One way to fix the industry…
Hey, it could (possibly, maybe, we hope) happen.
I was talking with a friend this afternoon who is still employed in the radio industry (that makes one of us), and she wanted to know what the industry would be like in five years. My first response was, “dead.” Then I found myself espousing the theory put forth by people like Jerry Del Colliano and Tim Moore, that if the ownership of the industry could somehow get back in the hands of actual radio operators, they would figure out how to serve communities in the 21st century, compete with all the other audio options, and still make a living for themselves and the people they rely on to put together their product. Tim writes, “either the devaluation of programming is finished..or we are.”
I don’t believe it needs to be “radio the way it used to be” in order to be successful (in fact it probably does NOT need to be that), but I do believe that the people who were successful operators once upon a time would certainly figure out how to best do it again.
The current “operators” certainly haven’t.
One idea I have is sort of a “social network” of a radio station. I’ve even got a website of detail on the concept at www.soundcharlotte.com.
Curious what you think.
on March 18, 2008 on 2:43 pm
You are smart to say that radio can never go back, but it is an amazing industry that has withstood a long line of programming devaluations and continues to be utilized by about 94% of Americans. We haven’t broken it yet. And there are good broadcast companies and good broadcast markets still happening today….even under all that pressure.
Expectation is that more choice for Americans will lead to the destruction of this advantage, but free and available will be hard to beat. Radio as we know it may yet return to local operation in markets starting below market 100. Then, you may see additional reassesment by Clear Channel, Citadel and Cumulus to drop out of markets in the midsize range as they become smaller companies focused on certain size and revenue type. At that point we will find out if the new companies and operators will seize the opportunity to support local programming and serve their communities.
on March 18, 2008 on 4:42 pm
You are right that radio can never go back, however some of the principals that were used back then can still work today. Remember when you couldn’t wait to hear what was coming on next? Nowdays you almost already know. Remember when the dominant station in the market always was on top of what you wanted to know about in YOUR city?
How many stations reflect that today? When all the consolidation shakes out the new SMART owners will realize that keeping it LOCAL has to happen, or radio will continue to fade away like a 250 watt daytimer.
on March 28, 2008 on 8:40 pm
I like it!
on April 2, 2008 on 6:57 pm
The very fact that so many folks are sounding the alarm (and even puffpiece publications like TALKERS Magazine are starting to come around) is, in itself, a hopeful sign. As the great Marvin Gaye said, “Long as you’re groovin’, there’s always a chance…”