You Don't Know Until You Know
March 8, 2011
I was struck by the headlines coming out of the just-completed CRS about a Coleman Insights study commissioned by the Country Radio Broadcasters and the Country Music Association. The headline read: "Listeners don't care much about DJ blogs on station websites."
Now, in full disclosure, I was not there and I'm sure there is more depth to this research than the headline. In fact, the story went on to say that from a Country station website, the most loyal (P1) listeners want attributes such as concert schedules for their favorite acts and the ability to listen online. What they don't particularly want (as primary content) is DJ bios, photos and blogs. They also don't care much about the ability to purchase and download music.
I also don't disagree in this context, because it is a reality that a majority of DJ bios and blogs are terrible. It is something many companies mandate their personalities to do ... and the result ends of becoming a read that is curated at best, or just filling space at its worst.
However, you can't simply say that listeners don't care from a universal standpoint.
We live in a time where social interaction, authenticity and transparency are so vital. Pictures, blogs and photos allow you to do all of it, and encourage participation, interaction, collaboration and co-creation. What will separate you if you strip away all of these areas and simply post concert schedules and a "Listen Live" link? Let me answer that ... nothing.
Contemporary sites today feature content through blogs, video, photos, conversations, maps, podcasts and reviews.
I think the research is magnifying a deeper issue that isn't about the features at all, but exposes what real benefit the content being offered is bringing to the listener.
If the content is right, people will watch, read and listen to you, no matter the delivery method. Once they discover a true purpose and value in what you are offering, I'm betting the research would show some completely different results.
So, let me re-frame the headline to say, "Listeners don't care much about DJ-nothing, but connect with real personality."
When that becomes you -- because you are not focused on features, but the benefits -- you won't need any research to know they know.