Radio Broadcasters … 2008 for Leadership

In general, radio ended last year badly.  I’m not feeling good about the revised ‘08 budgets now reaching the local radio operating teams.  I get that corporate has to pay their debt obligations and show some form of positive profit margin leadership; but, we need CEO and CFO leadership.  Changing formats,  shuffling on-air personalities/management teams, and playing the monopoly radio-property game just  doesn’t address broadcast radio’s fundamental problem … an iPod, iPhone, MP3 Player does a better job of delivering entertainment then a radio station.  Listeners are willing to pay hundreds of dollars for equipment and more for tracks instead of listening for free.

If broadcast radio is just about the music then it’s game over.  Internet radio over a coming Google/Android smart phone on the new 700 MHz wireless data spectrum … wins.  Radio can rebound on fundamental strengths … local connections, local content, community awareness, and incredible 24/7 personal reach.   An iPod, xBox, PSP, iPhone, doesn’t do local.  Google doesn’t do local … yet.    Radio teams are local.  They connect with important advertising sponsors every day.  Radio teams know what’s going on in the community.  They know who has budget to spend.  Radio has local content … they know the buzz, the concerts, events, contests.  When radio forgets to be local then away goes the difference that can save the business.  

We think the radio website is the most underappreciated media asset in the USA.  Radio management all but ignores this valuable tool.  They don’t understand it.  They don’t want to spend any money on it.  They might even be embarrassed by it.   How can everybody make money on the internet but radio station owners?  There are website tools from PromoSuite, CELLit, HipCricket, and others  that can make the radio website a hero.

Visit our business site www.CELLit.com and see how you can get started.

30% objective can lead to strong NTR performance

Non Traditional Revenues (NTR) can be a source of 2008 success.  How can you build the NTR business without major investments, new programs, and expensive graphics programs?  We suggest you look to the younger staff and help them apply their creativity.   Generally, one-in-three of your staff under 35 years old has a MySpace or FaceBook page.  Some might have more traffic to their social pages than your radio website.

We suggest you lead with an objective that 30% of your listening audience visit your website once a month. This may not seem like a large objective but it is way above the 5% of listeners we see visiting the average radio website.   Now, help your staff include information that attracts the listening audience.  The regular posting of contest information, special event schedules, concert lists, and program details will dramatically increase your web traffic.

You can help the team stay focused by asking for a daily report of site visitors and page views.  A simple report, everyday, will demonstrate your priority and help the team focus on the objective. 

Building site traffic is the sound basis for stronger advertising performance and business results.

Radio + Cell Phone Video = 2008 NTR$

We begin 2008 as a new Inside Radio and Small Market Radio Newsletter sponsor.  You’ll see us in the morning Headlines and the Afternoon Updates.  We promise to keep our messages fresh and helpful.  Nothing gets passed over faster than yesterday’s news.

Working with our initial partners has helped us improve service.  The three most important improvements hold great promise.  The “trusted sender” program recognizes station members and can automatically approve cell phone video, emailed video/pictures, and pc postings for immediate web site display.  The “talent bar” is a new page footer that helps feature contest information, program director picks, and sponsor messages.

New “Channels” allows video and pictures to be displayed as a channel of information.  Visitors can locate contests, local events, morning shows, and any station defined group of videos.  All these features are directly controlled by the station administrator.

Check out the details on our business website:  http://www.CELLit.com

Happy 2008