Monday Memo: We’re There, Too
By Holland Cooke
Consultant
How obsolete does this sound? “Newsweek magazine.” News, gathered during most-of the week, had to be frozen by week’s-end, on deadline, to roll the presses in time for hard copy to be delivered in Monday’s snail mail. Back then – picture people dressed like “Mad Men” characters – enough subscribers felt informed-enough to deliver Return On Investment for the magazine’s advertisers. Seems antique. Now, news is reported moment-to-moment, on any device. And newsweek.com is there… along with everyone else competing for attention.
Also quaint: that “clock radio” on the nightstand, which accomplished two-of-many functions now on smartphones. And the “transistor radios” heard all along the beach this time of year in the 1960s? In Providence, the capital city here in The Ocean State, an AM 630 signal superior to its AM 1290 Top 40 competitor led WPRO to brand itself as “The Station That Reaches the Beaches.” Now, there are smart speakers on those beach blankets. I live at the beach and hear them playing Pandora and Spotify.
Good news, but…
Radio is still the #1 in-car audio; increasingly ported there via smartphone app, if stations have explained theirs well. And there’s plenty of other audio on those phones, and on the smart speakers that brought radio back in-home… unless we ask Alexa to instead “play hotel poolside music” or ask her for the weather or some other heretofore radio content.
Repetition builds habit, and to best explain that we’re there too, you should audit the user’s experience consuming your stream. Does “Just say ‘Alexa, play 102.3 WXXX’” or “Hey Siri, play KXXX on TuneIn” get you there? Does the smartphone app instantly play your on-air programming, or are multiple clicks required?
More important than Where and How to listen: Why?
Radio’s real-time nature is still its superpower, and if your station has earned a news reputation, listeners will find you – however they listen – when the fit hits the shan. And between bombshells, diligent stations whose real-time audio seems helpful and relevant and uniquely local will be habit-forming and keep ‘em comin’ back for more. Adding push notifications, breaking news alerts, and other direct engagement can bridge the gap, prompting more live listening.
Beyond that “linear” delivery, our on-demand culture favors predictable utility. Smart stations repurpose their best moments into snackable content: a daily local news roundup, your morning show’s funniest bit, or the weather and event calendar for the weekend; all sponsorable. ICYMI, my recent TALKERS column: Feature The Moments That Matter.
Your over-the-air signal is still the beating heart of your operation. Your call letters are a family surname, these new platforms are siblings. They’re extensions, not threats; extra doors into your house. Make sure they’re open wide, easy to find, and lead to something welcoming. Ideally something they can’t hear anywhere else.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
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