According to Larry Rosin, Edison Media Research, the top three things listeners want and expect from their favorite radio station continue to be what they have always been:
*The Best Music for My Tastes*Presented by people I know and trust
*Who Support and care about their local community
And by the way, Rosin pointed out that he does research in many countries and the findings are similar.
Knowing these to be facts, how to we use the forces of the “Shift Age” to create a more relevant, engaging product for the communities we serve. First and foremost, you must focus on local with a global perspective. Let’s treat the “Flow to a Global World” as an opportunity to create a community of local listeners who share their thoughts and opinions about how the changes in the world are affecting their lives. You need your TRIBE (the right individuals bragging endlessly) to be interactive and vocal.
Radio has a unique advantage to other products and services because we already have a built in community of fans who love what we do and are willing to tell their friends. Recognize the power of the “Flow to the Individual” and the effect of the “Accelerated Connectedness of the World” and take advantage of the technology available to allow increased two way communication. Listeners must be able to take ownership and believe they are running the radio station. We cannot remain a passive, “one to many” medium. You must be active on Facebook. You need text messaging capability. Your station content must be available on multiple platforms on the internet. The new digital natives expect all of this and you will lose them if you do not deliver.
And last but certainly NOT least, you must continue to support your local community. Gen Y is quickly becoming the largest segment of our coveted 25-54 demo. This generation is the first in decades to truly believe they can make a difference in the world. They want life to be better for all. They believe in giving back and they look for opportunities to help. Enlist their services. Join forces to do “good in your neighborhood” and allow them to be the ones to brag about it.
Finding a new twist on an old theme is never easy. Seeing the possible is a gift and I may not have even scratched the surface here, but my creative juices are starting to flow and I hope to find a way to write a brand new song for this industry I love.