Archive for the ‘2020 Vision’ Category
For all those trying to figure out the future of radio and all those getting mired down in how to fix this digital challenge, Mark Ramsey has the best advice I’ve heard:
Don’t look to others to find your answers or inspiration, look inside yourself and those around you and ask, “How can I serve my users better? My listeners, my advertisers, my employees and even myself?”
You know your own capabilities and your market better than anyone. Start thinking “user experience” as much as how to make money doing it. The answers will come and users will pay for it. That’s what Steve Jobs did in the late 90′s when he came back from the dark years to resurrect Apple making it one of the most highly valued companies on the planet. Here is Mark’s blog:
Chasing the Unicorn
Last week Seth Godin penned another pearl:
The easiest way to sell yourself short is to compare your work to the competition. To say that you are 5% cheaper or have one or two features that stand out – this is a formula for slightly better mediocrity. The goal ought to be to compare yourself not to the best your peers or the competition has managed to get through a committee or down on paper, but to an unattainable, magical unicorn. Compared to that, how are you doing?
The problem with many radio broadcasters is that we tend to innovate – if we do so at all – by looking over our shoulder at the other guy (usually the other broadcaster, and usually a guy).
That’s too bad, because looking over your shoulder at people who are looking back at you over their shoulder leads to lots of sideways glances and a tendency to settle for what’s already being done rather than aspire to create new value for your consumers and advertisers.
I know when I do a research project for a broadcaster my interest is always creating something new – some new advantage, some new feature, some new way to say “we’re better today than we were yesterday,” new creations in tune with the wishes and dreams of the audience.
But research is an investment, so many stations do without. Looking over our shoulders is easier, and always less surprising and inspiring – to us and our audiences alike.
Too many broadcasters can’t even imagine the Unicorn, let alone see fit to chase it.
Here’s to those who can and do.
This latest data from Edison Research will have a significant impact on the Scenario Model we’ve been tracking driving future predictions toward what our participants have describe as “doomsday” or “wheel spinning” if Broadcasters don’t heed the warning signs and move to a multiplatform digital strategy. This is radio’s opportunity to win or lose depending on how they react to these changes in the listening behaviors of radio’s customers.
As we discussed in last week’s conference on the Future of Radio Conference in Hilton Head, SC, radio operators still own a significant music brand with their listeners but it is time to act by providing those customers with a 2-way music experience branded with the station’s name.
Yesterday I post an excerpt from a Digital Ad Age article by Al Reis about branding. Mark Ramsey also posted this slide show that further defines and helps in developing a branding strategy. It’s written by Kirk Phillips of Conrad/Phillips/Vutech an agency specializing in Branding. Here’s the link slide deck entitled the “9 Criteria for Brand Essence.”
Al Reis wrote an article that appeared in Ad Age Digital about the difference between marketing and branding. The important part of the article points out that you build a brand first and make money as a result. That’s contrary to the saying, “If I can’t monetize it, I’m not doing it.” I have contended for a long time that radio has two well established brands in many markets:
- a brand that means something to listeners
- a brand that means something to advertisers
All of that is changing in the digital realm. Can you morph your brand to represent your authority in digital advertising? Can you preserve your cache with listeners who are streaming? Reis makes some interesting points.
Here’s an excerpt from the article and a link to the entire article:
Over the past few decades, it’s become apparent that there’s a better word to describe what today is called the “marketing” function — “branding.” I expect that in the future a CMO will become a CBO, chief branding officer.
Why not? Branding has become his or her most important role. In addition, there’s a new approach many companies are using that dramatizes the importance of the brand. I call it: Branding first, sales and profits second. If you can build a brand, then you should be able to figure out a way to turn that brand into a profitable enterprise.
That ties in with one of the biggest problems in business today: Distribution. A lot of products could be successful if they could get on the shelves of supermarkets, drugstores, convenience stores and other outlets. But how do you get on the shelf?
“Put my wonderful new product on your shelves,” says the entrepreneur, “and it will become famous.”
