener Active’s 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.
]]>Local radio stations have the edge over Internet music solutions when it comes to addressing the needs of a local listening audience. Providing music and services to a specific geographic region allows radio to limit their scope. Instead of having to be all things to all people, radio can concentrate on the needs of people who live within listening distance. Enhancing the structure of radio programming based on the needs of a local audience will help radio not only survive, but thrive.
When it comes to daily living people are concerned about things that happen in their neighborhood. They may watch sensational news stories from oceans away or listen to global music, but when it comes down to what matters most to them it will be what is making an impact right outside their front door. Other than the local newspaper radio is the only media outlet that ties the needs of a local community together. According to David Sharfenberg of The Boston Phoenix, many newspapers are attempting the ultra-local approach. “There may, in the end, be no way to save the American metropolitan newspaper. Plummeting advertising revenue and competition from the Internet often seem forces too daunting for even the savviest of publishers. But in the last couple of years, broadsheets from Boston to Denver to San Francisco have settled on a single strategy: go local.” In times of a disaster radio is the outlet people turn to in order to find out about road closures, school closures and where to get emergency supplies. In good times radio provides timely news discussions, local event information and live high school sports coverage. Because stations are answering a need with a localized framework around music distribution, local advertisers and musicians can benefit.
A localized framework will assist advertisers who in many cases are trying to reach potential clients within a specific geographic area. Many opportunities for Internet advertising have a larger scope and so the advertisers message is diffused. While programs such as Adsense may target clientele based on keywords, it does little for building local brand recognition. Local musicians are faced with a similar dilemma. While producing music on the Internet has its appeal, local recognition provided by radio will give musicians the audience that will purchase their music and local concert tickets in those crucial early years.
Incorporating the Internet into community outreach will create additional value for listeners, advertisers and radio stations. Utilizing the framework of local programming, a radio station can increase the visibility of local bands and advertisers via a non-traditional medium. Programs such as Listener Active will help radio stations leverage the scope of the Internet and mobile technology (via radio software) while maximizing exposure to a local audience. According to CBSNews, last year local radio hit a record high of $20 billion in revenue, signaling the strength of a local approach. While the Internet may allow for great discovery, many consumers will return home to local advertisers and entertainment venues. By continuing to provide high quality programming and infusing the Internet with its unique local voice, radio will not get lost in the media shuffle.
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