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Learning from Apple’s core

Variety also quoted studio execs as predicting that Apple will announce a deal with the [movie] studios at the same time that it unveils a new video iPod with a larger screen.

Every year (or less) Apple announces new and innovative products designed to replace the previous products and expand demand for the category and the brand.

In radio, meanwhile, our tendency is to offer the same thing year in and year out. Even big promotions, when successful, are repeated in almost identical form from one year to the next – even when diminishing returns set in.

There’s a lesson to be learned there. Novelty is only novel once.

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