Friday, March 04, 2011

Don’t Take This Advice

From CRS:

“Stop promoting your website, send listeners to Facebook where they can interact with you.” -Shelly Palmer

"Least listeners interest on radio station websites: DJ blogs, photos."
- Coleman Insights VPs Chris Ackerman and Sam Milkman

It was reinforcing to see the stats in the Coleman-CMA-CRS research project so closely replicate the national findings revealed Tuesday in A&O’s “Roadmap 2011” perceptual project. When two totally different research projects find the same things you know you’re getting pretty close to TRUTH and FACT.

And, Palmer is an inspiring new media example in his own life and personal career that his advice - designed to shake us out of the status quo - rings as valid as well.

However, it’s important also to remember that what goes between the songs is what defines your brand and commercial radio still makes billions of dollars from commercials, even as listeners also say they want more music and less talk.

So, since the only company who can monetize it if you abandon your website and drive your audience to Facebook is Facebook and telling the voices which humanize your brand and give it a face and a name to stop blogging and podcasting would halt the process of making money and building your brand on your multi-media portal just as radio is starting to grow that new business.

Don’t stop doing these things.

Improve them. Invest in them. Create something great so while the average radio listener sees no value in what the average radio station does, YOUR listener is drawn to your engaging, fresh, entertaining, micro-local, personal, interactive content like a moth to a flame.


Mark Ramsey said...

The bottom line is this: We should spend less time asking people if they don’t want what we have and more time asking ourselves why we have it in the first place.

We should spend less time adding and subtracting shiny widgets to our site and more time providing content that is so magnetic it doesn’t matter what form it comes in, people want it.

That’s the difference between a “DJ blog” and a post about something that fascinates and enchants the audience.

Sam Milkman said...

We agree with you Jaye--the fact that Country P1s find “DJ blogs” on Country radio station websites one of the least interesting content elements should not be construed as a reason to stop blogging. Rather, stations should recognize that, in general, most listeners do not have a great deal of interest in these blogs as they are currently presented. That may have more to do with the lack of compelling content being offered to date than the medium of blogging itself. In any case, to be effective at deepening the relationship with listeners, DJ blogs must be especially engaging in order to overcome the low level of interest in the concept at present.

What we hope our report made clear is this: Country P1s are engaged in many new media activities. The challenge Country radio faces is to make the best use of these new forms to strengthen the relationship with their audience, rather than simply “being on Facebook” or “having a Twitter feed.” Just having DJ blogs on your station website is not drawing your audience closer. As with any tool for engaging an audience, the answer is to make them entertaining or interesting enough to help build your brand.