Greater Media's Peter Smyth: 'There Is Much More To Their Favorite Station Than The Music Mix'
June 11, 2013 at 5:14 AM (PT)
While GREATER MEDIA Pres./CEO PETER SMYTH has written an open article, "Streaming and Screaming," in which he discuss the value of streaming, statutory streaming fees paid to SOUNDEXCHANGE, ARBITRON giving radio all the credit for every listener, and of course the multitude of streaming music services ... but more importantly, SMYTH focuses on the future and the real prize for radio.
He writes, "There is a greater goal to be attained and that is to keep our local brands viable and relevant to rapidly changing audience habits. We are seeing the increases in listening online and the latest research indicates that some fans of our stations are now spending between 10% and 15% of their listening online. Whether it's at work or on a mobile device, that is listening that was going to be lost to our brands. With online platforms we can retain our listeners' loyalty.
We need to embrace, adapt and reimagine our stations as local brands offering multiple channels as well as on-demand audio, video, mobile and social relationships with our listeners.
"We need to be wherever they want us to be. There are new battlefields -- the digital dashboard, the mobile devices we all carry, and the desktop computer. Our brands must expand to be able to provide service to all of them as well as reach beyond the six or nine counties that define our broadcast signal.
"If you are in the broadcast business, it may not matter to you that PANDORA has 200 million registered users. It may be a distraction that APPLE is about to launch an ad-supported music stream. But if you are in the communication business, these and other online competitors should keep you awake at night. The gravitational pull of online and personalized music services is strong, especially for listeners below the age of 30.
"We are challenged to compete with them not by imitating their qualities, but by making our unique brands just as easily available at all times to our listeners. We are competing to remind our audience every hour that there is much more to their favorite station than the music mix; that we are a connection and reflection of their hometown and their favorite music format."
And SMYTH concludes with the importance of radio playing to its strengths: "Radio has proven to be amazingly resilient to date in the digital revolution, and if we tend to our primary strengths of strong local service and relationships with clients and consumers and adapt them to the new landscape, we will continue to be the audio medium of choice for many, if not most. But we need to embrace, adapt and reimagine our stations as local brands offering multiple channels as well as on-demand audio, video, mobile and social relationships with our listeners."
Read the entire article, when you click here.