10/19

Radio’s Crisis of “Why”

The best brands in any category generally exist for a reason – a good reason.

A reason that matters – deeply – to the consumers, patrons, and fans of that brand.

What’s yours?  What’s your “good reason”?  What’s your “why”?

Why does your station exist? Why should your audience care? Why do you come to work every day?

Too many broadcasters have a “crisis of why,” settling on uninspiring business goals that could characterize Dunder Mifflin as easily as any brand which deserves to aspire for more.

If your “why” is to get ratings or to make budget or get a 4.0 share, that’s a thin form of inspiration that will attract no listener I know.  Are these things important to you in your job?  Sure.  But they’re not causes any fan will rally around.  Nobody ever called a radio station to praise its ratings or to bonus its sellers.

Watch this short video that spells out the problem – and the solution.

If your station blinked off tomorrow, would anybody care?

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  • Dick Taylor

    Radio needs to innovate its way to a new tomorrow.  And there’s precious little of that kind of thinkin’ going on in radio today.

  • http://koolaidredalert.blogspot.com Wm_Tucker

    I couldn’t agree with you more here, Mark.  Many stations don’t appear to have a mission; a cause around which their stations reflect the values of listeners or advertisers.

    Could the problem be cultural; a radio industry dominated by bureaucrats and bankers rather than entrepreneurs?

  • http://www.markramseymedia.com Mark Ramsey

    I don’t think a mission is necessarily squelched by bankers or bueaucrats. Microlenders have a mission. JFK had a mission. Apple has a mission. To quote Nike, just do it :-)