“Make your product famous,” says the distribution, “and we’ll put it on our shelves.” Distribution has a valid point.
Amazon.com is a good example.
Today on the stock market, Amazon.com, Inc. is worth $103.6 billion. Sales last year were $34.2 billion and net profits were $1.2 billion.
But that’s not the way the company started. Founded in 1994, Amazon lost money for nine years in a row. On an overall basis, Amazon didn’t break even until the company was in its 15th year.
Compare Barnes & Noble with Amazon. In the late 1990s, Barnes & Noble introduced an e-reader and in 2001, followed with an e-bookstore. But early sales were discouraging and the company discontinued its e-reader in 2003. Big mistake. Branding first, sales and profits second. It wasn’t until November 2007 that Amazon launched the Kindle, which rapidly became the leading e-reader brand. Barnes & Noble was forced to play catch up with the Nook, launched two years later in November 2009.
That’s not the way you build a brand. If there’s an iron-clad rule in marketing, it is this: Brands are built by being first in a new category. Not just first in the marketplace, but first in the mind. That’s why a new brand pioneering a new category has to stick around long enough to penetrate the minds of potential customers.
Mary Meeker of Kleiner, Perkins, Caufield and Byers, an investor in Groupon, Spotify and Zynga, presented a digital trend update at the Web 2.0 Conference in San Francisco recently. She reported that the four leading tech companies will be competing for the consumer’s dollars and attention. This month the cover story in Fast Company is about the “Fab Four” as they refer to it. Read that article here.
Mary also reports there are more users of social media today than total Internet users in 2006, and 7 out of 10 are using Facebook. She says mobile growth is 35% and that the iPad consumption has grown faster than the iPod and iPhone. More consequential for radio is that she claims audio is the next big boom in digital. Here’s another stunning fact: digital ad revenue in 1995 was $55 million and in 2011 it will be $73 billion…that’s with a “B”. Radio can’t ignore the facts in this presentation.
Here’s a link to her complete presentation.
The Europeans have been very pro active exploring all the dimensions of the future of radio delivery and the role radio plays in their political and social milieu. Here’s a link to an article that details another effort on their part to involve the European Union in defining the future of radio. A month ago I was in the UK and met with Nick Piggot, Chair of Radio DNS and James Cridland of Radio DNS. They explained the way the UK radio has fully embraced DAB as well as how the radio manufacturers have cooperated in providing digital devices. Granted our infrastructure is much different than the European model, but I think there is something to be gleaned from observing their efforts and success in redefining the future of radio. I’ve invited James Cridlund to come to our conference and tell us what they are doing in the UK.
For the last three years I have been facilitating a discussion among a number of brokers, researchers and independent station owners from medium size markets who have been gathering near Hilton Head Island, SC to exchange their ideas about the future of radio. On www.futureofradioonline.com, you can read a series of Whitepapers that summarize the deliberations from all three annual meetings, as well as examine a collection of articles and papers following the trends that are driving the future of this business. I started writing a series of articles, for which this will be a part, thinking about where radio will be in the year 2020. I’ve titled this series 2020 Vision. Jay Mitchell recently asked me to write this article describing where I think radio will be in five years…2016. It’s clear to me that like many other businesses going forward, radio will have to be a multiplatform business to relate to both consumers and advertisers. What’s also clear is that it won’t be like your father’s radio business from the past.
Historically, radio has kept transforming itself every time it has been challenged like it is now. Many are thinking a similar transformation will emerge and radio will once again find its soul only better than before. That has been the case with each evolution that occurred moving radio from the block programming of the 40’s to format radio in the 50’s to FM music stations in the 70’s and AM talk in the 80’s. The common denominator to each of those iterations was that radio remained in each case Broad Casting…a one-way medium where radio delivered content from the producer to the consumer.
