Regardless of where you stand on the convergence of radio and digital, the fact that the conversation exists proves that the radio industry is adapting. We’re putting our heads together– sharing knowledge, experience, and research to carve out the path ahead of us. Whether you’re market 2 or 200, it’s in our best interest as an industry to innovate and remain relevant.
With that collective spirit in mind, I have collaborated with a few of radio’s best thinkers for the annual Convergence issue of Radio Ink Magazine. I set out to explore the challenges we face in marrying radio and digital, and will be sharing them with you. This is the first of four.
Challenge #1: Accepting Change
If I had a dollar for every time I heard someone in radio say they wanted to go back to the days when the request line rang and “social” meant being friendly at remotes, I’d have more than a radio salary! Pull yourself out of the past and accept that change is inevitable. Regardless of how you feel about it, it’s happening. You don’t want to be left behind.
Mike Stiles, Content Specialist at Vitrue, is respected for his honest (and often funny as he is also a Comedian) thoughts on radio’s digital efforts. He views social media as an opportunity:
“I believe step one is for radio to view the social media challenge as the social media opportunity. It is the means by which our terrestrial radio stations can throw off limitations and take off as multimedia brands, which are far more attractive to advertisers. No station should be limited or threatened by technology, only empowered by it. The only and greatest threat is our self-inflicted abdication as content creators and entertainers. So either stop thinking small or get the hell out of the way so radio can thrive.”
His point about not being threatened by technology is important not only for social media, but for everything digital. The fear of unknown creeps in on all of us from time to time. We should use that fear as a motivator for success, not an excuse to stay stagnant.
Follow in the footsteps of Alcoholics Anonymous and include acceptance as a step in our guide to a new “way of life”.
Well, I don’t know the degree to which I am threatened by technology but it is a shame that my kids are grown so I don’t really have anyone around the house to show me how to work it any more.
You seem to have a handle on the technical part of it! If you’re tweeting and commenting on blogs, you probably don’t need help from the kids. 🙂
Social media is definitly a great opportunity, but I wouldn’t rush to jerk yourself too far out of the past. Listener voices on the radio from the request line and being friendly at remotes could be an effective differentiator… from what I’ve heard and seen.
Keith,
Agreed that connection in person and on the request lines are imperative. Personal engagement at every listener touch point is key.
Thanks for commenting!
Stephanie