Archive for category Advice
I think that Mark Ramsey is one of the best thinkers about radio today – here is a very helpful post that I think sums up what we are all trying to do in the FTMC project. His focus is for profit – but the ideas remain true for all of us.
As we come to the end of the year – I look forward to looking at what we have learned – my bet is that it is more than we think!
- We are solving problems
- We are organized around an audience/people versus a platform
- We work directly with our partners – some of who will fund the work
- We are creating whole channels and platforms for content
- We are measuring outcomes rather than ears and eyeballs”
He starts with this provocation:
“Don’t read this if you don’t care about radio’s future or if you’re counting down the days to your retirement.
Every now and then some thinking comes along that puts it all in perspective. This piece from Ad Age is one such summation of thinking that has been bubbling up over the past few months from folks like Tom Asacker and others.
What is the blueprint for what radio will need to be to compete successfully as a vital enterprise in the years to come?
The trajectory of our future can be summed up as follows:
Almost every consumer marketer I’ve spoken to…is moving toward the goal of making marketing more outcome-specific, targeted, useful and conversational, and less about blasting of what we’ve generally called “brand” messages via specific platforms. They see some of today’s media companies as shaping into useful potential partners in those efforts, and others as increasingly redundant — and they’re spending less and less with the latter.
The radio – media – company of the future will:
1. Act more like a marketing company than a media company.
Says Ad Age: “Good partners will be marketing companies, operations set up and focused on solving brand marketers’ problems by means of the connection they can create with an audience and results that connection can deliver.”
In other words, the model will shift from selling access to listener ears in bulk toward selling solutions to marketers’ problems via connections. That is essentially the difference between “advertising” and “marketing,” so choose your side of the fence wisely.
2. Be organized around an audience and not a platform.
Broadcasters frequently talk about being “platform agnostic,” but too often what that really means is putting our radio signal in other places or on other devices. That’s just transporting the problem, not solving it. Your job is to rally an audience of raving fans and satisfy the appetites of those fans while connecting them to the marketers who crave them. Period.
3. Work directly with marketers.
Being bought off a ranker is not the same as working in partnership with marketers. Increasingly, the ranker-buyers will be the obstacles to our success, not the reason for it.
4. Not just create spaces for ads next to content, it’ll create whole media channels and platforms for brands
Writes Ad Age: “Brands want to be at the center of content and communities and they’re going to create these channels with or without media companies.” It’s up to us to bring the talent to the party and to build these channels in concert with advertisers. Or they will simply build them without us.
5. Employ technologists who can build device-agnostic platforms for marketers.
Note the distinction between building these platforms for marketers and building them for your radio brands. Recognize above all else who is in the driver’s seat. Hint: It’s not your radio brand. It’s your radio brand’s customer base, the marketers.
6. Know how to deliver instantaneous gratification when it comes to measurement, and it’ll be measuring outcomes not outputs. A rating…stat is not going to be enough in the future, and certainly not when it’s presented weeks after the fact.
The dawn of the post-Arbitron world is before us”
Amber Johnson sent me this 100 item resource today – real – personal – effective and the POV of taking control – brilliant. Here is how it starts:
Whether you’re fresh out of college and looking for work or trying to get back in the workforce, unemployment can be quite a predicament. Chances are, you’ll need all the help you can get. Make use of these lifehacks to make your unemployed life just a bit easier.
Make use of these general unemployment lifehacks.
- Appreciate being unemployed: Enjoy your unemployment while it lasts.
- Stay social: Make sure you keep putting an effort into maintaining a good social life.
- Get a business card: This tiny tool can help you connect with others, especially employers, in a really big way.
- Improve your mindset: Use unemployment as an opportunity to tackle problems in your life.
- Join a support group: Get help with unemployment by seeking out libraries, churches, and other organizations that offer unemployment support groups.
- Give yourself an assessment: Look at your strengths and think about what you really want to do now that you’ve left your old job.
- Stay positive: Look on the bright side and take advantage of your time unemployed.
- Make friends with your librarian: Visit your library for free entertainment, job hunting help, and great community resources.
Where might the jobs come from that will be so essential to our future? Here is Bob Herbert’s conclusion in his Op Ed today:
“The past,” as William Faulkner told us, “is not dead. It’s not even past.” The lessons of the Works Progress Administration and the Civilian Conservation Corps of the 1930s are right in front of us, ready to be studied, analyzed, updated and applied to the present-day needs of the country.
If we’re serious about getting the U.S. back on track economically, we will have to take our heads out of the sand at some point with regard to the nation’s infrastructure. America has to be rebuilt, modernized and re-energized — from its water and sewer systems to its schools to the smart grid and the alternative energy sources that so many are talking about and beyond. That’s where the jobs are for the long term, and that’s the only route to a truly flourishing future.
These investments would be costly and require vision. Seeing them through would take an enormous collective effort by politicians and the public alike. But some variation on these themes is absolutely essential if the U.S. is to pull itself out of the economic quicksand and its long-term, potentially very tragic consequences.
Here is a find by Mark Ramsey – whose opinion I value more than most:
It’s Not About “Being Local”
When you can’t compete with the same headlines folks can get everywhere else, you focus on the local stories they can’t get anywhere else.
That’s how they did it at this small-town newspaper.
It’s not about “being local,” my broadcasting friends. It’s about mattering to your local community because what you do there is essential and irreplaceable.
Never confuse the two.
Here’s the video from the NBC Nightly News. Click the post title if the embed is invisible.
New Culture – the source of this video – is a great resource for all things financial – their work is designed to make the complex straightforward as this video shows.
It takes time to react – Public Radio and TV are pulling together a solid portfolio of resources to help us understand our relationship with money.
Here is WNED – Buffalo’s new series – Your Life, Your Money
You can watch the entire show or the parts that interest you the most – the POV is you!
APT and WXXI Pub TV in Rochester have a great series called Biz Kids. The public TV series where kids teach kids about money and business. It has a large number of sharp, to the point and relevant videos about money matters and kids. Check it out!
From the New Yorker via EconomyStory.org from PRX
He speaks clearly – no jargon – realistic and sympathetic for the regular person – he also wants a real reinvention of the economy for what real people need is work. How do we have a viable economy that does not depend on credit fueled consumption? His answer, we should look at the infrastructure that we need and also at our environmental and energy needs.