I'm speaking on a panel at AdFed with a TV guy and the editor of the newspaper. Questions we're to answer: What's happening with people' preferences for new media and how has that impacted your company? How do we as a marketing industry react to downturn in traditional media outlets? How can we create collaborations that keep everyone in business?
I'm feeling defensive. Things aren't good, but they're not bad. We're holding our own against iPods and satellite radio (it's not like we haven't had mix cassette tapes and CDs forever). We haven't laid anyone off. We're doing the right things for the community. We're doing good things for our clients. Ways that you would respond to these?
You mention that you are doing things in the community and clients. Share your success and stay away from any negative comments about economy, other media woes etc.
Don't forget that Apple announced that they are adding FM radio to some of their Ipod models. Talk about the positives, the fact that we are local, the fact that radio is embracing new technology to reach out to their audience.
We live in an Information Age where today's society has access to information in "real time" with the new technologies. New media has novelty driving its attention. But in raw numbers traditional media remains as the preferred choice. Radio continues to grow in Cume which means we may not be as 'sexy' as the new media entries, but we are a staple in meeting the consumers' need for information and entertainment. Radio is like water... maybe in some minds-tap water. You use it all the time, but you don't think about it. In truth Radio is a personal medium - an art form not a commodity -that carries an advantage of privacy with the consumer. While the new public media engages community with group dynamics- Radio is consumed by the individual in a uniquely personal way. If you are a 50 year old woman who likes Hip Hop, you don't have to defend or explain yourself when you listen to Rickey Smiley on the way to work. Share that preference on Facebook; or let your friends know what you've downloaded on your I-Pod and there are those who will profile you as eccentric or weird.
TV and Newspapers are more community consumed. They have a greater threat coming from the New Media...TV is about to have Internet infusion on future content delivery. Newspapers already have iinternet delivery of their content.
Radio's unique ability to "work" with other media - New and Traditional - lends to us a special discipline to be "Client ROI" focused on helping advertisers achieve results with their Media Mix.
Tell them, "An iPod doesn't give away free concert tickets." (Or give incoming storm warnings, or school closings, or traffic alerts, etc.) Live and local, baby!