This time, change in the evolutionary process is much different. With the advent of the Internet, all media have become 2-way interactive processes. The definition of who is the producer and who is the consumer has changed. Anyone can produce content, and the consumer who wants something to say about that content is in effect blurring the lines between who is who. The media business, including what we have come to call radio, has become all about engaging content with the user, often in very discreet ways or small group exchanges now described as “social media.” Because of this, marketing has changed dramatically as the trend is away from interruption advertising. The spot advertising business will continue for a while but not in the same way we have it now. The consumer in the future doesn’t have to and won’t put up with 10-16 commercial minutes per hour.
Another major shift is away from the inefficiencies of the past where we delivered 80,000 impressions to get 50 customers. With interactive media the advertiser can identify exactly who they want to talk to and deliver customized information specific to the consumer’s wants and needs. Using these interactive methods, advertising can become totally accountable and far more efficient. Accepting the old Wanamaker story that “only half of the advertising works but I don’t know which half” just won’t cut it with the advertiser in 2016. When I bought stations through the 90’s I was able to get financing based on the fact that I was in a business with very significant barriers to entry with licenses issued by the FCC. Today, however, anyone with a high-speed connection can get in the radio business. These trends will completely and totally change the business by 2016 for the radio operator. I’m sure newspapers thought they were in great shape because no one wanted to buy huge presses to go into the newspaper business against established competitors… and I’m sure the Yellow Pages felt good that since they controlled the phone number information they had a monopoly… and I’m sure tv/cable networks felt good that few wanted to lay out the capital necessary to start a network. How’d that work out? And why would Radio be in any way exempt from this scenario? What’s so special about us that we’d be immune from the same effect?
With all of this said, there is hope for many well established operators today. Most radio stations have a brand that means something to a group of listeners in their market. Consumers trust the station to deliver a certain type of content whenever they tune to the frequency. When the station’s brand is mentioned to people in the community it represents an image with strategic attributes that have been developing over past years. The station also has a brand with specific attributes with a group of retail advertisers in the market. They have come to trust the station to deliver ad services that communicate a message to prospective customers. Because of the changes mentioned previously, these brands may not last into 2016 unless operators move to preserve them. It’s hard to comprehend that the brands – not the licenses – have the real value in this discussion; yet most radio broadcasters have treated brands as secondary. How many 50-year-old radio brands that meant something to many consumers have disappeared in the last five years for various reasons?!
Using the Scenario Option development model, the people who have attended our Future of Radio Conferences have identified three major drivers to the future of the radio business expressed as continuums:
- Technology: Radio moving from being an RF delivered medium toward a multiplatform, digital medium
- Advertisers: attention/spending on radio increasing or decreasing
- Listeners: time spent listening to radio increasing or decreasing
I don’t see the RF driven model existing in 2016 as it does today. I think some people will be accessing radio via an analog, AM or FM tuner, but the numbers will be much smaller. The growth of Wi-Fi and mobile platforms is moving so fast in most markets that people will access “radio” in many different ways that involve an IP address. The direction of the other two major drivers, Listeners and Advertisers is more in question.
Where listeners go in 2016 is still in the hands of the radio operator but not for long.
Recent listener data released by Edison Research, based on internet listening data being converted to Arbitron-like numbers, reported that Pandora was the number one listened to radio station in the top five markets. In Pandora’s recent quarterly report, they said they had a .3 share of listening nationwide. That’s an incredible beachhead to grow from. But Nick Piggott, director of RadioDNS in London recently wrote a hopeful piece on his blog:
The good radio stations have always acted as curators. What musos and pluggers deride as being heavy-handed playlist controls is curation that our listeners value. Some stations are more curated than others, but the principle is that rather than throwing people into a sea of music and seeing the majority drown, we create signposted swimming (and sometimes paddling) pools of music.
He says that unedited Internet media whether music or written word, devolves to an unacceptable point for the consumer. But curating content is expensive. Consolidation, economics and new technology changed many radio stations into voice-tracked jukeboxes with content that tends to be very bland. That trend carried forward another five years will be the end of radio, as we have known it. Interactive media is all about engaging people and facilitating their acquisition of content and friends that satisfy their unique interests. Radio stations have the opportunity today to start providing them with the content and friends they want, but a day will come when it will be too late to make the investment to sustain your brand. This is the crunch point where crisis creates opportunity… and it may be the lever we can monitor where the pain of the current circumstance becomes greater than the pain of pursuing an alternative strategy.
