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The Problem Called "Clutter"
November 19, 2019
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Every one of us in commercial radio knows that our product is too cluttered:
- 7 and 8-unit stop sets (that don't even count the 20-second sponsored traffic and weather reports)
- Live spots bracket every set, and they always run longer than produced spots
- Remotes mid-week, which we know 99% of those listening have zero interest in attending.
Do you sit passively at home and watch network television shows, or do you zip through the spots?
We know what we're doing to our listeners.
We know they have alternatives, and we're fortunate those alternatives aren't yet as good as Netflix and HBO on the television side, or we'd be in real trouble.
We've got to find a new model. And that new model is definitely NOT voice tracking, or limiting your air talent to seven seconds of "content." Why are we so worried about what our jocks are saying when we run 8 or 9-minute stop sets twice an hour??
No, what we need will probably include some sort of subscription-based revenue, which means creating proprietary content you can't get on Pandora or Spotify.
NPR and SiriusXM are already experimenting with this: Special concerts that become available with subscriptions.
It definitely means big investments in that proprietary content, most of which will be non-musical, though the biggest groups definitely have the clout to arrange special programming for their listeners - it's monetizing it that's been the problem.
Do you see this happening under any of the big groups? Does Entercom or Hubbard have a track record of this kind of thinking?
Seriously, what can Radio do to increase its value, both to listeners and advertisers? How can we remain relevant moving forward?
How do we change Radio's image as an overly-cluttered, painfully commercialized, music box with bland and boring or loud and disgusting air talent?
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