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If 2017 Was An Online Traffic Jam - Imagine What 2018 Will Look Like
December 5, 2017
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Radio listening remains strong; Nielsen's Comparable Metrics Report reveals radio reaches 93% of the U.S. each week.
The audience relies on us at work, at home and in the car. They trust we'll curate the best music, and keep them entertained and informed.
We also know they have other choices. And those choices are some of today's best time sucks.
It's a battle for attention.
Look at what plays out every 60 seconds online in 2017.
And it's only going to get busier.
People are viewing multiple screens and toggling social platforms at lightning speed.
It's critical we understand what the audience is doing when they're not tuned into us; or when they are listening but dividing their attention.
Knowledge is power.
Before we do another break, write copy, create paid social media, dream-up the next big promotion; remember what's happening every 60 seconds in lives of the audience.
How can we cut through all of that noise and drive brand strength?
Brand strength, after all, drives financial value.
Technology is making our lives move faster, sometimes more complicated, and our thoughts and actions less private.At our radio stations we can get lost in the frenetic energy of each day and forget the greater purpose is to serve the audience - to come at creative from their point of view.
We're not always going to hit the mark.
But we'll get closer every time we try with the understanding of what is happening every 60 seconds.
(Chadd Callahan and I will update this in 2018, so be on the lookout!)
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