"Radio has got to get past the protect-the-status quo-at-all-costs mentality, to a point of technological acceptance, comfort and competence." He says it needs to happen very quickly and involves "re-inventing some roles so that the new blood understands not only how to build and monetize an audience on-air, but online and in the mobile world. People need to understand that what drives on-air ratings and what drives unique visits, page views, total listening hours, on-demand and podcast listens/views can be very different things. You are not trying to be just a station with a website, but rather a local digital media brand with a loudspeaker."
Right out of the "W.T.D.A. Handbook." As we head into the all-important fall ratings period, programmers (or "content directors") need to take that big picture look at their strategy, integrating other key managers at the station. "The product" is no longer just the audio that comes from the transmitter and the tower.
There has to be a shared strategy that integrates sales, marketing, and interactive. Too often, the various departments at radio stations meet independently, and in the process, miss opportunities to work together to integrate digital applications and opportunities.
You can find our W.T.D.A. piece on our site, and we'd be more than happy to send those snappy green bracelets to you and your stations. We also invite you to hear the real thing at Summit 13 when "The Tech Guy," Leo Laporte, takes the stage, and provides his insights about how radio needs to develop digital strategies. And Paul will be hosting a savvy panel that will address how it's all going to be transitioned and monetized in the sales cubicles, featuring Deb Esayian and Eric Ronning.