Peter Smyth: Keep Your Eyes On The Road Ahead
March 20, 2014 at 3:53 AM (PT)
In his latest blog post, GREATER MEDIA Chairman/CEO PETER SMYTH writes, "Many times, broadcasters get so caught up in the next ratings monthly or the next quarter’s P&L that they forget to look a bit further out on the road ahead to see what the next challenges are going to look like and to prepare for them. Economics is the allocation of scarce resources; if we expend all our resources to make the month or the quarter, we will have little intellectual, brand or financial equity to put against the bigger challenges."
SMYTH continues, "I just finished reading through EDISON RESEARCH’s INFINITE DIAL 2014 report, which was underwritten by TRITON DIGITAL, and I must confess that I think this year is the tipping point for listener behavior and attitudes. The trends which we have been keeping tabs on for the past several years are now facts, right there in black and white for all to read."
"Look at the road ahead, not the rearview mirror," sums up SMYTH. "Wandering aimlessly down the digital highway will get us nowhere. Every station should have a transformation plan that extends over the next 24 months and is shared with, understood and agreed to by the entire staff. Only then can the creativity be unleashed with enough focus to reach our destination."