Radio is a free medium, and that’s likely the one reason it has survived and thrived for more than 100 years. As more written and audio/video content becomes available behind a paywall, radio, as an industry, should hyper-promote the free benefit. But what if it weren’t free?
Last week, this publication reported on ESPN chairman Jimmy Pitaro discussing direct-to-consumer strategies for his sports content and brands. The story made me think, “What would we do if we had to offer our content behind a paywall?”
It’s hypothetical. Until the FCC finds a way to give every listener their own frequency to program what they want to hear, radio will continue to be a one-to-many medium. You will hear what I hear on those frequencies. The digital space allows radio providers to experiment in the paywall playground. However, nearly every company or talent supports podcasts, videos, and written content through the strategy of advertising.
Let’s continue with the FCC hypothetical storyline. What if the government regulatory division determined there would be no more advertising? Donations and subscriptions only. What would our brands do? The non-commercial providers are speaking back to the screen now and saying, “Hey, we’ve been doing this for years!” Faith-based formats have a sophisticated system of donations and crowdfunding to keep their radio stations, networks, and content providers surviving and thriving every year.
I’m interested in the mainstream music formats. What would your Top40/CHR, Country, Mainstream AC, HipHop, or Classic Rock station offer to make someone pay for the experience?
Scan the dial in your market, and you’ll find duplicate formats. If the format doesn’t have the same Nielsen format descriptor, the Hot AC could likely be considered a Top 40 by the audience. Classic Hits and Adult Hits are format designations for radio providers, not the consumer.
If you don’t own the format in the marketplace, what do you own? Heritage morning shows will top the list. Is there a talent, a team, a bit, or a character exclusive to your brand that would make me want to support you financially?
Is the presentation of the format a non-promotable benefit? This means it falls under the research category of, I don’t know why it sounds better, but I like it. We used to think about audio processing this way. The listener didn’t know, or care, what you were doing to your Orban or Optimod. But emotionally, they felt the difference. The same could be said about tactics like short-setting, clock management, stopset loading, teasing, and contests.
But in an era where the presentation on the radio sounds more similar, what makes a brand unique? Here are three categories to consider when asking your team that question:
Content Differentiation:
What is unique about our product? Is it enough to be the Quad Cities Smooth Jazz station? In today’s environment, that format would be unique, right? But music content is available everywhere, so what is unique about the product that differentiates us from the rest of the dial? What is exclusive? Using the word exclusive doesn’t count anymore. Is it exclusive? It may have owned the category once, but the noisy marketplace made us less unique. Revisit your exclusivity, revive it, and make it more unique.
Value Proposition:
A paywall or direct-to-consumer connection would make the sale easier. We could quantify what the consumer gets for $30 per month, and they would know if we were delivering the value. The broadcasting scenario makes it more challenging but as important. “When you listen to XXXX, you get…” is the exercise. What could we create and promote to make the listener feel like they’re getting something for their donation?
Marketing and Promotional Strategies:
Free trials and bundling don’t work in a free medium. However, consider the social media and newsletter opportunities to engage with the audience and continually and smartly remind them they get this station and brand because of their donations. The goal is to be a 365-Marketing brand. Every day, we remind the listener of what they get for their donation/subscription.
If there were a fourth item, I would title it Distribution. I didn’t include it for radio because the medium has one of the easiest and most reliable distribution systems in modern times. I’m continually fascinated by how pressing a power button instantly connects me to audio content.
Let’s celebrate the unique value proposition of radio’s distribution and get our teams together in the new year to discuss what would make these brands more appealing and make someone want to pay for the access.
Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
