The End Of Mass Media

Seth Godin has been beating THIS DRUM for a long time now.

And where I agree with him most is at the very end: “…it’s better to be important, to be in sync, to be the one that’s hard to be replaced. And the only way to be important (like that) is to be relevant, focused and specific.”

There are a lot of problems with radio’s ratings system, not the least of which is they are quantitative in a world that is becoming increasingly qualitative.

One sure thing which has always been true: Be irreplaceable!

Be so remarkable every time I listen that I listen for you, rather than in spite of you.

C’mon, man…be honest with yourself even if you can’t say it out loud inside your station.

How often is the content between your songs so good you can’t turn it off?

Who – specifically – are you talking to when you open that mic? What’s her name?

How old is she? What is her life like? What are her concerns? What makes her happy?

The more generic your content, in the hope of attracting more bodies, the more tenuous your loyalty among anyone who cumes you.

The game has changed and the evidence surrounds you.

Create evangelists for your brand. Delight them every time they hear you.

Be willing to lose the P2s and P3s in exchange for ever more passionate P1s.