Advertisers also present a great opportunity for broadcasters. Local, retail advertisers are generally very confused about the digital/social medium. Agencies are springing up every day to help them answer their questions, but there is still plenty of opportunity for radio companies. Unlike a new agency, radio stations have credibility with the advertising community. They have been delivering results for years and those same advertisers are hungry for digital solutions. There is a problem here. There are a plethora of vendors selling solutions to radio companies that can be quickly packaged as digital media to be peddled to the local retailer. The problem with many of these solutions is that they come to radio to solve the operator’s problem, not the retailer’s challenges. Advertisers smell package selling that solves the station’s problem of selling spots from a mile away. Sure some of it works to meet this month’s billing goals, but it doesn’t work to sustain your brand in the long haul as a provider of marketing solutions to your customer.
Having now had the experience of turning around a group of suburban stations in Chicago to 35% plus margins, I have proven, as have many other successful operators that advertiser-oriented marketing solutions has worked at many other stations over the years. It might take the next five years to re-train your people to be knowledgeable digital media experts but just look at the numbers. According to BIA, local ad spending in 2008 was $156.3 billion, and their forecast for 2015 is less…$151.4 billion. However as a component of that number digital ad spend in 2008 was $15.5 billion and will grow to $35.3 billion. In 2007 radio revenue was $17.9 billion, and by 2015 it is still not projected to get to that level. The experts are reporting that today radio is failing at getting a proportionate share of digital revenue compared to other media. If that trend continues to 2016, the future for radio will be bleak. At last week’s NAB Radio Show, leaders of the industry from the NAB, RAB, and major groups all stood up to sing praises of radio’s future. Today radio still is a powerful medium reaching most Americans every week. Many owners want to think “it’s going to be just fine.” Yet there is evidence to the contrary including the outside-looking-in analysts who told the industry (in the very same NAB Radio Show) that “radio needs a new message.” Anyone who left Chicago thinking everything will be just fine without making changes is guilty of selective hearing.
Ultimately the future will be determined by how well broadcasters can manage change in their organizations. I’m talking about leadership. If you subscribe to the old, “if ain’t broke, why fix it?” you will loose. By the time the traditional radio is broken, it will be too late to fix it. There’s a great story about leadership in a recent post I wrote entitled Lessons from the Steve Jobs School of Leadership. Leaders are great stewards of their brand. They see the long-term future and make calculated risks to change their organization’s direction because they believe the short-term loss or investment will pay off. They are fanatics about protecting and enhancing their user’s experience with their brand. Nothing else sustains a business brand better than courageous leadership. So here’s the change formula:
Change occurs when the perceived risk of continuing to do the same things is greater than the pain of making changes in the way things are done in your organization, and the first steps are clear.
If you think that sacrificing margin in the short term is more painful and riskier than engaging new platforms of media delivery, you’ll stay the course. On the other hand, if you think that training your people and hiring a different kind of people who know digital is less risky than running your station as you have in the past, you’ll chart a new course. How much change can you stomach? Will you focus your leadership on your user’s priorities (listeners & advertisers) or will you focus on the bottom line. I’ve heard broadcasters say, “if I can’t monetize digital, I won’t do it.” Great leaders make calculated risks based on knowing their customer’s wants and needs. Long term profitability and growth are determined by how well you fulfill your organization’s mission of serving its users. Not the other way around.
I think the future of radio in five years will be exciting and rewarding for those that focus on how the listeners, advertisers and your employees define radio. In 2016, your definition may not be relevant because your end users will define what they perceive as radio. Perception is reality!
Here’s some painful news from Ad Age Blogs’s Matt Carmichael regarding the latest census reports about the characteristics of households in America. This isn’t fun reading but it is a reality check of sorts that everyone should be factoring into their plans for the future. It points to slower growth and recovery. Not a news flash but important data as you are thinking about your strategies for the future. Click here to get the article.
