Radio's Attention Crisis - hivio 2013
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Mark Ramsey's opening presentation from hivio 2013 - the first-ever radio ideas festival.
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Radio's Attention Crisis - hivio 2013
- 5. Total primetime commercial ratings fell 8 percent across the board, marking the sixth straight quarter of total TV declines — and the steepest drop since the third quarter of 2009
- 13. So…?
- 15. Plan Accordingly
- 16. but radio is different, right?
- 34. Job LOW HIGH Star Access/Exclusives Betterness Belonging Local Easy Convenience Companionship Culture Immersion Discovery Change Mood Inform/Educate Now Entertain Soundtrack Fav Music
- 35. Job LOW HIGH Star Access/Exclusives Betterness Belonging Local Easy Convenience Companionship Culture Immersion Discovery Change Mood Inform/Educate Now Entertain Soundtrack Fav Music
- 36. Disagree 51% Neutral 35% Agree 14% Agree or Disagree: Radio brands create unique and compelling content
Notes de l'éditeur
- WelcomeWhat this is NOTNot a financial conferenceNot a place to learn how to better sell whatever you haveNot a place for groupheads to do deals in hotel suites while simple people attend panelsNot a place to watch the same talking heads say the same thingsA place for ideasIdeas from OUTSIDE radio that can be applied TO radio by the smart “hive” of people present in this room and watching online
- Begin with premise….June 2013 - Arbitron released another RADAR National Radio Listening Report today. The report says radio’s audience increased year over year, adding more than 430,000 weekly listeners. Arbitron says radio now reaches 242.5 million listeners, or 92 percent of persons, age 12 and older, on an average weekly basisSteady as she goes, right?Radio is SPECIAL, right?
- That means radio is NOT like newspapersTotal Weekday Newspaper Circulation declines from more than 60 mm to more than 40 mm in 12 years.More news being consumed – but not in the newspaper
- That means radio is NOT like the evening network newsEvening News Ratings on the three networks decline over time.More news being consumed – but not on the TV evening news.
- That means radio is NOT like prime time network TVFor Q1 2013Source: Nomura analyst Michael NathansonMore TV being watched in more places and more platforms = but not on the networks.
- To answer that question, need to go back to 1983
- Risky Business with Tom Cruise
- Michael Jackson releases ThrillerThe best selling album of all time
- 1983 – the year that Mark Zuckerberg was conceived.30 years ago
- Valley Girlwhen Julie and her friend are driving through Hollywood with Randy, her friend says "I'm not getting out of this car." Randy says "OK, but if they attack the car, save the radio."
- 43% decline since 1983
- Decline of 9% in AQH Rating from 2010
- So what does it mean?That Radio is DYING? No. Radio WORKS – for advertisers and consumers.People will always listen to audio entertainment and information, but maybe not on the radio…
- What does this mean?Not that radio is bad or dying…But…Radio is not special – it is subject to the same forces that all mass media confront in this age of atomized attention.YOU have the right – the responsibility – to plan accordingly.
- Plans based on myth – or reality?Which plans will be more effective?
- The Problem: A Crisis of AttentionAffects ALL media. Radio is not immune.How to counter this affliction? Embrace what you’re best at, no matter who the competition is.
- The solution is….1. UNIQUE and COMPELLING CONTENT2. Platforms – Where that content is brought to life in many ways, in many places, and for many different kinds of people
- Clay Cristensen / HarvardMilkshake problem / Disruption
- Talking about the OVER THE AIR manifestation of radio. The traditional definition of radio.
- Disruption Potential: VERY HIGH
- Background music while you do other things…Disruption Potential – VERY HIGH
- You can get this from other audio, from video, from games, from Facebook, from mobile devices, etc.Disruption Potential: HIGH
- Radio is in the moment – it’s happening now. Immediate. The difference between a recording and listening live.Disruption Potential: HIGH
- News, information…Disruption Potential: HIGHUnless you’re DEEP into this world, like ESPN or NPR
- I want to relax, I want to party – radio helps me get there.Disruption Potential: HIGH
- I want to hear something newDisruption Potential: HIGH
- I want to get deep into a particular Culture. Christian radio…Urban radio….Country radio. Especially where the content is NEW. Culture is MORE than music. It’s the whole VIBE of a station.Disruption Potential: MODERATE
- People on the radio are your friends. You feel like you know them. You feel like they’re in the car with you.Disruption Potential: MODERATE
- Radio is everywhere – five in every household. 800 million in the US.Everybody knows how to use it – it’s EASYDisruption Potential: MODERATE
- Keeps you in touch with what’s around the corner.There are apps that can tell weather and traffic and news in your area. Craigslist knows more about what’ going on in your community than your promotions director does.Disruption Potential: MODERATE
- When you listen to the radio, you are never listening alone. Even if you are alone. You belong with others doing the same thing.Disruption Potential: MODERATE
- Betterness means improving the lives of real people in real ways. Not contests.Disruption Potential: MODERATEThe best thing about radio isn’t about what happens on the radio. It’s about what radio makes happen in the lives of people.
- Exclusive, one place only, content that matters to those who seek it out.Disruption Potential: LOW – EXCLUSIVES OF ALL KINDS
- Is this what YOUR brand looks like?Does YOUR brand create unique and compelling content?
- Survey of 1,000 persons 12+ earlier this year.Disagree beats Agree more than 3:1
- Maybe that explains why Marc Maron – From Air America to one of America’s most popular comedy podcasts, WTF, to…radio???No, to IFC?!
- Maybe that explains why filmmaker Kevin Smith – with some of the most popular comedy podcasts in America is on the Radio?No – he’s on Hulu and AMC“I would love to be on the radio”WTFThe content is all around us and we refuse to see it.
- The solution is….1. UNIQUE and COMPELLING CONTENT2. Platforms – Where that content is brought to life in many ways, in many places, and for many different kinds of people
- You’d better be in the CONTENT business and the PLATFORM businessNot the TOWER business. Not the distribution channel business.
- If you’re famous for content, make sure you have all the unique content that compels. Then make sure it’s everywhere. In many forms.
- If you’re famous for providing somebody else’s movies and TV – somebody else’s content – stuff I can get anywhere else, You’d better launch your own unique and compelling content, and distribute it across every conceivable platform.
- Content has value BECAUSE it’s unique and exclusive and hard and desirable, not because it’s available to everyone on every station for free.
- Purpose of this event is to stimulate ideas in content and platforms.To ease the crisis of attention by creating new things worth paying attention toWorth caring aboutWorth listening, watching, consuming and engaging in.