Answer The Questions

Marketing people know their job starts with questions. I think your job does too.

For instance, what problem is your station trying to solve for listeners?

If you believe the answer is free, uninterrupted and easily accessed music you have a problem that is not going away.

If you believe the answer is companionship, or entertainment, or instant updates of earth-shaking news, you have a problem, but you also have a rich opportunity.

SiriusXM and Spotify are not competing in this arena. They’re pushing to own the uninterrupted music position.

The problem is that radio companies are all about cutting expenses continually, not about creating compelling human interaction between the songs.

And until our decision-makers ask the right question, really hear the answer, and face both the problem and the opportunity that answer reveals, commercial radio in most cities will be treading water, at best.