Jim Meltzer emailed me a link to an article written in Media Post about the incredible growth/domination of Steve Jobs and Apple since his return to same in the late 90’s. During all the recent economic upheaval one of the bright stars was Apple whose market cap exceeded the largest company on the NY Stock Exchange, Exxon. So Apple for a few hours or days was the biggest company in the world. I’m not smart enough to dissect all the reasons they have succeeded, but one thing I hear Steve Jobs rail about is how anything they do will enhance the “user experience.” Unfortunately the thing I hear most from many broadcasters (not the ones who come to our conference) is
“how can I monetize all this digital stuff?”
How often do we in radio hear people talking about the “user experience”? So which is more important in the long haul, monetizing digital or enhancing the user experience using multiple digital platforms? Of course it is both, but can you take the leap of faith that if you enhance the user’s experience with your brand that it can be monetized down the road. Tough choices I realize when debt covenants are hanging over everyone’s heads. On the other hand if all you use to measure success is monetizing digital you might never get to it before the train leaves the station.
Here’s the best Top Ten list for the Future of Radio from Lee Abrams. Provocative stuff! This requires vision, innovation and courage to implement and not look back.
THE BIG TEN
Radio is in an undeniable position of strength in terms of accessibly, but as a fan of the medium, it has the potential for extinction in its current form. Overly dramatic maybe, but there are a lot of red flags that need to be addressed:
1. MERGERS, WALL STREET, THE ECONOMY AND ACQUISITIONS
If you observe the radio business, he conversation is focused almost exclusively on the economic side. That’s great…this is America. But—when was the last time you heard or read about a radio content war, or a station that’s tearing up a market with a new sound. Content brilliance needs to be part of the conversation. If the excitement in radio is all about the deals, where does that leave the listener who could care less about who owns who. Death by deal is a real possibility as media’s eye is SO far off the content ball that we simply can’t compete in the Google/Apple era. The business side is what makes it rock, but content is what makes it roll, and you need both. Deals will be done, but it’s the magic that comes out of the speakers and screens that’ll move things forward, and that needs to be the conversation every bit as much as the economics.
2. THE PLAYBOOK HASN’T BEEN UPDATED IN 40+ YEARS
I heard a “new” Rock station recently and they presented:
–A “big voice” yelling at you about how hard they rock (that worked in 1979 when rock stations needed to re-enforce their manhood again the disco invasion…but that’s over)
–Star wars laser sound effects complete with ‘man in the box’ filtered effect. (The Empire was destroyed in the 70′s…time to move on…if radio is “theater of the mind” I heard theater of the lame)
–Blocks, Two-fers, commercial free sets (Another relic of the 70′s. That was 30 years ago)
–Lunch. Not sure if it was a retro lunch, an electric lunch or whatever, but it was a “lunch”
–A station van. Cool in ’71 when hippies carried their pot and guitars in vans, now a soccer mom symbol that defines not cool drives a van
–DJ’s playing Free Bird. (What can POSSIBLY be said about Free Bird in this day and age?)
The station was on 70′s focus group autopilot. We’re in the Google/Apple era but radio is in the “K108 plays more variety” era. The Simpsons and Onion parody this stuff.
Stations should install cliche buzzers—three buzzes and you’re fired. That should thwart “new” ideas like “The _____ Lunch”
Of course this station was raving about how cool they were. Embarrassing.
3. THE STARS OF RADIO
90′s- Group Heads
God bless bankers, but we are in a creative crisis as much as an economic one. Time to recruit, enable and inspire creative content stars, and not Talk hosts… but content creators. Radio seems to hire based on sales and operational aptitude, driving those with creative aptitude to other industries. That 19 year old creative star will probably look at TV and Radio as the last place they’d want to be. This is a problem IF media has any interest in entering the content war. We have to make our media a creative oasis for thinkers to thrive. Read a job posting from any major traditional media company. Sounds like HR hell. Then read the Apple postings. Wonder why they get the future stars?
