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As you read this, we are seeing industry-wide layoffs in many companies. Sadly, it’s nothing new, and it’s a difficult pill for those suffering the pain of losing their jobs. So, what is the best course of action to take as the industry continues to evolve and change? I have always tried to be part of the change rather than avoiding it. Enhancing your skills is good play.
Last week, I wrote about transitioning a traditional broadcast sales team toward digital sales and marketing. As I mentioned then, it’s not an easy or simple process. Besides salespeople making the transition, radio personalities have also had a tough time navigating the digital world. It wasn’t too long ago (and it still may be the case) that the words “digital content” struck fear in the hearts of anyone in traditional media like radio. Many companies quickly began building business models that were based on radio talent, creating a certain amount of digital content. I remember that the greatest challenge was explaining what “digital content” actually is.
For most of our careers, content simply meant news, weather, morning show bits, specialty programming, and features, all of which simply relied on entertaining and exciting listeners. But today’s world depends on much more from its content creators. Over the past two decades, technology has created ways for us to use two-way forms of communication, whereas we had traditionally only been a one-way stream. Rather than just using a microphone, we now have the added benefits of a keyboard’s offerings when creating content.
The digital landscape has expanded the definition of content to include a multitude of formats that leverage all of the same traditional platforms but add connectivity, interactivity, engagement, multimedia, real-time updates, and analytics. The new content creator uses the web for articles, live interviews, blogs, pages, SEO, books, papers, quizzes, forums, and user comments and feedback.
Talent also needs to be social media mavens using personal and/or corporate posts, stories, live streams, unique videos, and memes. Platforms like Instagram, Twitter, Facebook, and LinkedIn each have their unique content styles and engagement methods. The key is to make it compelling since, in the end, engagement is what drives revenue. Even sponsored, quality content can generate interest and be monetized properly. Keep in mind that content from radio shows can be morphed into online content on websites and podcast platforms. Digital opportunities can also enhance your on-air product. For example, live interviews on air can often drag on and lose the listener’s attention. Editing and streamlining live interviews for broadcast and then posting the full interview on your podcast platform for those interested is a terrific common practice. The idea is to deepen and expand your own show’s footprint both on air and online.
Podcasts and videos are a great way to generate fresh content that expands your audience beyond just the broadcast. Imagine a morning show feature in which you talk about some of the best pizza or hamburger joints in town. You and your on-air team can no doubt do an on-air tasting and share opinions, adding your own show’s flare. Now, what would it look like if you took it to another level and actually went out with the entire team and traveled to each of the pizza shops? The video possibilities could add an entirely new dimension and expansive dynamic that may even be able to secure a radio and online sponsor at a premium rate. The level of engagement could be enhanced immensely. Of course, you would be exposing your morning show and its footprint to an entirely new audience that is no longer limited to your local market but now has tentacles that can reach a global market.
As talent, keep in mind that digital content offers detailed metrics and analytics to measure engagement and effectiveness without having to wait for Neilsen. You get to see results much faster and almost in real-time! I also always appreciate digital’s ability to be updated and modified quickly as feedback warrants. When aired, that traditional broadcast genie cannot be put back in the bottle.
If you’re one of those brilliant people who have spent your career in traditional broadcast media, consider that expanding your skillset to include digital not only adds broader appeal to your audience and makes you more valuable to employers. It enhances your marketability and ability to generate revenue – which makes YOU a greater asset on multiple levels. If you’ve been resistant, trust me, it’s simply another natural progression that you are very likely already good at. Yes, it does require more work on your part, but as you look around at what is happening year after year in our industry, with many losing jobs across several companies, making yourself as valuable as possible is the smart move!
Bob Lawrence serves as a Market Manager for Seven Mountains Media, overseeing the company’s Parkersburg, WV/Marietta, OH cluster. He has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco as well as programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
