By Holland Cooke
Consultant
Sure, radio’s superpower is that we’re live. But 75% of all advertising dollars are now spent on digital. And Netflix, YouTube, and podcast platforms have conditioned consumers to expect that their content will wait for them (“on-demand”), not the other way around (“linear,” meaning real-time on-air). If your best content disappears the moment it airs, you’re leaking value. Think: time-shifted, searchable, and shareable.
Repackaging doesn’t just mean repeating
Is posting airchecks – whole hours – your news/talk station’s only on-demand offering? Hey, why not. It’s easy, and – mathematically – no listener hears everything live. So, archiving offers convenience.
But few people sit through a whole hour, even when listening live, as Nielsen’s 3-minute gimmick reminds us. So do what music stations do, because music rights issues force them to: Extract chunks of what aired.
— Smart stations, in every format, are curating familiar recurring morning show bits.
- — From interviews: Was there an “Aha!” moment, the-one-thing-said that was most impactful/helpful/surprising/quotable? Maybe even a few standout moments? Just one is fine. Be choosy, rather than posting for the sake of posting.
- — From host monologues, excerpt the passage that makes the point in-a-nutshell. Like Sean Hannity’s shortform morning bit, a lift from the previous day’s live show. Give yours a title, i.e., “Mike in a Minute,” “Randy’s Rant,” “Tell me I’m wrong,” whatever. And if a caller crystallized – or challenged – the host’s take, include a bite. These features are hors d’oeuvres, nibbles from those whole segments you have also posted for those interested to devour.
- — If you are doing solid local news, CONGRATULATIONS. You’re conspicuous, as newspapers tailspin and because TV stations’ coverage tends to come later in the day. So consider repurposing the morning’s top local stories into a short daily update.
- Don’t just clip and post. Package and brand. Give all-of-the-above your station’s imaging feel. A series with a name is easier to remember, easier to sell, and more likely to be shared.
The juice is worth the squeeze
Repackaged content does more than just fill your feeds:
- — It increases time spent with your brand.
- — It creates more occasions of listening, whichever way works best for the listener. BE ON PHONES.
- — It opens up new monetization opportunities. Sponsors love targeted content and are buying digital. Sell them yours.
The bottom line? Yours. Future-proof your station.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke