Category: Marketing Strategy


Will Radio be Good to Great to Gone?

Alan Wurtzel is the former CEO of Circuit City, America’s late, great electronics superstore. He is also the author of a fabulous new book called Good to Great to Gone: The 60 Year Rise and Fall of Circuit City, a memoir of the lessons he learned from the failure of Circuit City that can apply to any industry, including radio. This is some of the best advice you’ll ever hear from someone who knows the terrain. Below is an abbreviated transcript of our conversation.  For the full impact, watch this video or listen to the audio: [iframe … [Read more...]


How to Make Your Content “Pop”

Sometimes we have this weird notion that platforms are places for us to put the same stuff everywhere. They're not. The way to make your content "pop" is to re-imagine it for every platform where it appears.  It's not the same thing someplace else. It's something new someplace else - inspired by its original form, but not limited to it. Think re-imagined, not re-purposed. That's how to make your content "pop." Watch: [iframe 500 281] Prefer audio?  Try this: Download mp3 (You can subscribe … [Read more...]


What’s Wrong with your Podcasts, Radio?

One of radio's great opportunities is to get our communal heads and hands around the form and manner in which we post audio online.  Yes, I'm talking about the dreaded podcasts, people! If you're a radio broadcaster then chances are you have a section of your website devoted to show podcasts (assuming you have a show worthy enough to warrant on-demand listening). Some stations refer to that page as an audio "archive."  I refer to it as an audio dungeon.  Because only someone held captive against their will would possibly want to spend much time or effort there. Here are just a few of … [Read more...]


Why Doesn’t Radio use “Add to Calendar”?

I spend my day inviting others to meetings and accepting invitations from others. And I do it the same way you do, by sending or accepting those little "add to calendar" invitations. So here we are, radio broadcasters, driving tune-in to an appointment-based medium where appointments are clearly rewarded by Arbitron at ratings time. And I personally have never seen a broadcaster invite any listener to add anything to their calendars with the simplicity of a "click." That doesn't mean nobody has done it - just that I have never seen it.  And judging from some of the response to this … [Read more...]

Is it Time to Stop Owning a Word?

Is it Time to Stop “Owning a Word”?

Back in the day, Ries & Trout galvanized broadcasters by preaching the power of the "word." Own one, they advised.  Just one. This played well with a broadcasting audience for obvious reasons - we were and largely are in the audio business, and messaging in that business continues to be driven by words (I happen to think it should be driven more by sounds, but that's a topic for another post). CUT TO: PRESENT DAY Ries & Trout begat Ries & Ries, helmed by Al Ries's daughter Laura.  And Laura's new book, Visual Hammer. Her pitch: Al and I have been preaching about the … [Read more...]


Chasing the Unicorn

Last week Seth Godin penned another pearl: The easiest way to sell yourself short is to compare your work to the competition. To say that you are 5% cheaper or have one or two features that stand out--this is a formula for slightly better mediocrity. The goal ought to be to compare yourself not to the best your peers or the competition has managed to get through a committee or down on paper, but to an unattainable, magical unicorn. Compared to that, how are you doing? The problem with many radio broadcasters is that we tend to innovate - if we do so at all - by looking over our … [Read more...]


Seth Godin on the Evolution from Advertising to Marketing

The following is transcribed from the Copyblogger podcast “Internet Marketing for Smart People Radio,” hosted by Robert Bruce. It’s an interview Robert conducted with marketing guru and author Seth Godin. Seth is almost universally known (and has been interviewed several times for this blog), and he never ceases to nail exactly the issues that matter most to an audience of broadcasters. That’s why I transcribed this Q&A, and it’s why I am sharing the key portions of it with you now. It’s long, and it’s extraordinarily worthwhile. It should inspire a conversation in your office … [Read more...]


Do you Talk to your Listeners?

"Will you talk to me?" I mean, one-on-one? It's my observation that most program directors spend infinitely more time talking to the ratings reports than talking to actual listeners.  Needless to say, this confuses input (listeners) and outcome (ratings). As a practitioner of consumer research, I'm not foolish enough to believe that one conversation with one listener represents a fact, but it does represent a story.  And the sum total of all listener behavior is the sum total of those stories.  So if you don't start asking for stories, you'll never understand why people do what they … [Read more...]

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