4. BALANCE NOT BULLSHIT
It is a content war out there and Apple/Google seem to have the advantage. But Radio and TV has the eyes and ears. Without a balanced people/function configuration, you’re doomed to lose. Need STARS in:
I’m not talking about Morning Shows. I’m talking about creative leadership that, though actions and execution, create a creative priority that is equal to revenue priority. Working in sync to win the battle.
I recall waking into a TV station and seeing a mission statement in the lobby. It included lines account being cutting edge, innovating, leading, etc…. I asked the GSM if this was true. He smirked and said—Nope compete BS. Those statements exist throughout media. When you hear “Content is King”…run! It’s not king. Revenue is. Content drives revenue.
Speaking of Bullshit. Stop with the old school slogans. No one believes them. Like in TV News–EVERY station is “Best, First, On Your Side, In It For You, Accurate….etc….). America is too BS savvy to buy that anymore.
5. DENIAL & ARROGANCE
You hear a lot of:
–Pandora only has 4% of listener ship. Ha Ha.
–Radio is great. When a tornado hits, you don’t go to Pandora (Maybe not yet, but then again, what about the 358 non tornadic days?)
STOP! If you’re talking to Agencies and Wall Street…OK. BUT—internally…STOP!
This stuff sounds like General Motors in 1980.
We are at the most dramatic crossroad in Media History and to be congratulating ourselves with denial and arrogance is frightening. It’s NOT OK…it’s war. You gotta pull out the weapons, kill the denial and start creating content that’ll win on 21st Century terms. The denial and arrogance is deafening. It’s worse in Radio/TV than newspapers where they still think it’s 1935.
6. THE DIGITAL EXCUSE
Digital is now…and the future. Pretty obvious. But–it’s often an excuse. A short cut that undermines the REAL issue—Dated and tired 80′s rooted content. If a station is tired and dull, a new App won’t magically make it great, but that’s the thinking out there.
You constantly hear how a product is “moving forward” and entering the digital space. Well, that’s simply survival. What is being avoided like the plague is the core product…the brand itself. Fix the product first. I recall being at a newspaper and they were raving about their innovations and it was stunning. But when I asked about the printed paper, I got blank stares and a “we can’t touch that…it’s sacred” response. Same thing in radio and TV. WHAT COMES OUT OF THE SPEAKERS OR SCREEN is the problem that won’t be fixed by migrating it to online/mobile. Take TV News. It’s laughably dated with the Ultra Doppler super action weather, NORAD sets and big haired modern Ted Knight anchors. Will migrating that to Ipad save the day? Of course not. Fix the product first. Get the product in sync with 2011 before you start praying the delivery system will save you.
Then there’s “interacting” with your radio. That’s great, but not at the expense of the listening experience. Listen first…then interact. No one wants to interact with something tired and irrelevant.
7. THE SECRET CONSPIRACY
Seems there’s some secret law that says a Technology company can innovate daily. Version 2, Version 3, Upgrades, White iPhones, etc… Radio? Same playbook with new slogans. Even TV and Fashion has “New Fall Seasons”…radio is on innovation autopilot at a time when, to prosper in the Google/Apple era you need to innovate DAILY. American media is getting beaten by the phone and cable companies in terms of innovation. That’s wrong.
Radio has become a stagnant commodity hoping a new App will fix everything at a time when Tech companies have embraced the 21st Century. This ain’t 1975 where you plug in a format and go. It’s a new world requiring constant updating.
8. BUT WE’RE LOCAL!
No you aren’t. Well, the WGN and WLW types breathe local, but most stations are generic. When I was a kid, we’d drive from Chicago to Miami on Holiday. Indy, Louisville, Nashville, Atlanta, Jacksonville, Miami. Every city had stations with character. Maybe it was the Southern accents on WQXI in Atlanta or the undeniable pride that permeated every break. Make that same trip today and it’s a generic wasteland. Everyone sounds the same. Again, you’ll hear the denial. We have a local morning show…we do a blood drive every summer. Big deal. Stations should do a “local audit”…audit their sound and marketing and you’d find hundreds of missed opportunities. In Chicago, there are several billboards and outdoor vehicles, I’ve yet to see ONE that says “Chicago’s W—-”….
