It was like telling the punch line at the beginning of the joke, when Edison Research VP Tom Webster began a well-attended webinar: “It’s hard to overstate the impact of the smartphone on the American consumer.”
“The Infinite Dial 2014” is #22 in an ongoing series researching consumer adoption of digital media. As Webster and Mike Agovino — COO of Triton Digital, which sponsored the study – narrated their presentation, they had plenty of good news for radio broadcasters.
But the undeniable headline was that those who merely-feed-audio-to-transmitters aren’t fishing where the fish are swimming-to.
FREE: Click-to-download this study, fresh data with important implications for your work.
Regular readers know my rant. What makes Talk Radio — not-just-different-than — better-than other formats is…dialogue.
Before the Internet, Talk Radio was the original chat room. Radio’s best talkers get it. Deft hosts light-up-the-phones, with a provocative take, then welcome caller-after-caller. Callers talk-to-each-other, and the station sounds popular and welcoming and relevant.
And advertisers notice. The purpose of the host’s take is to make the phone ring.
Too many radio talkers ape Rush Limbaugh, a talented monologuer.
But they’re not Rush. Talk Radio becomes a caricature, when the-voice-on-the-radio thinks “Talk Radio” means I-talk-you-listen.
And too often, they seem-to-be-saying what-they-think-they’re-expected-to-say. I don’t always believe that THEY believe what-they’re-saying.
THAT SAID…listen to THIS monologue, by gifted Jeff Kuhner, mornings on client WRKO/Boston. His gift is authenticity.
Hear him respond — spontaneously, unscripted — to a listener text that called him “extremist.”
The from-the-heart moment that followed fleshes-out this habit-forming host. His passion sounds genuine.
As I listened, rapt, I BELIEVED…that HE BELIEVES what he says. Not just another Rush wanna-be, reciting The Narrative.
Twitter is a powerful tool.
I myself was a late-adopter, and I’m real impressed.
AND IT’S FREE…and that’s a double-edged sword.
Pretend that Tweets cost $1.
Why: Free is too easy.
Watch your Followers numbers. They tend to go down right after you’ve Tweeted something, which, apparently, a Follower didn’t find relevant.
Don’t take it personally! Whoever just left (and I wish there was a way to know who) might’ve Followed you in-the-first-place because an earlier Tweet was as-enticing as the-one-the-turned-‘em-off wasn’t.
You yourself will un-Follow after several – or perhaps even a single – Tweet didn’t grab you. Spam is spam, whatever the platform.
I was recently exposed to some research that demonstrated something you might find unsurprising: Tweets-about-one’s self get re-Tweeted less than Tweets which link-to third party Internet content.
Wharton prof Jonah Berger: “People like to pass along practical useful information. News others can use.”
Social Media is sharing. Facebook is full of pictures-of-what-the-waiter-just-delivered. Who cares?
Plain talk: Cutbacks continue. If you read radio’s trade press, that’s not news to you.
If you’re among radio’s remaining local news people, solid story-telling technique can improve your chances of remaining longer.
Your work – relevant, plainspoken newscasts – can make the station more habit-forming. Promos that assure “WE’VE GOTCHA COVERED” only talk-the-talk. Walk-the-walk by reckoning what matters to your target listener, and sounding-newer every time they hear you.
If you do, you’ll prompt what the lab coat crowd at Nielsen calls “additional occasions of listening,” the quickest way to grow ratings Share. So you’ll be handy to have around.
Home Run: A listener who hears your copy emits an audible “Hmmm.” Grand Slam: He or she quotes you to a friend or family member.
HE ALONE was worth the trip! Dateline NBC correspondent Josh Mankiewicz was as-entertaining-as-he-was-generous with tips for exploiting Twitter.
If there’s wistful Kenny G Christmas music wafting through a Maryland hotel lobby, it must be the annual Arbitron Client Conference. But this year, a new “Nielsen Audio” logo welcomed curious attendees. Read: My notes from day 1 and day 2.
No charge, no password, no login.