Incidentally, ”local” can be an excuse too. We are becoming more Global by the minute. But if you commit to local…then DELIVER in EVERYTHING that you touch.
9. YOU CAN’T ABBREVIATE MAGIC
New station launches: ”We have AM Drive, billboard, a tested library, some promos and an App—we’re good to go”
HUH??!! You can’t design the future until you understand the past. Look back to KHJ, KCBQ, THE LOOP, KFOG and scores of other ground breaking stations. They created a plan—completeness. Schwartzkopf style planning…a mission. Right down to how the receptionist answered the phone. Some say this/I’m old fashioned and you can’t do that today. Why? Is media so full of itself that a great game plan that REALLY reinvents is old fashioned? I’m one that believes ANY old media product can reinvent itself and kick ass in any market. Money? Imagination is free. In fact, the most passionate and gifted people are the ones you want in there, and they’re not about money. Of course media is driving them away. Winning media wars is hard. It takes emotional and managerial command. Media has to stop living in the Ad Club world and create teams that fight for brilliance…and deliver.
Todd Storz had a timeless line: ”First program…then sell.”
Media is entertainment…not utility. In some cases both, but always entertainment. The environment is too cluttered to think call letters, history and an abbreviated game plan will win.
10. MEDIA & INFORMATION IS THE NEW ROCK N ROLL
Rock and roll is arguably on life support as is music radio. It’s may not be apparent yet, but when it starts looking backwards, the best days are behind it. But that’s OK, you can learn from it and build on the NEW Rock n Roll. By Rock being dead, I mean as a driver of culture. Whereas Elvis drove culture, nowadays it’s Facebook…and News. The world is having a nervous breakdown and that’s what s moving the culture. I doubt if a new Beatles will emerge that make everything right…culture is all about media and information. BUT–The M.O. of Rock n Roll is timeless and we need Rock n Roll THINKING, regardless of format or style. The characteristics of Rock n Roll thinking include:
- ECCENTRICITY…ALL THE WAY TO THE BANK
- INNOVATION…AS A DRIVER IN EVERYTHING YOU DO
- ATTITUDE…A SPIRIT
- SWAGGER…A SENSE OF CONFIDENCE
- NEWNESS…THE STRUGGLE TO BE FIRST
- BIG—MASS APPEAL
- RE-INVENTION…A DESIRE AND MOTIVATION TO CREATES FANS NOT “USERS”
- POWERFUL…CULTURE MOVING
- CHANGING…ALWAYS PUSHING FORWARD
- COMPETITIVE…FIGHTING FOR SUCCESS
- ARTFUL…CREATING COMMERCE THROUGH ART (ART IS NOT A BAD WORD UNLESS IT’S BAD ART)
- INSTINCTIVE…NOT RELYING ON YESTERDAYS INFORMATION
- REBELLIOUS…AGAIN, A FIGHTING SPIRIT
- INTELLIGENT…IN A MASS APPEAL WAY
- NON-ELITIST…FOR THE MASSES
Get back to the roots. What a listener/viewer hears and sees from the speakers, the screens and on the streets. Stop with the excuses—Everything will be fine when the economy improves…we have a new App…We’ve been here since 1942…we’re local because our tower is here. Radio has one incredible ting going for it—Reach. Everyone has a radio. Radio and TV are in a position of strength. Just imagine if EVERYONE had a Mac. Do you think Apple would call it quits? Radio and TV have, as mediums, given up the content fight at a time when THE MAGIC OF WHAT COMES OUT OF THE SCREENS AND SPEAKERS is more powerful than ANY technology. Combined with technology, it’s untouchable. Time to get on war footing and start to create the magic on 2011 terms.